(3 semester credits)

Students in this course leverage a wide range of knowledge and skills to conceive and execute a global communication campaign that uses traditional and digital media. Grounded in concepts of integrated marketing communication, this course provides students with the opportunity to develop and review a creative or innovative brief. Students generate solutions for that brief across the phases of the creative process, present and defend solutions, and evaluate solutions using metrics. Topics include the creative process, integrated marketing communication, selecting appropriate channels, pitching and selling ideas, and evaluation metrics.