Enhancing Advertising Education Through High-Impact Practices (HIPs): Integrating Extracurricular Competitions for Undergraduate Research and Collaboration

Abstract

High-Impact Practices (HIPs) are crucial in higher education for boosting student engagement and retention rates, while fostering deep learning through the development of practical, real-world skills. For advertising students, these practices are especially valuable, bridging the gap between theoretical understanding and practical application. Undergraduate research and collaboration, as core HIPs, can be effectively integrated into advertising courses, such as media planning, which require students to conduct data-driven consumer and market research in teams to craft effective messages that reach defined target audiences. However, the complexity of these tasks can sometimes lead to disengagement. Therefore, the effective implementation of HIPs is crucial for making coursework more engaging and accessible. This paper proposes incorporating extracurricular opportunities, such as the Washington Media Scholars Foundation’s (WMSF) Media Plan Case Competition, into the curriculum. These structured, competition-based assignments not only facilitate HIP integration but also improve instructional efficiency and equip students with critical industry-relevant skills.