Hanyang University · Seoul 7 Modules Spring 2026

Materials compiled by Matthew Clement · Multimedia Marketing & Content Design · Hanyang University

MULTIMEDIA MARKETING · HANYANG UNIVERSITY

Build campaigns that connect, convert, and create impact

A team-based, strategy-to-pitch course covering the full marketing lifecycle — from market research and personas to content strategy, campaign planning, and final client presentation. Real briefs, real brands, real deadlines.

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Course Structure

Seven Modules, One Campaign

Phase 1: Research & StrategyMarket research, brand positioning, and audience personas that ground every campaign decision.

Phase 2: Planning & ExecutionContent strategy, campaign planning, and social media audit across real brand channels.

Phase 3: Pitch & DefensePresent your complete campaign to a panel and defend your strategic decisions under live questioning.

Phase 1 of 3

Research & Strategy

Three modules that transform raw data into strategic insight. You will analyze real markets, define brand positioning, and build the audience personas that every subsequent decision rests on.

Phase 1: Research & Strategy Modules 1 through 3: from industry analysis to customer journey mapping

3 Modules

Module 01

Market Research

Industry landscape analysis, competitor benchmarking with SWOT frameworks, consumer insight gathering through surveys and interviews, and trend identification that grounds your entire campaign strategy.

SWOTCompetitor AnalysisConsumer Insights

Module 02

Brand Strategy & Positioning

Brand identity development, positioning statement frameworks, value proposition design, brand voice guidelines, and the strategic foundation that ensures all communications speak with one voice.

Brand IdentityPositioningValue Proposition

Module 03

Personas & Customer Journey

Data-driven persona construction, empathy mapping, full customer journey mapping across awareness to advocacy stages, touchpoint identification, and content opportunity analysis at every stage.

PersonasJourney MappingTouchpoints

Phase 2 of 3

Planning & Execution

Three modules that transform strategy into action. Build a content engine, design integrated campaigns with clear KPIs, and audit real brand social channels with professional-grade analysis.

Phase 2: Planning & Execution Modules 4 through 6: from content strategy to social media audit

3 Modules

Module 04

Content Strategy

Content pillar development, editorial calendar design, channel strategy across owned/earned/paid media, brand voice application, content performance frameworks, and resource allocation planning.

Content PillarsEditorial CalendarChannel Mix

Module 05

Campaign Planning

Integrated campaign design with SMART objectives, KPI selection and measurement frameworks, timeline and milestone planning, budget allocation across channels, and A/B testing strategies.

SMART GoalsKPIsBudget Planning

Module 06

Social Media Audit

Platform-by-platform audit methodology for real brands, engagement rate benchmarking, content performance analysis, competitive social comparison, and actionable optimization recommendations.

Audit MethodologyBenchmarkingAnalytics

Phase 3 of 3

Pitch & Defense

The capstone module where everything comes together. Present your complete campaign to a client panel, defend every strategic choice, and refine your work based on live professional feedback.

Phase 3: Pitch & Defense Module 7: the final client presentation and campaign defense

1 Module

Module 07

Pitch & Defense

Campaign deck structuring and storytelling, persuasive presentation techniques, anticipating client objections, live Q&A defense strategy, incorporating feedback, and professional pitch delivery under time pressure.

Pitch DeckStorytellingDefense

Core Frameworks

Six tools you’ll use for the rest of your career

These are not abstract theory. Each framework has a specific professional context where it is the most effective tool available — and each appears across multiple modules because marketers return to them constantly.

