Creative Strategy and Execution

Creative Strategy and Execution (IMC 615) takes a comprehensive look at creative strategy and its role in IMC. Students master the fundamentals of conceiving and executing an eye-catching, effective and integrated campaign that uses traditional and digital media.

Course Learning Outcomes 

Upon successful completion of IMC 615, students will be able to:

• Identify the role creative strategy plays in an IMC campaign.
• Recognize how market research is used to develop creative strategies.
• Define the various stages of the creative process.
• Design an original creative strategy for use in print, broadcast and interactive media.
• Construct a comprehensive, consistent and original group of creative pieces based on a creative strategy.