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This course introduces account planning as the discipline responsible for leveraging consumer insights into powerful and differentiating communication strategies. The class emphasizes using consumer research in the context of strategic brand management. And the course examines the essential features of a consumer insight: what it is, how to get to it, and how to use it.
Repeatable:N Formerly 54-3810 Prerequisites ADVE 120 Consumer Behavior Requirements Junior Standing or Above (JR) Minimum Credits 3 Maximum Credits 3