Today’s marketers must think strategically and consider consumer insights, digital versus traditional media, and social media while determining where and how sales, PR, metrics, and analytics fit into building the business. In this course, develop your own strategic skills as a new or experienced strategic planner, account executive, or marketing professional. Learn how agency strategic planners assess brands, develop customer insights, and create marketing strategies. Apply a simple framework to develop meaningful business-building strategies for your brand, your program, or yourself. Using real-world case studies, examine the consequences of both good and bad strategies, and simulate the experience of selling strategies to key decision makers.

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