Course Outline
Module 1: The Campaign Planning Framework & The Creative Brief

• Campaign planning methodologies

• Creative brief development and stakeholder alignment

• Case Study: Deconstructing the "Share a Coke" campaign brief and concept

Module 2: Concept Development & Messaging Architecture

• Creative concept development techniques

• Messaging framework architecture

• Real-Life Project: Develop a creative brief and a core campaign concept

Module 3: Channel Planning & Budget Allocation

• Channel selection and integration strategies

• Budget planning and allocation techniques

• Case Study: Analyzing the integrated channel mix of a successful Apple launch event

Module 4: Project Management & Asset Production

• Campaign timeline development and management

• Asset production and quality control

• Real-Life Project: Build a project timeline, budget, and asset list

Module 5: Launch, Real-Time Optimization & Post-Campaign Analysis

• Campaign launch execution

• Real-time optimization techniques

• Case Study: Workshop on using analytics data for real-time optimizations