BUS 371 - Creative Strategic Planning

Institution:

Washington and Lee University

Subject:

Business Administration

Description:

Strategic planning (also called account or brand planning) is a philosophy of consumer research that fully incorporates the consumer in strategic developments. The course includes the types of qualitative techniques traditionally associated with social sciences (e.g., anthropology, sociology and psychology) in order to arrive at a brand (or other) strategy. The students must think creatively, independently, and interdependently as they apply the variety of research techniques, develop the strategic recommendations and present and defend both the research and recommendations. In addition to research techniques, students receive an orientation in relevant software (video editing, photo manipulation) and learn effective and persuasive presentation skills. The course is project-based, and the course culminates in the opportunity to present their work to the client (usually an advertising/marketing professional) for whom they’ve been working the course of the term. Bower.

Credits:

4.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.wlu.edu/

Phone Number:

(540) 458-8400

Regional Accreditation:

Southern Association of Colleges and Schools

Calendar System:

Semester

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