About Our MFA Program

School of Advertising

About Our MFA Program

The MFA in Advertising is designed to provide the graduate 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 Program Learning Outcomes

School of Advertising Program

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

1. MFA Thesis Project

   • Ability to plan and produce an advanced-level thesis project demonstrating mastery and synthesis of the skills taught in the program, appropriate to the student's professional goals. Graduate students are required to present to a review committee prior to being granted an MFA degree.

2. Strategic Communication

   • For print and ambient ads: advanced ability to stop the target, communicate a benefit and sell a produce/service in 3 to 5 seconds.
   • For TV: advanced ability to stop the target, engage them for the length of the spot, deliver a benefit and sell produce/service.
   • For interactive: advanced ability to drive the target to a website and sell produce/service.
   • Ability to communicate at an advanced level strategic conceptual and artistic goals of an advertising campaign using industry terminology, both verbally and in writing. Ability to develop sophisticated strategic briefs that focuses on the target customer, the product/service, and the competition.

3. Visual Communication Skills

   • Ability to use appropriate visual media, including freehand drawing and computer technology, in order to convey at an advanced level the essential formal elements at each stage of the creative process.
   • Ability to execute complex creative concepts in detail using digital tools accurately.
   • Ability to rapidly visualize sophisticated creative ideas and images for the purpose of conceptual communication.

4. Typography and Fundamental Design Skills

   • Ability to select fonts and design complex yet effective advertising campaigns.
   • Ability to use advanced principles in the design of print advertising, commercials, ambient media, and interactive advertising.

5. Conceptual Thinking

   • Ability to employ both intuitive and logical thinking at an advanced level to solve complex marketing problems with innovative advertising solutions.

6. Critical Thinking

   • Ability to raise clear and precise questions, use abstract ideas to interpret information, consider diverse points of view, reach well-reasoned conclusions, and test them against relevant criteria and standards, at a professional level.

7. Research / Analytical Skills

   • Ability to gather, assess, record, and apply relevant information for sophisticated strategic and planning work.

8. Grasp of Historical Content

   • Ability to employ historical research as part of the conceptual and design process.

9. Fundamental Copywriting Skills

   • Ability to use verbal skills to convey complex concepts and brand tone and manner, at each stage of the creative process.

10. Understanding of Branding

    • Advanced understanding of Brand building. Ability to tailor marketing efforts to build the equity of a specific good or service.

11. Fundamental Account Planning Skills

    • Ability to identify macro and micro customer needs, market strategies, and potential market opportunities.
    • Advanced understanding of the theories and methods of inquiry that seek to clarify the relationship between human behavior and consumer purchase motivations.
    • Ability to understand the nuances of social and consumer trends.

12. Organization and Management Skills

    • Ability to apply appropriate skills to problem solving with regard to managing creative projects and teams.

13. Collaborative Skills

    • Advanced understanding of interdisciplinary collaboration in professional practice. Ability to collaborate with other members of a creative team.
    • Professional-level understanding of the leadership role of art directors, writers, and planners in the strategic business and conceptual arenas.

14. Professional Readiness

    • Ability to deliver projects on time.
    • Ability to present work professionally.

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.

For application and portfolio requirements, please contact Graduate Admissions at 800-544-2787 or info@academyart.edu.

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