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Georgetown University


Detailed Course Information


Fall 2017
Jan 18, 2018
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MPMC 701 - The Creative Brief
The creative brief is the road map to a powerful IMC campaign. What does it take to marry business concerns with creative considerations? In this course, students will learn how to navigate this delicate balance and bring both sides of their brains to this important task. There are a number of different formats for creative briefs that make the job easier. Students will learn about the core components of a creative brief and gain exposure to different approaches, particularly those adopted by creative agencies. At the end of the course, students will appreciate that a strong creative brief is only as good as the consumer insights that drive it.

3.000 Credit hours
3.000 Lecture hours

Levels: MN or MC Graduate
Schedule Types: Lecture

Marketing Communications Department

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