ADPR-755 Agency Management
Examines the skills and functions required in order to manage a successful Advertising or Public Relations agency. Students learn how agency leaders win new business and generate income by offering an evolving mix of new services, and how they manage client relationships and diverse internal teams, including creative, research, and media professionals. Assesses a variety of agency structures as well as the transformation of agencies initiated by social media and the digital age. In-depth look into the role of today's agency account manager.