IMC 304 – Account Planning – In IMC 304 Account Planning, you are invited to see the world and advertising communications differently. This course taught by professor Chris Sparks is designed to expose you to integrated thinking in the planning and delivery of communication. It will be taught within the framework of planning roles within creative and media agencies. Anyone who will work in an agency, with an agency or in a marketing role will find their career enriched by understanding the way of thinking in account planning.
This is a course based on the practice of creating insights for communication strategy. Planners are strategists that understand branding, positioning, research, analytics, insights, and measurements necessary to create and deliver relevant, impactful communication campaigns that connect to their target audience.
In this class, you will learn to gather information to inform a creative strategy for a brand. You will learn about agencies, roles and responsibilities of planners, gathering consumer insight, creating a communication strategy and collaborating with the creative team to inspire great campaigns.
This class places a high value on approaching problems from unexpected perspectives (creative thinking), putting yourself in other people’s shoes (empathy), distilling data to develop a strategy (critical thinking), and telling a compelling story (persuasive communication).