BA (Hons)

2017 entry

Taught by highly experienced practitioners with connections to the highest levels of the industry, BA (Hons) Advertising at our Farnham campus offers you a unique opportunity to blend academic excellence with professional experience.

Supported by some of the world’s best-known creative directors – including Sir John Hegarty, the man behind the Lynx Effect ads – our course continues to develop a mentoring scheme, giving you the chance to enter advertising better prepared.

By the end of the course, you’ll have built your own unique book of holistic ad campaigns, showcasing high levels of creativity in art direction and copywriting.

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Length of study:

Three years full-time


September 2017


UCA Farnham

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Course overview:

With our comprehensive curriculum you’ll learn how to tackle challenging briefs both creatively and strategically, whilst developing a deep understanding of theory and its application in practice.

We’ll encourage you to explore outwardly, collaborating with fine artists, photographers, illustrators, filmmakers, poets, playwrights, novelists, fashion designers and architects within our wider community, to create fresh, attention-grabbing creative work across a variety of mediums.

Equipped with a fantastic library and excellent support services, our Farnham campus provides the ideal environment for this course – close enough to London’s leading agencies and mentors, yet quiet enough to provide quality study time and space.

Course content - 2017 entry

In the first year, you’ll learn how to become a researcher and be exposed to creative thinking techniques and conceptual skills - and how to apply them to advertising.

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules

  • Personal Development

    The unit will be delivered through three briefs that will specify the problem/s to be explored through researching creative thinking models, as well as research into art direction, copywriting, digital media and creative direction you will explore and promote a product, service or event of your choosing. Through this unit you will be introduced to appropriate practical and technical skills through workshops related to your briefs, art direction, copywriting supported by mac skills.

  • Visual Communications: Context and Theory

    This unit is based on a series of illustrated lectures that introduce a number of key historical and contemporary contextual frameworks for visual culture and communication practices, encouraging you to begin to identify changing relationships between visual culture, communication and wider social and cultural concerns.

  • Art Direction

    This unit will introduce you to Art Direction, whilst exploring the creative and practical processes involved in creating a successful advertising campaign. The unit will provide you with a variety of creative thinking tools that will enable you to learn techniques of ‘interrogation’ and how to ask ‘creative questions’.

  • Copywriting

    In this unit you will explore copywriting, the vernacular of your audience, long and short copy and its relationship with media. You will also explore the ‘endline’ through creating a proposition/promise within the context of advertising.

  • Digital Media

    This unit will introduce the role of digital media in advertising. Digital channels and platforms have created a seismic shift in the way that brands advertise, but that is not without its challenges. The proliferation of online media has changed customer interaction with brands. In this unit you will understand the role of digital media in advertising, explore the different channels and platforms available to brands.

As a researcher, the second year focus is on creative strategy and the role of the mentee. You'll capitalize on the creative skills you attained in your first year, blending them with more pragmatic strategic tools. And you may have the opportunity to study abroad.

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules

  • Advertising Strategy

    You’ll explore a variety of strategies deployed by the world’s leading advertising agencies.

  • Advertising Communication

    This unit will explore verbal, written and visual language in conjunction with genre in order to better understand creative and strategic communication exploiting ‘storytelling’. You will also be expected to consider the impact of technology within advertising practice, and the use of ‘direct targeted’ advertising.

  • Contextual and Theoretical Perspectives

    We'll encourage you to position your own practice by recourse to a variety of theories, contextual frameworks and critical evaluations. You'll be introduced to a variety of research methods to facilitate independent study towards coherent, self-reflective argument in written form.

  • Personal Practice

    This unit will consider how you as an Art director, Copywriter or Digital Creative create ad campaigns that clearly connect with the viewer, and will capitalise on your prior learning. Through a D&AD brief (or other student competition including IPA, Creative Circle, etc) you will consider your audience/s and how they may respond to ad campaigns that you will create using verbal, written, visual and behavioural language.

  • Study Abroad (optional)

    This optional unit will allow you to spend a period of time in an overseas educational institution.

In the third year you'll realise your research skills through the development of a series of holistic campaigns, a dissertation and a folio of work that blends your theory with practice in the form of a case study, pastiche and a piece of promotion.

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules

  • Personal and Professional Practice

    This unit is primarily about you and your future. Three briefs will be delivered in this unit. You will, through negotiation, select your favourite award winning ad campaign produced by the ad agency you wish to work with. Subsequently, you will produce a case study applying a variety of theories. Thereafter you will produce a pastiche/parody of the ad you selected, followed by a promotional material for the agency and a piece of self-promotion directed at the agency

  • Research and Professional Practice

    The briefs for this unit have been designed for you to apply and celebrate your learning as well as your career aspirations affording you the opportunity to synthesize your learning in Art Direction, Copywriting or Digital Media. For the most part, you will determine the content through negotiation. However, it is expected that aspects will reflect an international content, and test your creative directorial skills.

  • Dissertation

    You'll undertake a substantial period of sustained, individually negotiated research on a subject related to the contextual and/or theoretical concerns of your discipline or chosen area of practice, towards the provision of structured written argument.

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules


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International study

Find out more about studying in the UK, or studying part of your course abroad at one of our partner institutions (study abroad option not available on all courses).

Course connections

On this course, you'll be exposed to a world of opportunities

Our BA (Hons) Advertising course has links with some of the biggest names in the advertising industry, including:

  • Ogilvy & Mather
  • Bartle Bogle Hegarty
  • JWT
  • Y&R
  • Wieden+Kennedy
  • Publicis
  • CHI & Partners
  • Beattie McGuinness Bungay
  • Mother
  • TBWA.

Our graduates are equipped to work in a multitude of advertising roles, and have secured rewarding positions across the sector, including as:


  • Art directors
  • Copywriters
  • Account managers
  • Account planners
  • Media buyers and planners
  • Producers and creative service managers.

You may also like to consider further study at postgraduate level.

Fees & finance

Uncover all the costs involved, as well as the grants, loans and other financial support you may be entitled to.

Student regulations

Find out more about the operation of our courses, student conduct, assessments and examinations.

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