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Fees and Funding

Here's the fees and funding information for each year of this course

Overview

At the University of East London, we offer you a unique insight into advertising. You'll learn all about the advertising industry: what it does, how it works and how it's changing in relation to the world that it shapes and that helps shape it.

You'll learn about branding, market research techniques and digital media production, and take a detailed look at how today's consumer society works.
Guided by industry experts, you'll have the best chance not just to study but also to learn while at work in this ever-expanding industry.

You'll be involved in work placements and consumer research projects. We'll give you the chance to study everything from promotional media practices to photography and cultural theory while you also learn the best media and digital production skills.

If you don't meet the entry requirements for a BA, you can study this course as an 'extended', four-year programme. In your first year, you'll take a foundation year which prepares you for a successful transition to the BA course.

What makes this course different

3 people working together

85% overall satisfaction

In the 2018 National Student Survey, 85% of our students said they were overall satisfied with the quality of our courses.

Person teaching a group of people

Industry experts

You’ll be taught by industry professionals, from planners and strategists to photographers and creatives, and enjoy the opportunity of a work placement or project within the cultural and creative industries.

Person working in office

91% of graduates in work

An average of 91% of our graduates are in work or further education within 6 months of graduation (DLHE, 2016/17)

WHAT YOU'LL LEARN

This fascinating and challenging course combines creative, theory-based learning with industry practice. It will give you a thorough grounding in advertising as a business as well as a deep understanding of consumer culture.

The course centres on four major areas: how the industry works, digital media production, social and market research techniques and theoretical examinations of culture and consumer society.

You'll explore the advertising business and topics surrounding it, such as branding, promotional communication, cultural theory, media planning, new media, social media and advertising creativity. 

Industry experience is at the course's heart. You'll take modules designed specifically to bridge advertising theory and practice, giving you the chance to hear from top industry professionals. Recent speakers have represented major international agencies such as Ogilvy and BrandVoice.

Our teaching team includes Abigail Summerfield, who was previously an account director at Saatchi & Saatchi Advertising.

MODULES

  • Core Modules
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    Academic Development

    This module will provide students with the opportunity to identify the skills, competencies and experience required for successful development to embarking on their university degree and successfully completing it and progressing on to a range of potential future career areas.

    Central to the developmental process is for each student to cultivate the reflective skills, openness and self-awareness to enable themselves to assess what they are doing, identify areas for improvement, and confidently receive and give constructive feedback.

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    Narrative and Creativity

    This module will provide students with the opportunity to identify the skills and knowledge necessary to create oral, visual and written narratives for all kinds of media production. This module aims to give students the theoretical understanding of narrative and creativity. Throughout the module students will be encouraged to consider how these theories shape their chosen subject. Students will be assessed on their ability to present their understanding of narrative theories and give supporting examples of how these apply to various forms of media.

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    Group Film Project

    Students will develop fundamental digital media production skills required to make a film. Over this course of this module, students will work in groups to research and produce a short fiction or non-fiction film for online distribution. Students will also have the opportunity to reflect (critically evaluate) on their own practice in relation to the main topics covered during the module; including professional practice.

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    Ways of Seeing

    This module will introduce you to how meaning is made and transmitted in visual texts. You will be introduced to the various 'ways of looking' (frameworks) at media, and how this is applies to current media examples. You will be expected to conduct your own research and encouraged to consider how the 'ways of looking' at media can be applied to your own subject specific pathway.

    You will also learn how to apply key composition and aesthetic (typography, colour, and layout) skills to your own work in the form an academic poster using industry standard software.

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    Professional Development: Mental Wealth

    This module will provide students with the opportunity to identify the skills, competencies and experience required for employment and employability and how employability and industry connections are implemented in the curriculum.

    You will begin to recognise the areas for your own personal professional development (including emotional, social, physical, cultural and cognitive intelligences) through taught and workshop activity.

    Central to the developmental process is for each student to cultivate their reflective skills through collaboration with other undergraduate students and analysing effective approaches to industry briefs and creative problem solving.

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    Narrative 1: Narrative fiction

    This module examines forms of narrative and storytelling in the context of traditional and interactive media.

    Case studies from various media such as television, cinema, gaming and social media are presented.

    Narrative theory, such as the conventions of plot and character development, the representation of narrative action and the use of digital media are taught, culminating in a media production piece that embodies the theories and concepts students have learned.

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    Documentary 1: Documentary and Representation (Creative Writing)

    The module equips students with an understanding of how to engage with a wide range of themes through documentary forms. The module provides a context for documentary practice and problematises categories of representation, notions of 'truth' and 'realism' and facilitates civic engagement and involvement with the East London community.

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    Aesthetics and Technologies 1: Practice as research

    This module will provide students with the opportunity to experiment with and explore a range of techniques and crafts in collaborative and multi-platform projects. They will be introduced to aesthetic practices, concepts and technologies used in the external world with a view to informing this experimentation. Industry professionals will be invited to collaborate in this process via a 'Masterclass' series of interactive workshops. Students will demonstrate their knowledge through an ability to critically reflect upon the results.

