Client Services in Advertising

DESCRIPTION: 
Managing account teams and client relationships. Liaising between an advertising firm and a client. Mastering advanced presentation advertising and creative strategies for different product categories to a range of client personality profiles.

RATIONALE: 
Students will learn the on-the-job components of client service management, client relationships, brand strategy from the agency point of view, research, and planning the brand communication mix. They will acquire the skills needed to liaise between clients and creative teams efforts.

LEARNING OUTCOMES: 
As a result of taking this course, the student should be able to:
1. Demonstrate a detailed understanding of the nature and role of account planning and client services.
2. Demonstrate knowledge and understanding of production processes and professional practices within the field of advertising.
3. Demonstrate knowledge of the ethical and regulatory frameworks that affect client relationships.
4. Create a comprehensive corporate presentation folder for an agency pitch.
5. Conduct creative briefs for different product categories.
6. Identify complex problems in a variety of client relationships.

LEARNING AND TEACHING STRATEGY:
- Interactive Learning (class discussions, role plays, group work, creative sessions)
- Creative Briefings and Blueprints
- Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material.
- Use of a Blackboard site, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources.