BA (Hons)
Advertising and Public Relations
Degree Programme

Core modules

• ADPR 4101 Introduction to Advertising, PR and Media

  This course explores fundamental concepts, principles and tools in advertising and public relations within the broader media industries and professional contexts. It traces the history and evolution of advertising and public relations and how they interconnect, examines political, economic, social and cultural contexts, identifies persuasive and creative techniques and the planning skills used to produce them, and addresses contemporary issues including criticisms of the industries and ethical debates.

• COMM 4102 Introduction to Content Creation

  Practical introduction to contemporary media production through creation of a podcast, short film and photographic essay. Focus on photography, audio and video recording and editing using industry-standard hardware and software. Builds practical skills and creativity across visual and sonic media, with history of visual and sonic media and skills audits to plan practical work.

• COMM 4101 Introduction to Communications and Media

  Comprehensive introduction to the evolution of mass media and communication from print and broadcast to internet, social media and AI. Covers production and consumption across advertising, PR, journalism, television, film, music and gaming. Addresses contemporary issues and applies tools and theories to develop media literacy, including complex topics such as media ownership.

Complete L4 Academic Literacies required course:

• LIBA 4301 Academic Research and Writing

  Develops students’ critical research and writing skills for academic and professional settings. Focuses on principles of good scholarship and academic practice. On completion, students confidently use available resources to produce well-researched writing with critical engagement on a self-selected topic.

Choose one L4 Arts/Humanities course from the following:

• ARTS 4101 History of Arts and Visual Cultures

  Explores making, display, meaning and impact of images and artefacts up to the late nineteenth century across cultural settings. Focuses on analysis of objects, images, photography, film, advertising and fashion; introduces visual analysis and semiotics; discusses Canon, Tradition, Perceptions and Representations. Includes specialist guest lectures and visits to London museums, galleries and archives.

• COMM 4103 Introduction to Intercultural Communication

  Theoretical and practical understanding of communication within and between cultures, aligned with the University’s mission of unity in diversity. Builds awareness of complex cultural identities and applies International Communication theories in case studies, simulations and project work.

• HIST 4103 World Cultural History

  Surveys ancient cultures from the Bronze and Iron Ages. Examines how politics, religion, art, trade and beliefs shaped societies. Trains critical engagement with primary and secondary sources to understand state formation, empires, identity, trade networks and cross-cultural interactions.

• LANG 4101 Korean Language and Culture 1

  Introductory Korean language and culture with emphasis on oral communication in everyday situations and contemporary South Korean society. Covers Hangul, pronunciation, vocabulary and essential speech patterns, and explores popular culture to connect language and culture.

Complete L4 Social/Behavioural Sciences required course:

• BUSM 4101 Introduction to Business Management and Marketing

  Foundational understanding of how businesses operate and reach target markets. Explores core management principles and marketing strategies to create value and build profitable customer relationships.

Choose one L4 Data/Numeracy course from the following:

• MATH 4101 Probability and Statistics

  Includes descriptive statistics, probability, random variables and expectations, Binomial and Poisson distributions, Normal distribution, sampling distributions, estimation and hypothesis testing for means and proportions (up to two populations), Chi-square tests, one-way ANOVA and F distribution, linear/multiple/non-linear regression and non-parametric methods. SPSS labs included; all practical work produced using SPSS.

• DATA 4301 Data Literacy

  Introduces data analytic cycles and their role in analysis. Explains why data matters, types of data, metrics and parameters to describe patterns and behaviour. Uses primary tools to explore and analyse data and the statistical processes underpinning analysis, with debates on ethical, sustainability and social implications.

Choose one L4 Science course from the following:

• ENVR 4102 Ecology and Conservation

  Examines ecological principles and their application to conservation. Explores population dynamics, species interactions, ecosystems, biodiversity and causes of decline and extinction. Addresses habitat destruction, climate change, invasive species and conservation strategies at multiple scales using case studies.

