Course Detail

Over the past decade, the number of choices that consumers have to consume different brands and different media has exploded. This means that now, more than ever, brands must engage with potential consumers. How do you get through to your core audience effectively and efficiently and move them from the point of awareness to the point of purchase and repeat purchase? This is the main question that this course addresses. The course focus is on the design of suitable messages, as well as on the utility of different media vehicles, at different points of the consumer decision chain. If you are interested in consumer marketing or marketing consulting, then this course is a crucial element of your tool kit. You will learn to appreciate the key communication challenges in today’s rapidly changing marketing environment and understand how to utilize frameworks to guide your conversations with customers and to build your brand as the environment evolves.

As a Master Class, this class is project-based. We will work on a live case with a client company during the course of the semester. Each student group will create an advertising plan that includes sections on the following:

• advertising goals
• primary research into target market
• message strategy
• message execution ideas
• advertisements
• media strategy
• media plan (old and new media)
• recommendations on tracking effectiveness.

All the groups will present their advertising plan to the client in class and also submit a writeup on the plan.