BA (Hons) Advertising

Summary 2012/13

• Explore the creativity of advertising and develop the power to shock, seduce and persuade audiences;
• Become a creative thinker;
• Build an impressive portfolio of cutting-edge advertising campaigns.

This course will develop your creative potential for the advertising industry and inspire you to produce thought provoking, cutting-edge campaigns. The modules reflect the rapidly changing nature of the advertising industry, focusing on contemporary practices and the impact of new technologies. It will help you develop a greater understanding of the principles, theory and skill behind great advertising campaigns. You will also build a portfolio of work, which you can use to demonstrate your talent to prospective employers. The course will include guest speakers, placements and portfolio surgeries.

2012 Entry Requirements

280 UCAS tariff points overall, preferably to include creative arts subjects.

Details

Who is this course for?

If you are enthusiastic and creative, with a high level of interest in advertising or design, then this degree in advertising could be for you. Your interests should be broad based and extend to recent developments in branding, campaigns and all things visual. Whilst you may have some experience in advertising, for example designing and producing print / television based campaigns, the most important qualities we look for in an applicant are a passion for advertising and the ability to perform well in an academic environment.

What will I gain from this programme?

The programme will develop your creative thinking, something which is critical to success in the advertising industry. You will graduate able to plan, design and produce advertising campaigns across a range of media. A work placement is an important part of the degree, enhancing your employability by giving you the chance to work on ‘live’ campaigns.

How we will support you

You will have access to a wide variety of online and printed textbooks, journals and advertising archives. You will also be allocated a personal tutor who will offer support throughout your course of study.

What will I study?

In Year 1 you will be introduced to the principles and practice of advertising and will apply your knowledge and creativity by developing your own 'big ideas' for advertising campaigns. You will study and apply key craft skills such as art direction, copywriting and visualising. You will get an introduction to visual cultures, which encourages you to think about, and critically examine, visual technologies and experiences. You will be supported through a programme of academic and research skills and be assigned a personal tutor.

In Year 2 the focus is on industry and professional practice, critical analysis and developing research skills. You will produce integrated brand campaigns, explore and apply convergent media and create a television advert in a collaborative project with Film and Television Production students. You will be given a choice of modules and may wish to explore the psychology of persuasion or explore the relationship between producers and audiences. You will also study the contemporary media industry, including economic, legislative and regulatory systems. An industry portfolio will help you plan and prepare for your placement and future career and includes workshops on employment, interviews, networking and freelance work.

Year 3 involves a work placement and the design and production of an individual advertising campaign, which will form part of your end of year show. You will also study contemporary media policy and practice. An advertising based dissertation allows students to carry out a personal research project that reflects their professional interests.

The Advertising degree at Edge Hill has an Industry Advisory Panel that meets regularly with the course team and these rich industry links help students locate a variety of prospective employers.

How will I study?

Teaching includes lectures, tutorials, seminars, workshops, demonstrations, individual supervision, directed reading/study and student-directed study. There is an emphasis on acquiring individual transferable skills as well as developing knowledge and skills important to advertising practitioners.

Who will be teaching me?

You will be taught by an experienced team with a wide range of interests reflecting all areas of advertising and media theory. Team members are active in the research of contemporary developments in media and have experience of working in industry.

How will I be assessed?

In the first year you will be assessed to ensure you have reached a sufficient standard to continue on an honours degree programme. Assessment in Years 2 and 3 contributes to your final degree. Modules are assessed by coursework, either at the end or throughout the module. Coursework includes essays, case studies, individual and group presentations, practical projects and dissertation.

What are my career prospects?

Typical career paths include art director, copywriter, account executive, media planner/buyer, brand management and PR.

A Great Study Environment

Based in 160 acres of beautifully landscaped grounds, the Ormskirk Campus is a unique and inspirational place to study. Industry standard resources and cutting edge technology combine to make an interactive and highly advanced teaching and learning environment. Everything you could want is on one site with 25 acres of sport and leisure facilities, more than 1,000 rooms in halls of residence and fantastic modern spaces in which you can study and socialise.

The University library gives you access to thousands of books, journals, online resources and extensive PC and media provision. You'll get all the support you need to succeed, reflected in Edge Hill University being ranked in the top two in England for students' personal development, and the top three in the country for assessment and feedback, in the 2011 National Student Survey. The University is also featured in the top four in England for graduate employment.

The Media Department runs its own annual film festival 'Tinnes' each year and Edge Hill also has its own student film review magazine ‘Iris’ waiting for your contributions.

How do I apply?

Apply online through UCAS at www.ucas.ac.uk.

