Strategic Marketing Planning Primary Course Overview This primary course in the brand ambassador certification program will discuss the various aspects of the strategic marketing planning process that will provide a strategic guideline for staying on message. Objectives The objectives of this introductory course are as follows: •
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introduce planning devices develop a set of questions to ask in order to accurately understand your strategic marketing approach show how to complete a creative brief for any planning activity. Activities To reinforce lecture and class discussions, the following activities will be used in the class: •
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complete a creative brief for a real-­‐life project review checklist and modify by unit hands-­‐on analysis of best/worse case studies on completing the strategic marketing creative brief process. Brand Ambassador Certification Program 1