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DC & Boston: Advertising & Marketing Communications Consulting Practicum
Washington, DC, United States; (Outgoing Program)
Program Terms: January Term
Program Description:

Please note: The application deadline for this course is now closed. Thank you for your interest.


DC & Boston: Advertising & Marketing Communications Consulting Practicum [MKTG 6248, 3-Credits, Spring]

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The Consulting Practicum Course in Advertising and Marketing Communications provides an opportunity for graduate students to work with a client in a compressed real-world format. The course is comprised of eight class and personal coaching sessions with the professor here in Foggy Bottom.  The course will cover various topics including advertising planning, consumer behavior theory, secondary and primary research, and measuring marketing strategy effectiveness.  

During the second class session, students will divide into two to four agency teams to work on a marketing strategy for their client, the Cranberry Marketing Committee for U.S. Cranberries, to generate demand for cranberries so they're "not just for Thanksgiving" any more.  Throughout the course, each team meets and presents to the professor who provides feedback and guidance to help students develop their strategic thinking and presentation abilities.  Class members learn marketing communications planning, strategic thinking, and ultimately how to pitch their ideas and get hired for the job.

In January, students will then travel to the client headquarters, Ocean Spray located in Boston, to present to a team of judges.  Students will receive immediate feedback on their pitch while competing for their client's business. 

This course is three credits.  It involves traditional and online lectures as well as individual mentoring/coaching sessions and a final site visit and presentation to the client.  MKTG 6242 is highly recommended.

Deliverables to the Client:

• 20 minute oral presentation by each teamCranberry Bogs
• Copy of presentation slides
• Well-crafted executive summary from each team

Course Dates

On Campus Dates: 12/9 5 PM-9 PM; 12/13 5 PM-8 PM; 12/14 1 PM-4 PM;
12/16 First interim presentation & feedback for 1.5 hours (time to be scheduled by team);
12/17 5 PM-9 PM;
12/18 5 PM-8 PM;
12/19 Second interim presentation & feedback for 1.5 hours (time to be scheduled by team);
1/13  Final interim presentation & feedback for 1.5 hours (time to be scheduled by team)

Boston Dates: January 17-18, 2014

GW Professor

Dr. Lynda Maddox (, Professor of Marketing

Deadline to Apply

Interested students should email Professor Maddox with their intent to participate by Friday, October 25th along with a copy of their resume and an unofficial transcript.  


This program is administered by International Education & Programs in The George Washington University School of Business.

Pleae contact us at 202.994.1212 or with your questions.