BA (Hons)
Advertising and Public Relations
Degree Programme

Core courses

• LANG 3100 Fundamentals of English for Academic Writing and Oracy

  This course is designed to enable students to communicate effectively at university level. Students will be provided with input from a range of texts and audio from cross-cultural materials and practice fundamental research and writing and oracy skills. Students will become more familiar with the academic environment and its conventions through spoken and written production. With exposure to a range of academic texts, talks and digital skills, students will appreciate the role of academic integrity. The course gives students the opportunity to think, listen, talk and write with confidence and clarity, which will help them succeed in other courses.

• LIBA 3101 Tools for Change

  In this course, students will be introduced to a range of foundational skills to aid in their progression and success at the University and allow them to begin the process of becoming collaborative and independent learners. These skills will be introduced through investigations of social and/or environmental issues in the local area, using group work and report writing. Students will be introduced to, and use, a range of digital platforms as aids to effective communication through professional academic oral presentations and written reports using secondary sources. In addition,students will be presented with reflective writing tools through a personal development portfolio that can aid in self-improvement, particularly in an academic setting.

• LIBA 3102 Fundamentals of Research and Writing

  This course concentrates on developing the students’ ability to read and think critically, and to read, understand and analyse texts from a range of genres. How do you successfully negotiate a path through a sea of information and then write it up? Using essential information literacy skills to help with guided research, this course develops the ability to produce effective and appropriate academic writing across the curriculum.

• SOCL 3101 Fundamentals of Sociology

  This course provides the foundations of studying societies in a global context. It explores a range of sociological approaches from the micro-level of social identities and interactions to the macro-level of structures and processes. It introduces key theoretical frameworks to consider ways in which societies are maintained and changed, and how central social institutions like family, school, work, and media reinforce and challenge the status quo. Students will learn elements of social research and how sociologists investigate pressing issues, such as stigma and deviance, gender socialisation and racialisation, growing up online, and impacts of globalisation, technology, and climate change.

• ARTS 3101 Fundamentals of Visual Thinking

  This course provides a grounding in the practice and theory of visual thinking. Through theoretical frameworks such as semiotics, the course explores the changing role of images in society from a range of cultures and contexts: the arts, politics, science, sport, design and technology. Students will consider digital forms of observation and image making through visual analysis and will build on this understanding through photographic practice. The course examines questions concerning curating, circulating and making public the images we all produce. It asks: What are the values and truths hidden in images? How can the practice of image production advance our thinking around images? How, in the context of a range of disciplines, can we learn to read and communicate ideas visually?

Plus one of the following:

• HIST 3101 London Cultures

  This survey of London’s history from the 17th century to the present foregrounds social and cultural history to help students engage with the metropolis as a catalyst for creativity, highlighting its evolving communities and global interconnectedness. Focusing on the lived experience of Londoners, students will examine how they shaped their city and forged new forms of expression related to identities of gender, race, social class and sexuality. Key areas of focus may include popular entertainment, from street theatre and public executions to the West End; Londoners’ responses to plague, fire and war; the formation of cultural institutions and social movements, as well as popular protests and changing social attitudes. Through personal testimonies and cultural products, such as literature, film, fashion, art, architecture, music and material culture, students will explore how we can understand both contemporary and historical London cultures.

• BUSM 3101 Fundamentals of Business

  This module introduces students to the exciting world of business. It explores what businesses are, why they exist, and how they work. Students learn about different types of businesses, from small local shops to huge global companies. The course also looks at the people involved in businesses, what they do, and the challenges they face. This module students gives students a solid foundation for further study in business and management.

Core courses

• ADPR 4101 Introduction to Advertising, PR and Media

  This course explores fundamental concepts, principles and tools in advertising and public relations, specifically in relation to the broader media industries and the professional contexts of both disciplines. It traces the history and evolution of advertising and public relations and how they interconnect, as well as investigating the political, economic, social and cultural contexts that they operate within. In examining advertising and PR in practice, it identifies key persuasive and creative aspects and techniques used in these fields, along with the planning and skills used to produce them. It also addresses advertising and PR practices in relation to contemporary issues and developments, including criticisms of the industries’ role and a range of ethical debates.

