the syllabus
The semester map and the standard for the work. Sixteen weeks to learn how agency work gets sold, run, paid for, and proven, on a real client your team chooses. Read it now. Keep it close.
the course
What this job really is, and what you will know how to do by December.
Account Manager is a title. Business leadership is the job.
From the CU catalog: examines managerial and decision making processes of advertising and related brand communication functions. Emphasis on determining opportunities, integrating with other elements of the promotion mix, setting objectives, establishing budgets, and measuring advertising and communication effectiveness.
Here is the honest version. Account management is the least understood job in advertising and the most valuable one to be good at. The account person is the youngest businessperson in the room: the one who knows the client's business cold, keeps the work moving, protects the idea, and owns the relationship that pays for everything else.
You are entering an industry mid-rebuild. The largest agency merger in history closed nine months ago. Most major advertisers now run in-house agencies. Retail media passed television. And AI absorbed the exact tasks that used to train junior account people: the recaps, the status decks, the first drafts. What survives is judgment, and judgment is trainable.
This course trains it directly: how agencies work and make money, how new business gets won, how strategy becomes a brief, how creative gets judged, how integrated plans get assembled, how budgets get set and defended, and how effectiveness gets proven.
The vehicle is a semester-long mock engagement with a real client your team chooses. Mondays teach the frameworks. Wednesdays put you on your feet. The concepts travel: they will serve you in account management or any other discipline in the world of marketing.
learning outcomes
ten things you will be able to dothe engagement
One client per team, all semester. A brand your team nominates and I approve.
One client carries the semester: your team serves it the way an agency team serves a real one.
In Week 4 you form teams of four to five and operate as mock agencies, each on its own engagement. Every artifact you produce serves it. Your immersion report teaches you the business. Your brief points the work. Your integrated plan spends the money. Your scope prices the labor. By finals week the pieces assemble into a complete new-business pitch, and because every team worked a different client, the room gets a tour of ten categories instead of one.
Choosing well is the first act of account judgment you will be graded on. The rules: a real brand, national or strong regional, with enough public information to immerse in. No two teams on the same client. Nominations are three candidates, ranked, with a one-page rationale, due the Friday of Week 4; approvals come back before Week 5. One suggestion worth weighing: Rocket Mortgage is this year's AAF National Student Advertising Competition client, and a team that chooses it banks a semester of immersion before the spring NSAC team forms.
This Is Me · Staffing Chart & My Dream Agency · Elevator Pitch · Immersion Report · Creative Brief · Work I Like · conference reports, in rotation.
Team charter & client nomination · opportunity memo · channel POV · Integrated Plan with the measurement one-pager · Scope of Work.
The mock new-business pitch, live in the finals slot, and the written proposal. Peer reviews of teammates accompany both.
Every artifact is a genre a hiring manager actually reads. Build them like portfolio pieces, because they are.
How the industry is structured and how agencies make money. New business, the pitch economy, and the job itself. Agencies of four to five form in Week 4 and nominate their clients: three real brands, ranked, with rationale.
The account person's reps: client service, meetings and conference reports, presenting, brand immersion, the client's money, strategy, the brief, and judging creative work with feedback that helps.
Where budgets actually go and how to prove they worked: the 2026 money map, integrated planning, media literacy, the effectiveness canon, measurement, then production and running the business.
Everything the semester produced becomes one argument. Narrative, casting, rehearsal, then the mock new-business pitch and written proposal, delivered in the registrar's finals slot.
This is an educational simulation. The course is not affiliated with or endorsed by the brands studied; we use public information and treat each brand as a live case. Nothing your agency produces is sent to the client.
ai in this course
Used every week, disclosed always, governed by five norms.
AI is part of the curriculum here, not a loophole in it.
The industry you are entering expects fluency, and the account tasks AI now does are the ones that used to train juniors. So we use the tools every week, and we grade what you add above them. The syllabus names capabilities, never products, because the products will change mid-semester. You bring the tools; a free-tier or student account for a frontier language model is enough.
the norms
bindingThis course-level policy operates within CU Boulder's Honor Code (see Policies). If a specific assignment narrows or widens these permissions, the assignment brief governs.
how the week works
Two 75-minute sessions with different jobs.
Mondays are frameworks. Wednesdays are the room.
M rows are the Monday rhythm; W rows are Wednesday. Pitch Day, the midterm checkpoint, dress rehearsals, and the finals slot break the pattern on purpose.
Short, repeated, low-stakes reps of what account people do live: run a status meeting, present work, take a curveball, negotiate a scope. Ten minutes, on your feet, most Wednesdays. This is the lecture-course version of studio hours.
