This exploratory study demonstrates the effectiveness of using practice-based and client-focused active learning exercises to develop applied skills and better position the student as a candidate with both practical competencies and strong book knowledge. Findings from surveys of business managers indicate the need for real-world application of the skills and knowledge taught in the classroom. Two sections of an undergraduate Integrated Marketing Communications course (60 students) completed an active learning, practice-based pedagogical instrument involving Nielsen Academics and client-focused exercises. A 2 (group: experimental vs. control) × 2 (section) ANOVA with students' quiz scores as the dependent variable showed the group main effect was the only significant effect. The combination of the Nielsen Academics technology and the client-focused exercises yielded stronger learning outcomes. Not only did students gain experience in media buying and scheduling, but also their knowledge of each was significantly higher than that of students in the control group.