Apr 15, 2024  
Extended & Executive Education Catalog 
Extended & Executive Education Catalog [Published Catalog]

Managing Marketing Agencies

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Program Overview

The relationship between an organization and its agency is filled with potential pitfalls. From a vague brief to a lack of strategic direction, there are several challenges organizations need to address to be able to communicate efficiently with their agency. This uniquely crafted program is the first of its kind with a specific focus on the client-agency relationship essential to build a successful brand.

In this program, participants will learn to take a strategic approach towards building a constructive partnership between the client and the agency, improving communications, and maximizing output and quality. The program takes a deep dive into the agency landscape, structure, and its various departments to ensure participants gain an understanding of client-agency dynamics and how to work together towards successful marketing campaigns and initiatives.

Participants will learn the tools for an efficient agency selection and on-boarding process, management and evaluation of deliverables, developing a comprehensive marketing brief, and providing the agency with constructive feedback. The program utilizes interactive sessions, engaging assignments, relevant case studies, group discussions, global study reports, and an immersive agency visit for a comprehensive understanding of marketing agency operations.

The Managing Marketing Agencies Program is an attendance program conducted over five weeks. It consists of eight sessions and a field visit to a marketing agency.

Key Outcomes

  • Explore the landscape of marketing agencies
  • Define agency and client organization structure and workflow

  • Transform a marketing strategy into a viable marketing calendar

  • Develop a single-minded marketing brief

  • Apply an agency selection process supported by a comprehensive contract

  • Develop an effective agency management process for optimal results


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