See our How to Apply pages for more information on the application process and our Admissions criteria.

Fees and Finance

For academic year 2012/13, Edge Hill University will charge £9,000 for full-time BA, BSc and LLB degrees. Eligible students will not have to pay upfront for their tuition. The cost of tuition will be paid by a loan which you will only start to repay once you have finished the course and are earning over £21,000.

Eligible full-time students can also apply for a maintenance grant, subject to household income, and a non-means-tested loan to help with living costs.

Edge Hill University offers a range of scholarships for prospective full-time students. These include £2,000 Entrance Scholarships rewarding determination, commitment and achievement in creative arts, performing arts, sport and volunteering. Eligible entrants with outstanding grades are recognised through the £1,000 High Achievers Scholarship.

The University will also be offering awards, worth £3,000 in cash benefits and fee/accommodation waivers for academic year 2012/13, to eligible prospective full-time students through the National Scholarship Programme.

For more information on scholarships, including eligibility criteria for each award, visit www.edgehill.ac.uk/scholarships.

To find out more about fees, grants and loans for academic year 2012/13, visit www.edgehill.ac.uk/undergradfees2012.

Please note, the above information is for UK and eligible EU students only. International students should check the fees and finance information at www.edgehill.ac.uk/internationalfees2012.

Not got the entry requirements?

Students returning to education may present their previous experience in work (paid or unpaid) to support their application.

Students with relevant study through either a professional body or appropriate academic course can apply to join the programme at an advanced stage.

To receive pre-entry advice and guidance about your qualifications, email study@edgehill.ac.uk.

Where can I find out more?

If you would like to receive a copy of our prospectus or be kept updated about forthcoming events, contact the Course Information, Advice and Guidance Team by emailing study@edgehill.ac.uk or calling 01695 657000.

If you want to attend one of our open events held throughout the year, visit www.edgehill.ac.uk/opendays to book your place.

You will also find Edge Hill University staff at many national careers fairs and UCAS events.

Still want more?

If you have any questions you would like to ask the programme leader about the course, please contact:

• Andrew Tibbs, Media Department, Edge Hill University, St Helens Road, Ormskirk, Lancashire, L39 4QP
• Tel: 01695 584726
• Email: andrew.tibbs@edgehill.ac.uk

Overseas students should visit www.edgehill.ac.uk/international or email international@edgehill.ac.uk for further information.

Modules

Year 1

MED1041 Creative Thinking and Visualising introduces the concept of creative thinking and its importance within the creative industry. You will explore creative thinking techniques to develop ideas, such as brainstorming, mind mapping and mood boards. As well as generating ideas, you will develop the ability to visualise. This module will provide the tasks and space for you to be experimental and will encourage you to change the way you see, approach and respond to creative tasks.

MED1046 Academic, Research and Professional Skills. In this module you will reflect upon your professional, academic and transferable skills and develop a strategy for future development. You will also develop a detailed knowledge of academic requirements in conducting and presenting research.

MED1057 Communicating Through Design. Production skills are essential for promotion related work such as websites, brochures, direct mail and event management. Alongside developing practical skills, the module gives you an opportunity to inform the design choices you will make, via an introduction to theories of design and communication.

MED1204 Understanding Visual Cultures introduces you to a variety of approaches to analysing a range of media. It engages with media histories, technologies, narrative, genre and aesthetics and will introduce you to a range of different media and how they relate to each other. On completion, you will be able to provide a detailed analysis of any media text and critically engage with some core approaches to media such as semiotics, structuralism, convergence theory, auteurism and visual persuasion.

MED1402 Introduction to Advertising provides you with an overview of how advertising works in relation to communicating messages for a variety of campaigns. You will discover how the industry operates in relation to agencies, roles and structure. Regulation and ethics will be introduced in order to underpin appreciation of visual codes and practices and demonstrate the interaction of advertising and society. In addition you will learn how to plan a tactical campaign,

MED1403 Art Direction and Copywriting introduces the principles of art direction and copywriting. The module will develop your practical skills to create advertisements by combining text and image effectively. The simulation of a creative studio will allow you to respond to individual and group tutor-set briefs in which you will develop your criteria to evaluate the best use of materials, techniques and methods of production.

Year 2

MED2049 Industry Portfolio gives you a chance to focus closely on aspects of advertising as it is practised in existing organisations and to explore what the entry requirements are. It also helps you explore future professional avenues, as well as considering the possible advertising careers for which they are best suited. As a result, this module will encourage you to identify and reflect upon your own achievement and potential. You will be required to work both independently and with tutors to plan and shape your own personal profiles and career strategies in a variety of practical ways, e.g. compiling a CV, preparing for interviews and job hunting.

