CREATIVE STRATEGY / ACCOUNT PLANNING // SYLLABUS
FALL 2018
CREATIVE STRATEGY / ACCOUNT PLANNING // SYLLABUS & SCHEDULE
UNC MEJO 373 // FALL 2018
WHY THIS COURSE?
We are living and working in the conceptual age1 . This is an era that places a high value on:
➡ Approaching problems from unexpected angles (creativity)
➡ Putting yourself in other people’s shoes (empathy)
➡ The ability to work well with others (collaboration)
➡ Telling a compelling story, verbally and in writing (persuasive communications)
This effect is amplified in the marketing and communications industries. It’s no longer just about
creating a cinematic TV ad to air during the Super Bowl, or a full-page print ad in USA TODAY. Today’s
great communications ideas still include these methods, but the future lies in creating ideas that live
where they can best thrive – from Facebook and Instagram, to gaming, new product development,
retail spaces, and so much more. Strategy is now more important than ever. With so many options
available for communication, companies need help discerning where to focus their energy. It’s as much
about what not to do as it is about what to do.
This course will prepare you for the future of work by building your creative, writing and persuasion
muscles. This course will help you see opportunities in new ways, design inspiring strategies, and work
effectively with new team structures in the modern workplace.
There has never been a better time to get into this field and to make the world a better place through
your work.
COURSE LOGISTICS & CONTACT INFORMATION
INSTRUCTOR Josh Carlton (please call me Josh)
MOST DAYS Founder, 5OOTHz
OTHER DAYS Lecturer, UNC School of Media and Journalism
COURSE LOCATION Carroll 141
COURSE DAY & TIME Friday 9:00am-11:45am
COURSE SLACK mejo373fall2018.slack.com // join by clicking here
COURSE TWITTER @UNCPlanners and #UNCPlannersFall18
Fridays after class, typically between 12.30pm-2.30pm in Carroll Hall: Office 390.
OFFICE HOURS Students will be notified during class on Friday if times/locations will change,
pending instructor availability. Other times available by appointment.
1 Alan Greenspan, former chairman of the Federal Reserve Board; Daniel Pink, author; Tom Kelley, founder of IDEO; many others.
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OVERALL COURSE STRUCTURE
This course has three key modules:
1. Insights: Discerning the difference between a fact vs. an insight, understanding of the uses of
research in the pursuit of insights, and how to infuse creativity in “typical” research methods.
2. Creativity: Inspiring and sparking creativity, starting from what it means to be creative, to writing
effective briefs, and working with creative teams. Creativity can’t really be taught in the classic sense,
so we will have many hands-on exercises.
3. Persuasion: Persuading others by telling stories well that present your ideas effectively in writing and
in presentation form.
INTENDED AUDIENCE / WHO SHOULD TAKE THIS COURSE?
If you are interested in what powers great communications ideas, creativity, and human behavior, you should
take this course. As you’ve learned in other classes in the School of Media and Journalism, the definition of
brand communications has dramatically changed over the last decade. Now, in the world of Kickstarter, ad
blockers, always-on connectivity and on-demand content, effective strategies are a must-have – not a nice-to-
have. The skills learned in this course will be beneficial in most communications or marketing job functions at
organizations of any size, even without the specific job title of strategist or planner.
LEARNING OBJECTIVES FOR THIS COURSE
You will learn the skills of a strategist/planner, which include learning how to:
➡ Think critically and analytically
➡ Write effectively and creatively
➡ Connect what a brand offers to what an audience wants
➡ Persuade others to see what you see
➡ Collaborate with others
➡ Spark creativity (within yourself, and among other people)
➡ Inspire those around you by telling stories well
DOES THIS COURSE = A STRATEGY JOB?
No single course can guarantee you a job in strategy. However, this course will provide you with an
understanding of how to think strategically about communications, knowledge that will serve you well in
whatever you pursue post-graduation. You might even get a case study or two to talk about in interviews.
A VISUAL GUIDE TO THIS COURSE
We will begin with an overall understanding of account planning and creative strategy (the umbrella), and will
then move into the sub-disciplines of research & insights (module 1), creativity (module 2) and persuasive
communications (module 3).
