As marketing educators, we face a challenge to provide innovative and challenging learning environments that respond to student needs. The Integrated Core Program is an innovative approach to enhancing and improving upon undergraduate Principle of Marketing students' mastery of content along with further developing their critical thinking skills. The ICP uses authentic, ambiguous, interdisciplinary projects to achieve these goals. Both direct and indirect assessment data supports program effectiveness for knowledge mastery and critical thinking skill development. A description of the program, implementation details and adaptability provides an opportunity for fellow marketing educators to consider this unique approach.