The project allows students to develop an independent, integrated marketing communication campaign (IMCC) proposal for an actual client. Under the guidance of an adviser, students are assigned to work on an account (the client), research the competitive situation, identify the target market, and construct a specific part of an integrated marketing communication campaign such as creative, media, public relations, internet marketing, multi-media presentation, or other promotional activities. Students can also choose to conduct an original research study on a specific topic in the areas of public relations or advertising.