• ENVR 4103 Introduction to Environmental Science

  Covers climate change, ozone depletion, acid rain, pollution, population and energy issues, land and water issues and environmental ethics. Addresses scientific, economic, socio-political and ethical standpoints. Emphasises interrelatedness and personal environmental identity.

• ENVR 4101 Earth Systems Science

  Introduces Earth System Science, the Earth’s origins and evolution and interactions among atmosphere, oceans, biosphere and lithosphere. Basis for understanding natural systems and human impacts, with emphasis on global warming, biodiversity, energy and sustainable development.

• COMP 4101 Introduction to Programming

  Fundamentals of object-oriented programming: variables, objects, classes; control flow, loops; functions and procedures; object interaction and inheritance. May include specialist topics such as mobile application programming.

• PSYC 4302 Biological Basis of Human Behaviour

  Explores relationships between biology and behaviour, including nervous system, brain, emotion, vision, attention, sleep, motivation and psychopathology, with ethical issues in neuroscience research.

Plus two Level 5 electives from across the curriculum. These can support a minor outside your subject discipline.

Core modules

• ADPR 5101 Visual Communication in Practice

  Practical course using industry-standard design software. Discusses idea generation and critique for persuasion. Analyses visual narrative and research, then covers type, colour, layout and composition. Training enables production of images to a brief. No prior design or software experience required.

• ADPR 5102 Persuasive Communication in Advertising and PR

  Examines principles and practice of persuasive communication in advertising and PR. Engages with concepts of influence on perception and behaviour. Provides hands-on work crafting and evaluating messages, analysing real examples and writing PR materials and advertising copy to contemporary standards.

Choose one course from:

• COMM 5101 Communication in Mediated Environments

  Explores how media and communications technologies shape understanding, interaction and identity. Draws on theories of mediation, representation and technology. Engages debates on representation, consumption, participation and selfhood, including impacts of advanced AI. Develops critical reflection on technology–society relations and personal media use.

• COMM 5102 Media Power

  Critically explores media and power. Analyses propaganda, control and influence by governments, corporations and movements. Investigates ownership and corporate control, diversity, democracy and hegemony. Considers media activism and participation politics that challenge dominant narratives and amplify marginalised voices.

Choose one course from:

• MARK 5101 Marketing Psychology and Consumer Behaviour

  Develops understanding of psychology–marketing–consumer behaviour interplay. Uses resources including Chartered Institute of Marketing materials. Covers perception, motivation, learning, attitudes, decision-making and social and cultural influences to inform effective strategies.

• FASH 5101 Fashion Marketing and Retail

  Explores fashion industry marketing, consumer behaviour and retail, with emphasis on sustainable fashion. Covers brand identity, campaign execution, trend analysis and retail operations including buying and merchandising. Includes London visits. Prepares for roles in fashion marketing, brand management, buying, merchandising and retail leadership.

Further modules

• FILM 5101 Video Production

  Hands-on production from camera and sound to editing, audio design and studio work. Develops theory and practice via group exercises and individual assignments. Screens recent and historical works to understand the medium’s language.

• ARTS 5103 Studio Photography

  Explores technical and contextual possibilities of the photographic studio. Builds experience with cameras, lighting, backdrops, working with models and objects, and industry-standard software. Surveys historical and contemporary studio practice in fine art, fashion and advertising.

Complete Research Methods required course:

• COMM 5301 Research Methods in Media and Arts

  Equips students with qualitative and quantitative research skills for arts and communications. Covers research questions, designs, literature reviews, analysis, contextualisation and ethics. Discusses cultural assumptions and bias. Builds critical reflection and evaluation for independent research projects.

Choose one Service-Learning course from:

• LIBA 5301 Service Learning: Global Citizenship and Migration

  Applies service-learning to conceptions of citizenship. Students work on live projects with charities, NGOs or non-profits, addressing real-world issues and reflecting on roles as legal and social citizens. Builds professional and personal skills with a JEDI-aligned approach.

