As a student majoring in communication at the University of Ottawa, Longhao Li ’25 quickly developed a passion for advanced film and sound techniques. As he worked closely with a professor, he learned even more about video and animation.
One of his first film projects involved interviewing First Nations people to create a short documentary that shared their unique culture and perspective. Even though Li got to do this hands-on work, he felt disconnected from the industry.
As he studied communication, he also minored in psychology. Growing up in Shandong, China, in a traditional Chinese family, he was taught to always seek out ways to positively contribute to society. Because of the ways that communication influences thought, emotion, and behavior, he sees a strong connection between it and psychology. He hoped that studying psychology would help him gather insights he could use to help people he knew who struggled with depression.
After graduating with a BA in 2020, Li worked for Galt International as a marketing consultant before turning his sights to graduate school. “I wanted to find a marketing or communications program that would give me the opportunity to use my academic background to build my creativity.”
To make his decision, he spoke to friends, other graduate students, and professors; he also conducted his own research to establish a comprehensive list of options.
Amid his search, he found a program that was unlike any of the others: Northwestern’s MS in Leadership for Creative Enterprises (MSLCE) program. During the online info session he attended, he remembers being impressed by how enthusiastic the speakers were about the industry and their careers, and he knew he wanted to join a program that would prepare him for a job he could be that passionate about, too.
“I kept coming back to the MSLCE program because I knew it would give me the platform I needed to participate in the industry, find my potential and stay true to myself, hear more about new media and brand management, and network with industry-leading people who I can learn from. If I chose another program, I was worried I may lose some of my talent and passion for film and animation. This was the only choice for me.”
One of the things he’s enjoying most about the program is the teamwork that happens in nearly every class. While he considers himself an introvert, this level of collaboration has challenged him to be more comfortable working with people and speaking up in group settings.
He also appreciates having more control over what he learns—and how he learns it. “Compared to my undergraduate studies, this program gives me more freedom in terms of how I manage my work, and how we complete and deliver projects,” explains Li.
For example, in New Media Production Management, taught by Associate Professor Eric Patrick, Li is given the liberty to research and focus on the topics he truly cares about, such as AI regulation.
After learning about production processes in new media formats like apps and animation, as well as the logistical/aesthetic direction, personnel communications, and product-release processes behind them, Li created a business proposal centered on the AI regulatory system.
In Organizational Processes in Creative Enterprises, taught by Clinical Assistant Professor Allison Henry, Li says he’s building on his undergraduate education by leveling up his business insights. Thanks to this course, he says he better understands the operational logic that guides how organizations function on a daily basis.
“The MSLCE program is helping me form a solid career direction,” he describes. “I think about it almost like a boat that’s taking me to the future, where I’ll be prepared to become a marketing consultant, producer, or a script writer for the film industry.”
Three signs that helped Longhao Li realize the MSLCE program was the right fit:
- A chance to build on his communication degree. While he studied the basics as an undergraduate, he knew the MSLCE program would help him continue to sharpen his professional knowledge and business acumen.
- A focus on the real world. Through the program, he would build new marketing skills while studying real-world examples and case studies to help him learn from past marketing accomplishments and failures.
- A supportive environment. From the very start, the faculty and staff demonstrated that they cared about his future development and success.
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