Main Page > BS 4-Year in Public Relations and Advertising > Creative Brief and Marketing Proposal (Writing and Presentation) (PRAD-308)
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Creative Brief and Marketing Proposal (Writing and Presentation) (PRAD-308)
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The creative brief is the road map to a powerful IMC campaign. This practical course allows students to develop skills of writing creative briefs, plan, create, produce and present marketing proposals for a product, idea, service, and brand using multimedia and interactive devices. Skills in PowerPoint Presentation, Prezi, use of Excel, Photoshop and animation schemes are a prerequisite of this course as their application is required. Students will not only plan creative proposal but also learn the essentials of effective presentation, from preparation, audience analysis, and content development to critical thinking when presenting. Students will incorporate theories and skills of effective communication in a variety of contexts (e.g., creating and presenting proposals, presenting content on digital media platforms, business correspondence and public speaking in social settings). Course Objectives: The course aims to: 1. Develop a deep understanding of the importance of integrating and navigating creative and marketing strategies for a creative brief and preparing a marketing proposal 2. Provide an exposure to different approaches for writing briefs and marketing proposals, particularly those adopted by creative agencies 3. Share research and strategic thinking techniques to uncover key consumer insights for good creative briefs and marketing proposals Course Learning Outcomes: Upon successful completion of this course, the students will be able to: • Demonstrate understanding of the core components of a creative brief and marketing proposal • Use and apply different formats for creative briefs and marketing proposal that make the job easier • Appreciate that a strong creative brief and impressive marketing proposal are as good as the consumer insights that drive them • Describe the role of the creative brief within the client management and creative development process • Define marketing communications objectives and translate them into achievable goals in their marketing proposals • Construct a creative brief that is aligned with strategy and inspires creativity. • Write a marketing proposal modeled on best marketing proposals • Give impressive presentation of creative brief and marketing proposal Course Outline: • Creative brief o What is a creative brief o Need and significance of creative brief o Working with the creative team o Marketing strategy input o Target audience definition and insight o Benefits and promise statements o Key copy points and mandatories o Structure and essential elements of an effective creative brief o Writing a creative brief o Evaluating briefs: Marketing input; creative input o Presenting creative brief o Case studies of well-written creative briefs • Marketing proposal o What is a marketing proposal o Structure and elements of writing an effective marketing proposal o Steps of writing marketing proposal o Writing a marketing proposal for a small business o Case studies of effective marketing proposals o Presenting marketing proposal • Presentation skills o Delivering your presentation o Incorporating infographics in the text o Using presentation app Prezi o Speaking with Confidence o Communicating Effectively: Use of non-verbal communication o Communicating with Clients o Communication in a Team |
| Credit hours/ Marks:- 3 |
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