• COMM 4101 Introduction to Communications and Media

  The course provides a comprehensive introduction to the evolution of mass media and communication in a constantly changing global landscape. Starting by looking at how this has evolved from physical forms such as print and broadcast to digital forms such as different iterations of the internet, social media and the use of AI. This will incorporate both production and consumption of media within industries such as advertising, public relations, journalism, television, film, music and gaming. Important contemporary issues will be addressed alongside recent events and tools and theories to understand these issues will be applied in order to develop student’s media literacy. This will also be applied to complex topics that circumvent the media and communication world such as media ownership.

• COMM 4102 Introduction to Content Creation

  This practical course introduces students to key aspects of contemporary media production through the creation of their own podcasts, short film and photographic essay. It focuses on the key skills of photography, audio and visual recording and editing using industry standard hardware and software. Students will learn and develop practical skills offering the opportunity to demonstrate creativity across a range of visual and sonic mediums. They will also be introduced to the history of visual and sonic media (alongside contemporary examples of professional work) and learn key strategies (such as media skills audits) to identify and plan practical work.

• LIBA 4301 Academic Research and Writing

  This course is designed to develop students’ critical research and writing skills to be effective in the academic and professional world. It focuses on principles of good scholarship and academic practice that will be required throughout university study and in a future professional work environment. These skills are enhanced throughout the course. Upon completion of this course, successful students will become confident in using available resources to produce well-researched writing that demonstrates critical engagement with a self-selected research topic.

Choose one Arts/Humanities course from the following:

• ARTS 4101 History of Arts and Visual Cultures

  Throughout history and across cultures, humans have always translated and projected their own natural, social and religious environment into images and artifacts. This course aims to explore the making, display, meaning and impact of images and artifacts within specific cultural and societal settings until the end of the 19th century. This course intends to focus on the analysis of objects, artifacts, images, photography, film, advertising and fashion that still shape our knowledge of the past and, therefore, the present. Students will also explore the differing nature and characteristics of art history and visual culture, learn basic principles of visual analysis and semiotics, and discuss fundamental ideas such as those of Canon, Tradition, Perceptions and Representations. Learning in the classroom will be integrated through ad-hoc specialist guest lectures and visits to the extensive international collections of London museums, galleries and archives.

• COMM 4103 Introduction to Intercultural Communications

  Reflecting strongly the University’s mission of unity in diversity, this course provides theoretical and practical understanding of the role communication plays within and between cultures to build cohesion and/or create division. It provides students with a strong sense of their own complex cultural identities before moving on to teach them the theories underlying the study of International Communication. There will be opportunities for practical applications of these theories in case studies, simulations, and project work.

• HIST 4103 World Cultural History

  This course surveys ancient cultures from the Bronze and Iron Ages, introducing students to the rich diversity of early civilisations and the parallels in their development. Students will explore how politics, religion, art, trade and beliefs influenced these civilisations, shaping their societies and cultures. Through analysis of both material and textual evidence, students will learn to engage critically with primary and secondary sources, enhancing their understanding of key historical processes, including the rise of states, the formation of empires and constructions of identity in the ancient world. The course will emphasize the study of early state formation, trade networks, and cross-cultural interactions, while fostering critical thinking and skills of historical analysis.

• LANG 4101 Korean Language and Culture 1

  This is an introductory course to Korean language and culture with an emphasis on oral communication in everyday situations and contemporary South Korean culture and society. This course introduces fundamental communication skills including the Korean alphabet and character construction, pronunciation, vocabulary, and essential speech patterns. It also explores contemporary South Korean popular culture with the aim to develop a keen awareness and broad understanding of how the Korean culture relates to the language.

Choose one Social/Behavioural Science course from the following:

• BUSM 4101 Introduction to Business Management and Marketing

  This module provides a foundational understanding of how businesses operate and effectively reach their target markets. Students will explore core management principles and marketing strategies, gaining insights into how organizations create value and build profitable customer relationships.

Choose one Science course from the following:

• ENVR 4101 Earth Systems Science

  This course introduces the major concepts studied in Earth System Science, addressing the Earth’s origins and evolution as an active planet within the solar system. The fundamental processes and interrelationships between the atmosphere, oceans, biosphere and lithosphere are investigated to serve as a basis for understanding natural systems, particularly near or at the Earth’s surface, and the ways in which human activities impact those systems. There is mounting concern about global warming, biodiversity, energy and sustainable development, all of which if not governed poses a threat to the delicate balance of the Earth system. Thus the need to understand the Earth as an interrelated system is more so than ever before.

