BA (Hons) Advertising

"BA (Hons) Advertising at Bournemouth University offers a comprehensive and dynamic curriculum designed to prepare students for a successful career in the advertising industry. This innovative programme combines creative thinking, strategic planning, and practical skills to equip graduates with the ability to develop compelling advertising campaigns across various media platforms. Throughout the course, students explore the principles of advertising, branding, consumer behavior, and digital marketing, gaining insights into how to communicate effectively with diverse audiences. The programme emphasizes the importance of creativity and originality, encouraging students to develop unique ideas and innovative concepts that stand out in a competitive marketplace. Practical experience is a core component, with opportunities to work on live briefs, collaborate with industry professionals, and engage in real-world projects that reflect current industry trends. Bournemouth University’s strong industry links and dedicated facilities provide students with access to cutting-edge technology and resources, fostering a hands-on learning environment. The programme also focuses on critical thinking, research skills, and professional development to prepare students for various roles within advertising agencies, media companies, and brand management teams. Graduates of this programme are equipped with a robust portfolio of work and a deep understanding of the latest industry practices, making them highly desirable in the workforce. With a blend of theoretical knowledge and practical application, the BA (Hons) Advertising degree offers an excellent foundation for aspiring advertising professionals seeking to make a significant impact in the advertising and marketing sectors."

Core units

Advertising Strategy and Planning

This unit allows students to gain a holistic appreciation of the strategic dimensions of advertising. Built on a platform of relevant theoretical perspectives, the following key subject areas are covered: Contemporary models and frameworks; Message processing; Involvement, motivation and goals; Positioning; Differential advantage; The Value Proposition; Sequential Planning; Message strategy development; Behavioural Economics; Effectiveness Evaluation. This unit also addresses the imperative for global practitioners to address intercultural communication principles and practices, in the context of contemporary communication platforms. All elements are integrated in the development of effective communications planning, and the compilation of the Creative Brief, considered to be the single most important document produced within the advertising industry. The unit is designed to attain an optimal balance between theory and practical application, and to develop professional skills in planning, implementing and evaluating communication strategies.

Research Imagination

This unit concentrates on drawing together students’ previous research knowledge and experience at undergraduate level, challenging their understanding of academic research and of applied research within the communications industries. The unit offers students a broad grounding in methods and processes of research and prepares them with the understanding and skills needed to rigorously design, conduct, report and evaluate research. Students will be exposed to a variety of cutting-edge research practices and will also be introduced to opportunities and challenges of conducting applied research using some of the main data collection and analysis techniques used by industry.

Applied Creativity

This unit is aimed at transforming problems and challenges into opportunities, for both entrepreneurs and organisations. Applied Creativity is the key to innovation. Through lateral thinking, questioning of assumptions, and calculated risk, the basis is developed for the creation and maintenance of favourable perception and competitive advantage. The unit utilises an interdisciplinary approach to the optimisation of opportunities, and ‘maps’ the process, from precise problem definition to articulation of the fit-for-purpose solution.Contemporary theory is balanced with ‘best’ professional practice to explore divergent and convergent approaches in solution development. This is done in both individual and collaborative contexts. Subject areas (and creative ‘tools’) covered by this unit are, inter alia: Conceptions of Creativity; Idea Generation Techniques; The nature and forms of Innovation; Creative Domains; Sociocultural Approaches; Brand and Organisation Instantiation (Re-framing); The nature and use of Storytelling; Neuro-economics; Trend Analysis and Optimisation; Choice Architecture; Experiential and Sensory Marketing.