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    Media Cultures

    This keystone module provides students with the contextual knowledge essential to their subject area. The module will introduce a range of perspectives on contemporary media cultures and landscapes to develop competencies appropriate to their field of study and to the world of work. The module will introduce students to core study skills and practices including how to identify, access, collate and evaluate evidence, understanding academic writing conventions and how to express a range of ideas through appropriate means of communication.

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    Professional life: Mental Wealth - Agency 1

    Developing the key psychological and physical determinants of human performance is increasingly critical for successful graduate-level employment, entrepreneurship and career progression in the 4th industrial revolution.

    This module will provide students hoping to work in the creative industries with the opportunity to learn and apply the full range of skills, competencies and experience required for successful progression into in a range of potential future career areas.

    Students will learn about conventions and expectations in the creative industries, focussing on areas specific to their programme of study. They will also advance their own personal professional development through taught and workshop activities, and explore possible strategies to further develop their reflective skills and self-awareness.

    Students will have opportunity to select an in-house microbusiness to join in the role of 'Apprentice'. In this position they will focus on the importance of research in the creative industries. Students will practice key methods including digital and other research and qualitative methods used in industry today, including trends, news coverage and customer reviews. Students will also learn the conventions of research and analysis in order to develop a pitch or proposal in response to a client brief.

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    Social Media & Branded Content Design

    Students will learn a range of established and emerging approaches from the field of digital media design and social media, and also engage with critical theory of digital and social cultures. The module will cover key subjects related to advertising and branded content including; brand identity; brand positioning; integrated marketing communications, emotional branding and user engagement and interactivity. Students will formulate a digital media strategy in response to a brief that has engagement and interactivity at the heart of its production. They will work in groups to present a piece of media intended for social or digital dissemination and consider the role of audience engagement in its conception and production.

  • Core Modules
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    Narrative 2: Advanced narrative

    This module provides the opportunity for students to develop their media narrative skills in a more advanced and professional context. Students will develop a project voicing themes of identity within contemporary culture. They will then be supported in key areas of project development and selection. Finally they will progress through all relevant stages of production. Narrative and conceptual structures will be delivered at a higher level than in Level 4 and technical support will be provided to enhance the students' craft skills relating to professional practice. The module will structure the development of key media skills as well as a deeper understanding of the creative process relating to the students' chosen narrative genre. The course will end with a peer group evaluation, enabling the students to critically reflect on their achievements a means of progression into Level 6.

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    Documentary 2; Experimental Documentary

    This module aims to encourage you to experiment and develop a creative and critical approach to a range of media technologies. You will build on the practical and conceptual skills relevant to media production gained in previous modules and consider your own production work in relation to both historical and contemporary media practice. You will work to produce an experimental piece that incorporates exploration of different and imaginative ways to play with documentary form and content.

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    Professional life: Mental Wealth - Agency 2

    Best learning experiences follow a 'learning by doing' approach followed by reflection and assimilation. Building upon the competencies and skills identified at level 4, this module supports effective professional development through practical experience.

    You will work on live project briefs to produce media content which is informed by appropriate research in the field of study.

    Professional understandings and skills sets will be furthered through practical work enabling you to strengthen key graduate skills such as teamwork, organisation skills, digital skills, effective communication, and professionalism.

    Through reflective practice, you will evaluate your ongoing progress as a learner and as a practising professional.

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    Celebrity & Influencer Marketing

    The growth of new media has generated new ways of representing, consuming and producing celebrity. This module focuses on celebrity and influencer branding to explore the use of social media as a strategic tool in audience and consumer engagement. The module looks at the history and intellectual frameworks of celebrity studies and the impact of social media on celebrity culture. Theories of social influence and symbolic and emotional branding will be explored to interrogate the contemporary relationship between social media, celebrity and branding. We will examine the rise of branded content and social media influencers as cultural intermediaries of taste and status in the 21st century through a case study approach which looks at for example fan cultures, beauty influencers and self-branding strategies in Instagram cultures. Students will research, analyse and develop their own branded content strategies informed by the module themes.

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    Final Project: Completion

    The module will lead on from the development stage of your self-identified research project based on your preferred choice of production, for example a written dissertation that engages with contemporary debates in media or a complete practice project, produced through a developed programme of research supported by a verbal demonstration of the critical discourses it speaks to.

    The aim of the module is to extend knowledge in the chosen field of research, to produce or write the project according to your planning and to complete and present the final research project within the given time frame. You will have the opportunity to demonstrate your skills in an accompanying project portfolio, including production folders for practice projects or reviews of existing academic literature on the written dissertation topic and a comprehensive bibliography.

    Projects will be developed through subject-specific supervision and peer support.

