There are two main phases of our research: 1), analysis based on data collection, and 2), offer insights, and designing/modifying media products and protocols for future marketing and communications with prospective students. The study will consist of three main data collection components focusing on student and institutional perspectives:

1. 1. Quantitative: Online survey, gathering current student impressions of BMS marketing strategies.
   2. Qualitative A: Open ended, casual focus group with current students and alumni.
   3. Qualitative B: Focused interview with the current communication/marketing lead to investigate the current institutional goals of BMS. 

Five main criteria for evaluation based on our theoretical framework:

1. 1. Clarity & Effectiveness of Marketing Strategies
   2. Alignment of Expectations & Experience
   3. Program Communication & Student Engagement
   4. Perceived Value & Recommendation
   5. Gaps in Pre-Attendance Knowledge

After comparative analysis of our data, we will design/modify digital media products, and/or communication protocols based on the results. Potential artifacts include Instagram story posts, creative infographics, illustrations/graphics assets, and updating and reformatting the BMS blog website. Our community partners include the Faculty of Creative and Critical Studies and the BMS course union. 

Resources
Qualtrics survey tool, audio recording hardware, audio transcription software, previous documentation of marketing strategies and target demographic analysis.