MED2050 Creative Advertising involves working in creative teams as art directors and copywriters responding to a series of live briefs. You will explore the relationship between advertising, production companies, conceptual thinking, writing, teamwork and design. By the end of the module, you will have assembled a portfolio with a selection of your best work that will be the starting point for the creation of a professional portfolio.

MED2052 Integrated Brand Campaigns focuses on the development of branding and the changing role of advertising, promotion and design. You will develop a critical and practical understanding of how contemporary branding is used in modern societies and institutions and also consider its contexts.

MED2055 Convergent Media provides you with a good understanding of media convergence. It will equip you with the skills and knowledge that are necessary in evaluating and integrating propositions both online and offline which are fundamental to the advertising industry. The proliferation of companies delivering digital content means students who have a well developed set of convergent media skills will be in a strong position to take advantage of this thriving media environment.

MED2206 Client Led Brief centres on the key relationship between client (commercial company, commissioning editor etc) and the production team. You will apply your creative and professional knowledge and skills in response to the brief set by the client and also develop knowledge of and apply key elements of marketing and public relations to the promotion of your own product. As such this module provides you with the skills to operate at a professional level within the media marketplace.

You will also study some of the following optional modules:

MED2080 Psychology of Persuasion has a strong communication component, emphasising the discursive elements of a variety of written and visual texts. The module introduces a range of supporting theories, after which you work with models of audience consumption, reception and visual and discursive techniques aimed at producing impact, changing opinions and behaviours. Analysing a variety of media and case studies, you will apply a number of rhetorical and persuasive techniques to your own practice.

MED2201 Cultural Representations in Media gives you the opportunity to study cultural representations across a range of different media forms. At the end of the module you will have knowledge and understanding of various representational systems and theories in a variety of different contexts.

MED2215 Analysing Audiences engages you with key media theories in relation to audiences. You will critically evaluate them in their historic context, designing and developing your own approach in the process.

BUS2010 Services Marketing considers the implementation of marketing concepts, theories and practices to the increasingly competitive services environment. You will analyse best practice examples and apply the key service marketing theory.

BUS2016 Social and Sustainable Marketing examines a wide range of contemporary issues in societal marketing including social marketing, ethics in marketing, and sustainable and ‘green’ marketing.

Year 3

MED3042 Work Placement offers you the opportunity to identify, apply for and complete a work placement in the advertising industry. The process is facilitated and supervised by Advertising lecturers and the Faculty’s work placement officer.

MED3050 Individual Production Project offers you the opportunity to work under supervision to develop a substantial advertising project and undertake in-depth personal research relevant to that project. The work will allow you to explore areas of interest, investigate topics and explore a range of presentational forms explicitly linked to the project.

MED3052 Dissertation offers you the opportunity to undertake an in-depth personal research project, under supervision, and explore a range of research methodologies and presentational formats appropriate to the project. You will gain a thorough knowledge of your chosen subject area and be expected to shape that knowledge to produce a final submission that demonstrates your ability to locate the material within the wider contexts of the discipline.

MED3058 Media Policy and Political Communication provides a critical excursion into the role of media within modern democratic polities, providing you with a good grounding in political theory, the role of power and counter-power at national, European and global levels, the communication strategies deployed by political actors, and the outcomes of the consultation and decision-making processes in the creative industries.

You will also study some of the following optional modules:

BUS3017 Ethics in Advertising explores a range of the ethical issues surrounding the practice of advertising. Over time advertising has become increasingly regulated in an attempt to curb its worst excesses and this module will explore some of the issues that maintain advertising’s controversial reputation.

MED3041 Live Briefs involves assembling a collection of your best work. This module requires you to conceive, plan and edit your portfolio in preparation for a successful career in the advertising industry. This module also encourages you to compete for top international and national awards to complement your array of creative work.

MED3057 Event Management. Events can be key tools in the marketing communications mix. They range from small highly targeted evenings for key stakeholders to major national conferences. All have key messages and defined audiences. This module will look at the organisational reasons for holding events and the techniques needed to manage these successfully. It will also look at how appropriate events are chosen and how venues are selected.

MED3208 Media Futures allows you to study contemporary media practices, the impact of technology on creative industries, developments in global and local media, and changing paradigms of media production and audience consumption. The module engages you with the dominant themes which are present within media and culture industries. It is designed to be flexible in order to accommodate contemporary developments.

BUS3004 International Strategic Marketing. The increase of globalisation on business means that an understanding of international influences becomes critical. This module will develop your understanding of marketing concepts by providing opportunities to apply them in international and strategic contexts.