MKT4511 Professional Advertising Practicum
4 Advanced Elective Credits
This advanced practicum examines advertising as a business function, emphasizing how strategy, creativity, media, and operations integrate to address real-world organizational challenges. Through a sustained partnership with Walton Isaacson, students engage directly with contemporary agency practices, gaining applied experience in how advertising creates value by translating business objectives into strategic direction, creative execution, and measurable outcomes.
The course qualifies as an advanced experiential course and follows a project-driven format. Students work with live briefs, current campaigns, and real client contexts, developing practical skills in strategic analysis, creative development, and evaluation of effectiveness. The course emphasizes transferable frameworks and decision-making tools relevant across industries and organizational settings.
Instruction combines applied projects, case analysis, structured reflection, and direct interaction with industry professionals. By the end of the course, students gain a rigorous, practice-based understanding of how advertising organizations operate, how work is developed and executed within agency environments, and how performance is assessed under real market conditions. The course is designed for advanced students seeking deep professional exposure and hands-on learning within a functioning agency context.
Prerequisites: MKT2000