1 Advertising Final award BA (Hons) Intermediate awards available Cert HE, Dip HE, BA Mode of delivery UEL on campus N561 - Level 4 entry (3 Year full time route) UCAS code PP39 - Level 3 entry (Extended 4 year full time route) Details of professional body accreditation N/A Relevant QAA Benchmark statements Communication, Media, Film, Cultural Studies UEL Academic School Arts and Digital Industries Date specification last up-dated November 2015 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 Level 4 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 3 extended year. 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 3 year, making the period of study 4 years or 5 years if the Extended Degree programme is taken on a parttime basis. The programme provides a supportive learning space for students to experience
2 academic studies at university and helps develop confidence and academic skills in preparation for Levels 4-6. 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 within the School of Arts and Digital Industries. In the case of applicants whose first language is not English, the University s English Language requirements as detailed on the website at time of application must be met see At UEL we are committed to working together to build a learning community founded on equality of opportunity - a learning community which celebrates the rich diversity of our student and staff populations. Discriminatory behaviour has no place in our community and will not be tolerated. Within a spirit of respecting difference, our equality and diversity policies promise fair treatment and equality of opportunity for all. In pursuing this aim, we want people applying for a place at UEL to feel valued and know that the process and experience will be transparent and fair and no one will be refused access on the grounds of any protected characteristic stated in the Equality Act 2010 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 global institutions. The programme offers 4 main perspectives on the advertising industry in its social, media and cultural contexts:
3 The programme - 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. 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 6, 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. Students will study 4 modules in Advertising per year. Learning environment Lectures, seminars, workshops, personal tutorials, production space, outside speakers, networking opportunities Assessment Assessment is continuous throughout each term. 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 five, the running of a focus group as part of the study of market research methodologies, and the presentation of an advertising industry pitch. At level six students will participate in campaign design and execution. Students with disabilities and/or particular learning needs should discuss assessments with the Programme Leader to ensure they are able to fully engage with all assessment within the programme.
4 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 five, students will take a work placement 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 level dissertation where students can develop their own creative ideas and research interests through a substantial piece of assessment. 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 be able to draw on resources of the Writing Centre, which offers support in both creative and academic writing. Students will have access to the Learning resource Centre which includes access to digital sources such as: WARC World Advertising Research centre: Campaign: D&AD (British Design and Art Direction): IAB (The Internet Advertising Bureau): HAT (The History of Advertising Trust Archive): NABS (National Advertising Benevolent Society): IPA (The Institute of Practitioners in Advertising): Creative Club: 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
5 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 is not a training programme for direct access to a career in advertising and marketing; however the programme offers a vocational approach through a range of employability informed opportunities to develop both practical techniques and explore the significance of contemporary advertising and allied industries. Our graduates have achieved success on the Ogilvy fellowship scheme and full time posts at agencies such as at ArtScience and adpepper. 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. 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. Bonus factors
6 Studying Advertising at UEL will offer the opportunity for exposure to Industry and placement opportunities in a vibrant London location, as well as for overseas study exchanges. 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: cutural, social and technological. - Study the advertising industry and promotional culture through theoretical, practical and production from an interdisciplinary 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 your potential and provide a platform for access to a range of careers in the creative and promotional industries through the range of transferrable 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. Knowledge Acquire a fundamental grounding in the advertising industry as a business Gain a critical understanding of the theoretical approaches available for the study of consumer behaviour Practice research methods appropriate to the advertising industry Gain a critical understanding of the theoretical approaches to advertising Gain a critical understanding of the theoretical approaches available for the study of media representation Adopt an interdisciplinary approach to the study of advertising specifically through its inter-relationship to popular culture
7 Thinking skills Adopt a theory into practice approach to the study of advertising Critically engage with a range of theoretical perspectives, concepts and ideas in the fields of consumer culture, promotional culture and new media practices Subject-Based Practical skills Plan, carry out and analyse a qualitative research method, namely a focus group To research and present an industry-based advertising pitch that includes a media plan and the use of storyboards Develop a proficiency in a number of computer software packages including PowerPoint, Photoshop and Final Cut Pro To develop technical competences in various types of media production equipment Campaign design and execution Skills for life and work (general skills) To gain work experience within one of the promotional industries To present work orally in front of colleagues and industry professionals 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: 3 equivalent in standard to GCE 'A' level and is intended to prepare students for year one of an undergraduate degree programme 4 equivalent in standard to the first year of a full-time undergraduate degree programme 5 equivalent in standard to the second year of a full-time undergraduate degree programme 6 equivalent in standard to the third year of a full-time undergraduate degree programme 7 equivalent in standard to a Masters degree Credit rating The overall credit-rating of this programme is 360 credits.
