Program Learning Outcomes

Mission Statement

As companies have become increasingly aware of the power of creativity to define, build, and grow their brands, the role of Creative Director has become and even more essential one. And with many of the traditional, siloed resource structures giving way to a more fluid and collaborative model, Creative Directors have the ability to influence every aspect of the way a company looks, sounds, feels, and presents itself to the world.

Conceptual Acuity

Graduates will be able to:

• Show, through their work, a diversity and range of conceptual solutions that are each appropriate for the particular problem being solved.
• Demonstrate a level of speed and efficiency in their idea generation, as well as the discipline to make decisive choices.
• Show an understanding of their creative process and how to best go about attacking a wide range of problems.

Cultural Context

Graduates will be able to:

• Gain an awareness of important historical work that has played a role in the evolution of advertising. Gain a broad awareness of the best current work from around the world.
• Become well-versed in the news and current events in order to create work that is topical, culturally relevant and provocative.

Media Dexterity

Graduates will be able to:

• Demonstrate through execution a thorough knowledge of available forms of media, from print, to television, to digital, to street, to social, to viral.
• Create work across all medium and gain a conceptual understanding of the possibilities and limitations of each.
• Create integrated campaigns that use multiple forms of media and require them to work in unison.

Executional Mastery

Graduates will be able to:

• Demonstrate an ability to execute in print related projects and fluency in the required graphics programs, such as InDesign, Photoshop, Illustrator, and keynote.
• Demonstrate an ability to execute television/film/video related projects and a fluency in the use of digital photography, digital video shooting and editing, sound recording, music application and special effects.
• Demonstrate an ability to execute digital based projects and a fluency in the programs required to do so.

Presentation Ability

Graduates will be able to:

• Demonstrate the ability to build physical and digital presentations (Keynote, PowerPoint) that are conceptual and well-executed.
• Demonstrate the ability to do oral presentations, both to small and large audiences.

Professional Practice and Ethical Standards

Graduates will be able to:

• Demonstrate a clear knowledge of the various career options with the broader context of the advertising business.
• Demonstrate an understanding of the roles and responsibilities they will be asked to assume within a professional environment.
• Demonstrate a high level of integrity and honesty in their behavior and their work.