Consumer Culture Insights

The overall aim of the unit is to enable students to develop competency in the application of consumer culture theory in generating consumer insights. Students will be exposed to a range of culturally informed conceptual and methodological frameworks to understand consumer worlds and draw competitive insights via theoretical and empirical exploration within different environments – including at ‘home’, international and transnational contexts. Through critical appraisal and research enquiry, students will also be equipped to propose innovative consumer culture insight frameworks that they will apply and test. This unit is divided into two key parts; to begin with intensive consumer culture theory workshops will be offered to familiarise students with culturally informed and focused concepts and methods, which will be applied within the context of live case briefs or case studies to generate insights. Students will be encouraged to critically appraise the ways in which contemporary CCT can be used to generate insight. In the second part of the unit, students will work towards the development and application of innovative consumer insight generating frameworks.

Digital Insights

This unit aims to provide students with strategic and tactical skills for developing advertising and marketing communications strategies in the digital sphere. It covers the both the fundamentals of digital communications, as a set of specific skills (such as SEO and Google analytics), but also provides students with a critical understanding of the nature of digital communications and its place in contemporary advertising.By the end of the unit, students will be able to draw up effective and measurable digital communications plans, and be able to evaluate and assimilate new digital trends in a constantly moving arena.

Advertising Boot Camp

This unit is a 3 week professional, part-delivered in London and part-delivered in Bournemouth with collaboration of advertising agencies and relevant professional associations, aims to situate advertising within integrated marketing communications, providing the context to planning a contemporary promotions campaign. This will be the ‘nuts and bolts’ of designing and implementing a campaign that considers a brand’s life cycle for all its stakeholders. The unit builds on work previously completed elsewhere on this MA, in both core and elective units. Students will work in groups as full service marketing communications ‘agencies’, engaging with a practical ‘live’ brief, analysing a contemporary brand for either the B2B or B2C market, and developing an integrated advertising campaign to a specific budget. The campaign will typically include strategy, a minimum of 5 executional elements, a media plan, and a clearly defined ROI.

Professional Project OR Academic Paper

Students will be required to prepare an academic paper, professional project or portfolio based on their particular chosen subject area. The unit will culminate in a student showcase where students present their work to peers, academic colleagues and industry contacts (where appropriate). The overall assessment will be equivalent to 10,000 words.

Optional Units

Creative Direction

This is primarily a ‘practical’ unit, the aim of which is to provide students with an opportunity to develop the application of strategy to creative practice in advertising. The ability to conceptualise a creative strategy through the optimal use of visual, verbal and aural cues and techniques, is stressed as a means to create compelling and memorable communications. Students will work through a process of practical application of the ideas discussed in order to better understand their strengths and limitations. The unit elaborates ideas of critical analysis and then synthesizes that with strategic course material from elsewhere on the course to enable the students to develop the ability to produce distinctive communication ideas, and progress these into creative/message strategies and credible tactical executions. Strategic intuition and the application of research will then enable students to deduce the suitability and originality of the ‘creative product’. This demands the ability to achieve ‘balance’ in both the attitude and activity of the Creative Director; between concept and strategy, and between the verbal and the visual.

Advertising Management

This unit will focus on the management of advertising in both external and internal contexts.The unit will provide the skills to manage relationships between agencies and client organisations, between functions within the agency, and with other related service-providers and agencies. It will also address the role of advertising within the wider marketing and business contexts. Course content will span: techniques and practices to ensure a clear understanding of client and brand requirements; formal interpretation of these needs and requirements; balancing of agency and client requirements; systems for controlling planning, creative and production; and, an understanding of the role of media, whether outsourced or not. The unit will explore the complexity in negotiating media investment, identifying dynamics between media buyers and sellers, theories that underpin the development of media plans for one and/or multiple media, and for conventional and/or new media. It provides the skills and tools to investigate audiences’ media exposure and to evaluate media plans. Research undertaken in this unit will provide a critical understanding of relationships between: media, the product/brand category, and strategic thinking. Media theory and practice are integrated to provide a balanced appreciation of decision-making within the industry. Software programs will be used to support strategic media decisions.

