Campaign I: Strategy and Execution
Y50.1005
Credit:
Marketing, Advertising, and Public Relations
This course is taken in the same semester as Y50.1015, Campaign II: Planning and Management. Together, the two courses provide coordinated learning in how to develop strategy, plan, execute, and manage marketing campaigns. Campaign I focuses on creative and will start by exploring core concepts that transcend all marketing channels, such as the difference between a feature and a benefit, and how to develop brand positioning. Students will learn which media channels are most powerful for achieving creative objectives in the marketing plan, and how to write a creative brief that communicates the key information for art directors and copywriters. By studying how creative strategy is executed across all elements of the marketing mix that are available to an integrated marketer¿television, radio, print, direct mail, e-mail, digital, and wireless¿students will build their knowledge of what works and how to manage all elements for consistent strategy, consistent branding, and successful integration. To achieve these objectives, the course will use lectures, guest speakers from advertising, PR, promotion, and interactive agencies, as well as speakers from client-side companies, as well as an ongoing project in which students engage in the creative process to fully understand it. To apply the learning from lectures, readings, and guest speakers, students will build an integrated campaign. Each week, their work will reflect the best practices for each element in the marketing mix and each medium. They will gain the experience of setting creative objectives and then working from the brand strategy and creative brief to develop work that meets the marketing and creative objectives. Weekly presentations will give them experience presenting and commenting on work. By the end of the semester, they will have a fully integrated campaign. Throughout the semester, students will be exposed to strategic issues and business challenges by the guest speakers, as well as by their active participation in developing the integrated campaign.
To register for this course you must be an admitted student in an NYU credit or degree program or have special student status. Admitted NYU credit or degree students may visit NYUHome to register through ALBERT. To apply to an NYU-SCPS credit or degree program, call (212) 998-7100.