Framework	What It Is	Primary Application	Module
SWOT Analysis	Strengths, Weaknesses, Opportunities, Threats: the universal strategic assessment	Every market research brief and brand audit you will ever conduct	M1
Brand Positioning Map	Two-axis perceptual mapping of competitors by key differentiators	Defining white space and competitive advantage for brand strategy	M2
Customer Journey Map	Stage-by-stage mapping from awareness through advocacy with touchpoints	Identifying content gaps and campaign opportunities at every stage	M3
Content Pillar Framework	Three to five core themes that organize all brand content production	Editorial calendars, social media planning, and brand consistency	M4
SMART Objectives	Specific, Measurable, Achievable, Relevant, Time-bound goal setting	Every campaign plan, KPI dashboard, and performance review	M5
Social Media Audit Matrix	Platform-by-platform scoring of content, engagement, and growth metrics	Competitive benchmarking and optimization recommendations	M6

Course Deliverables

What you’ll produce and present

Every module builds toward a concrete team output. The final deliverable is a complete integrated marketing campaign presented to a live client panel.

Market Research Report

A comprehensive industry and competitor analysis with consumer insights, SWOT assessment, and strategic recommendations grounded in primary and secondary research.

Phase 1 · Module 1

Brand Strategy Document

Complete brand identity package including positioning statement, value proposition, brand voice guidelines, and visual identity direction for campaign development.

Phase 1 · Modules 2 and 3

Integrated Campaign Plan

Full campaign strategy with SMART objectives, content calendar, channel strategy, budget allocation, KPI dashboard, and A/B testing plan across all channels.

Phase 2 · Modules 4 and 5

Social Media Audit Report

Professional-grade audit of a real brand's social presence with engagement benchmarks, competitive comparison, content analysis, and optimization roadmap.

Phase 2 · Module 6

Final Campaign Pitch

A polished campaign deck integrating all prior deliverables, presented to a client panel with live Q&A defense: the capstone that ties every skill together.

Phase 3 · Module 7

“The best marketing campaigns aren’t built by individuals — they’re built by teams who can research, strategize, create, and defend their ideas under pressure.”

Matthew Clement, Multimedia Marketing & Content Design

The Three Real Questions

Every client is asking the same three things

Every brief, every pitch meeting, every campaign review — the decision-maker is really asking three questions. This course teaches you to answer all three compellingly.

✗ Weak Campaign Opener

“We recommend a multi-channel approach leveraging synergies across platforms to maximize engagement metrics and drive ROI.”

✓ Strong Campaign Opener

“Your Gen Z audience spends 47 minutes a day on TikTok but your brand has zero presence there. We fix that in 8 weeks with a creator-led campaign targeting 2M impressions.”

✗ Weak Strategy Defense

“We chose Instagram because it’s popular and good for brand awareness purposes.”

✓ Strong Strategy Defense

“Our persona research shows 73% of your target segment discovers new brands through Instagram Reels. Competitor X grew 40% on the platform last quarter — we mapped their exact content cadence.”

What is inside

Course Materials

Everything below lives inside the class, organized and ready from week one. Enrolled students get full access to all of it through the course login.

The Textbook

16 chapters

A complete digital marketing textbook written for this course, with a prologue, capstone, glossary, and references. Read online, chapter by chapter or as one page.

Lecture Decks

18 decks

One slide deck for every chapter, plus orientation and the capstone. Presented in class, then available for review all semester.

Interactive Tools

14 tools

Working strategy tools you fill in and export: planning, segmentation, positioning, budgeting, content, and more. Used directly in assignments.

Worked Examples

6 examples

Complete worked examples built on real Korean and global brands, showing the standard your own work is measured against.

Client Briefs

3 briefs

Live style client briefs from real brands. Your team campaign starts from one of them.

Assignment Handouts

6 + guides

Every graded assignment as a web page and a printable PDF, plus the pitch guides and self checks for the final.

Enrolled in MMCD? Everything above is waiting behind the course login.

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About the Instructor

Matthew Clement

Professor, Hanyang University · Seoul, South Korea

With over two decades of experience in communications, marketing, and education, Matthew Clement developed this course to bridge the gap between classroom theory and real-world campaign execution. Every module is built around live client briefs with real deadlines.

The course draws on direct experience across agency, in-house, and academic environments, with a deep understanding of both Korean and international marketing practices.

Hanyang University Seoul, South Korea 18 Years Teaching Cross-Cultural Marketing