My class introduces students to the concepts, analyses, and activities that comprise advertising and promotion management. It provides practice in assessing and solving advertising & promotion challenges. The course focuses on the role of advertising in the marketing mix. Over the course of the semester we canvas research and analysis, communications objectives, creative strategy, media selection, and integration of tactics for maximum effectiveness. In teams, students apply the concepts, frameworks, and skills learned to create an original IMC plan for a real-world client. The class culminates in a formal pitch of this plan.