Our goal is to train marketing college students to be capable of directing and managing the overall brand, from story to social media deployment through analytics audit. We hope that you, as a professor or as a student, will join with us in the journey through both the textbook and our live practicum exercises. As you will see, at the end of each chapter, we will present the live practicum exercises for participating students to complete. These exercises will assist the student in setting up their own online campaign, specific to whatever the student wants to digitally market.