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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.


    • In Search of the Big Idea 
    • Situation Analysis & the Target Market 
    • Creative Strategy & the Creative Brief; Developing Insights 
    • Creative Strategy, Persuasive Copywriting & the Elements of Design 
    • Creative Strategy in Radio & Television/Internet Video 
    • Non-Traditional Media & Interactive Marketing 
    • Mobile Marketing & the Future of Digital Media 
    • Wrap-up Week


    Nathan Pieratt
    Profile: Pieratt
    Larry M. Stultz
    Profile: Stultz