1. Make known the fundamental aspects of advertising "business".
2. Understand the process of developing the communication action and the functions involved in the process of "advertising production".
3. Characterize the account function and its characteristic procedures in the various organizational contexts.
4. Understand the role of account planner.
5. Master the tools of strategic planning.
6. Develop presentation techniques (client and agency).
1. Understand the advertising business and its dynamics.
2. Know the profiles of the technical functions, both within the agency and the advertiser.
3. Understand the client-agency partnership and its implications.
4. Develop applied strategic thinking, as well as the ability to expose strategic-creative output.