ACCOUNT PLANNING / CREATIVE STRATEGY
INSIGHTS CREATIVITY PERSUASION
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EXPECTATIONS / FIVE THINGS I ASK OF YOU
1. Attend. We meet one day a week, making each session worth two (2) classes.
Timely attendance is mandatory.
2. Participate. The success of this course is dependent on you playing an active role, both in-person
and online in the discussion board (Slack).
3. Present. Sharing your ideas with others by presenting them well can set you apart from your
colleagues in the real world. We will have plenty of practice with presentations (which doesn’t
always mean a slide deck).
4. Write. Learning how to write clearly and succinctly is a key skill in whatever job you pursue.
5. Be willing to be imperfect. Creativity is about pushing boundaries, which often times means it’s
not perfect. Please come to each class and discussion board session (on Slack) willing to put
yourself out there, and not judge others.
REQUIRED BOOKS
There are 3 required books in this course:
1. Pierno, Adam (2017), Under Think It: A Marketing Strategy Guidebook for Everyone, 1st ed.
Columbia, SC: Santy. ISBN: 0999399004
2. Tharp, Twyla and Mark Reiter (2006), The Creative Habit: Learn It and Use It for Life. New York:
Simon & Schuster. ISBN: 0743235274
3. Duarte, Nancy (2012), HBR Guide to Persuasive Presentations (HBR Guide Series). Boston: Harvard
Business Review Press. ISBN: 1422187101
REQUIRED ARTICLES
Required articles and case studies are listed in the detailed course schedule. Any other required articles will be
distributed via email/Sakai and marked accordingly. These will include both “classics” and applicable fresh
news articles from magazines or bloggers. A strategist must apply the knowledge gained in reading – read the
books and articles with an eye to how the concepts can be applied in this course. Active reading leads to
active learning.
LECTURE HANDOUTS
Handouts and key slides from course sessions will be posted on Sakai the week following our course session.
STAYING CURRENT
Great strategists are voracious readers, and are able to make connections between disparate sources of
information. You never know where a creative spark will come from. You must know what is happening in the
world, real-time. Students are strongly encouraged to follow industry leaders on twitter, and to subscribe to
blogs and key news/inspiration sources via RSS readers (many decent apps are $2 or less). Here is a starter list:
Web Digital/Social/Mobile
Idea Companies
Industry News
kottke.org
mashable.com
bbh-labs.com
fastcompany.com
wired.com/blogs
insidefacebook.com madebymany.com/blog
TheDrum
readwrite.com
digitalbuzzblog.com droga5.com/news adfreak.com
avc.com venturebeat.com kickstarter.com/blog @fastcodesign
zephoria.org/thoughts @contagious hugeinc.com/ideas WARC
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Creativity Culture Planners/Strategists Conferences & Authors
thefwa.com psfk.com @uberblond poptech.org
creativity-online.com monocle.com neilperkin.typepad.com danpink.com
designobserver.com brainpickings.org tomfishburne.com sethgodin.typepad.com
coudal.com springwise.com @bethcomstock 99u.com
swiss-miss.com coolhunting.com markpollard.net ted.com
ASSIGNMENTS
You will learn by doing in this course – actively participating, creating and thinking. Assignments are designed
to equip you with the skills to work on real-world problems.
All assignments are due at the beginning of class on the date shown in the assignment description/grid, unless
otherwise noted.
LATE ASSIGNMENTS POLICY
No late assignments will be accepted. No excuses. Students will receive a zero (0) on any late assignments. An
assignment that is one (1) second late is considered late. This is the real world.
Please make arrangements with me ahead of time – via email – to submit an assignment before our class
meets, if you know of a conflict.
INDEX CARD SUMMARIES
Thinking on the fly is a vital skill to anyone in the workforce today. As part of our class, you will write a short
summary at the end of every class on a 4”x6” index card, to include (at minimum):
➡ Your name
➡ In 1-2 sentences, what conclusion did you arrive at, based on our discussion today?
➡ What do you still want to know?
WRITTEN ASSIGNMENTS SPECS
For written assignments, please print them out, staple and include the word count at the top of your first page
— this label doesn’t count towards your words.
SLACK ONLINE DISCUSSION BOARD
Since we meet once per week and are interrupted by holidays a few times, we will be using Slack to have a
vibrant discussion outside of class. In the Slack discussion board, we will discuss key topics leading up to, and
in response to, what we cover during live class sessions.