• ENVR 4102 Ecology and Conservation

  This course provides an examination of the principles of ecology and their application to conservation. Students will explore the complex relationships between organisms and their environments, including population dynamics, species interactions, ecosystems, biodiversity, and natural/anthropogenic causes of species’ decline and extinction. The course covers key topics such as habitat destruction, climate change, invasive species, and conservation strategies at local, regional, and global scales. Special emphasis is placed on understanding and addressing the threats to biodiversity and developing practical solutions for conservation. Through case studies students will gain the skills necessary to critically evaluate conservation challenges and design effective conservation strategies.

• ENVR 4103 Introduction to Environmental Science

  This course covers environmental science topics such as global warming/climate change, ozone depletion, acid rain, pollution, population issues, energy issues, land and water issues, and an introduction to environmental ethics. All topics are addressed from scientific, economic, politico-sociological and ethical standpoints. An awareness and appreciation of global, local, and personal environmental problems are developed, together with the implications of possible solutions. The concept of interrelatedness is a unifying theme throughout the course. Students are encouraged to become aware of/develop an understanding of their own environmental identity.

• COMP 4101 Introduction to Programming

  This course provides the fundamentals of object-oriented programming. This will include usage of variables, objects, classes; assignment and control through statements, loops, functions, procedures, interaction between objects and inheritance. This course may introduce any current specialists programming topics, eg. programming for mobile applications.

• PSYC 4301 Introduction to Sport Psychology

  This course enables students to understand the relevance of psychological issues in sport and sports coaching. The influence of the social context on sports participation and performance is emphasised as fundamental in the study of sport and sport psychology. The development of the discipline and current thinking concerning sporting performance and the sports performer is studied and related to students’ personal experiences. The theoretical underpinnings of sport engagement and optimal performance are also explored using case studies, projects, and group interactions. The course examines practical implications and applications of sport psychology via personal experience and use of examples in the media where appropriate to demonstrate theory into practice. An overarching theme of the course is a focus on the use of psychological strategies and interventions to optimize sport experiences, health, well-being and performance of athletes.

Core courses

• ADPR 5101 Visual Communication in Practice

  How do we convey meanings and messages through images? In this practical course using industry- standard design software, students first discuss the process of devising and critiquing creative ideas, and how these can be used to persuade and convince. Visual approaches to narrative and research are analysed before moving on to explore key design principles such as type, colour, layout and composition. Training in industry-standard software is provided, allowing students to produce images to a brief. No prior design or software experience is required.

• ADPR 5102 Persuasive Communications in Adervising and PR

  This course examines the principles and the practical application of persuasive communication techniques within the contexts of advertising and public relations. Students will engage with key concepts used to understand the influence of public perception and behaviour, while gaining hands-on experience in crafting and evaluating persuasive messages using creativity and strategic communication. Students will analyse real world examples of effective marketing and business communications , while their coursework will reflect contemporary standards in these practices. With a focus on developing professional skills, students will have a variety of exercises where they will try their hand at writing PR materials and advertising copy.

Either

• COMM 5101 Communication in Mediated Environments

  This course explores the ways in which media and communications technology impacts our understanding of the world, ourselves, and our interactions with others. Drawing on theories of mediation, representation, and technology, students will critically examine how different forms of media construct, reflect, and challenge societal norms, values, and identities. They will engage with key debates that affect our patterns of representation, consumption, interaction, participation, and self-hood, examining how these are shaped by digital and emerging technologies, such as advanced forms of artificial intelligence. Throughout the course, students develop critical understanding of the relationship between technologies and society and reflect on their own use of digital media.

OR

• COMM 5102 Media Power

  This course offers a critical exploration of the complex and multifaceted relationship between media and power. By examining historical and contemporary issues, the course explores the media as a tool for propaganda, control, and influence by various entities, including governments, corporations, and social movements. Through an analysis of media structures, we investigate the impact of ownership and corporate control on the diversity of content, representation, and the democratic process. Engaging with the key theories of media power and hegemony, students learn how media contributes to the maintenance of dominant ideologies and the marginalization of alternative viewpoints, and also how it drives consumer culture, influences consumption patterns, and shapes individual and collective identities. On the flipside, the course also emphasizes the role of media activism and participation politics, examining how grassroots movements and alternative media challenge dominant narratives and create spaces for marginalized voices.

