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Programme Specification for Advertising BA (Hons)

Final award

BA (Hons)

Intermediate awards available

Cert HE, Dip HE

UCAS code

N561 - Level 1 entry (3 Year full time route)
PP39 - Level 0 entry (Extended 4 year full time route)

Details of professional body accreditation

N/A

Relevant QAA Benchmark statements

Communication, Media, Film, Cultural Studies

Date specification last up-dated

March 2012

Profile

The summary - UCAS programme profile

BANNER BOX:

Advertising at UEL combines industry practice based modules with media production and theoretical learning to offer a comprehensive approach to the study of contemporary advertising and promotional culture. Students receive extensive instruction in photography, digital and social media, together with theoretical examinations of psychology, identity, lifestyle, and social experience in media and consumer culture. The programme embeds key employability skills within the teaching curriculum, for example through placement, working to assigned briefs drawn from the industry and conducting consumer research. In combining practice based (industry), practical based (media production) and theory based learning, our programme offers a degree which allows our students to fully develop their potential, and provides an excellent platform for access to a range of careers in global creative and promotional industries.

ENTRY REQUIREMENTS

The minimum requirements for entry for Level 1 entry is 240 UCAS tariff points from:
A/AS level (Including 2 A2 passes), GNVQ, AVCE, Scottish Highers, International Baccalaureate. European Baccalaureate, BTEC / SCOTEC Diploma, Relevant Access Course or successful completion of the Level 0. Other qualifications, including overseas, may be considered.

We also welcome applicants from mature students who do not have formal qualifications but may have relevant experience. Students applying to this programme will be expected to demonstrate a specific interest in this area of study and should have a commitment to engaging with Advertising theory and practice. Applicants may be invited for interview.

If you have the potential, commitment and enthusiasm to study for a degree but are unable to meet the entry requirements for your chosen degree programme you can apply for the Extended Degree programme route.  An Extended Degree includes a Level 0 year, making the period of study 4 years or 5 years if the Extended Degree programme is taken on a part-time basis.  The programme provides a supportive learning space for students to experience academic studies at university and helps develop confidence and academic skills in preparation for Levels 1-3.  The programme is also highly rated by students who successfully complete the programme.   Successful completion of the programme guarantees entry to a range of Single Honours programmes or a Combined Programme of study within the School of Arts and Digital Industries.

More details of the Extended Degree programme can be found here.

Overseas Qualifications
The number of overseas qualifications which are accepted for entry are too numerous to list, but you can get advice from the British Council or our international admissions at http://www.uel.ac.uk/international/index.htmYou must be able to understand and express yourself in both written and spoken English and some evidence e.g. TOEFL at 550 or an IELTS score of 6.0, with no skill level below 5, would be required.

ABOUT THE PROGRAMME

What is Advertising?

Advertising BA is an interdisciplinary undergraduate degree which offers a combination of approaches to the study and practice of advertising and promotional culture. We are living through a time of rapid and radical technology-driven transitions within advertising and creative practice.   Advertising and promotional culture is today informed by the impact of mobile and digital media making practice.  In order to acquire the necessary skill set relevant in today’s employment market, it is crucial to engage with current industry practice through work-based learning, to look at the wider cultural context and to gain media and digital production skills.

Advertising at UEL

The programme curriculum is employability driven, providing students with the opportunity to study and participate in contemporary creative practices through practical and theoretical academic perspectives. Advertising at UEL provides creative, work-based learning while situating the acquisition of industry and media production skills through a theoretical and critical engagement with culture. The Advertising staff team have produced publications, journal articles and conference papers that underpin their own contribution to knowledge in the field of advertising and related disciplines, and which produce research-led teaching practice. Team publications include Powell, H., MacRury, I., Hawkin, S. and Hardy, J. et al. (2009) Advertising Handbook 3rd ed. London: Routledge and MacRury, I. (2009) Advertising, London and New York: Routledge. The programme offers an international focus and direction informed through International staff publications and links to institutions such as Hanyang University in South Korea.  

