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Creative Strategy and Execution

IMC 615 Creative Strategy and Execution Course Details

Workload:   Intensity Level 4 out of 5 (10-15 hours per week)

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.

Course Topics

  • 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

Top 3 Takeaways from the Course

  1. Gaining the creative confidence to be creative and think creatively.
  2. The importance of strategy development and strategic thinking.
  3. Gaining awareness of new channels and the integration of a creative strategy into those channels.

Instructor Insights


00:36 - About Professor Stultz’s Career
02:10 - Professor Stultz’s Passion for Creative Strategy
03:32 - How the Course has Evolved
05:41 - What do Students Learn
08:26 - The Value in the Discussions and Assignments
08:55 - Workload Intensity
10:09 - Advice for Being Successful in IMC 615
11:54 - Professor Stultz’s Personal Teaching Style


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