This unit aims to establish an understanding of Account Planning and to build essential skills critical for Account Planners such as the ability to gather consumer insights, to synthesise insights gathered, to develop a creative brief from the findings to achieve clients' objectives and to inspire the creative team. The key marketing ingredients are extracted from all areas of marketing subjects such as segmentation, branding, IMC, qualitative marketing research and students taught to amalgamate these ingredients to uncover and pitch 'the big idea' to inspire the creative team. -- Course Website
Prerequisites: 12632 (v.5)<br/> Advertising Principles 211<br/> <br/> or any previous version