Multimedia Marketing · Hanyang University

Build campaigns that connect, convert and create impact.

Real briefs. Real brands. Real deadlines.

A team-based, strategy-to-pitch course covering the full marketing lifecycle — from market research and personas through content strategy and campaign planning, all the way to a client pitch you have to defend out loud.

Seven Modules · Three Phases · One Campaign

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Three Phases, One Campaign

Seven modules that stack in a straight line: you research, you strategise, then you stand up and defend it. Nothing is hypothetical — every phase is built on a live client brief.

Phase 1 · Modules 1–3

Research & Strategy

Turn raw data into strategic insight. Analyse real markets, define brand positioning, and build the audience personas every later decision rests on.

Phase 2 · Modules 4–6

Planning & Execution

Turn strategy into action. Build a content engine, design integrated campaigns with real KPIs, and audit a live brand's social channels like an agency would.

Phase 3 · Module 7

Pitch & Defense

The capstone. Present your full campaign to a client panel, defend every strategic choice under live questioning, and refine it on professional feedback.

The Seven Modules

Each module ends in something you can put in a portfolio, and each one feeds the next. By module seven you are not making slides — you are assembling work you already did.

Module 01

Market Research

Industry landscape analysis, competitor benchmarking with SWOT, consumer insight from surveys and interviews, and the trend spotting that grounds your whole strategy.

Module 02

Brand Strategy & Positioning

Brand identity, positioning statements, value proposition design and voice guidelines — the foundation that makes every message sound like one brand.

Module 03

Personas & Customer Journey

Data-driven personas, empathy mapping, and a full journey map from awareness to advocacy, with the content opportunity named at every touchpoint.

Module 04

Content Strategy

Content pillars, editorial calendars, and channel strategy across owned, earned and paid — plus how to allocate people and time against it.

Module 05

Campaign Planning

Integrated campaigns with SMART objectives, the KPIs that actually measure them, milestone timelines, budget allocation and A/B testing.

Module 06

Social Media Audit

A platform-by-platform audit of a real brand: engagement benchmarking, content performance, competitive comparison and recommendations you could send tomorrow.

Module 07

Pitch & Defense

Deck structure and storytelling, persuasive delivery, anticipating objections, and holding your ground in live Q&A when the clock is running.

Six Frameworks You'll Use for the Rest of Your Career

These are not academic diagrams. They are the tools working strategists open on a Monday morning, and you will have used each one on a real brand before the term ends.

FrameworkWhat it isWhere you'll use itModule
SWOT AnalysisStrengths, Weaknesses, Opportunities, Threats — the universal strategic auditEvery market research brief and brand audit you will ever runM1
Positioning MapTwo-axis perceptual mapping of competitors by their key differentiatorsFinding white space and a defensible competitive advantageM2
Journey MapStage-by-stage mapping from awareness through advocacy, with touchpointsSpotting content gaps and campaign openings at every stageM3
Content PillarsThree to five core themes that organise everything a brand publishesEditorial calendars, social planning and brand consistencyM4
SMART ObjectivesSpecific, Measurable, Achievable, Relevant, Time-bound goal settingEvery campaign plan, KPI dashboard and performance reviewM5
Audit MatrixPlatform-by-platform scoring of content, engagement and growthCompetitive benchmarking and optimisation recommendationsM6

What You'll Produce and Present

Five deliverables, each one a real professional artefact. They compound: the last one is built from the four that came before it.

Market Research Report

Industry and competitor analysis with consumer insight, SWOT assessment and recommendations grounded in your own primary and secondary research.

Phase 1 · Module 1

Brand Strategy Document

A complete identity package: positioning statement, value proposition, voice guidelines and visual direction ready for campaign work.

Phase 1 · Module 2

Integrated Campaign Plan

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

Phase 2 · Modules 4–5

Social Media Audit Report

An agency-grade audit of a real brand's social presence, with engagement benchmarks, competitive comparison and an optimisation roadmap.

Phase 2 · Module 6

Final Campaign Pitch

A polished deck that integrates every prior deliverable, presented to a client panel with live Q&A — the capstone that ties it all together.

Phase 3 · Module 7

Every Client Is Asking the Same Three Things

Behind every brief, pitch meeting and campaign review, the decision-maker wants to know who this is for, why it will work, and how you will prove it. This course teaches you to answer all three out loud.

✗ Weak campaign opener

"We recommend a multi-channel approach leveraging synergies across platforms to maximise engagement metrics and drive ROI."

✓ Strong campaign opener

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

Course Materials

Everything you need for the semester, in one place.

The TextbookThe full course text, written for this class.
Lecture DecksEvery slide deck, by module.
Interactive ToolsEighteen tools and worked examples, in one index.
Worked ExamplesFinished student work, annotated.
Client BriefsThe real briefs your team will answer.
Assignment HandoutsBriefs, rubrics and deadlines per module.
Campaign Strategy BriefFree guide · the framework behind your Integrated Campaign Plan.
Blog Post StructureFree guide · a repeatable structure for content pillar posts.

Instructor

Matthew Clement
Matthew Clement
Professor · Hanyang University · Seoul

With eighteen years across communications, marketing and education, Matthew Clement built this course to close the gap between classroom theory and real campaign execution. Every module runs on a live client brief with a real deadline, drawing on agency, in-house and academic experience, and on a working understanding of both Korean and international marketing practice.

7Modules
18Years teaching
SeoulHanyang University