This module will build on the theory, principles and issues explored in Marketing Communications and Marketing Analytics demonstrating how these can be applied practically in an advertising agency environment within both the B2C and B2B context. Students will be challenged to consider personal strengths and weaknesses in relation to the roles within an agency and the associated dynamics. The current challenges and benefits of advertising will be explored along with the application of advanced theories of advertising. The role of key media (online, press, TV, radio, cinema, outdoor) and their effectiveness in increasingly digital mobile environments will be considered alongside societal implications. The role of the advertising agency, the challenges of client-agency relationships and the mechanics of advertising campaigns will be examined in detail. Students will also be introduced to sales promotion theory and practice.