Four Wednesdays hold a 15-minute call with a working professional: account leadership at a large agency, a client-side marketer, a media or retail media lead, and a production or business affairs lead. Slots are marked in the schedule; names confirmed on Canvas.
grading
Where the points live and how you earn them.
Ten short checks across the semester, marked RC1 through RC10 in the schedule, at the start of class on the listed day. Five minutes, a few short answers, closed notes and closed AI. They keep Mondays honest: the lecture assumes you did the reading, and the reading is short on purpose. The lowest two scores drop, which is also the makeup policy; there are no other makeups.
The artifact spine, individual and team, as listed in the schedule. Due on Canvas before class on the due date. Late without prior written arrangement loses 10% per day. Work designated for in-class presentation must be presented to receive full credit.
Your team delivers a mock new-business pitch for its chosen client in the finals slot: a live presentation to the instructor and invited guests, and a written proposal that reflects core concepts from every module. Peer reviews of teammates accompany both, and individual grades may be adjusted for visible contribution. Do not plan to travel before your slot; the pitch runs in the registrar's exam window, Dec 7–11.
Credit for showing up on time; two excused absences are built in. Participation is graded on engagement in discussions, drills, and guest calls: the quality of your questions counts as much as the volume of your answers.
the standard
How to excel here, and the house rules.
This course is a simulation of professional life, and it is graded like one.
Polish matters. Deadlines matter. How you handle a curveball in a drill matters. None of it requires talent you do not have; all of it requires deciding that the standard applies to you.
Do the reading; it is short on purpose. Show up ready to talk. Volunteer for the drills, especially the ones that scare you, because a five-minute rep here is worth an hour of theory. Treat every artifact like a portfolio piece a hiring manager will read, since the good ones will be. And bring a point of view: the person with a defensible opinion beats the person with a perfect summary every time.
Assignments are due on Canvas before class on the due date. Late without prior written arrangement loses 10% per day. Work designated for in-class presentation or workshop must be presented to receive full credit. Reading checks cannot be made up; the two dropped scores are the makeup policy.
Don't miss class. If you must, let your instructor and your teammates know ahead of time and make certain that any deliverables you are responsible for are finished and on time. Two excused absences are built in; use them wisely.
Laptops closed by default; this is a discussion room, and half the job you are practicing is presence. They open when the work needs them: drills, workshops, and weeks the schedule calls for tools. Exceptions for official accommodations, always.
There is no textbook to purchase. The course reads like the industry does: an anchor text in excerpts (Solomon, The Art of Client Service), plus selections from Steel, Farmer, and Sullivan, the BetterBriefs reports, the effectiveness literature, and one short trade story most weeks. Everything is linked in the schedule or distributed through Canvas.
Official course communication runs through CU email and Canvas. Expect a reply within 24 hours. Office hours by appointment; the fastest way to get one is to ask after class.
the schedule
Sixteen weeks. Open any row for the full week page.
policies
The standard for the work, followed by the university statements in full.
The course policies below operate alongside the CU Handbook.
When in doubt, refer to the CU Handbook for university regulations, or ask. The required university statements are updated each academic year; current versions live at Required Syllabus Statements (Academic Affairs).
Tap a row to read each statement in full.
classroom behavior›
Students and faculty are responsible for maintaining an appropriate learning environment in all instructional settings, whether in person, remote, or online. Failure to adhere to such behavioral standards may be subject to discipline. Professional courtesy and sensitivity are especially important with respect to individuals and topics dealing with race, color, national origin, sex, pregnancy, age, disability, creed, religion, sexual orientation, gender identity, gender expression, veteran status, political affiliation, or political philosophy.
For more information, see the classroom behavior policy, the Student Code of Conduct, and the Office of Institutional Equity and Compliance.
accommodation for disabilities and temporary medical conditions›
Disability Services determines accommodations based on documented disabilities in the academic environment. If you qualify for accommodations because of a disability, submit your accommodation letter from Disability Services to your faculty member in a timely manner so your needs can be addressed. Contact Disability Services at 303-492-8671 or dsinfo@colorado.edu for further assistance.
If you have a temporary medical condition or required medical isolation for which you require accommodation, please call or email your instructor. You are not required to state the nature of your illness when alerting your instructor, nor will a doctor's note be required for appointment verification. Also see Temporary Medical Conditions on the Disability Services website.
preferred student names and pronouns›
CU Boulder recognizes that students' legal information doesn't always align with how they identify. Students may update their preferred names and pronouns via the student portal; those preferred names and pronouns are listed on instructors' class rosters. In the absence of such updates, the name that appears on the class roster is the student's legal name.
