As part of the Campaign Planning unit at Bournemouth Uni, we are required to integrate the entire resources of an advertising/marketing communications agency. It is a process which when ideal involves a creative and productive business partnership between agency and client organisation. In reality the development of campaign plans exerts considerable pressure on individual and corporate skills and is sometimes terminal for both advertising ideas and business relationships.
This unit features extensive individual and group role-playing on realistic projects. Whilst this unit’s primary focus is on advertising, it requires students to think about complete communication plans and issues related to practicality when attempting to implement integrated plans.
The unit intends to give students a sense of what it’s like working within an agency context, developing good teamwork skills, responding to clients appropriately and having to develop marketing communication solutions and then sell them convincingly to others.