Course descriptions and information

Changing Advertising… One Student at a Time

  • Robert Lauterborn is one of the best professors I have had at Carolina. He is extremely well-versed in the subject matter and makes it interesting and easy to learn.
  • He is a great, knowledgeable and vivacious instructor, clearly excited about teaching.
  • Wonderful instructor. Very helpful outside of class and easily approachable.

– University of North Carolina course evaluation comments by students

Below are some of the informative and engaging courses Professor Lauterborn has offered at the University of North Carolina at Chapel Hill and abroad.

A beginning creative course

Students are taught the core principles of the creative process and given an overview of creative theory — the GE FOCUS Creative Approach, for example, which Professor Lauterborn developed during his professional career. He then guides two-person teams of students through the analytical, strategic, and creative steps to produce work for multiple products and services in a range of media, including print, TV, radio, web, direct mail and outdoor. The final project consists of a multiple-element integrated marketing communications campaign for an assigned client.

The course objective for students with creative talent is to help them explore the creative process and develop their skills to allow them to consistently produce effective work. The course objective for students seeking a career on the account side or with client companies is to help them understand and appreciate the creative process so that they can efficiently manage creative resources.

Integrated marketing communications campaign planning

The course objective is to help students understand how to work with real clients, how to analyze business problems and strategize marketing and marketing communication plans to effect solutions, how to produce complete IMC programs, and how to measure results. Students in this course do in-class case work to learn how to apply the theories and use the tools (such as Professor Lauterborn’s proprietary Behavioral TimeLineĀ®) and then work with real volunteer clients – usually entrepreneurial businesses – to bring the concepts of integrated marketing communications campaign planning to life.

Concepts of marketing

This course infuses the concepts typically taught in business school “Marketing 101” classes with fresh insights into marketing communication. Basic marketing issues such as strategic planning, sales force management and physical distribution are discussed, but the majority of the class is devoted to exploring how effective marketing communication can help transform a dynamic idea into powerful results, influencing every step of the marketing process.

For their final project, students (in teams) are usually asked to uncover an unsatisfied or inadequately satisfied consumer need and create a viable business proposition to satisfy it. This course is designed to ensure that students understand the potential of marketing to contribute to increased productivity, the achievement of corporate strategic objectives, and improved Return on Investment (ROI).

Account planning

The fastest-growing job category in the advertising agency business, account planning involves concentrated research (primarily qualitative) to develop insight into the person whose behavior advertising is intended to affect. “Consumer insight” is frequently cited by Chief Marketing Officers when asked what skills new hires should possess in order to be competitive. The objective of this course is to teach students how to efficiently and effectively manage research, analyze research findings, and turn the resultant insight into strategically sound briefs to guide the creative process.

Non-academic courses

Professor Lauterborn is frequently asked to teach courses, workshops and seminars for executive education programs, associations, and companies in the U.S. and across the world. He offers condensed, professional versions of the courses described above, as well as:

  • Advertising Management
  • Strategic Thinking
  • Marketing for Non-Marketing Executives
  • Inward Marketing
  • How to Get More Out of Your Ad Agency

He will also create customized courses to meet specialized company training objectives.