Course Code
Academic Year
This course examines the importance of thinking strategically using creative strategies and in the development of effective advertising. Through the study of works by recognized marketing and advertising theorists, students will see the benefits of strategic thinking, from the branding of products and services through to the creative execution of advertising campaigns. They will hone their strategic thinking skills through in-class and graded exercises. Case studies will allow them to explore the relationship among organizational problems, objectives and strategies, with a special emphasis on the "creative" solution. This course will also demonstrate the importance of media strategy and its role in helping advertising campaigns achieve maximum impact in the marketplace.