Advertising Account Management

Catalog description

This course teaches the fundamentals of advertising account management, one of the five “pillars” within today’s advertising agencies along with research, media, account planning, and creative. The highly interactive curriculum combines concepts, models with practical applications, assignments and exercises. It provides students with a primer on how to function as an Account Manager in today’s highly competitive and technological advertising and communications world. Students will benefit by learning: (1) how today’s modern advertising and communications agencies operate; (2) the roles and responsibilities of an account manager and key agency department; (3) how advertising campaigns are developed and executed; and (4) how to analyze advertising strategies and campaigns.