This dynamic course is for determined and driven individuals who are ambitious about their career within the Advertising industry. Whether you have recently graduated with a good degree in an Advertising related subject, or you are a Communications professional looking to further your career, this challenging MA degree provides the knowledge and tools necessary to become an Advertising specialist.
The Media School at Bournemouth University has an excellent reputation within the Marketing and Corporate Communications industries in the UK. MA Advertising, benefits from strong industry connections and the degree will be endorsed by the IPA, D&AD, EACM and IDDA.
A Bachelors Honours degree with 2:2 in a required subject that includes an element of advertising and/or two years of relevant comprehensive professional experience within the advertising industry.
International entry requirements
If English is not your first language, you will need to provide evidence that you understand English to a satisfactory level. English language requirements for this course are normally:
IELTS (Academic) 6.5 with minimum of 6.5 in writing and 6.0 in speaking, listening and reading, or equivalent.
Advertising Strategy & Planning: Gain an appreciation of the strategic dimensions of advertising. This unit is built on a platform of theories and addresses the need for global practitioners to meet intercultural communication principles and practices in contemporary communication platforms. All elements are integrated for developing communications planning and for compiling the creative brief, considered to be the most important document in the advertising industry. You´ll develop skills in planning, executing and evaluating communication strategies.
Research Imagination: Drawing on your research knowledge and experience from undergraduate level, this unit challenges your understanding of academic and applied research in the communications industries. You´ll be exposed to cutting-edge research practices and introduced to the opportunities and challenges of conducting applied research using industry data collection and analysis techniques.
Applied Creativity: Transform challenges into opportunities for entrepreneurs and organisations. You´ll use an interdisciplinary approach to optimising opportunities and map the process from problem to solution. This is done individually and collaboratively.
Consumer Culture Insights: Develop competency in applying consumer culture theory to generate consumer insights. You´ll be exposed to a range of cultural frameworks to understand consumer worlds and draw competitive insights through exploring ‘home´, international and transnational contexts.
Digital Insights: Tactical skills for developing digital advertising and marketing communications strategies. You´ll look at a set of specific skills, such as SEO and Google analytics, and understand digital communications and its place in contemporary advertising. By the end of the unit, you´ll be able to draw up effective and measurable digital communications plans and evaluate and integrate new digital trends.
Advertising Boot Camp: Delivered in London and Bournemouth with advertising agencies and relevant professional associations, this 2-week unit puts advertising in integrated marketing communications. You´ll consider a brand’s life cycle for all its stakeholders and work in a group as a service marketing communications agency. Engaging with a live brief, you´ll analyse a contemporary brand for either the business-to-business (B2B) or business-to-consumer (B2C) market and develop an integrated advertising campaign to a specific budget. This will typically include strategy, a minimum of 5 executional elements, a media plan, and a clearly defined return on investment (ROI).
Professional Project OR Academic Paper: You´ll complete an academic paper, professional project or portfolio based on your chosen subject area. This unit will end with a showcase where you´ll present your work to peers, academic colleagues and industry contacts. The assessment will be the equivalent of 10,000 words.
Creative Direction: Conceptualise a creative strategy through visual, verbal and aural techniques to create memorable communications. You´ll work through the practical application of ideas discussed to understand your strengths and limits. Through strategic intuition and applying research, you´ll decide the suitability and originality of your ‘creative product’. You´ll achieve balance in the attitude and activity of the creative director and between concept and strategy and the verbal and the visual.
Advertising Management: Learn skills to manage relationships between agencies and client organisations, between functions in the agency and with other service providers and agencies. This unit also addresses the role of advertising in the wider marketing and business contexts. You´ll explore the complexity in negotiating media investment, identifying dynamics between media buyers and sellers and theories that underpin the development of plans for media channels. You´ll also use software programs to support strategic media decisions.
This course will give you a clear appreciation of the strategic dimensions of advertising and the management of creativity. Upon completing this course, you will possess the skills and knowledge to develop valuable insights using a range of advertising research and evaluation techniques.
After completing this course you’ll be prepared to work agency- and client-side. Some of our graduates can be found working in top agencies including Saatchi & Saatchi, Fallon and Ogilvy Mather, and for clients in a wide range of industries from entertainment to automotive.
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