In Search of the Big Idea

3 Credits · Level: Graduate

The search for the "Big Idea" is part of advertising legend. But how relevant is this quest in a time of data-driven decision making? And how does this play out across today’s noisy media landscape? In this course, students will learn the communication building blocks of strategy, insights and ideas. Starting with research-based insights that lead to a strategy, students will have the opportunity to flex their creative muscles to generate "big ideas.” At the end of the class, students will gain experience in balancing creativity with strategy in ways that will move audiences.