The programme offers 4 main perspectives on the advertising industry in its social, media and cultural contexts:

  • The Advertising Industry: What it does, how it works and how it is changing in relation to the environment in which it is situated (cultural, social and technological)
  • Digital Media Production and Practical Creativity: Through a range of approaches related directly to advertising and those used more widely within the creative industries.
  • Research Methodologies and Practices: Understanding and learning about social and market research techniques.
  • Psychology, Identity and Social Experience in Media Culture: Theoretical examinations of contemporary consumer society.
    • The programme can be taken as single honours or through combined honours as a major, joint or minor pathway. With the focus on advertising, branding and self promotion in terms of practical and theoretical learning, Advertising offers a highly relevant pathway in combination with programmes such as Events Management, Marketing, Music Cultures, Digital Fashion and Graphic Design

Programme structure

The programme is underpinned by a core strand which relates to industry practice. Undergraduates will also participate in practical media production based modules, developing key transferrable skills as they progress through their degree. The third strand of theoretical learning is informed by the understanding that advertising and promotional cultures are situated in a wider cultural context.

At level 3, single honours students will have the option to undertake either a theoretical or a media production based dissertation project. Throughout the three year pathway, students are required to undertake modules which explore advertising as a social institution and cultural form. Advertising as a business and practice is taught across all levels. Students will study the advertising business in terms of its commercial functions, informed by a range of topics including branding, Integrated Marketing Communication, media planning, new media, social media and advertising creativity. Single honours students will study 6 modules in Advertising per year. For combined honours students, major will take 4 Advertising modules, joint 3 and minor 2. 

Learning environment

Lectures, seminars, workshops, personal tutorials, production space, outside speakers, networking opportunities.

Assessment

Assessment is continuous throughout each semester. Assessment is undertaken individually and in groups in relation to both theoretical and more practice-based modules. Modules on the programme are assessed through essays, presentations, and production pieces. Other modes of assessment unique to the programme include, at level three, the presentation of an advertising industry pitch and at level two the running of a focus group, as part of the study of market research methodologies.

Work experience/placement opportunities

Work experience is an integral part of the Advertising degree programme and students are encouraged to seek out relevant experience at every available opportunity. Specifically at level two, students will take ‘Working in the Culture Industries’, a module dedicated to bridging theory and practice. Here students will not only have the opportunity to hear from industry professionals (recent speakers have represented Ogilvy; Fallon; The PR Office and NUJ), students will complete a Career Development Project with the support of the tutor and will undertake a placement within the cultural and creative industries. Previous placements have been with London advertising agencies such as DLKWLOWE and First City Advertising, and with international companies such as Wunderman. Other examples would be in market research, audience research, music magazines, venue promotion and media production.

Project work

The ability to work in a team is a key transferrable skill. Working as a team, forward planning and meeting deadlines; integral to all project work, provides relevant skills and experience. Group work is embedded within teaching practice offering students the opportunity to develop appropriate skills for the work place particularly the advertising industry. The largest piece of individual project work will be the final year dissertation where students can develop their own creative ideas and research interests through a substantial piece of assessment across two semesters. The dissertation will take the form of a theoretical or media production based research project.

Added value

Students will have access to the resources of the Multimedia Production Centre.
Students will have access to the Learning resource Centre which includes access to digital sources such as:

Students will be able to draw on the resources of the Writing Centre, which offers support in both creative and academic writing.

IS THIS THE PROGRAMME FOR ME?

If you are interested in...

  • The advertising industry, branding, promotional culture and creative industries in general
  • Developing media production skills
  • Digital culture
  • Mass media
  • Social media
  • Viral advertising
  • Identity
  • Representation
  • Popular culture
  • Research methods
  • Consumer behaviour
  • The visual image

If you enjoy...

  • Thinking critically and creatively about the promotional material that infuses and impacts upon our everyday lives.
  • Putting creative ideas into practice
  • A varied assessment programme that encompasses a range of different challenges and tests a range of different skill sets.
  • Working individually and in groups

If you want...

To study on a programme that bridges theory, media production and industry practice and that offers the opportunity to develop a range of key transferable skills necessary for future employment within the cultural and creative industries .

Your future career

The Advertising degree programme prepares students to apply for future employment in Advertising, Market Research, Marketing, PR and a range of related promotional industries. It is important to recognise that this it is not a vocational training programme for a career in advertising and marketing, rather the programme provides a range of practical opportunities to explore the practical techniques and the significance of the contemporary advertising and allied industries. Our graduates have achieved success on the Ogilvy fellowship scheme and full time posts at agencies such as at JWT and RMG Connect. You will leave UEL with a range of skills which speak to the current employment market in the global digital and creative industries.

