Creative Strategy and Execution | Marketing Communications

Top Three Course Takeaways

Gaining the creative confidence to be creative and think creatively.
The importance of strategy development and strategic thinking.
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.

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Creative Strategy and Execution Instructors

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