Undergraduate students will meet the following student performance criteria:

Design Skills

• Effectively use visual media, including freehand drawing, to convey ideas and concepts throughout the creative process.
• Apply basic design principles to creative work.

Communication Skills

• Create engaging narratives that demonstrate an understanding of the elements of storytelling: idea, structure, conflict, character, and imagery.
• Clearly and confidently present ideas in both formal and informal group settings.
• Coherently explain complex ideas in short-form, simplified writing.

Problem Solving

• Apply strategic elements focused on the target customer, the product/ service, and the market.
• Gather, assess, and apply relevant information, including historical research, as part of the conceptual and design process.

Conceptual Thinking

• Communicate relevant objectives through the use of appropriate aesthetic choices.
• Think conceptually and execute projects beyond traditional advertising media.
• Generate original ideas.
• Develop ideas that can be articulated within project parameters.

Professional Readiness

• Present an original portfolio to acquire a job within the industry.
• Articulate career goals and plan to achieve them.
• Submit work according to professional presentation standards.
• Collaborate with other members of a creative team.