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Account Planning Frameworks

Graduate Program in Brand Management

Explore Account Planning Frameworks as part of Graduate Program in Brand Management. Read the syllabus and available chapters online.

Academic programmeGraduate Program in Brand Management

LevelGraduate

Reading sections16

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Account Planning FrameworksSyllabus

Foundations And Evolution Of Account PlanningChapter 1

The Account Planning Process And Framework ToolkitChapter 2

Business Market And Communication Problem FramingChapter 3

Research Design And Evidence QualityChapter 4

Audience Understanding Segmentation And TargetingChapter 5

Insight Development And Cultural IntelligenceChapter 6

Consumer Behavior Persuasion And Decision TheoryChapter 7

Brand Strategy Equity And PositioningChapter 8

Communication Strategy And Planning ModelsChapter 9

Creative Briefing And Creative DevelopmentChapter 10

Integrated Channel Journey And Experience PlanningChapter 11

Measurement Analytics And OptimizationChapter 12

Applied Account Planning And Case DecisionsChapter 13

Planner Leadership Collaboration And GovernanceChapter 14

Ai Ethics And The Future Of Account PlanningChapter 15