You are expected to engage in the Slack discussion board by responding to a question or another student’s
post, the instructor’s posts, or finding your own original content to post that’s relevant to what we are covering
in class that week.
In addition, there will be “hot seat” weeks where you will be responsible for keeping the discussion moving —
the expectation during this week is that you’ll be in the discussion board/Slack almost every day, responding to
conversation threads and keeping the conversation moving.
I will email you an update on how your online discussion board grade is tracking before the fifth (5th) class
session.
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GROUP PROJECTS & PRESENTATIONS
Group work is designed to bring the elements of the course together, and to encourage collaboration with
others. For the two (2) group assignments, each group must consist of 4 students MAX. Groups will be
randomly assigned during the first class session.
A portion of your grade will consist of your overall contribution to the team, assessed via peer evaluation
forms. Peer evaluations are confidential, and will be used solely to determine group participation.
Presentations will be timed. No note cards. This is preparing you for the real world.
CLASS PARTICIPATION
Grading class participation is a subjective endeavor. It is still a necessary one. Criteria include the following, for
lectures, guest speakers, and exercises:
a. Is the student prepared, when called on, to share his/her interesting ideas from this week’s reading?
b. Do the student’s comments add to our understanding of the topic?
c. Is the student a good listener? Is he/she paying attention, looking at the person speaking (and not a laptop
screen or mobile phone)?
d. Do comments/questions show evidence of not just reading, but analyzing and thinking about, the book
chapter or article?
e. Are points made relevant to the discussion?
f. Are statements presented in a concise, compelling manner?
g. Does the student participate during in-class exercises?
As you prepare for class through the readings, I suggest you make notes in the margins, highlight interesting
sections, and write a few relevant questions or comments.
This class relies on your active participation. It is about an attitude of wanting to learn and grow.
ATTENDANCE
a. Timely attendance is expected at every class session, since each session builds on the prior discussion.
b. Please arrive on time so we may start at the scheduled start time. The doors will close at 9:05am.
c. You may miss one class with permission of the Instructor – explained.
d. If you must be absent once, please notify the Instructor in advance, so your absence is not unexplained.
e. Unexplained absences or tardiness will result in a forfeit of Class Participation for that day.
f. Two or more absences will result in a 50% deduction on all assignments.
g. Please arrive on time and do not leave early. Excessive tardiness or packing up early will result in a lower
participation grade. Make arrangements with me in advance if you must do so.
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GRADING POLICY
There will be many grades given in this class. Your final grade is calculated as a summary of all components
below:
Assignment Value
Slack Online Discussion Board 100
“Hot Seat” Week Online Discussion Board 50
INDIVIDUAL
Class Participation (class discussions, asking
150
700 PTS questions of guests, labs, and index cards)
Creative Interviews Paper 200
Midterm Exam 200
Street Crossing Presentation 125
GROUP
300 PTS Brand Promise Presentation (final) 175
TOTAL 1000
Grades will be assessed on the following scale:
A: Exceptional level of thought, effort and attention to details.
A 94-100
A- 90-93
B: Good level of thought, effort and attention to details.
B+ 87-89
B 84-86
B- 80-83
C: Assignment is complete. Thought, effort and attention to details about par.
C+ 77-79
C 74-76
C- 70-73
D: Assignment is incomplete and/or lacking effort.
D+ 67-69
D 60-66
Below: Assignment is non-existent or severely lacking effort.
F 0-59
Please contact me outside of class (during office hours or via appointment) to discuss particular grades on
assignments. These conversations work best in-person, and I will under no circumstances discuss grades via
phone or email. Please wait at least 2 days after receiving a grade before reaching out to me, to allow for time
to process the grade in a rational manner.
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HONOR CODE
The University of North Carolina at Chapel Hill has had a student-administered honor system and judicial
system for over 100 years. The system is the responsibility of students and is regulated and governed by them,
but faculty share the responsibility. If you have questions about your responsibility under the honor code,
please bring them to your Instructor or consult with the office of the Dean of Students or the Instrument of
Student Judicial Governance. This document, adopted by the Chancellor, the Faculty Council, and the Student
Congress, contains all policies and procedures pertaining to the student honor system. Your full participation
and observance of the honor code is expected.