How we support you

Each student will have a personal tutor at each level of the degree programme who is responsible for providing regular guidance and support in relevant areas of personal and academic life. In addition, students will have regular access to academic tutors on each of their modules. Additional support for study and research skills will be available in weekly lectures and workshops at level one and via the School’s Writing Centre. The programme encourages peer mentoring which is facilitated through social events, and a programme facebook page.

Outcomes 

Programme aims and learning outcomes

What is this programme designed to achieve?

This programme is designed to give you the opportunity to:

  • Study the advertising industry; what it does, how it works and how it is changing in relation to the environment in which it is situated (cultural, social and technological).
  • Study the advertising industry and promotional culture through theoretical, practical and production from an inter disciplinary perspective
  • Take part in media production and practical creativity, through a range of approaches related directly to advertising and those used more widely within the culture industries.
  • Develop the skills to work within the promotional and creative field at large.
  • Develop knowledge and skills in the area of promotion and self promotion
  • Develop student potential and provide a platform for access to a range of careers in the creative and promotional industries through the range of transferable skills that this programme incorporates

What will you learn?

You will learn about the Advertising Industry, about identity and social experience in media and consumer culture. You will develop media production and practical creativity and gain understanding and experience of social and market research techniques. Advertising is not a vocational degree, however, students taking degrees in Advertising are equipped for a wide range of international careers and postgraduate opportunities in a range of related fields such as advertising agencies, PR, arts and media, music promotion and through individual entrepreneurship.

All learning outcomes are covered in the programme’s single honours route and where Maj, J and/or Min is shown against a learning outcome, this confirms that the learning outcome is covered in the Major, Joint and/or Minor routes offered.

Knowledge

  • Acquire a fundamental grounding in the advertising industry as a business (sin/maj/jnt)
  • Gain a critical understanding of the theoretical approaches available for the study of consumer behaviour (sin/maj/jnt/min)
  • Practice research methods appropriate to the advertising industry (sin/maj/jnt)
  • Gain a critical understanding of the theoretical approaches to advertising (sin/maj/jnt/min)
  • Gain a critical understanding of the theoretical approaches available for the study of media representation (sin/maj/jnt/min)
  • Adopt an interdisciplinary approach to the study of advertising specifically through its inter-relationship to popular culture (sin)

Thinking skills

  • Adopt a ‘theory into practice’ approach to the study of advertising (sin/maj/jnt/min)
  • Critically engage with a range of theoretical perspectives, concepts and ideas in the fields of consumer culture, promotional culture and new media practices (sin/maj/joint/sin)

Subject-Based Practical skills

  • Plan, carry out and analyse a qualitative research method, namely a focus group (sin/maj/jnt)
  • To research and present an industry-based advertising pitch that includes a media plan and the use of storyboards (sin/maj/jnt)
  • Develop a proficiency in a number of computer software packages including PowerPoint, Photoshop and Final Cut Pro.(sin/maj)
  • To develop technical competences in various types of media production equipment  (sin/maj)

Skills for life and work (general skills)

  • To gain work experience within one of the promotional industries (sin/maj/jnt/min)
  • To present work orally in front of colleagues and industry professionals (sin/maj/jnt/min)

Structure

The programme structure

Introduction

All programmes are credit-rated to help you to understand the amount and level of study that is needed.

One credit is equal to 10 hours of directed study time (this includes everything you do e.g. lecture, seminar and private study).

Credits are assigned to one of 5 levels:

  • 0 - equivalent in standard to GCE 'A' level and is intended to prepare students for year one of an undergraduate degree programme
  • 1 - equivalent in standard to the first year of a full-time undergraduate degree programme
  • 2 - equivalent in standard to the second year of a full-time undergraduate degree programme
  • 3 - equivalent in standard to the third year of a full-time undergraduate degree programme
  • M - equivalent in standard to a Masters degree

Credit rating

The overall credit-rating of this programme is 360 credits.

Typical duration

The expected duration of this programme is 3 years when attended in full-time mode or approximately 5-6 years in part-time mode. It is possible to move from a full-time mode of study to a part-time mode of study and vice-versa, to accommodate any external factors such as financial constraints or domestic commitments. Many of our students make use of this flexibility and this may impact on the overall duration of their study period.

