Strategic Planning


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“If not for this school, I wouldn’t have ended up at an awesome agency in NYC. You get out of it what you put into it, but you’re given all the tools you need to succeed.”

When he graduated Kevin Murray started his career as a Strategist at Naked Communications in New York

Learn by doing.

In 12 mind-expanding weeks you’ll learn to understand and analyze data, develop insights and write creative briefs. You’ll be partnered with an art director and a copywriter. Your team will develop campaigns, products and marketing strategies based off of your insights. The Strategic Planning Boot Camp culminates with a real project presented pitch-style to a client.

Each week your instructor will be a different strategic expert.

A dozen planning directors from top agencies like Google, Droga5 and Ogilvy take you through 3-day sessions that cover different aspects of account planning. Scroll down to see the topics.

In the final week of the Boot Camp visit a variety agencies and meet with Strategy Directors.

See first hand the different types of planning environments. You’ll meet the people in the strategy departments and increase your network of industry contacts. Graduates of the program receive job placement assistance.

Starting Salaries for Strategic Planning Graduates

$70,000 and over:  27% of recent graduates
$50,000 – $60,000:  9% of recent graduates
$40,000 – $50,000:  45% of recent graduates
$30,000 – $40,000:  18% of recent graduates

Results of our last survey of U.S. grads for the reporting period July 30, 2015 – June 1, 2016.

Application Deadlines and Program Schedule

The strategic planning boot camp starts once a year in January. The boot camp lasts for 3 months (12-weeks). 

The application deadline is six weeks prior to the start of classes. Please see our FAQs for application deadlines and the school calendar.

The strategic planning boot camp is a condensed program with classes during the week and weekends. Guest lectures on Friday evenings with weekend workshops on both Saturday and Sunday. Class schedule will change slightly halfway through the boot camp to provide additional skill-building courses. We do not recommend working during the boot camp.

At the end of the strategic planning boot camp, students will spend an intensive week in which they will go from door-to-door and be exposed one-on-one to many advertising and design company representatives in both interview and critique sessions. The representatives will, at the same time, inform them of their company’s philosophy, culture and give insight into their planning department. Students are expected to modify their presentation from their advice and counsel.

Tuition & Materials

Tuition is $10,000 total for the 12-week program. 

All students must have:

Apple Macintosh MacBook Pro with external hard drive storage (2 TB) with maximum RAM Airport-equipped computer (approximately $1,299 to $3,000)

Keynote software (approximately $20-30)

InDesign is suggested for your portfolio but not required.

Additional anticipated supplies cost is $100-$350

Diploma & Job Placement Assistance

This is a twelve week diploma program with the primary purpose of assisting students in developing the skills that can get them a job as an account planner or junior account planner in an advertising agency or company with an account planning department.

Graduates have the opportunity to attend portfolio review and interview with multiple agencies. Miami Ad School also supplies graduates with job leads throughout their career. Our institutional graduate placement rate is well over 90%.

Have A Question? Just Ask.

I can walk you through the admissions process

Shannon Sanon


305-538-3193 ext: 1016
571 NW 28th Street, Miami, FL 3312


Apply By November 26th


Account Planning Courses in Miami

Role of a Strategist

An overview of the strategy discipline. Understand the many types of strategy including brand, content, social, experience and many more. Start to identify your strengths and the type of strategist you want to become.

Connection Planning

Identify all the touch points in which a user and brand can interact. Where are the unmet needs? What are the moments of opportunity? How do you integrate all the touch-points together to create a connected ecosystem.

Understanding the Challenge

Learn to uncover the core business and marketing challenge or opportunity. Examine the challenge through the lens of the consumer, competition, category and culture.

Brand Experience

Now you know how to create an ecosystem of touchpoints. Examine how these can be activated to create delightful, brand experiences for your audience.

Agency Exposure

This week is an intensive experience in which you will go from door-to-door visiting ad agencies and design firms to experience their philosophy and culture to gain insight into their planning department. You will also meet the people who work there for interview and critique sessions.

Innovation Strategy

Explore new ways of thinking like digital product innovation, service design, as well as newer tools such as AR, VR and AI. Use agile thinking and strategy to create ideas and bring them to life through prototypes.

Develop insights and brand positioning

Differentiate between weak and strong insights. Identify a core insight that connects the brand and the audience. Learn to ideate and build a brand positioning around this meaningful insight.

Strategy toolbox

This course will explore the daily essentials in a Strategist’s life; brief writing and briefing, brainstorming techniques, measuring success, and portfolio development. Students will learn how to write a good brief to inspire their team. Finally, students will develop a portfolio of three to four case studies that reflect their thinking and perspective.

Channel Strategy

Understand the universe of media and platforms from traditional media to digital, mobile, social and everything in between. Learn the efficiency and efficacy of different channels and when to use one vs. another.

New business storytelling

Smart research, insights and ideas will fall flat without a good story to engage your audience whether it’s your supervisor or client. Learn to use the principals of storytelling (themes, archetypes, and mythology) to create engaging presentations. Identify win themes, determine roles and casting of the team members and different ways to close a presentation.

The Pitch

Throughout the quarter, planners will have the opportunity to work with several different art director/copywriter teams to develop ad concepts from a brief developed by the account planner. Develop the variety of skills you need to work with creatives.

Brief Writing & Briefing

Briefing is the tool to unleashing the creative forces of the art director/copywriter team and the creative director. The briefing must inform, but more importantly the briefing must inspire. Learn how to write a good brief, discriminate between good and bad briefs, and present a brief well.

Research Methodology

Learn about the different research tools, which ones are right for a specific project and how to transform data into knowledge and insight. Discuss the pros and cons of traditional quantitative and qualitative tools to newer tools like Google Insights, online forums, discussion groups and social listening.