54-3810 Account Planning

This course introduces Account Planning, as the discipline responsible for leveraging consumer insights into powerful and differentiating communication strategies. As such, this course emphasizes using consumer research in the context of strategic brand management. This course examines the essential features of a consumer insight: what it is, how to get to it, and how to use it. We will exercise skills that enable insights, with a focus on the creative brief.

3 Credits
PREREQUISITES: 54-1601 Consumer Behavior