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

This article focuses on the integration of High-Impact Practices (HIPs), specifically undergraduate research and collaboration, into advertising education through extracurricular competitions. It highlights the Washington Media Scholars Foundation’s (WMSF) Media Plan Case Competition as a structured, experiential learning opportunity that aligns with media planning course objectives and industry practices. The competition engages students in real-world, team-based media planning tasks, enhancing their practical skills, confidence, and professional readiness while providing networking and scholarship opportunities. The article also discusses strategies for effectively incorporating the competition into curricula, addressing challenges such as inclusivity and instructional support, and emphasizes coaching to foster independent, evidence-based student work.