While I was in the IMC program at St. Bonaventure, the one thing that was stressed throughout the two years was to let your creative side flourish. Unlike accounting or finance, this field allows us to do interact with a demographic in a different, unique ways. But you can't just come up with some idea that is unrealistic and unattainable (would having a petting zoo with lions and tigers be cool? Yes! But, probably won't be happening). So not only do your tactics have to be realistic, they have to strategically reach your demographic.