Advertising

Course content - 2017 entry

• Year 1
• Year 2
• Year 3

In the first year, you’ll learn how to become a researcher and be exposed to creative thinking techniques and conceptual skills - and how to apply them to advertising.

• View the programme specification for 2016 entry

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules

• Advertising Practice I

  Explores a variety of creative thinking models and the roles of creativity in advertising.

• Advertising Mediums

  You’ll explore how to identify a unique or emotional aspect of a product, service or event and connect it to a specific group using appropriate mediums.

• Advertising Processes

  Explores creative processes for practice such as storytelling, developing your skills as a creative problem causer.

• Context and Theory

  You'll be introduced to a number of historical and contemporary frameworks that will allow the importance of social, cultural, political and economic factors affecting visual culture to emerge.

As a researcher, the second year focus is on creative strategy and the role of the mentee. You'll capitalize on the creative skills you attained in your first year, blending them with more pragmatic strategic tools. And you may have the opportunity to study abroad.

• View the programme specification for 2016 entry

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules

• Advertising Strategy

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

• Advertising Communication

  This unit will explore verbal, written and visual language in conjunction with genre, in order to better understand creative and strategic communication.

• Advertising Practice 2

  This unit will consider how you – as an art director and/or copywriter – create emotional ad campaigns that will generate attention from the viewer, and will capitalise on your prior learning.

• 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.

• Study Abroad (optional)

  This optional unit will allow you to spend a period of time in an overseas educational institution.

In the third year you'll realise your research skills through the development of a series of holistic campaigns, a dissertation and a folio of work that blends your theory with practice in the form of a case study, pastiche and a piece of promotion.

• View the programme specification for 2016 entry

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules

• Personal Development and Practice

  This unit is primarily about you and your future. The case study, resulting pastiche and promotional material for an international advertising
  agency of your choice are all connected.

• Professional Practice in Advertising

  The briefs for this unit have been designed for you to apply and celebrate your learning. For the most part, you’ll determine the content through negotiation.

• 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.

• View the programme specification for 2016 entry

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules