Texas Strategy

Explore the critical role of account planning in advertising agencies, focusing on understanding client businesses, customer demographics, and broader marketing landscapes. Through an in-depth analysis of marketing practices, students learn to develop strategic solutions that enhance client performance. This course emphasizes the importance of creativity in strategy, leveraging insights from cultural analysis and data interpretation to drive authentic audience connections. Students also master research methodologies, crafting persuasive viewpoints, and developing robust brand strategies.

Future Career Options:

• Account Planner: Conducts research, analyzes data, and develops strategic recommendations to enhance client performance and achieve marketing objectives.
• Strategic Planner: Formulates long-term strategies for brands and clients based on consumer insights and market trends, collaborating with cross-functional teams.
• Brand Strategist: Develops and implements brand strategies to differentiate brands in the market and drive brand growth.
• Marketing Consultant: Provides strategic guidance to businesses and organizations on marketing and advertising strategies, leveraging insights from account planning.

Digital Metrics serves as an introduction to digital metrics an digital analytics and how this area is continuously growing. As technology has evolved, businesses are left with an abundance of data at their fingertips, causing them to rely on strategic analysis to find creative ways to communicate with their key stakeholders. This class will teach you to think strategically and creatively in the digital space through identifying problems/challenges, creating a solution, and establishing important measures for success.

Future Career Options:

• Digital Analyst: Responsible for analyzing digital data to provide insights and recommendations for improving digital marketing strategies.
• Digital Marketing Manager: Oversees digital marketing efforts, utilizing digital metrics to optimize campaigns and drive business objectives.
• Data Strategist: Develops strategies for collecting, analyzing, and interpreting digital data to inform decision-making across various digital platforms.
• Web Analyst: Focuses on analyzing website performance and user behavior to optimize website design and functionality.

This course provides an overview of psychology as it pertains to consumer behavior, particularly in the domain of persuasion, advertising, and more generally, marketing.Students will become familiar with psychological perceptions such as motivation, perception, learning, and memory, and how they influence consumer behavior.Additionally, the course focuses on facets of identity and how they influence both advertising strategy and consumer perceptions of the self.

Future Career Options:

• Consumer Insights Analyst: Studies consumer behavior and preferences to provide insights for product development, marketing strategies, and brand positioning.
• Market Researcher: Conducts qualitative and quantitative research to understand consumer behavior and preferences, informing marketing strategies and business decisions.
• Brand Strategist: Utilizes insights from consumer behavior to develop and implement brand strategies that resonate with target audiences.
• Advertising Creative: Creates advertising campaigns that appeal to consumer motivations and perceptions, leveraging insights from consumer behavior.

Explore the impact of social media on contemporary communication. This course delves into the evolving landscape shaped by social computing technologies, where individuals shift from passive consumers to active content creators. Uncover the shifting dynamics of online interaction, as traditional marketing messages lose their stronghold and individuals grapple with newfound challenges in privacy, identity, and relationship management. Through practical engagements and theoretical insights, students will navigate the implications, opportunities, and obstacles faced by advertising and marketing professionals in this digital age. Engage in dynamic class discussions, student presentations, curated readings, and expert talks to uncover innovative strategies and real-world applications across various social platforms.

Future Career Options:

• Social Media Specialist/Manager: Manages social media accounts, creates content, engages with audiences, and analyzes social media metrics to drive brand awareness and engagement.
• Digital Community Manager: Builds and manages online communities, fosters engagement, and represents brands on social media platforms.
• Social Media Strategist: Develops and implements social media strategies to achieve marketing goals, leveraging insights from social media analytics.
• Influencer Marketing Coordinator: Collaborates with influencers to create and distribute content on social media platforms, leveraging influencer partnerships to reach target audiences.

1. Account Planning - ADV 391K
2. Consumer Behavior - ADV 391K
3. Owned Media Content Marketing - ADV 391K
4. Social Media - ADV 391K

1. Digital Metrics - ADV 391K
2. Digital Social Media Analytics - ADV 378
3. Advertising Intelligence - ADV 391K
4. Social Media - ADV 391K