Live-Client Projects
in the Classroom

Live-client experiences—in which students create real work in response to real business challenges—are a key component of a well-rounded marketing education, but have become difficult to execute due to social distancing and a shift to online learning. These resources will guide faculty members through the steps to providing their students an insightful and rewarding virtual live-client experience, as well as provide a packaged client challenge and other key resources.

1. Overview and Instruction

The resources below provide an introduction to developing a live-client challenge for the (virtual) classroom, a plug-and-play introduction to integrated direct marketing for students, and an integrated marketing canvas to guide students through the campaign development process.

Previous Webinars

We'll place recordings of
previous Direct Effect Live webinars here for later use.


April 24

Introducing the Direct Effect Curriculum:
How Bentley Uses it to Teach Integrated Marketing

Ian Cross, Bentley University
Vicki Stephen, U.S. Postal Service


Next Webinars

We'll place next Direct Effect Live webinars here for later use.


2. Case Study Presentation

Below, you will find instruction on how to develop a live client challenge,
and a pair of ready-to-use challenges provided by Cincinnati Bell.

3. Student Outputs

The resources below demonstrate the desired student outputs from a live-client marketing exercise, including examples of student campaigns developed in response to the Cincinnati Bell challenges provided above.