Major Electives

• MARK 5101 Marketing Psychology and Consumer Behaviour

  This module develops understanding and application of interplay between psychology, marketing, and consumer behaviour. Using a variety of resources, including from the Chartered Institute of Marketing, students will explore the psychological processes that influence how consumers perceive, interpret, and respond to marketing stimuli. By understanding these underlying mechanisms, students will gain valuable insights into how to develop effective marketing strategies that resonate with target audiences and drive desired behaviours. The module will cover key topics such as perception, motivation, learning, attitudes, decision-making, and the influence of social and cultural factors on consumer choices.

• FASH 5101 Fashion Marketing and Retail

  This course provides a comprehensive exploration of the dynamic fashion industry, focusing on key marketing strategies, consumer behaviour and retail marketing. With a particular emphasis on sustainable fashion, students will learn how to develop brand identities, execute fashion marketing campaigns and analyse emerging trends. The course includes practical elements, such as visits to leading fashion brands and exhibitions in London. Students will also gain theoretical knowledge and practical understanding of retail operations, including fashion buying, merchandising and retail futures. Ideal for those aspiring to careers in fashion marketing, brand management, buying, merchandising or retail leadership.

• FILM 5101 Video Production

  A ‘hands-on’ video course involving most aspects of production from camera work and sound recording to editing , audio design and working within a studio environment . The course develops students’ skills in both the theory and practice of video production through a series of group exercises and out of class individual assignments. During the class students will be encouraged to consider the contexts of their videos through responding to an open brief for one of the assignments. There will be multiple screenings of recent and historical videos as a means of understanding the language of the medium.

• ARTS 5103 Studio Photography

  This course explores the technical and contextual possibilities of the photographic studio, an environment and set of tools that are as valid to contemporary photographers as they have been historically. During the course students will gain technical experience of using the studio for creating photographic images, including introductions to cameras, lighting and backdrops, and working with models and objects alongside introductions to industry-standard imaging software. The course will also introduce the historical and contemporary contexts for the studio as a site of image creation, from the early experiments with the medium, to contemporary fine art, fashion and advertising photography.

• COMM 5301 Research Methods in Media and Arts

  This course equips students with essential research skills tailored to the arts and communications fields. It covers qualitative and quantitative research methodologies, and also uses of interpretative frameworks. Students will learn various approaches to research processes, including formulation of research questions, types of research design, literature reviews, analysis and contextualization, and ethical research. Students will discuss cultural assumptions and biases in research and develop critical reflection and evaluation skills. By the end of the course, students will be prepared to undertake independent research projects relevant to academic and professional settings.

One Service Learning Course at L5

One elective at L5

Core courses

• ADPR 6101 Creative Campaigns in Advertising and PR

  This course focuses on the development and execution of creative campaigns in advertising and public relations. Students will learn to apply advanced concepts and techniques to create impactful campaigns that resonate with target audiences. It builds upon earlier study of advertising and PR and requires students to examine and discuss campaigns involving advertising and PR and to present their own ideas for a fully- fledged campaign bringing together both disciplines. This will include the critical examination and evaluation of past campaigns in a variety of contexts and the planning, pitching and discussion of ideas for campaigns of the students’ own devising.

• COMM 6101 Contemporary Issues in Global Media

  This course examines current media issues in relation to cultural, social, economic, and political aspects of global society. It views media as a key player in public culture and democracy, exploring how its role as vital source of entertainment and information is impacted by an evolving technological landscape, and by new challenges posed, such as sustainability and promotion of equality, inclusivity, and diversity, within the global village. It looks at media practices and professionals, considering the impact of celebrity politics and influencers on the media environment, while also addressing the relationship between the public, government, and media institutions, as it discusses ethics, law, and regulation. Ultimately, it seeks to consider the place of media in achieving a sustainable and just world.

• ADPR 6110 Senior Project

  During Senior Project students will plan and execute a major self-initiated project that reflects the skills and knowledge they have gained during the earlier stages of their degrees. The projects will allow students to consider their future educational and employment destinations and to create a project that will become part of their portfolios and applications. Students will also develop the professional practice skills required to create a digital portfolio including the writing of bios, CVs, statements and developing, producing, and organising their work in the field of advertising and PR. Students are guided through the various stages of producing and revising their projects by a supervisor(s) in individual tutorials and gain regular peer feedback through group critique sessions.

