Advertising and Marketing Communication Strategy offered by Northwestern University
- Private University
240 acre campus- Estd. 1851
Advertising and Marketing Communication Strategy at Northwestern University Overview
Duration | 8 weeks |
Start from | Start Now |
Total fee | ₹1.63 Lakh |
Mode of learning | Online |
Official Website | Go to Website  |
Course Level | UG Certificate |
Advertising and Marketing Communication Strategy at Northwestern University Highlights
- Earn a certificate of completion from Northwestern University
- Learn from expert faculty
Advertising and Marketing Communication Strategy at Northwestern University Course details
- For Junior- to mid-level marketers
- For Senior executives with responsibilities in marketing/advertising
- For Advertising, communications, and PR consultants
- Learn to create strategic, persuasive communication across multiple platforms
- Develop the most meaningful strategic advertising objective to drive your business
- Select and prioritize target audiences to maximize effectiveness and efficiency
- Identify, evaluate and select appropriate consumer insights that allow you to build the right message for your target
- Assess the effectiveness of media plans and identify key steps and best practices in ad production
- Discover how to evaluate ads for their strategic merit and develop proper tests
- In the world of digital advertising, platform selections, utilization of influencers and creative decisions often dominate the conversation
- Solid strategy tied to the business goals behind tactics such as these, even your best marketing efforts won't succeed
Advertising and Marketing Communication Strategy at Northwestern University Curriculum
Module 1 -Introduction: The Creative Brief as Strategic Roadmap
Summarize the creative brief
Evaluate/critique 'brief-work
Recognize common pitfalls
Design a clear, creative brief
Module 2 -Setting Objectives
Discover how to select the most meaningful objectives for your communications
Align advertising objectives with business goals
Construct a clear, meaningful, measurable objective
Module 3 -Targeting for Growth
Understand the importance of targeting in advertising
Select the appropriate targets to drive growth
Learn to manage and prioritize multiple targets for growth
Module 4 -Consumer Behavior and Paths to Persuasion
Identify the characteristics of human behavior that enable you to persuade your target audiences
Assess potential consumer insights
Select the strongest insight to accomplish your marketing communication goals
Evaluate core consumer behavior -and what drives it
Recognize persuasive techniques
Module 5 -Positioning Decisions
Develop the ability to write and evaluate positioning statements
Understand Frame of Reference and how to use it appropriately
Recognize Points of Difference and their importance to messaging
Module 6 -Executing the Media Plan
Learn key terms and processes within media planning and develop a keen eye for evaluating media plans
Grasp the basic mechanics of data-driven digital media
Understand the overall process of ad production and how to avoid the most common errors
Module 7 -Evaluation and Measurement
Learn what makes an ad effective -and how to evaluate its effectiveness
Develop a mindset of experimentation
Define the process involved in proper testing and the right questions to ask
Recognize common testing failures and how to avoid them
Advertising and Marketing Communication Strategy at Northwestern University Faculty details
Advertising and Marketing Communication Strategy at Northwestern University Entry Requirements
- Education: High school diploma or equivalent
- Not mentioned
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Advertising and Marketing Communication Strategy at Northwestern University Contact Information
633 Clark Street, Evanston, Illinois-60208, USA
Evanston ( Illinois)