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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

Marketing Communications
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Creative Strategy and Execution

IMC 515

This course is offered in:

M.S. Integrated Marketing Communications

Top Three Course Takeaways

  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.

Course Topics

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

WORKLOAD:   (8-10 hours per week)

Take 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:

  • Identify the role creativity plays in IMC campaign planning.
  • Demonstrate how industry research is used to develop creative strategy.
  • Apply the various steps of the creative process, including the development of a creative brief and creative strategy statement.
  • Create an original creative strategy that would be appropriate in print, broadcast and interactive media.
  • Construct creative executions based on a creative strategy.

View Full IMC Course Listing

Creative Strategy and Execution Instructors

Pieratt headshot
Nathan Pieratt Award-Winning Designer and Creative Director
npieratt@mix.wvu.edu Read More
Stultz headshot
Larry Stultz Operated Design and Advertising Firms in New Orleans and Atlanta
lstultz@mix.wvu.edu Read More