Module 1

Omnichannel  Development

Master the development of a holistic 360-degree creative strategy across all touchpoints, both online and offline. Students will learn a repeatable framework for mapping a full customer journey, ensuring brand consistency and relevance wherever audiences engage.

We focus on customer-centricity and tapping into expansive market opportunities using real-life case studies. 

Instructor: Caroline S. Henne

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Duration

10 weeks
1 session per week

Tools

Market Research and Audience Insight Tools:
Google Trends, answer the people, SparkToro, Google Analytics

Course Overview

This course explores how a holistic creative strategy across all potential touchpoints – on- as well as offline – can become a powerful ally for any type of creative. Students will master the development of a 360 degree creative strategy alongside a full-blown customer journey, enhanced by various Marketing models, ensuring consistency and relevance wherever audiences engage. We talk the customer centricity game, but we rarely walk it. And we don't think about our customers expansively enough. There is so much opportunity out there!

Throughout the entire course, we are going to work on a real-life case that students decide on at the very beginning. Like that, we always keep it as fresh as possible.

No previous knowledge or skills are needed. By the course's end, students will have a repeatable framework for omnichannel creative development that works across agencies, brands, as well as your potential freelance practice.

Learning Outcomes

  • Build a holistic creative strategy from first brand awareness to loyal fandom across on- & offline touchpoints.
  • Gain hands-on experience with Marketing frameworks and best practices, and learn how to really put your customers first to achieve maximum campaign success.
  • Explore the opportunities and risks of various touchpoints across the customer journey. You'll form an informed point of view on the most important channels—deep-diving into advertising formats, partnerships, social media, email marketing, and more.
  • The goal is to teach you how to innovate and strategically position a brand to reach consumers effectively in today's multi-screen world, helping you stay ahead of the competition.
  • Design and pitch a 360 creative strategy intelligently and responsibly.

Assessment Criteria

● 20%: Weekly Assignments
● 80%: Final, individual Presentation of a holistic strategy for a brand you choose yourselfCareer Relevance

Career Relevance

● Graduates will be equipped for roles requiring 360 degree Creative Strategy knowledge, which is rather helpful for pretty much any type of creative role, from copywriting to creative direction, project management, or anything else – for junior and senior positions alike.
Meet the Instructor

Caroline S. Henne

Freelance Strategy Consultant / Partner Freunde von Freunden / Event Speaker / Business Coach + Ex-Google

Interim CEO / CMO / Marketing Director services with a focus on (digital) transformation.

Short, mid & long term consultancy - holistic or for very specific issues (i.e. performance marketing, branding, brand awareness, social media, content strategy, email marketing, product positioning and much more).
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