Account Planning Program Details.

  • Program Description
  • Tuition
  • Materials
  • Schedule
  • Program Details
  • Diploma

Graduate with the skills and case studies you need to show your future employer you can build brands as a strategic planner.

Learn by doing. In 12 mind-expanding weeks you’ll learn to understand and analyze data, develop insights and write create briefs. You’ll be partnered with an art director and a copywriter. Your team will develop campaigns based off of your insights. The Boot Camp culminates with a real project presented pitch-style to the client.

Each week your instructor will be a different strategic expert. A dozen planning directors from top agencies like The Barbarian Group, Google, Droga5 and Ogilvy take you through 3-day sessions that cover different aspects of account planning.

In the final week of the Boot Camp visit a variety agencies and meet with planning directors. See first hand the different types of planning environments. You’ll meet the people in the strategy departments and increase your network of industry contacts.

Tuition is $10,000 total for the 12-week program. Financial aid is available for US Citizens.

All students must have:

    •    Apple Macintosh Airport-equipped notebook computer (approximately $1,500-3,000)
    •    Keynote software (approximately $20-30)
    •    InDesign is suggested for your portfolio but not required.
    •    Additional anticipated supplies cost is $100-$350

The account planning boot camp is a condensed program with classes during the week and weekends. Guest lectures on Friday evenings with weekend workshops on both Saturday and Sunday. Class schedule will change slightly halfway through the boot camp to provide additional skill-building courses. We do not recommend working during the boot camp.

At the end of the account planning boot camp, students will spend an intensive week in which they will go from door-to-door and be exposed one-on-one to many advertising and design company representatives in both interview and critique sessions. The representatives will, at the same time, inform them of their company’s philosophy, culture and give insight into their planning department. Students are expected to modify their presentation from their advice and counsel.

The account planning boot camp is a 3 month, 12 week program.

Account planning students take 5 lecture/critique/demonstration classes each week, each class is 3 hours long. This program is a total of 15 total credit hours, 300 clock hours. Schedules are set by the registrar and can not be modified.

This is a twelve week diploma program with the primary purpose of assisting students in developing the skills that can get them a job as an account planner or junior account planner in an advertising agency or company with an account planning department.

Placement Assistance:

Graduates have the opportunity to attend portfolio review and interview with multiple agencies. Miami Ad School also supplies graduates with job leads throughout their career.

Here are some of the strategy courses in our program:

The
Pitch

Throughout the quarter, planners will have the opportunity to work with several different art director/copywriter teams to develop ad concepts from a brief developed by the account planner. Develop the variety of skills you need to work with creatives.

Planner
Toolbox

Planning students reverse roles and learn to think and concept like art directors and copywriters. You also have workshops on a wide variety of brainstorming techniques, video editing, portfolio building, writing case studies, and improv to help with presentation skills.

Agency
Exposure

This week is an intensive experience in which you will go from door-to-door visiting ad agencies and design firms to experience their philosophy and culture to gain insight into their planning department. You will also meet the people who work there for interview and critique sessions.

Planning:
An Overview

Everything you need to know about the evolution of account planning from its birth in the 60s to present day and how the role works within an agency with the other disciplines. You will also learn about strategic development through research and the need to identify the target audience above all.

Understanding
The Issue

A planner’s first job is to ask the right questions. Winning strategies come from rigorous consumer/market analysis. Examine the role of desk and ad hoc research while learning how to develop the six-step sequence strategic foundation. Define the role of advertising and which models apply.

Brief Writing
& Briefing

Briefing is the tool to unleashing the creative forces of the art director/copywriter team and the creative director. The briefing must inform, but more importantly the briefing must inspire. Learn how to write a good brief, discriminate between good and bad briefs, and present a brief well.

Qualitative
Research

Begin by discussing the art and background of qualitative research. Explore developing strategy, knowing your target and exploring a hot issue. Learn how to speak with the right people, the “design” of groups, problem solving, moderating, how to probe and how to debrief.

Quantitative
Research

Success depends upon marshaling existing information and data and critically transforming it into knowledge and insight. Discuss the planner’s typical path that follows existing research audit, client, agency and third party sources, and proprietary invention of New Knowledge.

Measuring
Impact

Analyze conventional and unconventional ways of effectiveness and create systems that translate campaigns into measurable business value. Learn how analytics professionals capture data and signals generated by paid, owned and earned activity in order to inform, evaluate and optimize campaigns.

Pitching
New Business

It’s time to present your strategy and creative to the client and a panel of other advertising professionals with your art director and copywriter team. Past clients have included: Nike, American Express, FedEx, Yahoo!, Old Navy, Mini, Wendy’s, Dairy Queen, Starbucks and YouTube.

Social & Media
Planning

The media landscape is growing exponentially and understanding its vast potential is essential when evaluating “conversational marketing” for inclusion in the marketing campaign. Understand the anthropological and marketing points of view to exploit the medium.

Landscape
Is Changing

Business today is dominated by one word—change. As strategists, planners must learn to be fluent in how change affects business. Planners must be proficient in the communication tools required to handle the evolving market; they must inspire to create solutions that simplify and provoke.

Portfolio
Evaluation

Each planner will present their portfolio case studies to a planning director in a job interview setting. The planners will receive feedback and a grade based on the content in their portfolio and their ability to present their work during the interview.

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How to Apply

Step 1 - Download and complete the application.

Step 2 - Schedule a question and answer session.

Step 3 - Show us your creative samples and complete the creative assignments.

Step 4 - Send in your application, creative samples, and application fee.

 

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