This paper describes a course development project designed to address the obligation of consumer goods companies to engage in socially responsible advertising and promotion. Course development was informed by stakeholder theory. Videotaped interviews with 46 stakeholder representatives were integrated into the course, providing students with an "insider" perspective on the challenges and rewards of assuming a responsible approach to advertising and promotion. Student learning was evaluated quantitatively and qualitatively. Findings suggest that students engaged in critically reflective thought about the complexities inherent in responsible decision making related to advertising and promotion, including the potential effects of such decisions on varied stakeholders. (Contains 4 tables and 2 notes.)