Strategic Creativity as a Methodology to Link Insights with Inspiration

Parsons School of Design: School of Design Strategies

Non-Liberal Arts
Undergraduate Course
Degree Students
Strategic Creativity
Spring 2024
Taught By: Sara Arnell
Section: X1

CRN: 14499

Credits: 3

At its core, strategy is about finding ways to support a brand’s positioning and values, meaningfully connect to consumers, and claim value through uniqueness and differentiation. But strategy can fall short when it’s not connected to compelling creativity that reflects the values of both the brand and its audiences. And conversely, great creative work can also be ineffective when not connected to a brand or business strategy. We will explore how brands are working to link their strategic needs with creative solutions that pave the way for engaging, thoughtful, and purposeful creativity that results in successful marketing and advertising campaigns. We’ll study what’s happening in current, contemporary marketing and advertising, and use these real-time examples to dissect and study the links that brands are making between strategy and creativity – or not. We’ll look at how the consumer and popular culture is involved and informing this process more and more, as well as how success is defined from brand, consumer, and advertising industry perspectives.

Open to: All university undergraduate degree students

College: Parsons School of Design (PS)

Department: School of Design Strategies (SDS)

Campus: New York City (GV)

Course Format: Seminar (R)

Modality: Online - Synchronous

Max Enrollment: 18

Add/Drop Deadline: February 4, 2024 (Sunday)

Online Withdrawal Deadline: April 16, 2024 (Tuesday)

Seats Available: No

Status: Closed*

* Status information is updated every few minutes. The status of this course may have changed since the last update. Open seats may have restrictions that will prevent some students from registering. Updated: 11:56am EDT 5/26/2024

Meeting Info:
Days: Wednesday
Times: 4:00pm - 6:40pm
Building: Online Course
Room: 999
Date Range: 1/24/2024 - 5/8/2024