CU honor code›
All students enrolled in a University of Colorado Boulder course are responsible for knowing and adhering to the Honor Code. Violations of the Honor Code may include but are not limited to: plagiarism (including use of paper writing services or technology such as essay bots), cheating, fabrication, lying, bribery, threat, unauthorized access to academic materials, clicker fraud, submitting the same or similar work in more than one course without permission from all course instructors involved, and aiding academic dishonesty.
All incidents of academic misconduct will be reported to Student Conduct & Conflict Resolution: honor@colorado.edu, 303-492-5550. Students found responsible for violating the Honor Code will be assigned resolution outcomes from Student Conduct & Conflict Resolution as well as be subject to academic sanctions from the faculty member. Visit Honor Code for more information on the academic integrity policy.
Note on AI: in this course, directed and disclosed use of generative AI tools is authorized, and taught, under the AI norms above. Undisclosed AI use, AI use on reading checks, or submission of AI-fabricated evidence constitutes academic dishonesty under this Honor Code.
sexual misconduct, discrimination, harassment and related retaliation›
CU Boulder is committed to fostering an inclusive and welcoming learning, working, and living environment. University policy prohibits protected-class discrimination and harassment, sexual misconduct (harassment, exploitation, and assault), intimate partner violence (dating or domestic violence), stalking, and related retaliation by or against members of our community on and off campus. These behaviors harm individuals and our community. The Office of Institutional Equity and Compliance (OIEC) addresses these concerns, and individuals who believe they have been subjected to misconduct can contact OIEC at 303-492-2127 or email cureport@colorado.edu. Information about university policies, reporting options, and support resources can be found on the OIEC website.
Please know that faculty and graduate instructors have a responsibility to inform OIEC when they are made aware of incidents related to these policies regardless of when or where something occurred. This is to ensure that individuals impacted receive outreach from OIEC about their options for addressing a concern and the support resources available. To learn more about reporting and support resources for a variety of issues, visit Don't Ignore It.
religious observances›
Campus policy regarding religious observances requires that faculty make every effort to deal reasonably and fairly with all students who, because of religious obligations, have conflicts with scheduled exams, assignments, or required attendance. Please alert your instructor in advance regarding any potential conflicts. See the campus policy regarding religious observances for full details.
a commitment and invitation from our college›
Our college, now the College of Communication, Media, Design and Information (CMDI), strives to be a community whose excellence depends on diversity, equity, and inclusion. We aim to understand and challenge systems of privilege and disadvantage in higher education, such as those based on class, race, ethnicity, gender, sexuality, and dis/ability. We seek to reach across social and political divides and to make space for voices historically underrepresented in higher education and marginalized in society. In other words, diversity is not just a future reality for which we try to prepare students. It is a priority we want to put into practice here, now, and together, in order to foster places of learning where all members can thrive.
Our question for you is, how are we doing? Please contact the college's diversity team (dei-cmci@colorado.edu, or see the college DEI team page) if you need support or other resources but don't know where to turn; if any aspect of your educational experience with the college does not reflect the commitment expressed here, or if you want to share a positive instance of this commitment in action; or if you have any questions, concerns, or ideas related to diversity. We want to hear from you so that we can do better, and to support you however we can.
mental health and wellness›
The University of Colorado Boulder is committed to the well-being of all students. If you are struggling with personal stressors, mental health, or substance use concerns that are impacting academic or daily life, please contact Counseling and Psychiatric Services (CAPS) located in C4C or call 303-492-2277, 24/7. Free and unlimited telehealth is also available through Academic Live Care, which also provides information about additional wellness services on campus available to students.
academic dishonesty and plagiarism›
Academic dishonesty includes cheating, plagiarism, unauthorized collaboration, falsifying records, dishonest requests for postponements or extensions, and submitting substantially the same work in multiple courses without permission. Plagiarism includes presenting another person's words, phrasing, argument, or line of thinking as your own. You may use others' ideas and words (and, in this course, AI outputs) only with appropriate credit. Quote exact language; paraphrase genuinely rather than swapping synonyms; cite non-common facts and borrowed ideas. When in doubt, cite the source or ask your instructor.
university extracurricular activities›
Students participating in an officially sanctioned, scheduled university extracurricular activity will be given the opportunity to make up class assignments or other graded assignments missed as a result of their participation. It is the responsibility of the student to make arrangements with the instructor prior to any missed scheduled examination or other missed assignment for making up the work.