Prof. Hachtmann: Global Advertising: Strategy, Culture and Emerging Technology

Responsibilities may include:

• Reading and discussing articles, industry reports, and case studies related to global advertising, culture, technology, and consumer behavior.
• Assisting with background research for book chapters.
• Identifying and analyzing examples of advertising campaigns from different countries and cultures.
• Monitoring emerging trends involving artificial intelligence, social media, influencers, sports, and digital communication.
• Organizing research materials, notes, references, and interview data.
• Assisting with literature reviews and fact-checking.
• Participating in regular research meetings and discussions.

Students will learn research, critical thinking, information literacy, and professional communication skills while contributing to an active book project.

• Curiosity about culture, media, technology, business, sports, or global issues.
• Strong reading, writing, and communication skills.
• Willingness to learn and ask questions.
• Responsible, organized, and detail-oriented.
• Ability to work independently while also contributing to a collaborative team environment.
• Openness to diverse perspectives and cultural differences.
• Interest in research, analysis, and problem-solving.

Students from any major are encouraged to apply. The project may be especially appealing to students interested in advertising, journalism, public relations, marketing, business, communication studies, psychology, sociology, international studies, political science, or emerging technologies.

I view undergraduate research as a partnership and an opportunity for students to explore their interests while developing professional skills and confidence. As a first-generation college student myself, I understand that navigating college can feel overwhelming, especially during the first year. My goal is to create a supportive environment where students feel welcomed, valued, and comfortable asking questions.

Students will receive regular mentoring, feedback, and guidance throughout the project. We will meet regularly to discuss progress, research strategies, and professional development opportunities. I am committed to helping students build research, communication, and career skills that will benefit them long after the project ends.

I understand that first-year students are balancing coursework, campus involvement, work, and other responsibilities. The project offers flexibility, and many research activities can be completed remotely. We will work together to create a schedule that supports both the student's academic success and meaningful participation in the project.