Learn how branding informs communications solutions and develop an appreciation for applying branding strategy (narrative, character and community planning).
Explore methods for integrating brand thinking into communications planning.
Dates:
Kick-off Weekend: Sep 24-25, 2011
Evening sessions: Sep 29 to Oct 27, 2011
Module 2: Communication Solution Development
Learn about creating integrated communications plans reflecting business objectives, effective consumer connection and branding intentions.
Explore the 360° media channel landscape and build perspective on integrated planning.
Dates:
Evening sessions: Nov 10 to Dec 1, 2011
Saturday session: Nov 12, 2011
Module 3: Channel Planning Orchestration
Understand how the emerging media landscape is shifting media planning approaches.
Explore three key skills of media plan orchestration and review paid, owned and earned channel tactics for best practices insight and innovation exploratory.
Dates:
Evening sessions: Jan 19 to Mar 1, 2012
Module 4: Innovation Pitch Project Completion
Leverage the total course learning in a pitch for a uniquely designed business innovation including launch communications plan.
Work with an instructional advisor over the total term and experience the business pitch dynamic by presenting to a select panel of industry leaders.