Capstone: Campaign Planning and Execution

Catalog description

In this CAPSTONE course, students learn to apply advanced advertising and public relations methods and practices to solve a business challenge for a client. Working in groups, students design a promotional campaign for a real client, where they establish measurable goals and objectives, form strategies and tactics, and develop messaging and creative concepts. The course requires students to utilize their previously acquired research, writing, strategy building and multimedia production skills in the field of marketing, advertising, and public relations to complete and present a promotional campaign to clients. Paired with professional mentors and client contacts, students practice project management, networking, client relations, team collaboration and other important business communication skills throughout this class. Students majoring in ADPR should have taken Branding and Messaging Strategies, and Applied Media and Audience Research prior to this class in addition to the pre-requisites