PlannerU exists to expand and grow the skill set of Account Planners by making a comprehensive education in brand planning a realistic possibility for more students and giving voice to fresh perspectives in strategic thinking.
NOT JUST THE WHAT BUT THE HOW
PlannerU is an online-only, self-paced school designed to demystify strategic planning by providing specific and actionable tools, not just theory, opinions and well-worn case studies. While there will be opportunities to practice what you learn within the curriculum, there are no tests, papers or class projects. There are no diplomas or certification. How deep or consistent you want your education to be is completely up to you.
There are two types of curriculum – courses and tutorials. Courses are fuller programs that cover a topic in more detail and are typically built around a series of videos that provide instruction on different components of a topic. In addition to courses, PlannerU will also offer tutorials. Tutorials are smaller in nature, typically focusing on a more narrowly defined research or strategy technique. Tutorials tend to be in a written format like an e-book or delivered as a series of e-mails. We’re starting with just one course and one tutorial but we have plans to add more as time goes on.
Regardless of the format, the focus will be on the “hows” of Account Planning. (There is plenty of material available elsewhere that covers off the “whats” of Account Planning.) The frameworks, tactics and techniques shared through these courses are the same ones used for brands such as Microsoft, Lowe’s, Pabst Brewing, Best Buy, Google, Target and Starbucks.
Speaking of Starbucks, a recent study shows that their baristas get more training than employees at ad agencies. To excel in Account Planning, you have to take your career into your own hands.