Summer Springboard
Digital Advertising
ON THE CAMPUS OF CAL POLY SLO
UNLEASH YOUR CREATIVITY AND MASTER THE ART OF DIGITAL STORYTELLING THROUGH ADVERTISING, SOCIAL MEDIA, VIDEO CONTENT AND INFLUENCER STRATEGY
THIS IS A TWO-WEEK PROGRAM WHERE YOU’LL FOCUS ON ONE COURSE FOR THE ENTIRE DURATION.
Digital Advertising @ Cal Poly
- Gain insight into the marketplace of attention and the impact of mass media and the internet.
- Build skills in stakeholder relationship management and ethical communication practices.
- Explore branding psychology and learn how influence and persona creation drive messaging.
- Conduct market and consumer analysis including audience segmentation and persona development.
- Develop visual storytelling skills through graphic design photography video and audio production.
- Discover real-world roles in digital advertising and social media through hands-on industry experiences.
Summer Springboard
Digital Advertising
About This Course
This two-week course introduces students to digital advertising and social media storytelling in a fast-paced, creative setting.
Participants study how media captures attention and how brands build relationships with consumers, employees, and communities. The curriculum combines theory in branding psychology market analysis and campaign planning with real-world production work in graphic design photography video and audio. Students apply their learning by designing a strategic communications campaign and producing social media content for a real client.
Visits to KPCR radio station and Verdin Marketing offer immersive industry experience and professional insights. By the end of the program, participants leave with a polished portfolio piece and enhanced communication skills tailored for modern digital platforms.
TOPICS YOU'LL EXPLORE
Hands-on Learning
Students gain firsthand industry experience at KPCR radio station and Verdin Marketing where they apply their storytelling skills in real professional environments.
Career Exploration
Through visits and mentoring from working professionals, students learn about roles in digital advertising social media management and brand strategy.
RESOURCES
Course Infosheet
Click here to view or download the printable infosheet for this course.
Program Catalog
Click here to request our catalog to learn more about our summer programs and courses.
Campus Page
Click here to view the website page for this campus and learn more.
“I met a lot of people and I was able to learn about the area of study I want to pursue. I was also able to get out of my comfort zone since I wasn’t surrounded by people who knew me.”
– Antonio P.| Alumni Student
Summer Springboard
Digital Advertising
Meet Your Instructor
Dr. McDonald-Liu received her PhD from the College of Journalism and Mass Communications from the University of Florida; her Master of Art and Bachelor of Science from Brigham Young University.
Casey McDonald-Liu is a recent PhD graduate from the University of Florida in strategic communications specializing in how organizations communicate to publics using a tonality similar to that of humans on social media. She began her career working in digital communications at Walt Disney Studios and as an assistant to the Vice President of International Marketing.
She also worked as a digital sales specialist for Valpak and ran her own cosplay catering business after spending time in Japan as an ESL instructor. She specializes in strategic communication – public relations & advertising; organization-to-public relationship management; digital & social media; Asian media culture; conversational human voice; organizational trust; social psychology; public relations writing; PR & advertising research; global communications; and, media ethics.
DR. CASEY MCDONALD-LIU
“Summer Springboard was such a great time and I believe I have met some lifelong friends here. I really got to know the career path that I want to pursue.”
– Sophia W.| Alumni Student
Summer Springboard
Digital Advertising
Dates & Tuition
| 2026 Dates |
|---|
| Session 1: June 21 – July 3, 2026 |
| Session 2: July 5 – July 17, 2026 |
Click here to enroll in this course using our online enrollment form.
| Tuition |
|---|
| Residential Tuition: $5,298 |
| Commuter Tuition: $2,998 |
Apply by November 30 to lock in the lowest prices of the year. Tuition increases on December 1.
Tuition Protection Plan: Allows for cancellation for any reason up until the day of the program.
| Location |
|---|
| City: San Luis Obispo |
| State: California |
| Campus: Cal Poly |
Summer Springboard programs are not run by our campus partners (with the exception of Cal Poly and NYSID which are run in partnership with SSB). Universities and their affiliated departments and partners do not control and are not responsible or liable in any manner for any part of the Summer Springboard program.