Candidates applying for the BA (Hons) in Advertising at Bournemouth University are typically required to hold a minimum of 104 UCAS tariff points from their post-16 qualifications, which may include A-levels, BTECs, or other equivalent qualifications. Applicants are also expected to demonstrate a good standard of literacy and communication skills, evidenced through their personal statement and references. A strong interest in advertising, media, and creative industries is highly regarded. Prior experience or a portfolio showcasing relevant work can enhance an application but is not mandatory. International students must meet the university's English language requirements, generally an IELTS score of 6.0 with no component below 5.5, or equivalent qualifications. Entry may also be contingent upon successful interview or submission of a written personal statement outlining the applicant’s motivation, interest in advertising, and career aspirations. The programme is designed to be accessible to a diverse range of applicants, and Bournemouth University welcomes applications from individuals with varied backgrounds and levels of experience in the field. Additionally, applicants should be prepared to engage in group projects, internships, or industry placements that form a part of the curriculum, which aim to develop practical skills relevant to the advertising industry. The course's entry requirements are subject to change, and prospective students are encouraged to consult the university’s official admissions guidance or contact admissions officers for the most current information. Overall, the programme seeks motivated individuals with creativity, critical thinking, and a passion for communication, aiming to prepare them for successful careers in advertising and related sectors.

The Bournemouth University offers various financing options for students enrolled in their Advertising degree programme. Students can explore a range of funding sources including university scholarships, bursaries, and external financial aid opportunities. The university provides detailed information on scholarships that are merit-based, need-based, or targeted towards specific groups such as international students or those demonstrating exceptional talent in advertising and related fields. Bursaries are also available to support students experiencing financial hardship, with application processes clearly outlined on the university website. Additionally, students may consider government loans, which are accessible to eligible UK residents through the Student Loans Company, covering tuition fees and maintenance costs. International students are encouraged to seek information on scholarships specific to their countries or regional programs that subsidize overseas study expenses. Bournemouth University also offers guidance on part-time work opportunities both on and off campus, enabling students to supplement their income during their studies. The university's careers service provides advice on employment rights and job searching strategies, which can be instrumental in managing financial burdens. Moreover, students are advised to review the cost of living in Bournemouth, including accommodation, food, transportation, and other personal expenses, to develop a realistic budget. The university's financial support team is available to assist students in navigating the funding landscape and planning their finances effectively throughout their course duration. It is recommended that students begin exploring financing options early, ideally before commencing their studies, to ensure they meet application deadlines and requirements. Financial planning is an integral part of the student experience at Bournemouth University, aimed at reducing stress and allowing students to focus on their academic and professional development in advertising.

Advertising at Bournemouth University offers a comprehensive and dynamic program designed to prepare students for successful careers in the competitive world of advertising and marketing communication. The programme emphasizes creativity, strategic thinking, and practical skills to enable graduates to develop innovative advertising campaigns across various media platforms. Students will explore core subjects such as advertising theory, consumer behavior, digital marketing, media planning, branding, and content creation. The curriculum incorporates hands-on learning through live projects, industry placements, and collaborations with advertising agencies, providing real-world experience.

Bournemouth University's approach to advertising education combines academic rigor with practical application, ensuring students gain relevant skills aligned with current industry standards. The programme encourages innovative thinking and adaptability, essential qualities in an ever-changing media landscape influenced by digital transformation and social media trends. Students will have access to state-of-the-art facilities, including digital media labs and creative studios, supporting experimentation and skill development.

The program also focuses on developing communication, teamwork, and project management skills vital for success in the advertising industry. Students learn about ethical considerations and social responsibilities associated with advertising practices. The university maintains strong industry links and invites experienced practitioners for guest lectures and workshops, providing networking opportunities and insights into industry challenges.

Graduates of the Advertising program at Bournemouth University are equipped for roles such as advertising executive, media planner, brand manager, digital marketing specialist, copywriter, and account manager. The university’s supportive learning environment, combined with its focus on employability and industry readiness, helps students build confident, innovative, and adaptable professionals prepared to thrive in the global advertising landscape.