Prerequisites: Restricted to students in the Digital Advertising MS program.
The MS Advertising and Emerging Media capstone project focuses on idea generation, research, and strategic planning. Students will choose between a data-driven research project or a production-focused advertising project, working closely with a supervisor to develop a comprehensive project proposal. For research-oriented projects, students will conduct a thorough literature review, identify research gaps, and formulate hypotheses or research questions.
Those pursuing production projects will analyze market trends, extract consumer insights, and create a detailed creative brief for a real-world client. Both tracks emphasize critical thinking, strategic planning, and the development of a solid foundation for project execution. Through weekly meetings with supervisors and structured modules, students will refine their project concepts, ensuring they are well-prepared for the execution phase.
Outcomes: Conduct comprehensive background research on a selected real-world client, understand the market challenge, and build a situational analysis; Formulate clear research questions, hypotheses, or creative briefs that guide the project's development; Develop a thorough project proposal, including objectives, methodologies, and expected outcomes; Demonstrate critical thinking in identifying research gaps or market opportunities; Apply ethical considerations in research design or advertising strategy development; Articulate complex ideas clearly in both written proposals and oral presentations.
The MS Advertising and Emerging Media capstone project focuses on idea generation, research, and strategic planning. Students will choose between a data-driven research project or a production-focused advertising project, working closely with a supervisor to develop a comprehensive project proposal. For research-oriented projects, students will conduct a thorough literature review, identify research gaps, and formulate hypotheses or research questions.
Those pursuing production projects will analyze market trends, extract consumer insights, and create a detailed creative brief for a real-world client. Both tracks emphasize critical thinking, strategic planning, and the development of a solid foundation for project execution. Through weekly meetings with supervisors and structured modules, students will refine their project concepts, ensuring they are well-prepared for the execution phase.
Outcomes: Conduct comprehensive background research on a selected real-world client, understand the market challenge, and build a situational analysis; Formulate clear research questions, hypotheses, or creative briefs that guide the project's development; Develop a thorough project proposal, including objectives, methodologies, and expected outcomes; Demonstrate critical thinking in identifying research gaps or market opportunities; Apply ethical considerations in research design or advertising strategy development; Articulate complex ideas clearly in both written proposals and oral presentations.