COURSE DESCRIPTION

This course focuses on establishing an understanding of Account Planning and to build essential skills critical for Account Planners in an event such as the ability to gather consumer insights, to synthesize insights gathered, to develop a creative brief from the findings to achieve clients' objectives and to inspire the creative team. The key marketing ingredients are extracted from all areas of marketing subjects such as segmentation, communicating with client, as a requirement, the student prepares an event proposal covering an analysis of the industry or market, the product, the target consumer, setting goals and strategies for client. On the basis of the client brief, the creative and media strategies and tactics are eventually developed and visualized into event.