ACCOUNT PLANNING AND STRATEGY

Prerequisites & course information

Requisites: JOURN 345 or graduate/professional standing Course Designation: Core GenEd - Communication & Literacy Level - Advanced L&S Credit - L&S Liberal Arts and Science Grad 50% - Counts toward 50% graduate coursework requirement Repeatable for Credit: No Last Taught: Fall 2026 Learning Outcomes: 1. Produce a real marketing communications campaign strategy for a client using insights gleaned from research conducted throughout the semester. Audience: Both Grad & Undergrad 2. Illustrate the art of presenting and selling strategy and campaign ideas to a client team. Audience: Both Grad & Undergrad 3. Discriminate between broad research and planning concepts, tools and terminology. Audience: Both Grad & Undergrad 4. Investigate the role of research and planning in the Strategic Communications Campaigns development process. Audience: Both Grad & Undergrad 5. Analyze secondary and primary research to develop key consumer insights to develop communications strategy. Audience: Both Grad & Undergrad 6. Compare and contrast primary and secondary research tools: interviews, ethnographies, surveys, focus groups, social media monitoring, etc. Audience: Both Grad & Undergrad 7. Produce marketing campaign strategies within sets of more sophisticated parameters. Audience: Graduate Learning Outcomes: 1. Produce a real marketing communications campaign strategy for a client using insights gleaned from research conducted throughout the semester. Audience: Both Grad & Undergrad 2. Illustrate the art of presenting and selling strategy and campaign ideas to a client team. Audience: Both Grad & Undergrad 3. Discriminate between broad research and planning concepts, tools and terminology. Audience: Both Grad & Undergrad 4. Investigate the role of research and planning in the Strategic Communications Campaigns development process. Audience: Both Grad & Undergrad 5. Analyze secondary and primary research to develop key consumer insights to develop communications strategy. Audience: Both Grad & Undergrad 6. Compare and contrast primary and secondary research tools: interviews, ethnographies, surveys, focus groups, social media monitoring, etc. Audience: Both Grad & Undergrad 7. Produce marketing campaign strategies within sets of more sophisticated parameters. Audience: Graduate