I expect that each student will conduct himself or herself within the guidelines of the University’s honor system
(http://honor.unc.edu). All academic work should be done with the high levels of honesty and integrity that this
University demands. You are expected to produce your own work in this class. If you have any questions about
your responsibility or your Instructor’s responsibility as a faculty member under the Honor Code, please see the
course Instructor or Senior Associate Dean Charlie Tuggle, or you may speak with a representative of the
Student Attorney Office or the Office of the Dean of Students.
ACEJMC ACCREDITATION — PROFESSIONAL VALUES & COMPETENCIES
The School of Media and Journalism’s accrediting body outlines a number of values you should be aware of
and competencies you should be able to demonstrate by the time you graduate from our program. Learn more
about them here.
No single course could possibly give you all of these values and competencies; but collectively, classes in the
School of Media & Journalism are designed to build your abilities in all of these areas. In this course, we will
address a number of the values and competencies, with special emphasis on the selected values and
competencies below:
• Understand concepts and apply theories in the use and presentation of images and information
• Think critically, creatively and independently
• Conduct research and evaluate information by methods appropriate to the communications
professions in which they work
• Write correctly and clearly in forms and styles appropriate for the communications professions,
audiences and purposes they serve
• Apply tools and technologies appropriate for the communications professions in which they work
SEEKING HELP
If you need individual assistance, it’s your responsibility to meet with the Instructor. If you are serious about
wanting to improve your performance in the course, the time to seek help is as soon as you are aware of the
problem – whether the problem is difficulty with course material, a disability, or an illness.
DIVERSITY
The University’s policy on Prohibiting Harassment and Discrimination is outlined in the Undergraduate Bulletin:
http://www.unc.edu/ugradbulletin/. UNC is committed to providing an inclusive and welcoming environment
for all members of our community and does not discriminate in offering access to its educational programs and
activities on the basis of age, gender, race, color, national origin, religion, creed, disability, veteran’s status,
sexual orientation, gender identity, or gender expression.
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Special needs: If you have any disability or other special situation that might make it difficult to meet the
requirements described above, please discuss it with me as soon as possible. If you have not done so already,
you should also contact the Department of Accessibility Resources & Service (AR&S) at 919-962-8300 or
[email protected].
SPECIAL ACCOMODATIONS
If you require special accommodations to attend or participate in this course, please let the instructor know as
soon as possible. If you need information about disabilities visit the Department of Disability Services website
at http://disabilityservices.unc.edu/
INSTRUCTOR AVAILABILITY
If you can’t stop by during office hours, send an email to the Instructor with 2-3 proposed times.
SCHEDULE CHANGES
The Instructor reserves the right to make changes to the syllabus, including project due dates and topics, when
unforeseen circumstances occur (weather, etc.). These changes will be announced as early as possible so
students will be able to adjust their schedules.
GRADUATE STUDENT CONDITION
Graduate Students interested in this course topic must also register for an independent study if course credit is
desired. Please see the Instructor on the first day of class for details.
Graduate Students will be asked to complete an extra assignment for each module, as outlined by the
Instructor. Please meet with the Instructor as soon as possible for more details on these assignments, if this
applies to you.
WHAT YOU READ IN THE COURSE REGISTRATION BOOK
A study of the principles and tools of strategists and account planners all in the pursuit of connecting
people with brands in new and interesting ways. This course focuses on three main areas: insights,
creativity, and persuasion. First, how to uncover compelling customer, competition and brand insights
through research. Second, how to spark creativity in others and in yourself using those insights. Finally,
the course will cover how to persuade, provoke and inspire others through creative briefs,
presentations and more.
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DETAILED COURSE SCHEDULE
The Instructor reserves the right to change this schedule to accommodate guest speakers & class needs.
CLASS DATE TOPIC PRE-WORK DUE
MODULE 1: INSIGHTS
Course Introduction Read:
1 8/24 > Introducing the course and what Article: Tell Me What You Read, and —
we will cover this semester I’ll Tell You Who You Are by Zat Rana
Read:
Course Syllabus &
Course Assignment Details
Understanding the Context Text: Under Think It, Pages 1-53
> Getting our bearings inside and Article (your choice of at least one Discussion
2 8/31
outside of agencies to understand of these — available on Sakai):
Board
the strategist’s context Jay Chiat Awards Case Studies:
Adoption, Right-Hand Diamond
Ring, or TLC.
