The 15-Day Schedule
Each teaching day has one objective and one deliverable. The reading for each day is drawn from the chapter spine, slotted into the workshop calendar rather than read in strict order.
The textbook is a reference. This page is the route through it. Read the chapter listed for a day before that day, arrive with the deliverable in progress, and use the class for judgment and feedback rather than first contact with the idea.
Days off are built into the intensive. The final two days are presentations, so the last reading lands on Day 13. Every chapter carries a small day badge in its opener that links back here.
Orientation and Course Overview
Understand the course structure, expectations, and outcomes, then commit to the client your team will build the campaign around.
Introduction to IMC
Explore the core principles of integrated marketing communication and how brands build coherent digital ecosystems.
Market Research and Strategy
Conduct audience and competitor research to inform campaign direction, and turn raw findings into a defensible point of view.
Consumer Behaviour and Audience Insights
Study customer journeys, motivations, and the content triggers that move a person from hesitation to decision.
Brand Identity and Storytelling
Develop tone, visuals, and emotional brand connection, then test whether the content earns the value it claims.
Day off · rest and team catch-up
Social Media Strategy
Learn platform dynamics and post design for engagement, and decide where the brand should and should not show up.
Campaign Framework and Strategy
Develop campaign structure, strategic narrative, and timeline using a planning framework the team can defend.
Creative Production
Produce visuals, video, and written content aligned with strategy, and add digital value rather than noise.
Digital Presence and Platform Strategy
Explore web storytelling, UX thinking, and landing page design, and trace how discovery turns into a transaction.
Digital Tools and Analytics
Use SEO, automation, and performance tracking to support campaign goals, and set a budget the numbers can justify.
Campaign Structure and Integration
Consolidate strategy, creative, and measurement into a unified direction the whole team can execute against.
Day off · rest and team catch-up
Campaign Work Session
A structured production day with instructor check-ins. Refine and finalise every campaign element, and learn to read the result honestly.
Campaign Integration and Final Prep
Merge all strategy and creative elements and finalise the presentation narrative you will defend.
Final Presentations · Part 1
Present team campaigns to the room and field questions on the decisions behind them.
Final Presentations · Part 2
Complete the remaining presentations and close with a written reflection on what you would decide differently.