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Abstract

This study explores the use of archived competition materials as experiential learning tools in an undergraduate media planning course. To broaden students’ understanding beyond product promotion, a midterm assignment was redesigned using a past Washington Media Scholars Foundation (WMSF) case brief focused on an environmental advocacy campaign. Guided by experiential learning theory, the project aimed to strengthen students’ confidence with media data, connect theoretical concepts to real-world contexts, and highlight the civic applications of strategic communication. Post-assignment survey results showed increased confidence in using data, applying theory to practice, and recognizing media planning as a skill relevant to social-good initiatives. Students also valued the assignment’s professional relevance and expressed interest in future competitions. Findings suggest that archived competition briefs offer a replicable, low-stakes, high-impact model for engaging students in data-driven, purpose-oriented learning.

Keywords

media planning experiential learning case competition civic engagement Gen Z learners

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