Article: Why is a Good Insight Like a
Refrigerator? by Jeremy Bullmore
Uncovering Insights & Role of Read:
Research in Creating a Brand Text: Under Think It, Pages 54-100
Promise Statement Article: “The Art of Asking Why” by
Discussion
3 9/7 > Knowing the difference Paul Lazarsfeld.
Board
between facts and insights Article (your choice of at least one
> Why brand promise vs. a brand of these): Pick any of the PDFs on
positioning the Jay Chiat Awards 2017 page
Read:
Defining the Right
Text: The Creative Habit, Chapter 5
Business Problem “Before You Can Think out of the
> Asking the right questions, in Box, You Have to Start with a Box” &
Discussion
4 9/14 the right ways. Chapter 6 “Scratching”
Board
> Why identifying the right Article: “Creativity in Advertising:
problem is key in providing a When it Works and When it
constraint to creativity. Doesn’t.” Harvard Business Review,
March 2013.
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CLASS DATE TOPIC PRE-WORK DUE
MODULE 2: CREATIVITY
Read:
Text: The Creative Habit, Chapter 1
Sparking Creativity “I Walk into a White Room” & Discussion
> How to craft compelling brand Chapter 2 “Rituals of Preparation” Board
promise statements Article: How to Be Creative (PDF) by
5 9/21
> How to work to spark and Hugh MacLeod Street
nurture creativity in you and in Crossing
other people. Watch: Presentations
TED Talk: Elizabeth Gilbert “Your
elusive creative genius”
Writing Compelling Creative Read:
Briefs & Leading Inspiring Text: Under Think It, Pages 101-140;
Briefings The Creative Habit, Chapter 7
> Review of the sections on a “Accidents Will Happen” & Chapter
Discussion
6 9/28 creative brief, review of many 8 “Spine”
Board
different types of briefs from
various agencies. Watch:
> Discussion on the role of the TED Talk: David Kelly, “How to build
briefing. your creative confidence”
Discussion
Working Through the Creative
Read: Board
Process
Text: The Creative Habit, Chapter 9
7 10/5 > Working with creative teams
“Skill” & Chapter 10 “Ruts & Creative
and clients through the ideas/
Grooves” Interviews
creation process
Paper
Discussion
— 10/12 No Class — University Day —
Board
— 10/19 No Class — Fall Break — —
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CLASS DATE TOPIC PRE-WORK DUE
MODULE 3: PERSUASION
Read:
Text: HBR Guide to Persuasive
Presentations, Sections 1–3
Preparing Effectively (“AUDIENCE,” “MESSAGE,”
> Why it’s so important to “STORY”)
Discussion
8 10/26 prepare, how to prepare, and why Article: “Doing the Hard Work to
Board
this skill is vital for planners and Make it Clear” by Russell Davies
strategists.
Watch:
PSFK “Skills Of The Rockstar
Planner: Communicating Ideas”
Discussion
Board
LAB: Strategy Sprint
Read:
9 11/2
Client TBD Article: “50 ways to get started”
Take-Home
Midterm Exam
Read:
Text: HBR Guide to Persuasive
Presentations, Sections 4–5
(“MEDIA” & “SLIDES”)
Crafting the Right Story
Article: “Doing the Hard Work to Discussion
10 11/9 > Why it’s not just about what you
Make it Big” by Russell Davies Board
say, but how you say it.
Watch:
PSFK Conference – Rob Walker
“Significant Objects”
Read:
Text: HBR Guide to Persuasive
Presentations, Sections 6–7
(“DELIVERY” & “IMPACT”)
Connecting with Your Audience Article: “Doing the Hard Work to Discussion
11 11/16
> Empathizing with an audience. Make it Bearable” by Russell Davies Board
Watch:
TED Talk: John Bohannon “Dance
vs. powerpoint, a modest proposal”
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CLASS DATE TOPIC PRE-WORK DUE
— 11/23 No Class — Thanksgiving Break — —
Bringing it All Together
Read:
> Risk-taking in the right ways and Discussion
12 11/30 Text: The Creative Habit, Chapter 11
how it can lead to a successful Board
“An ‘A’ in Failure”
career.
Final @ 8am
Brand Promise
— 12/8
Carroll Hall Room 141 Presentations
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