This course examines the role of account planning in integrated marketing communications development for today’s complex cultural and media environments. It is designed to teach you how to use research and analytic tools to identify strategic insights about target consumers. These insights will then be used to develop effective brand positioning and message strategies. You will develop an awareness and understanding of the skills needed to become a strategic brand planner and an opportunity to apply these strategic skills in various situations and settings.prereq: [JOUR 3004 or 3004H], JOUR 3201, Strat Comm major