How the teaching year is divided

The teaching year begins in September. The Advertising degree does not offer a February start. A student, normally registering for 6 modules in one year (3 modules in each Semester) would do so in a full-time attendance mode of study and a student registering for up to 4 modules in one year (2 modules in each Semester) would do so in part-time attendance mode of study.

What you will study when

This programme is part of a modular degree scheme. A student registered in a full-time attendance mode will take six 20 credit modules per year. An honours degree student will complete six modules at level one, six at level 2 and six at level 3.

It is possible to bring together modules from one field with modules from another to produce a combined programme. Subjects are offered in a variety of combinations:

  • Single - 120 credits at levels one, two and three
  • Major - 80 credits at levels one, two and three
  • Joint - 60 credits at levels one, two and three
  • Minor - 40 credits at levels one, two and three

Modules are defined as:

  • Core - Must be taken
  • Option - Select from a range of identified modules within the field
  • University wide option - Select from a wide range of modules across the University

The following are the core and optional requirements for the single, major, joint and minor routes for this programme

 

Level 1 entry

LEVEL

 

TITLE

SKILLS MODULES

CREDITS

STATUS
SINGLE

STATUS
MAJOR

STATUS
JOINT

STATUS
MINOR

1

 MS1401 Media Past and Present

 

20

option

 

 

 

1

CC1701

Introduction to The Advertising Industry

y 

20

Core

Core

Core

Core

1

CC1201

Introduction to Visual Cultures and Narrative Form

 

20

Core

 Core

Core 

 

1

CC1704

Media - Lab 1: Identity and Promotional Communication

 

20

Core

Core***

Core***

 

1

CC1703

Promotion and Branding; Theory and Practice

 

20

Core

Core

option

Core

1

MS1407

Media and Gender

 

20

Core

 

 

 

1 

 MS1200

Introduction to Film

 

20 

 Option

 

 

 

2

CC2701

The Practice of Advertising

 

20

Core

Core

Core

  

2

CC2702

Advertising and Consumer Research Methods

N

20

Core

Core

Core

 

2

CC2704

Media and Media Planning

 

20

Core

 

  

 Core

2

CC2508

Working in the Culture Industries
(Employability Skills)

Y

20

Core

Core

Core*

 

2

CC2703

MediaLab 2: Photography & Promotional Culture

 

20

Core

Core

 

 

2 

CC2503

Transforming Audiences,

 

20

Core

 

 option

 Core

3

CC3701

New Consumer,    Social and Digital Media  

 

20

Option**

 

  Option

Core

3

MS3404

Mobile Media Practice

  

20

Option**

      

3

CC3000/MS3400

Dissertation (Research Skills)

Y

40

Core

Core

Core*

 

3

CC3704

The Advertising Business

 

20

Core

Core

Option

 

3

CC3702

Advertising in Context

 

20

Core

Core

option

Core

3

CC3104

Copywriting in the Creative Industries

 

20

Option

 

 

 

3

MS3102

Public Relations and Promotion,

 

20

Option

 

 

 

* This module is part of the UEL skills curriculum and is compulsory. Combined Honours Joint Students may take this module in their other programme subject.

**CC3701 is core to students undertaking CC3000 (Theory based dissertation)

**MS3404 is core to students undertaking MS3400, (project based dissertation

Requirements for gaining an award

In order to gain an honours degree you will need to obtain 360 credits including:

  • A minimum of 120 credits at level one or higher
  • A minimum of 120 credits at level two or higher
  • A minimum of 120 credits at level three or higher

In order to gain an ordinary degree you will need to obtain a minimum of 300 credits including:

  • A minimum of 120 credits at level one or higher
  • A minimum of 120 credits at level two or higher
  • A minimum of 60 credits at level three or higher

In order to gain a Diploma of Higher Education you will need to obtain at least 240 credits including a minimum of 120 credits at level one or higher and 120 credits at level two or higher

In order to gain a Certificate of Higher Education you will need to obtain 120 credits at level one or higher.

