In your final course as a graduate degree student, you apply knowledge learned to create a thoughtful, professional quality campaign relevant to your degree (IMC or DMC) for a real-world client. For the IMC degree, you can even choose to work on a client of your preference or on a national client provided by your instructor. The best final campaign submissions could be featured in our online IMC Student Portfolio!
For IMC, you have the options of the "Provided-Client" Capstone and the "Selected-Client"
The “Provided-Client” Capstone
Each student will work on a campaign for the national client presented to them in the beginning of the course. Each student works independently to understand the client's current marketing communications need, fully research their category, and develop an IMC campaign proposal to help the client achieve their stated goals. At the conclusion of the course, the instructor will select the top student campaigns and students are offered an opportunity to pitch their ideas directly to the client. Clients have included the American Red Cross, St. Jude Children’s Research Hospital, and Nature's Bounty.
St. Jude's Hospital
The Nature's Bounty Company
The “Selected-Client” Capstone
Students bring their own clients into the course. Most students choose their place of employment or their most recent employer since they have established connections with these clients. Prior to being accepted into a section of the selected-client option, students present information on their client and the lead instructor will review and approve them for the course. Students have worked with a wide variety of organizations including for-profits, non-profits, smaller agencies and Fortune 500 companies.
UC Davis Graduate
School of Management
Full Course Description
Once you complete your introduction and core courses, the final course of the program is your capstone. It is a rigorous and comprehensive capstone course that requires DMC students to develop a thoughtful and professional data-driven marketing communications campaign for a real-world client. Students will demonstrate mastery of the data-driven marketing communications planning process and knowledge and skills learned throughout the graduate program.