Study of the development and state of strategic planning. Why it exists and how it works.
WEEK 2: UNDERSTANDING THE ISSUE
What challenges does a brand face? Can we solve this through advertising? The first rule of a good planner is to make the right questions and to bet for a new account.
WEEK 3: UNDERSTANDING THE IDEA
Learn to develop your ideas and that of others. Learn the difference between idea and execution.
WEEK 4: THE CREATIVE BRIEF & BRIEFING
Learn how to differentiate between good briefs and bad ones. The brief and briefing process should inform and inspire the creative teams in order to develop a good creativity.
WEEK 5: INNOVATION
How to find the right people, how to make a question and develop a questionnaire. What moves people to behave the way they do? Why do they act the way they do? Analyze statements, opinions and topics.
WEEK 6: QUALITATIVE & QUANTITATIVE RESEARCH
Organize existing information and transform it through your knowledge and insights. Interviews and samples.
WEEK 7: DIGITAL IMMERSION
Due to the new advancement in technology, the process of communication is changing and the power of the consumer is changing with it. How to reach your consumer with the right message and right mediums.
WEEK 8: PLANNER AS A CHANGE MAKER
Learn to define what is a brand, what ideas and values it has and how it relates to its consumers.
WEEK 9: EXPLORING NEW BUSINESS
The experience of winning a new account. How to attract a new client and develop a project that makes your skills stand out.
WEEK 10: JUDGING EFFECTIVENESS
Discuss conventional and non-conventional ways of judging effectiveness. Learn how to define your criteria.
WEEK 11: COACHING & FINAL REVIEW
Learn how to sell you and your work. Know your weaknesses and strengths and make the most of them. We will give you important advice so that you can develop your confidence and security. This week you will also deliver your strategic book that will be reviewed at the end of the course. This will be the last test in order to finish your Boot Camp successfully.
On the last day we will have our Meeting Point: an encounter between professionals of the field with our students. With no doubt a great opportunity to grow you contact agendas.
WORK WITH A REAL CLIENT:
Among the different briefs that are worked upon on the Bootcamp, there is always one with a real client. We invite the client; he delivers a brief and listens to the proposals. This year the client is IKEA.
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