Strategic Advertising Management
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Short Course
Strategic Advertising Management
Understanding the marketing and communications campaign development process is critical in entrenching brands for success in today’s increasingly global integrated marketplace. It takes having relevant business and brand insights and fully appreciating the marketing strategy and plan as a starting point.
Out of this, the Strategic Advertising Management process will take the business problem at hand, develop a brilliant insight, and come up with the communication BIG IDEA, strategy, and creative brief for the communications team. In addition, this person must develop the all-important ability to communicate, research, and intuition to match complex problems to communication solutions.
Learning Outcomes
On completing the module the learner will;
- Understand and apply the concept of Integrated Marketing Communications (IMC)
- Understand and develop strong communication briefs
- Learn how to generate actionable consumer insights and articulate a BIG Idea
- Develop a communication strategy
- Assessing the effectiveness of campaigns
- Interpret and articulate a communication strategy into inspiring creative briefs
- Assessing the effectiveness of campaigns
Focus Areas.
- Integrated Marketing Communications- concept/ process
- The briefing process
- Communication strategy development
- Creative Process Impact
- measurement
Who it is 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 who need to work optimally with their creative partners in developing strong campaigns.
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