Creative Advertising

The aim of this course is to develop the knowledge and skills required for entry into the industry as an advertising creative. At the end of the programme the final output is a portfolio of advertising concepts, known as a book.

The course modules are structured as follows:

Advertising Principles: An introduction to the principles and methods needed to produce advertising concepts, including:

- Creative problem solving
- Strategic thinking and research
- Idea generation
- Presenting and critiquing ideas

Creative Advertising Practice: Working in creative partnerships, students will have the opportunity to work on a wide range of creative challenges with a focus on problem solving and effective communication. Students can explore:

- Effective use of media
- Data and technology
- Creative technology
- Working as a creative team
- Copywriting
- Art Direction
- Presentation and selling skills

Creative Advertising Profession: Students can develop a deep understanding of the expectations and recruitment strategies of a wide range of employers, and develop approaches that can kickstart their career.

- Creating your unique creative identity
- Forming partnerships and relationships with industry
- Identifying emerging creative trends
- Engaging and using industry networks
- Using social media to promote your creative brand

Creative Advertising Portfolio: This module enables students to put together an industry-standard portfolio (book) of advertising solutions which will form the foundation for engagement with industry. Students will have the opportunity to engage with industry mentors to refine and shape their portfolio. Students can explore:

- Developing multiple campaigns in all media
- Building industry networks
- Self promotion
- Teamwork and communication skills

Creative Advertising Masterclass Programme: Students on this course are expected to travel to London to take part in ten intensive, industry led one-day workshops. There will be the opportunity to explore contemporary advertising practice and the themes and issues that affect the industry, while building beneficial professional relationships.

Students can explore:

- The range of companies and opportunities in the advertising industry
- The creative process
- Strategic thinking
- Date and technology
- Craft skills art direction and copywriting
- Presentation and selling skills

Please note that students will each receive a 300 travel bursary to pay for travel to these workshops but will be expected to cover any additional costs they may incur.

Contact and Independent Study

Weekly contact hours on this programme may vary depending on the stage of study.

Postgraduate level study involves a significant proportion of independent study, exploring the material covered in lectures and seminars. As a general guide, for every hour in class students are expected to spend at least two to three hours in independent study.

Our MA Creative Advertising programme focuses on developing the knowledge and skills required for the successful generation of effective, creative, innovative, and engaging marketing communications in a 21st Century global advertising industry context. The course has been developed to mirror today's industry, and we've worked closely with industry professionals to make sure the course helps students to develop the skills and knowledge the industry is looking for.

No matter what degree you've taken at undergraduate level, the skills and knowledge you've gained can help you hit the ground running on this programme. An advertising creative needs to have broad knowledge of different areas and a natural inquisitiveness. Advertising is all about looking at human behaviour, finding insights, and developing creative ways to sell a product or service or to change behaviour.

The course includes a masterclass programme consisting of ten one-day workshops delivered by leading professionals in London. Please note that students will each receive a 300 travel bursary to pay for travel to these workshops but will be expected to cover any additional costs they may incur.