BA (Hons) Advertising and Public Relations

Course detail
The London School of Film Media and Design's BA (Hons) degree in Advertising and Public Relations is the premier opportunity in London for students who are ready to embark on successful careers in the communications sector upon graduation or even before.

With an integrated learning approach that mirrors the integrated world of communications, the BA (Hons) Advertising and Public Relations course is the most leading edge in London. Graduates develop core skills in communications strategy, creative development, marketing analysis and digital media that serve them well in public relations, advertising, or other communications roles.

Year one (Level 4) modules
Introduction to Contemporary Promotional Culture
Introduction to Consumer Behaviour and Trends
Digital Creativity
Persuasive Communication
Communication Design - Story
Year two (Level 5) modules
Research, Data and Insight
Creative and Art Direction
Campaigns
Internship - Industry Experience
Emerging Technologies, Augmented Realities
Year three (Level 6) modules
The Agency
Major Project (Public Relations, Advertising, Branding and Communication)
Specialist Consumer Behaviour
Anti-Advertising and Disruptive Design
Professionalisation
Year One (Level 4) module summaries
Introduction to Contemporary Promotional Culture
In this introductory public relations and advertising module, you will examine the theories, practices and principles of public relations, advertising, branding and marketing.

You will examine and debate the relationships between:
client
agency
media
consumer
and become familiar with basic regulatory bodies, codes of practice, legal controls and constraints which affect promotional communication.

Introduction to Consumer Behaviour and Trends
Understanding what motivates consumers, stakeholders and audiences is at the heart of successful public relations and advertising strategies. This module defines and assesses consumer behaviour to understand trends in today's communications landscape.

Topics include:
market research and trend analysis
primary and secondary research
quantitative and qualitative research
PESTEL analysis
attributes of specific consumer cohorts
forecasting future behavior
presentation of market research.
Digital Creativity
This module explores creative expression in public relations and advertising using digital tools in the advertising and public relations industry.

Tools include social media, audio content such as:
sonic brands and podcasting
various graphic design and desktop publishing tools
short-form and long-form video content
mobile design and immersive digital outdoor.
You will create a digital portfolio to begin showcasing academic work for work placement and job opportunities upon graduation.
Persuasive Communication
Persuasion is at the heart of promotional communication. You will examine how people’s ideas, feelings, and actions are influenced by the tactics we produce including speeches, articles, websites and advertisements. These persuasive acts find their foundation in key theories and concepts explored during this module. You will learn how these elements come to life in persuasive products and campaigns that draw you to think or act in particular ways. You will also explore your own communications style in verbal and written expression.

Communication Design - Story
At the heart of every great promotional campaign is the story. In this module, you will learn about essential story structures and how they constitute the bedrock of compelling communications whether that is a press release, a radio ad, a digital video, or social media posts. You will explore different archetypical stories and understand how the past informs the present.

You will also develop your writing skills across a range of media for a variety of different brand initiatives from product launches to seasonal campaigns.

Year Two (Level 5) module summaries

Research, Data and Insight
This module builds on learning from Introduction to Consumer Behaviour and Trends. You will learn how to perform some essential types of consumer research (eg: focus groups, one-to-one consumer observation) and apply your insights to develop a creative brief—the essential strategy document for any communicator.

Creative and Art Direction
You will learn about the aesthetic principles that should inform how you assess creative work—particularly colour theory, typography, and layout. In this workshop-intensive module, you will also get hands-on experience giving and receiving feedback to enhance your own and others work.
Campaigns
This two-semester module explores the architecture of successful promotional campaigns. You’ll also learn how to provide oversight when working with other creative professionals to create winning work.

Internship – Industry Experience
In this module, you’ll develop your personal brand to best market your skillset in the workplace. You’ll learn how to interview well, how to build an attention-getting CV, and how to leverage social media for your career. You'll also take part in an industry placement, working with one of our career advisors to find the role that’s right for you.

Emerging Technologies, Augmented Realities
This module looks at the ways the world of persuasive communications is evolving due to technology and how persuasive communications also shapes technology. We’ll explore how brand-funded virtual worlds are used to influence consumers and how the objects in your home may take on social lives of their own with the Internet of Things (IoT).

Year Three (Level 6) module summaries
Major Project (Public Relations, Advertising, Branding and Communication)
The project module offers you the opportunity to develop a substantial piece of work such as a digital communications strategy and roll out of an integrated promotional campaign.

You can demonstrate skills in:
creative conception
independent management and organisation
production and technical skills.
The major project may have specific relevance for future employment, or creative expression relevant to public relations and advertising. You will develop a pitch and project plan, then develop a project portfolio and reflective journal showcasing your understanding in producing exceptional work and an ability to critically reflect on your work.

The Agency
This module familiarises you with the requirements of working in a contemporary public relations and advertising agency or in-house for an organisation.

You will focus on:
account planning
project management
strategy development
creativity.
You will work with your peers in groups and focus on a series of briefs provided by your tutors and industry professionals.

Specialist Consumer Behaviour
You will deepen your understanding of consumer classifications using:
demographic data
social factors
population
consumer behaviour.
This module allows you to develop an integrated campaign that explores areas such as brand development, corporate social responsibility and organisational change.

Anti-Advertising and Disruptive Design
Producing effective promotional strategies and tactics often involves unusual approaches.

In this module, you will explore disruptive strategies involving social media and digital communication just as you explore the ethical implications of creating organisational, political and social change.

Professionalisation
This module focuses on your digital portfolio as you prepare to enter the job market. You will polish your brand as expressed through your academic work, CV and web presence. This work will culminate in your participation in the end-of-year Showcase Exhibition at the University of West London.

You will also participate in industry-sponsored briefs that use your developing public relations and advertising skills. This participation may include employment with agencies and organisations within the School’s in-house agency.