8 Typical duration The expected duration of this programme is 3 years full-time or 5-6 years part-time. It is possible to move from full-time to part-time 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. A student cannot normally continue study on a programme after 4 years of study in full time mode unless exceptional circumstances apply and extenuation has been granted. The limit for completion of a programme in part time mode is 8 years from first enrolment. How the teaching year is divided The teaching year begins in September and ends in June A typical student, in full-time attendance mode of study, will register for 120 credits in an academic year. A student in a part-time mode of study may register for up to 90 credits in any academic year. What you will study when A student registered in a full-time attendance mode will take 120 credits per year. Typically this will be comprised of four 30 credit modules. The exact number may differ if the programme is comprised of 15, 45 or 60 credits modules. An honours degree student will complete modules totalling 120 credits at level four, modules totalling 120 credits at level five and modules totalling 120 credits at level six. Module Level Code Module Title Distance learning Credits Status* Y/N 4 CC4701 Advertising; past, present and future N 30 Core 4 CC4703 Branding in Theory and Practice N 30 Core 4 CC4201 Advertising, Representation and Culture N 30 Core 4 MS4303 Digital Media Development 1 N 30 Option 5 CC5701 Pitching for Business N 30 Core 5 CC5704 Media Planning in the City N 30 Core 5 Researching Audiences, Texts and Media CC5703 industries N 30 Core 5 Working in the Media and Communications MS5100 Industries N 30 Core 6 CC6702 Promotional Culture and the Consumer N 30 Core 6 CC6704 Campaign Design and Execution N 30 Core 6 CC6700 Advertising Dissertation N 30 *Core 6 MS6101 Media Production Dissertation Project N 30 *Core 6 MS6103 Mobile Media, Promotion and Exhibition N 30 Option
9 6 CC6701 Digital Communications N 15 Option 6 CC6103 Copywriting in the Creative Industries N 15 Option 6 MS6102 Public Relations and Promotion N 30 Option *All students must take one 30 credit dissertation. If taking CC6700 Advertising Dissertation they will also take the option MS6102 Public Relations, Media and Promotion OR options CC6103 Copywriting in the Creative Industries AND CC6701 Digital Communications. If taking MS6101 Media Production Dissertation Project they will also take the option MS6103 Mobile Media, Promotion and Exhibition. 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 four or higher A minimum of 120 credits at level five or higher A minimum of 120 credits at level six 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 four or higher A minimum of 120 credits at level five or higher A minimum of 60 credits at level six 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 four or higher and 120 credits at level five or higher In order to gain a Certificate of Higher Education you will need to obtain 120 credits at level four or higher Degree Classification Where a student is eligible for an Honours degree by passing a valid combination of module to comprise an award and has gained the minimum of 240 UEL credits at level 5 or level 6 on the current enrolment for the programme, including a minimum of 120 UEL credits at level 6, the award classification is determined by calculating; The arithmetic mean of the best 90 credits at level 6 The arithmetic mean of the next x0.8 + best 90 credits at levels 5 and/or 6 x 0.2 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
10 0% - 39% Not passed Teaching, learning and assessment Teaching and learning Knowledge is developed through Presentation of frameworks of information in lectures Student centred seminar discussions Independent study Thinking skills are developed through Close analysis of texts and visual images Individual and small group in seminar and workshops sessions A range of assessment modes including presentations, written assignments and a fulllength research project 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 Project work Practical skills are assessed by Tutor observation Evidence of demonstrable understanding in completed project work Viva Skills for life and work (general skills) are assessed by
11 Ability to understand and meet the requirements and deadlines of module specifications Undertaking a work placement at level five Involvement in and contribution to seminar and workshop discussions and activities How we assure the quality of this programme Before this programme started Before this 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 Quality and Standards 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 quality assurance procedures.
12 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. The external examiner reports for this programme are located on the UEL virtual learning environment (Moodle) on the school notice board under the section entitled External Examiner Reports & Responses. You can also view a list of the external examiners for the UEL School by clicking on the link below. Listening to the views of students The following methods for gaining student feedback are used on this programme: Module evaluations Programme evaluations Polls and surveys online Student representation on programme committees (meeting 2 times year) Students are notified of the action taken through: Circulating the minutes of the programme committee Individual responses to students as required Teaching sessions 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
13 Further information about this programme is available from: The UEL web site (http://www.uel.ac.uk) The programme handbook Module study guides UEL Manual of General Regulations (http://www.uel.ac.uk/qa/policies/manual/) UEL Quality Manual (http://www.uel.ac.uk/qa/policies/qualitymanual/)