BA Degree in Communications: Advertising & PR

Program Overview

---

This four-year BA (Hons) Communications: Advertising & Public Relations program equips students with practical knowledge and expertise in advertising and PR. Through a combination of theoretical and practical teaching, students develop strong communication skills, learn to navigate the changing media landscape, and gain real-world experience through internships and projects. Graduates are well-prepared for careers in advertising, PR, and related fields, with the potential to pursue leadership positions and influence creative campaigns and communication strategies.

Program Outline

---

BA (Hons) Communications: Advertising & Public Relations Degree Programme

---

Degree Overview:

• This four-year program focuses on developing practical knowledge and expertise in advertising and public relations (PR).
• The curriculum emphasizes application and provides students with opportunities to implement their learning through internships and real-world projects.
• Graduates will be well-prepared for careers in advertising, PR, or related fields, with the potential to pursue leadership positions and influence creative campaigns and communication strategies.
• The program equips students with the necessary skills to identify and understand the changing media landscape, audience behaviors, and technological advancements in the advertising and PR industries.
• Students will gain strong communication skills and learn to adapt their writing and communication styles to suit diverse professional situations and audiences.

---

Outline:

---

Year 1:

• The first year provides students with a strong foundation in communications, including courses on media and communication theories, principles of business, service learning, introduction to mass media and communications.
• Students also choose electives from various disciplines, such as sociology and visual culture.

---

Year 2:

• This year focuses on the fundamentals and application of advertising and PR.
• Students take courses like Introduction to PR Practice, Introduction to Advertising Practice, Advertising, PR and the Media, Introduction to Writing for the Media.
• They acquire critical research and writing skills through courses like Research and Writing I and Change in Practice.
• Additionally, they explore international perspectives and the impact of technology by taking Digital Society.
• Electives are also available, including intercultural communications and introduction to filmmaking.

---

Year 3:

• Building upon the foundations laid in Year 2, this year delves deeper into the intricacies of advertising and PR, focusing on their principles, strategies, and real-world application.
• Students take courses like Principles of Advertising and PR, Mass Communications and Society, Communications for PR and Advertising.
• They apply their skills in advertising copy writing, PR material creation, and creating persuasive business proposals through Marketing Principles.
• Social Research equips them to understand consumer behavior, attitudes, and information processing habits.
• Electives provide deeper exploration of specific areas like video production, cultural theory, cultural representations through visual media, psychology of fashion and luxury goods, consumer behavior.

---

Year 4:

• This final year focuses on intensive research, culminating in a dissertation project.
• Students take two Senior Seminar courses, where they develop and refine a research proposal, conduct a literature review, write substantial drafts, obtain ongoing faculty guidance, and refine their drafts through regular feedback.
• The final outcome is an 8,000-10,000-word thesis.
• They also take further courses on contemporary approaches to media: New Media, Advertising and PR Campaigns.
• Students gain practical industry experience by completing an integrated Senior Project - a collaborative exercise where they develop projects for external clients, applying their academic and technical skills alongside interpersonal communication skills.
• This year also offers electives like International Cinema, Advanced Digital Video, and Media Ethics and Law.

---

Assessment:

• Assessments include:
• coursework, contributing 61%
• practical assessments, contributing 27%
• examinations, making up the remaining 12%
• Electives have a different distribution:
• coursework accounts for 33%,
• practical assessment for 60%,
• examination for the remaining 8%.

---

Teaching:

• The program combines theoretical and practical approaches to teaching, providing a balance between fundamental knowledge acquisition and real-world application of skills and knowledge.
• Students experience a range of instructional formats including lectures, seminars, group projects, individual assignments, guest lectures from industry professionals.
• The program places a significant emphasis on small class sizes and international student cohorts, fostering diverse perspectives and collaborative learning environments.

---

Careers:

• Graduates are well-prepared for diverse career paths within the dynamic fields of advertising and PR.
• Some potential career options include:
• account executive,
• account director,
• copy writer,
• PR specialist,
• brand manager.
• The program equips them to pursue entry-level positions and advance to leadership and management roles within creative agencies, communication firms, media organizations, or even government and public sector institutions depending on their specific interests.
• Additionally, the skills and experience gained during the program also translate well into other areas like digital marketing and media management.

---

Other:

• The program is unique in offering a four-year US/UK accredited degree pathway.
• This extended approach allows for a deeper exploration of topics, more time for internships and skill-building experiences.
• Students have access to various internship and work experience opportunities in London, the USA, or China, thanks to partnerships established by the University with leading international organizations.
• These internship experiences are carefully supervised and evaluated, granting students practical industry insights and developing their professional network while earning course credit.
• Additionally, students benefit from membership to the renowned Public Relations and Communications Association (PRCA), Europe's largest and most influential PR and communications professional organization.

---

Tuition Fees and Payment Information:

UK – £9,250 EU, INT & US – £15,645