Advertising Strategic Account Management

In today’s increasingly globally integrated marketplace, understanding the Marketing Communications’ Campaign development process is critical in positioning organizations and their products for marketplace success. And with the changing nature of global and local challenges, it has become even more critical for organizations to remain relevant and build lasting relationships with their stakeholders by communicating effectively across new & traditional channels.

The Strategic Account Management course from ISA provides an in-depth & practical understanding of the Strategic Communications Planning process and the relationship between Business, Marketing, Communication,  Creative Development & Measurement.

Learning Outcomes.

On completion, the student will:

1. Have an appreciation of the entire process from business, marketing to marketing communications.
2. Develop and recommend brand positioning strategies
3. Generate actionable consumer insights
4. Developing a campaign ‘Big Idea’ based on consumer insights
5. Interpret and articulate a communication strategy into inspiring creative briefs that will connect with audiences
6. Assessing the effectiveness of campaigns

Topics

• Brand and Brand Positioning
• Marketing Mix
• Marketing Comms Strategic Process Overview + Objective Setting
• Understanding the Marketing Communications Mix
• Digital Essentials
• Budgeting, Measurement and Evaluation
• Client Communication Brief
• Generating Consumer Insights
• The Creative Brief
• IMC Strategy Development
• Brand Reinvention & Innovation
• Strategic Account Management- Student Presentation

Who is this For

Anyone playing a role that requires a deeper understanding of consumer behavior in order to make decisions around communication, messaging hooks and connections. Marketing/ brand practitioners, Agency practitioners, business owners.

Entry Prerequisites

College or university qualification, experience in marketing or brand communications for at least one year. More than 2 years  experience in other disciplines

Delivery and Assessment

On-line Classes

Relevant reading  material

Practical case studies

Ongoing assignments per session

Assignments  – on identified case throughout the Module, and final project

Contact hours :24 hours

Group Work : 10 hours

Assignment : 3 hours (Presentation)

Study hours : 30 hours

Teaching Pattern :Lectures + videos + case studies + group work presentation