The capstone course draws upon knowledge acquired throughout the program, synthesized through a final project that reflects students’ individual interests, skills and professional goals. In this course, students will undertake a self-initiated investigation leading to research, prototyping and design of a 12-month integrated communication strategy for a brand. They will conduct primary and secondary research and critically evaluate the social, cultural and ethical context of a brand and its current and future positioning. They will then analyze their findings to identify a communication challenge or opportunity facing the brand and develop a sound case and clear objectives for the direction of their strategy. The strategy will include creative and tactical responses that viably address the issues and opportunities identified. It will be presented visually as an industry-aligned deck and verbally via a professional presentation. Students will also realize their proposed tactics as digital, print or spatial outcomes.

The capstone course draws upon knowledge acquired throughout the program, synthesized through a final project that reflects students’ individual interests, skills and professional goals. In this course, students will undertake a self-initiated investigation leading to research, prototyping and design of a 12-month integrated communication strategy for a brand. They will conduct primary and secondary research and critically evaluate the social, cultural and ethical context of a brand and its current and future positioning. They will then analyze their findings to identify a communication challenge or opportunity facing the brand and develop a sound case and clear objectives for the direction of their strategy. The strategy will include creative and tactical responses that viably address the issues and opportunities identified. It will be presented visually as an industry-aligned deck and verbally via a professional presentation. Students will also realize their proposed tactics as digital, print or spatial outcomes.