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    Aesthetics and Technologies 2: professional practices

    The module provides an in-depth understanding of creative work cultures, and self-promotional strategies to help you establish personal branding for your own set of skills, experiences and practices. This module examines the Creative Industries and explores their organisation and institutional arrangements, their media forms, products and services, work practices and cultures. Here you will extend your skills, experience and self-awareness to prepare for a career in the Creative Industries through the application of learned skills to your career promotion and progression.

    You will enhance your professional practice and self-branding skills set though a career development project which includes critical reflection and self-promotional strategies. The module provides an in- depth understanding of creative work cultures, and self-promotional techniques to help you establish personal branding for your own set of skills, experiences and practices.

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    Professional life: Mental Wealth - Agency 2

    Best learning experiences follow a 'learning by doing' approach followed by reflection and assimilation. Building upon the competencies and skills identified at level 4, this module supports effective professional development through practical experience.

    You will work on live project briefs to produce media content which is informed by appropriate research in the field of study.

    Professional understandings and skills sets will be furthered through practical work enabling you to strengthen key graduate skills such as teamwork, organisation skills, digital skills, effective communication, and professionalism.

    Through reflective practice, you will evaluate your ongoing progress as a learner and as a practising professional.

HOW YOU'LL LEARN

We want to equip you properly for the workplace. That's why we put a strong emphasis on your involvement with live briefs, work placements and consumer research projects. 

You'll have the chance to complete a career development project, with the support of a tutor, and enjoy work placement opportunities. Our students have been placed with top London-based advertising agencies such as DLKW Lowe and First City Advertising, and with international firms like the New York-based Wunderman.

You'll also gain invaluable experience from projects such as creating a poster campaign or viral ad, presenting an advertising pitch or running a focus group.

You'll be able to make use of our excellent facilities, including a dedicated advertising suite with the latest multimedia production equipment. You'll also have extensive access to the best online resources, such as Warc, which offers research and advertising information from the world's leading brands.

Who'll be guiding you in all this? Your teaching team at UEL, headed by Dr Julia Dane, have published in the areas of advertising theory and practice including The Advertising Handbook (2009) and Promotional Culture and Convergence:  Markets, Methods, Media (2013) edited by Helen Powell.

The team also includes industry professionals with expertise in branded content, account planning, digital media strategy, campaign execution and media production techniques. Supportive and dedicated, they'll offer personal supervision throughout your studies.

HOW YOU'LL BE ASSESSED

Assessment is continuous throughout each term and is undertaken individually and in groups in relation to both theoretical and more practice-based modules.

We assess modules on the course through:

  • essays
  • presentations
  • production pieces

Other modes of assessment unique to the course include, in year three, the presentation of an advertising industry pitch to industry professionals and, in year two, the running of a focus group as part of the study of market and consumer research methodologies.

CAMPUS and FACILITIES

Docklands Campus

Docklands Campus, Docklands Campus, London, E16 2RD

WHO TEACHES THIS COURSE

The teaching team includes qualified academics, practitioners and industry experts as guest speakers. Full details of the academics will be provided in the student handbook and module guides.

Julia Dane

Julia Dane teaches in the field of advertising, media and cultural theory, with her research interests in gender and digital fandom.

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What we're researching

At the University of East London we are working on the some of the big issues that will define our future; from sustainable architecture and ethical AI, to health inequality and breaking down barriers in the creative industries.

Our students and academics are more critically engaged and socially conscious than ever before. Discover some of the positive changes our students, alumni and academics are making in the world.

Please visit our Research section to find out more.

During my foundation year, I learned study skills, step by step, in an engaging way, so when I started the full course, I was better able to focus on the theoretical content, rather than worrying about how to write essays. It was also a great chance to learn with students from different courses and backgrounds.

Karolina Chojnacka, BA (Hons) Communication and Cultural Studies

YOUR FUTURE CAREER

We pride ourselves on teaching such a range of key skills that you'll find many doors to stimulating future employment open to you after graduation – and not just in advertising. UEL graduates have gone on to succeed in other areas such as market research, marketing and public relations.

That is, in part, down to the contacts you can make during the course. Many students have managed to land jobs after making an impact with employers during their work placements.

UEL advertising graduates have the advantage of enjoying a wealth of industry knowledge together with a deep understanding of consumer culture. So it's little wonder our graduates are in demand to work in a range of promotional industries.

One recent graduate was taken on by top London agency ArtScience and has been working on social media for TalkTalk's sponsorship of 'The X Factor'. Another has been providing marketing expertise for small businesses.

Kahmarl Gordon, who graduated in 2013, established the successful, trend-setting art and popular culture magazine WEARECOLLISION  during his time at UEL, which is now sold all around the world. He has also returned to teach on our course, offering his expertise and experience to future entrepreneurs.

Explore the different career options you can pursue with this degree and see the median salaries of the sector on our Career Coach portal.