Advertising BA/BSc (Hons)

with or without Professional Practice Year

UCA Epsom - 2020, 2021

Length of study:

Three years full-time

Or, Four years full-time with Professional Practice Year

Campus:

UCA Epsom

Start date:

September

View term dates

Entry year(s)

2020, 2021

Entry requirements:

112 UCAS tariff points

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UCAS institution code:

C93

UCAS code:

N561

UCAS code for course with Professional Practice:

N562

Course overview

As part of our Business School for the Creative Industries, our BA/BSc (Hons) Advertising course at UCA Epsom offers you a unique opportunity to blend academic excellence with professional experience, taught by highly experienced practitioners with connections to some of the biggest names in the industry. 

Supported by some of the world’s advertising luminaries – including Mark Waites, founding partner of Mother Advertising, Vice Chairman of Ogilvy UK – our course continues to develop a mentoring scheme, giving you the chance to enter the industry as a valued professional. 

The UK advertising economy is one of the most sophisticated and dynamic in the world. Our aim is to teach you to lead within advertising rather than follow. We want you to understand and unfold strategies in a focused and creative way, becoming an independent, intelligent professional with the ability to grow and reflect. 

We’ll encourage you to work alongside fellow students on the course to create fresh and attention-grabbing projects across a range of platforms. Within the wider UCA community you’ll find insight and knowledge from fellow artists in other exciting disciplines such as graphic designers, journalists, musicians and fashion designers.

You will work to build specific skills in critical analysis, research, production and communication appropriate to the advertising industry, whilst also developing your resourceful and strategic thinking abilities. Our mentoring scheme is supported by some of the world’s best-known creative directors – including Rory Sutherland – giving you the opportunity to enter the world of advertising and marketing professionally trained.

By graduation, you'll have built your own unique book of holistic ad campaigns, showcasing high levels of creativity in art direction, copywriting and digital media. With our comprehensive curriculum, you’ll learn how to tackle challenging briefs whilst developing a critical, conceptual and contextual understanding of advertising.

Equipped with a fantastic library and excellent support services, our Epsom campus provides the ideal environment for this course – close to London’s leading ad agencies and mentors, you’ll have access to influential professionals, job prospects and potential employers. It’s the perfect place for you to meet other like-minded people and explore your talents.

You have the option to complete a Professional Practice Year as part of this course, see below for more details.


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Course details

  • Year one

    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. 

    Personal Development
    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.

    Art Direction
    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’.

    Copywriting
    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 Media
    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.

  • Year two

    We'll give you the platform to create and experiment with strategic concepts and ideas in your second year. 

    Advertising Strategy
    You’ll explore a variety of strategies deployed by the world’s leading advertising agencies.

    Advertising Communication
    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.

    Personal Practice
    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.

  • Year three

    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.

    Dissertation
    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.

  • Study abroad

    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

    Tuition fees
    The course fees per year for 2020 entry are:

    • UK and EU students - £9,250 
    • International students - £16,250 (standard fee)
    • International students - £15,600 (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 2020 entry.

    Further information
    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.

Professional Practice Year

You have the option to complete a Professional Practice Year as part of this course.

You’ll spend two years learning with us, before putting what you’ve learned into practice through a year-long industry placement.

Our Professional Practice placements give you the opportunity to develop your professional, academic and personal potential, equipping you to be confident and engaged in creative workplaces. These qualities are widely recognised by employers and a significant proportion of placement students nationally are offered graduate-level jobs or go onto postgraduate study.

Throughout your placement, your course team will support you, making use of our extensive industry connections to help facilitate you to find about the right placement for you. On conclusion of the placement, you’ll return to complete your final year of study – applying what you’ve learned on the job. 

Business School

The first of its kind in the UK, our new Business School for the Creative Industries builds on our long tradition of collaborating with employers to cultivate leadership, entrepreneurial and problem-solving skills.

Facilities

The UCA Business School for the Creative Industries, based at our Epsom campus, is the first of its kind in the UK. There’s dedicated studios and study areas, digital media suites equipped with Macs and PCs which are programmed with specialist software including Adobe Creative Suite, Dreamweaver and After Effects. There’s a modern library with a wealth of books and thanks to its location, many collaborative opportunities with students from other courses.

Programme Director

What our students say

Course connections

On this course, you'll be exposed to a world of opportunities

  • Industry links

    Our BA/BSc (Hons) Advertising course has links with some of the biggest names in the advertising industry, including:

    • Ogilvy & Mather
    • Bartle Bogle Hegarty
    • JWT
    • Y&R
    • Wieden+Kennedy
    • Publicis
    • CHI & Partners
    • Beattie McGuinness Bungay
    • Mother
    • TBWA.
  • Careers

    Our graduates are equipped to work in a multitude of advertising roles, and have secured rewarding positions across the sector, including as:

    • Art directors
    • Copywriters
    • Account managers
    • Account planners
    • Media buyers and planners
    • Producers and creative service managers.
  • Further study

    You may also like to consider further study at postgraduate level.

     

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Entry requirements

UK entry requirements

The standard entry requirements* for this course are:

One of the following:

  • 112 new UCAS tariff points, see accepted qualifications
  • Pass at Foundation Diploma in Art & Design (Level 3 or 4)
  • Distinction, Merit, Merit at BTEC Extended Diploma
  • Merit at UAL Extended Diploma
  • 112 new UCAS tariff points from an accredited Access to Higher Education Diploma in appropriate subject
  • 27-30 total points in the International Baccalaureate Diploma with at least 15 IB points at Higher level, see more information about IB entry requirements.

And four GCSE passes at grade A*-C and/or grade 4-9 including English (or Functional Skills English/Key Skills Communication Level 2).

Other relevant and equivalent Level 3 UK and international qualifications are considered on an individual basis, and we encourage students from diverse educational backgrounds to apply.

*We occasionally make offers which are lower than the standard entry criteria, to students who have faced difficulties that have affected their performance and who were expected to achieve higher results. We consider the strength of our applicants’ portfolios, as well as their grades -  in these cases, a strong portfolio is especially important.

International entry requirements

To view the equivalent entry requirements for your country please select it in the list below.

Pick Your Country

Non-UK equivalent qualifications

English language requirements

Don't meet the international entry requirements or English language requirements?

You may be able to enter the course through the following entry courses:

Pre-sessional English courses in the UK or China

UCA International Foundation courses

The UCA International College

Your portfolio

This course doesn’t require a portfolio. We may invite you for an Applicant Day and interview so you can visit us, meet the course team and other applicants, and take a tour of all our facilities. Students from diverse educational backgrounds are encouraged to apply. We welcome students with a broad range of A-level subjects, as well as students with appropriate Art & Design Foundations or BTEC/UALAB diplomas which allow you to demonstrate your ability to research, evaluate and produce creative solutions.

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