• LIBA 5302 Service Learning: Leadership in a Globalised World

  Applies service learning to global challenges and leadership for positive change. Students lead diverse teams on live projects, developing professional skills with a JEDI-aligned approach to justice, equality, diversity and inclusion.

• LIBA 5303 Service Learning: Sustainability and Society

  Uses service learning to examine citizenship concepts and limitations through live projects and reflective practice. Builds professional, entrepreneurial and personal skills with a JEDI-aligned approach to inclusion.

• LIBA 5304 Service Learning: Digital Collaboration

  Applies service-learning to digital work engaging with external organisations and communities. Identifies innovation and employment opportunities offered by digital skills. Develops professional practice through live digital projects and critical reflection.

Core modules

• ADPR 6101 Creative Campaigns in Advertising and PR

  Focuses on development and execution of creative campaigns in advertising and PR. Applies advanced concepts to create impactful campaigns. Critically examines past campaigns and requires planning, pitching and discussion of student-devised integrated campaigns.

• ADPR 6110 Senior Project

  Major self-initiated project reflecting accumulated skills and knowledge. Supports career planning and portfolio creation, including bios, CVs and statements. Supervised tutorials and group critiques guide iterative development and revision.

Choose one from:

• MARK 6101 Digital Marketing and Social Media

  Provides theory, skills, tools and technologies to create 360° digital marketing campaigns. Covers SEO, social media, email and analytics. Teaches planning, objectives, campaign design and evaluation. Explores influencer marketing and AI/AR/VR, with responsible and sustainable marketing considerations.

• MARK 6102 Integrated Marketing Communications

  Holistic IMC across traditional channels (advertising, OOH, PR, sponsorship, events) and digital channels (social, SEO/SEM, web, email, experiential, influencers, AR). Uses theory, tools, campaigns, case studies and contemporary brand examples to design and execute cross-platform strategies.

Plus either:

• ADPR 6401 Internship

  Work placement in advertising, PR and related fields. Develops intellectual, professional and personal skills for diverse workplaces. Faculty-supervised with structured learning activities to reflect on development, benefits and future career goals.

Or two of the following Major Options:

• FILM 6101 Advanced Digital Video

  Student-led projects under an open brief to develop filmmaking interests and context. Builds advanced skills in cinematography, colour grading and audio production. Considers distribution and culminates in a collaborative public event.

• BUSM 6104 Leadership and People Management

  Critical exploration of leadership for managing people and talent. Covers contemporary theories, diversity and inclusion, ethical leadership and social responsibility. Uses real-life cases on attracting, developing, motivating and retaining talent.

• BUSM 6102 Project Management Skills and Methods

  Overview of programme management principles, processes and techniques. Emphasises strategic alignment, stakeholder engagement, risk management and benefits realisation. Surveys methodologies and selection for diverse project scenarios.

• FASH 6102 Fashion and Luxury and Brand Management

  Comprehensive study of fashion and luxury brand management. Covers positioning, consumer behaviour, marketing strategies and global challenges and opportunities. Explores sustainability, technological innovation and emerging models via case studies to develop actionable brand strategies.

• MARK 6103 Creative Marketing Strategies

  Practical study of marketing planning and strategy. Students create, implement and evaluate marketing plans via case studies, simulations and a student-led project, bridging theory and real-world execution.

• ARTS 6101 Contemporary Debates in Arts and Visual Cultures

  Charts global arts and visual cultures in the twenty-first century. Uses established and emerging methodologies to analyse intersections with politics of representation, indigenous rights, environmental activism and surveillance. Includes regular visits to cultural venues and art-related organisations.

• COMM 6102 Creative Collaboration

  Group-based practice course developing visual, sonic, journalistic and graphic outputs while building collaboration skills. Uses London as a “second classroom” with visits to creative organisations. Engages discourse on curation, management, the art market, policy and the social and regenerative potential of arts work.

Plus one elective of your choice, which may support a minor.