Master’s Capstone
The first prompt for this course was a hybrid project that covered many of the different areas of study in the Strategic Communications program. This specific project combined skills learned in COM 561 – Multimedia Content Creation, COMSTRAT 564 – Consumer Behavior and Brand Development, and COMSTRAT 563 – Professional Digital Content Promotion. To create this report, I conducted some market research on a local competitor, Fred Meyer, and compared their social media outreach to Target’s social media campaign. I also created a short video to be used on social media.
The video that I created focused on user visibility, content, and length. Using Final Cut Pro X, I was able to create a short video segment that was both eye-catching and attractive, using short hashtag-style text over the top of some graphics to create an appealing advertising campaign for a White Sale that would be effective in social media feeds, especially Facebook and Twitter. With my experience in editing, I was able to use different editing techniques that are not typically used in the new-style video editing that I have done professionally. I also used the latest version of Final Cut Pro, rather than version 7, which is what I was previously trained on. By challenging myself like this I was able to not only create an interesting advertisement, but also learn the significantly updated program and its capabilities.
COMSTRAT 701 Course Description – A balloted Master’s Capstone culminating project with five deliverables and an online portfolio, focused on various courses taken throughout the Master of Strategic Communication program.
Marcus M. Humberg 