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Strategic Planning Boot Camp
12- WEEK BOOT CAMP TO FAST-TRACK YOUR CAREER
Graduate with the skills and case studies you need to show your future employer you can build brands as a strategic planner.
Learn By Doing
In 12 mind-expanding weeks, you’ll learn to understand and analyze data, develop insights and write creative briefs. YOu will be partnered with an art director and a copywriter. Your team will develop campaigns, products and marketing strategies based off of your insights.
Each week your instructor will be a different strategic expert
Half a dozen planning directors from top agencies like McCann, Lowe Lintas, BBH and Publicis take you through the sessions that cover different aspects of account planning.
In the final week of the Boot Camp visit a variety of agencies and meet with planning 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.
Application Deadline and Program Schedule
The Strategic Planning Boot Camp starts on 11th January 2019 until 31st March 2019. This intensive program is specially designed for professionals, consisting of classes and guest lectures to be held over the weekends across 3 months.
The Application Deadline is 4th January 2019.
For more details or queries, write to infomumbai@miamiadschool.com.
Tuition & Materials
Materials Suggested
A laptop, with the complete Office/ Keynote software
Tuition is Rs. 2 Lakh + Taxes for the 12-week program.
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 a startegy planner in an advertising agency.
Placement Assistance:
Participants have the opportunity to have their portfolio reviewed with ad agencies. Miami Ad School also supplies graduates with job leads throughout their career.
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Account Planning Courses in Mumbai
Planning an Overview
Everything you need to know about the evolution of account planning from its birth in the 60s to present day and how the role works within an agency with the other disciplines. You will also learn about strategic development through research and the need to identify the target audience above all.
Understanding the Issue
A planner’s first job is to ask the right questions. Winning strategies come from rigorous consumer/market analysis. Examine the role of desk and ad hoc research while learning how to develop the six-step sequence strategic foundation. Define the role of advertising and which models apply.
Understanding the Idea
Planning students reverse roles and learn to think and concept like art directors and copywriters. You also have workshops on a wide variety of brainstorming techniques, video editing, portfolio building, writing case studies, and improv to help with presentation skills.
Qualitative Research
Begin by discussing the art and background of qualitative research. Explore developing strategy, knowing your target and exploring a hot issue. Learn how to speak with the right people, the “design” of groups, problem solving, moderating, how to probe and how to debrief.
Quantitative Research
Success depends upon marshalling existing information and data and critically transforming it into knowledge and insight. Discuss the planner’s typical path that follows existing research audit, client, agency and third party sources, and proprietary invention of New Knowledge.
Social & Media Planning
The media landscape is growing exponentially and understanding its vast potential is essential when evaluating “conversational marketing” for inclusion in the marketing campaign. Understand the anthropological and marketing points of view to exploit the medium.
Pitching New Business
It’s time to present your strategy and creative to the client and a panel of other advertising professionals with your art director and copywriter team.
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.
Measuring Impact
Analyze conventional and unconventional ways of effectiveness and create systems that translate campaigns into measurable business value. Learn how analytics professionals capture data and signals generated by paid, owned and earned activity in order to inform, evaluate and optimize campaigns.
Landscape is Changing
Business today is dominated by one word—change. As strategists, planners must learn to be fluent in how change affects business. Planners must be proficient in the communication tools required to handle the evolving market; they must inspire to create solutions that simplify and provoke.
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.
Portfolio Evaluation
Each planner will present their portfolio case studies to a planning director in a job interview setting. The planners will receive feedback and a grade based on the content in their portfolio and their ability to present their work during the interview.
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.