In order to gain an Associate Certificate you will need to obtain a minimum if 20 credits at level one or higher

Degree Classification

Where a student is eligible for an Honours degree, and has gained a minimum of 240 UEL credits at level 2 or level 3 on the programme, including a minimum of 120 UEL credits at level 3, the award classification is determined by calculating:

The arithmetic mean of the best 100 credits at level 3

×

2/3

+

The arithmetic mean of the next best 100 credits at levels 2 and/or 3

×

1/3

and applying the mark obtained as a percentage, with all decimals points rounded up to the nearest whole number, to the following classification

70% - 100%

First Class Honours

60% - 69%

Second Class Honours, First Division

50% - 59%

Second Class Honours, Second Division

40% - 49%

Third Class Honours

0% - 39%

Not passed

Assessment

Teaching, learning and assessment

Teaching and learning

Knowledge is developed through

  • Presentation of frameworks of information in lectures
  • Student centred seminar discussions
  • Reading of specified texts on a weekly basis
  • Independent study

Thinking skills are developed through

  • Close analysis of specified texts and visual images
  • Individual and small group exercises in seminar and workshop sessions
  • A range of assessment modes including presentations, written assignments and a full-length research project (the dissertation)

Practical skills are developed through

  • Tutored introduction to media technologies
  • Practical demonstration workshops
  • A module specifically dedicated to market research methodologies

Skills for life and work (general skills) are developed through

  • A Theory/Practice based approach to learning which is embedded throughout the delivery of the whole programme

Assessment

Knowledge is assessed by

  • Essays, presentations, reports, all assessed on a continuous assessment basis
  • Discussions and exercises taking place in seminar and workshop sessions

Thinking skills are assessed by

  • Essays, presentations, reports, all assessed on a continuous assessment basis
  • Discussions and exercises taking place in seminar and workshop sessions

Practical skills are assessed by

  • Tutor-observation
  • Viva
  • Evidence of demonstrable understanding in completed project work

Skills for life and work (general skills) are assessed by

  • Ability to understand and meet the requirements and deadlines of module specifications
  • Involvement in and contribution to seminar and workshop discussions and activities
  • Undertaking a work placement at level two

Quality

How we assure the quality of this programme

Before this programme started

Before the programme started, the following was checked:

  • there would be enough qualified staff to teach the programme;
  • adequate resources would be in place;
  • the overall aims and objectives were appropriate;
  • the content of the programme met national benchmark requirements;
  • the programme met any professional/statutory body requirements;
  • the proposal met other internal quality criteria covering a range of issues such as admissions policy, teaching, learning and assessment strategy and student support mechanisms.

This is done through a process of programme approval which involves consulting academic experts including some subject specialists from other institutions.

How we monitor the quality of this programme

The quality of this programme is monitored each year through evaluating:

  • external examiner reports (considering quality and standards);
  • statistical information (considering issues such as the pass rate);
  • student feedback.

Drawing on this and other information programme teams undertake the annual Review and Enhancement Process which is co-ordinated at School level and includes student participation. The process is monitored by the University's Quality Standing Committee.

Once every six years an in-depth review of the whole field is undertaken by a panel that includes at least two external subject specialists. The panel considers documents, looks at student work, speaks to current and former students and speaks to staff before drawing its conclusions. The result is a report highlighting good practice and identifying areas where action is needed.

The role of the programme committee

This programme has a programme committee comprising all relevant teaching staff, student representatives and others who make a contribution towards the effective operation of the programme (e.g. library/technician staff). The committee has responsibilities for the quality of the programme. It provides input into the operation of the Review and Enhancement Process and proposes changes to improve quality. The programme committee plays a critical role in the University's quality assurance procedures.

The role of external examiners

The standard of this programme is monitored by at least one external examiner. External examiners have two primary responsibilities:

  • To ensure the standard of the programme;
  • To ensure that justice is done to individual students.

External examiners fulfil these responsibilities in a variety of ways including:

  • Approving exam papers/assignments;
  • Attending assessment boards;
  • Reviewing samples of student work and moderating marks;
  • Ensuring that regulations are followed;
  • Providing feedback through an annual report that enables us to make improvements for the future.

Listening to the views of students

The following methods for gaining student feedback are used on this programme:

  • Module evaluations
  • Student representation on programme committees (meeting 2 times per year)

Students are notified of the action taken through:

  • circulating the minutes of the programme committee
  • providing details via the UEL Plus programme noticeboard

Listening to the views of others

The following methods are used for gaining the views of other interested parties:

  • Liaising with outside speakers representing the advertising industry who address the students at various points throughout the programme

Further Information

Where you can find further information

Further information about this programme is available from:

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