This is an MA programme for creative people and account planners working on a combination of course- and client-set “live” briefs, leading and mentoring teams of undergraduate advertising students in ways that mirror the professional creative team-leadership role.
Students will normally be required to hold a good bachelor’s degree or equivalent. A sample of work (5-10 advertising concepts) and a personal statement are required.
Trimester 1 (60 credits)
Research Methodologies (30 credits)
This module is designed in two parts. The first part develops your generic research skills. It’s designed to help all students studying within the School of Humanities and Cultural Industries. These skills include using our VLE (Virtual Learning Environment); critical thinking and reflection; training in professional academic conventions concerning footnote and bibliographic referencing, essay presentation and the use of sources; getting the most out of the library and online databases and research tools (finding and evaluating information); note-taking and reading for research; ethics in research.
The second part is specifically designed for students of Advertising Practice. How can you, as a creative professional, benefit from your improved research methodologies, whether you continue in higher education or secure a career in the advertising industry?
Creativity in Practice (30 credits)
This portfolio-building class encourages experimentation with technology and new media, using global case studies as examples of best practice. Through a combination of set and ‘live’ briefs, students learn to play to their strengths and identify areas of improvement to work on during their specialist ‘Advanced Topic’ modules.
In this module, you will also discuss the ethics of advertising. What is ‘truth in advertising’ and why is this truth essential in the successful promotion of goods and services? What is the role of the legal department in agencies? What are the ethical issues of targeting vulnerable groups such as children and the elderly?
Trimester 2 (60 credits)
Managing People (15 credits)
Whatever your specialism, managers increasingly need to be managers of people, lead teams and undertake many aspects of human resource management. It is also increasingly being recognised that organisational performance can be enhanced and competitive advantage gained through the strategic management and development of people.
Marketing Communications (15 credits)
Marketing communications are constantly developing and changing. New theories, new approaches and the diversity of cultural influences impacted by technological advances all combine to create a dynamic environment. This module explores the key issues and challenges in contemporary marketing communications.
Advanced Topics (30 credits)
In this module you will hone your skills by direct engagement with successful writers, art directors, photographers, illustrators, filmmakers, and account planners – learning about and practicing with the latest hardware and software, and in workshops discussing your own work in relation to the work of other students.
Trimester three (60 credits)
Final Project (60 credits; dissertation-equivalent module)
To include a presentation by art direction, copywriting and account planning students to advertising executives at a major global advertising agency, and mentoring undergraduate teams through the process. The presentation of your project will be done virtually (via Skype or Google etc.) or you can opt-in to travel to the agency headquarters for your final presentation.
Graduates will have first-hand experience of working in top agencies. The course is designed to help prepare graduates for work in the agency of their choice.
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