Everyone knows marketing and creativity are for different kinds of people - right brain vs. left brain, creative vs. business, intuition vs. science - right? Not right. This course will demonstrate that creative people can learn marketing and use what they learn in doing creative work, and business people can learn to tap into their innate creativity (it's in there) to develop marketing strategies. Marketing 1.0 is for working creative directors, art directors, copywriters and graphic designers, as well as account executives, account planners, client-side marketing directors and business executives. All will learn to tap into their deepest creative reserves, even if they think they don't have any. And all will learn the basic components and techniques of a marketing communications plan that is strategically sound and creatively brilliant. Whatever part of the business world you inhabit, you will be better at your work after this course. There will be at least one real-world assignment with a real client in which each member of the class will develop a full marketing communications plan and creative work, including ads and collateral to present it to that client. You will also be taught how to present your work, and how to art direct an ad for power and impact. NOTE: Students must have access to a computer for home assignments. Charlie Rosner
Chairman and chief executive, Marketing Pathfinding Inc. Formerly, president and creative director, Public Sector Solutions Inc.; Herman and Rosner Enterprises, Inc.; co-founder, Hall Triggle Rosner Parker
Clients include: GE Capital; Buckingham Palace Office of Communications; Peace Corps; World Bank; Odyssey Investment; United Nations Association; Zurich Financial Services
Awards include: More than 300 awards, including ANDY, One Show, Communication Arts, Art Directors Club
Slogans authored include: "If you're not part of the solution, you're part of the problem," VISTA; "Train to the plane," MTA
Web site: http://www.marketpaths.net
Education: BFA, Philadelphia College of Art
