Knacktive: An Interdisciplinary Classroom Experience that Prepares Students for a Career in Advertising by Simulating Real-World Agency Work

Abstract

Knacktive, a specialized upper level course, was developed to fill an industry need for applicants who understand competitive, innovative team environments. Knacktive is an advanced, undergraduate course designed to replicate the creative demands and intense teamwork atmosphere of digitally-oriented, professional marketing communications agencies. The course helps to refine the attributes identified by NACE as critical for new hires, such as leadership, teamwork, and communication skills. Students experience a realistic, agency-like atmosphere as they work on promotional campaign plans for an authentic client. Teams conduct research, analyze data, devise strategies, formulate creative tactics, and finally pitch their plan to the client.