University of Illinois Urbana-Champaign 3 credits Strategic Brand Communication
Creative strategy serves as the link between customer insights, brand intent, and creative execution in this applied, hands-on learning experience. Students develop messaging, creative briefs, and cohesive tactics grounded in audience mindsets and personas. Emphasis is placed on understanding the creative process, collaborating effectively with creative partners, and making sound strategic decisions. Throughout the term, students practice shaping, evaluating, and presenting ideas, translating strategy into clear creative direction, and using AI as a supportive tool while maintaining human judgment, craft, and brand integrity. Credit is not given toward graduation for: SBC 505 and SBC 526. Prerequisite: Restricted to MS: SBC students.
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