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英文課程概要
English Course Description |
This course aims to teach students how to make strategic planning for advertising campaign, which is what advertising agencies call “account planning” or “brand planning”, so that students will be able to assume the role of strategic planning department in advertising agencies in the future. Therefore, the goals of this course are to: 1. lead students to understand the work aspect and truth of account planning in advertising agencies; 2. learn how to do account planning and write creative briefs; and 3. improve students’ ability to develop strategies and plans.
The course is divided into two parts. The first half is to improve students' power of insight and analytical skills, including: understanding insight methods and tools for gathering information, actually searching for information, learning how to judge trends in data and yield insight into human nature, and finally extract enlightening insights for the diagnosis of brand problems. The second half of the teaching focuses on how to develop strategies based on insights, what are the starting points of thinking strategies, and writing creative briefs in a sharp way. |
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