You'll study units which introduce you to the process involved in creating a successful advertising campaign in your first year, encouraging you to develop your writing skills and learn how to communicate with your audience.
You’ll be given three briefs and with each one you’ll be asked to promote a product, service or event of your choosing. You’ll do this by researching creative thinking models and art direction as well as through copywriting, digital media and creative direction.
Through this unit you will be introduced to appropriate practical and technical skills through workshops related to your briefs, art direction and copywriting, supported by mac skills.
Visual Communications: Context and Theory
Based on a series of illustrated lectures, you’ll be introduced to a number of key historical and contemporary contextual frameworks for visual culture and communication practices, encouraging you to begin to identify changing relationships between visual culture, communication and wider social and cultural concerns.
This unit will introduce you to art direction, while exploring the creative and practical processes involved in creating a successful advertising campaign. The unit will provide you with a variety of creative thinking tools that will enable you to learn techniques of ‘interrogation’ and how to ask ‘creative questions’.
In this unit you will explore copywriting, the vernacular of your audience, long and short copy and its relationship with media. You will also explore the ‘endline’ through creating a proposition/promise within the context of advertising.
Digital channels and platforms have created a seismic shift in the way that brands advertise, but that is not without its challenges. The proliferation of online media has changed customer interaction with brands. In this unit you will understand the role of digital media in advertising, explore the different channels and platforms available to brands.
We'll give you the platform to create and experiment with strategic concepts and ideas in your second year.
You’ll explore a variety of strategies deployed by the world’s leading advertising agencies.
By exploring verbal, written and visual language in conjunction with genre, you’ll gain a better understanding of creative and strategic communication, exploiting ‘storytelling’. You will also be expected to consider the impact of technology within advertising practice, and the use of ‘direct targeted’ advertising.
Contextual and Theoretical Perspectives
We'll encourage you to position your own practice by recourse to a variety of theories, contextual frameworks and critical evaluations. You'll be introduced to a variety of research methods to facilitate independent study towards coherent, self-reflective argument in written form.
Capitalising on prior learning, you’ll consider how you as an art director, copywriter or digital creative, can create ad campaigns that clearly connect with the viewer. Through a D&AD brief (or other student competition including IPA, Creative Circle, etc), you will consider your audience/s and how they may respond to ad campaigns that you will create using verbal, written, visual and behavioural language.
Study Abroad (optional)
This optional unit will allow you to spend a period of time in an overseas educational institution.
Professional Practice Year (if undertaken)
If you opt to complete a professional practice year, this will take place in year three. You will undertake a placement within the creative industries to further develop your skills and CV.
While on your Professional Practice Year, you will be required to pay a reduced tuition fee for that year. This fee will be determined using government funding regulations. Based on current regulations, we expect this to be a maximum of 20% of the tuition fee rate that you are charged for your second year of study. You will also incur additional travel and accommodation costs during this year. The University will provide you with further advice and guidance about this as you approach your Professional Practice Year.
You'll realise your professional and research skills through the creation of a series of holistic campaigns and a dissertation, culminating into a folio of work that will allow you to graduate with a strong knowledge of the industry and your potential role within it.
Personal and Professional Practice
Concentrating on you, and your future, this course features three briefs. You will, through negotiation, select your favourite award-winning ad campaign produced by the ad agency you wish to work with. Subsequently, you will produce a case study applying a variety of theories. Thereafter you will produce a pastiche/parody of the ad you selected, followed by a promotional material for the agency and a piece of self-promotion directed at the agency.
Research and Professional Practice
The briefs for this unit have been designed for you to apply and celebrate your learning as well as your career aspirations affording you the opportunity to synthesize your learning in art direction, copywriting or digital media. For the most part, you will determine the content through negotiation. However, it is expected that aspects will reflect an international content, and test your creative directorial skills.
You'll undertake a substantial period of sustained, individually negotiated research on a subject related to the contextual and/or theoretical concerns of your discipline or chosen area of practice, towards the provision of structured written argument.
This course offers the opportunity to study abroad for part of your second year. To find out more about studying abroad as part of your course please see the Study Abroad section:
Fees and additional costs
The course fees per year for 2021 entry are:
- UK students - £9,250
- EU students - £9,250 (see fee discount information)
- International students - £16,950 (standard fee)
- International students - £16,270 (full early payment fee)
If you opt to study the Professional Practice Year, you will be required to pay a reduced tuition fee for that year. This fee will be determined using government funding regulations. Based on current regulations, we expect this to be a maximum of 20% of the tuition fee rate that you are charged for your second year of study. You will also incur additional travel and accommodation costs during this year. The University will provide you with further advice and guidance about this as you approach your Professional Practice Year.
Additional course costs
In addition to the tuition fees please see the additional course costs for 2021 entry.
Find out more about our course fees and any financial support you may be entitled to:
These fees are correct for the stated academic year only. Costs may increase each year during a student’s period of continued registration on course in line with inflation (subject to any maximum regulated tuition fee limit). Any adjustment for continuing students will be at or below the RPI-X forecast rate.
Our BA/BSc (Hons) Advertising course has links with some of the biggest names in the advertising industry, including:
- Ogilvy & Mather
- Bartle Bogle Hegarty
- CHI & Partners
- Beattie McGuinness Bungay