This course will examine the fundamentals of strategic planning and review its evolving role within the business and marketing communications planning processes. Emphasis will be placed on mining consumer insights through the use of a variety of research methodologies, most requiring a more creative exploration of the consumer's world than ever before, to identify strategic opportunities and insights.
Through case studies and class assignments, students will learn about the role market research plays in informing strategic thinking. They will demonstrate their ability to synthesize market research data and information into the more complex planning process that also utilizes vision, intuition and critical thinking skills. The student will apply original thinking to the strategic development and decision-making processes, developing effective strategies and briefs to convey strategic direction to all parties involved in the strategic planning process and evaluating the relevancy of program recommendations.
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