Advertising and Emerging Media Capstone

Catalog description

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.