School of Advertising

MFA Program Learning Outcomes

The Advertising Graduate School program is designed to provide the MFA advertising student with expertise in directing a full advertising campaign from concept to finish, including market research, strategy, copywriting, art direction and presentation. Graduate students focus on establishing themselves as creative communicators capable of formulating carefully planned strategies and expression in the traditional media and in emerging interactive advertising.

The curriculum reflects the professional aspects of the industry by integrating technology with visual communication. Collaboration is also stressed. Consequently, the curriculum encourages individual focus culminating in the graduate student's Final Project – a competitive portfolio that demonstrates a mastery of advertising principles.

MFA graduates of the School of Advertising will meet the following student performance criteria:

• Strategic Communication

  • Develop strategic briefs that focus on the target customer, the product/service, and the competition.
  • Gather, assess, and apply relevant information, including historical research, for strategic and planning work.
  • Analyze customer needs, market strategies, and potential market opportunities.
  • Analyze social and consumer trends.
  • Apply advanced understanding of branding to build the equity of a specific good or service.

• Visual Communication

  • Use appropriate visual media, including freehand drawing and computer technology to convey essential elements at each stage of the creative process.
  • Rapidly visualize creative ideas and images.
  • Apply appropriate design principles, including font selections, to print, video, ambient, and interactive advertising.

• Verbal Communication

  • Convey creative ideas, concepts, and brand tone through engaging and sophisticated language at each stage of the creative process.

• Conceptual Thinking

  • Stop the target, quickly communicate a benefit and sell a product/service in print, ambient, television, and interactive formats.
  • Think conceptually and execute projects beyond traditional advertising media.
  • Consider diverse points of view, and reach well-reasoned conclusions as part of the conceptual and design process.

• Professional Readiness

  • Present a sophisticated and original portfolio to acquire a job within the industry.
  • Communicate strategic conceptual and artistic goals of an advertising campaign at a professional level.
  • Submit work according to professional presentation standards.
  • Collaborate with and lead other members of a creative team.

Academy of Art University Learning Outcomes

Graduates of the Academy of Art University will demonstrate the ability to:

1. Produce a body of work suitable for seeking professional opportunities in their chosen field of art and design.
2. Solve creative problems within their field of art and design, including research and synthesis of technical, aesthetic, and conceptual knowledge.
3. Communicate their ideas professionally and connect with their intended audience using visual, oral, and written presentation skills relevant to their field.
4. Execute technical, aesthetic, and conceptual decisions based on an understanding of art and design principles.
5. Evaluate work in their field, including their own work, using professional terminology.
6. Recognize the influence of major cultural and aesthetic trends, both historical and contemporary, on art and design products.
7. Learn the professional skills and behaviors necessary to compete in the global marketplace for art and design.

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