| 1 | Learning agency structures and operations; agency types (advertising agency, media agency, PR agency etc.). |
| 2 | Understanding the organizational structure and operational processes of agencies. |
| 3 | Understanding the roles of different departments within the agency (creative, media, account management, strategy etc.). |
| 4 | Gaining the ability to develop strategic communication plans by determining the agency's customer needs; learning how to determine and implement advertising and marketing strategies. |