Campaign I: Strategy & Execution

Catalog description

This course is taken in the semester before INTG1-GC1015, Campaign II: Planning and Management. Together, these two courses provide complementary learning in how to develop strategy, plan, execute, and manage marketing campaigns. Campaign I focuses on the creative aspects of the campaign and explores core concepts that transcend marketing channels. By studying how creative strategy becomes the basis for all executions across the marketing mix, including television, radio, print, direct mail, e-mail, digital and wireless, students learn how to manage all elements to achieve consistency in strategy, and branding for a successful marketing integration outcome. Applying this learning, students build a comprehensive integrated marketing campaign.