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Strategic Planning in Advertising

Corporate
Digital Skills

Business Management and Finance

Duration

25h

PRESENTATION

The strategic planning is based on a work process that should be familiar to the advertising professionals, especially because of the Planner. In the field of digital advertising, the Planner is a figure that must be incorporate into the work process, given its importance. With this training initiative in Strategic Planning in Advertising you will be able to apply the methodologies and tools to develop strategies and implementation guidelines in the area of brand and as in the specific fields of the advertisement in traditional media and digital communication, distinguishing between the roles of a strategic planner from the other professionals who work at an agency.

Objectives

  • Apply the methodologies and tools to develop strategies and implementation guidelines.

  • Learning to analyze the structure good strategic planning.

  • Understanding the importance of the relationship with the the customer and the insight.

  • Analyze the results and feedback of the strategy.

Syllabus

TEACHING UNIT 1. INTRODUCTION

  1. A Planner's Work Process.

TEACHING UNIT 2. THE ROLE OF THE PLANNER.

  1. What is strategic planning?.
  2. Planner Features and Types of Planners.
  3. A Framework for Effective Planning.
  4. The Customer and Their Needs: Strategic Thinking.
  5. Digital Communication in the Advertising Communication Process.
  6. The Planner in the agency's workflow.

TEACHING UNIT 3. THE DOCUMENTED PLANNER – INITIAL INFORMATION.

  1. The Brand: positioning/attributes/competition/social media presence/…
  2. The Business: Figures/Trends/Competitiveness/Portfolio.
  3. Your Customers: Who They Are, How and Why They Buy.
  4. Benchmark.
  5. Desck Research.
  6. Qualitative/Quantitative/Online Research.
  7. Digital Consumption Measurement Tools.

TEACHING UNIT 4. THE IMPORTANCE OF THE CUSTOMER RELATIONSHIP.

  1. The Briefing: Models.
  2. The briefing and debriefing.
  3. Insight.
  4. How to Select an Insight.
  5. Success Stories.

TEACHING UNIT 5. THE COMMUNICATION STRATEGY.

  1. The Brand and Branding – Brand Architecture.
  2. Brand-Building Methods: How to Build a Strong Brand.
  3. Global Communication Plan.
  4. Digital Contribution to Branding.
  5. Success Stories.
  6. Transmedia Storytelling – Architecture and Methodology.
  7. Transmedia Storytelling Franchise.
  8. Transmedia Portmanteau.
  9. From storytelling to storydoing.
  10. Success Stories.

TEACHING UNIT 6. ANALYSIS OF RESULTS – FEEDBACK.

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Are the Educa PHAROS courses eligible for credit?

Many courses can be credited toward the master's programs at Structuralia.
Specialized Courses Catalog

Facts about our area

+ 1.483

Hours

+88.999

Minutes

264

Courses

Educa PHAROS is a next-generation training model that places a company’s human capital at the forefront. Through a platform that adapts to each company’s corporate identity and offers a total of more than 900 courses, it provides tailored training for each organization. The unlimited flat-rate plan provides each company with the number of courses that best suits its needs, as well as the ability to determine which employees will have access.
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