Either

• MARK 6101 Digital Marketing and Social Media

  The course will provide students with the marketing theory, practical skills, tools and technologies to create effective 360 digital marketing campaigns. The module will explore key definitions and best practice for the tools, channels and platforms including SEO, social media marketing, email marketing and data analytics that engage audiences and drive sales. It will demonstrate how to create plans, set objectives, design campaigns and evaluate their success. It will also explore key current trends such as influencer marketing and the adoption of innovative tools such as AI, AR, and VR in the creation and dissemination of campaigns and will cover issues that digital marketers need to consider such as responsible and sustainable marketing and the use of technology to deliver business goals.

Or

• MARK 6102 Integrated Marketing Communications

  In today's dynamic media landscape, effective marketing requires a holistic approach that seamlessly integrates traditional and digital channels. Integrated marketing communications (IMC) encompassing both traditional (advertising, OOH, PR, sponsorship , events etc ) and digital marketing (social media, SEO and SEM, websites, email, experiential, influencers, AR etc) equips students with the knowledge and skills to develop and execute successful marketing strategies across various platforms. Course material will draw from a blend of theory, tools, media campaigns, case studies, and contemporary brand examples.

Major Electives

• ADPR 6401 Internship

  The internship is a work placement within an organisation related to the world of advertising, PR, and related fields. It provides students with an experiential learning opportunity in which to develop intellectual, professional, and personal skills and prepares students to function effectively in culturally diverse working environments across key advertising, PR, and related sectors. Internships are supervised by faculty and each student will also complete a series of learning activities throughout the internship. These activities are designed to help students reflect on personal development and key skills attained, the benefits gained from the internship experience, and to shape and determine goals for future career pathways.

• FILM 6101 Advanced Digital Video

  The contemporary practitioner is often called upon to deploy media technologies (filming, sound recording and editing software) in a range of new and unexpected ways and must understand not just the application of these tools but how to sophisticatedly exploit them in the service of a complex, often minimal briefs. The course gives students the space to design their own projects within an open brief that allows them to develop their own interests as a filmmaker and consider the context they intend to work within in the future. Alongside the student-led structure of the class, students will gain advanced skills in using the tools of contemporary production including cinematography, colour grading and audio production, and will need to carefully consider how they apply this new knowledge to their own projects. As part o f the class students will need to consider the distribution of their projects, culminating in a collaborative public event.

• BUSM 6104 Leadership and People Management

  This module provides a critical exploration of leadership in the context of managing people and talent within organizations. Students will develop a deep understanding of contemporary leadership theories and their application to the challenges of attracting, developing, motivating, and retaining talent in a rapidly changing world. The module emphasizes the importance of diversity and inclusion, ethical leadership, and social responsibility in creating a high-performing and sustainable workforce. Through real-life examples, case studies, and interactive discussions, students will gain the knowledge and skills necessary to lead effectively in today's complex and dynamic business environment.

• BUSM 6102 Project Management Skills and Methods

  This module provides a comprehensive overview of programme management principles, processes, and techniques. Students will develop the knowledge and skills necessary to effectively manage complex programmes within a variety of organizational contexts. Contemporary project management methods will be explored. The module emphasizes the strategic alignment of programmes with organizational objectives and the importance of stakeholder engagement, risk management, and benefits realization. Furthermore, it explores a range of programme management methodologies, equipping students with the ability to select and apply the most appropriate approach for diverse project scenarios.

• FASH 6102 Fashion and Luxury Brand Management

  This course provides a comprehensive understanding of the principles and practices involved in creating and managing successful fashion and luxury brands in a dynamic global marketplace. It covers the unique characteristics of the fashion and luxury sectors, including brand positioning, consumer behavio ur, marketing strategies, and the challenges and opportunities presented by a global marketplace . It also explores the environmental and social impact of fashion and brands , the rise of sustainable luxury , the potential of new technological innovations and emerging business models . Students will explore case studies of successful brands and learn how to develop and implement effective brand management strategies gaining skills and knowledge for a career in fashion and luxury.

• MARK 6103 Creative Marketing Strategies

  This course provides a practical and in-depth exploration of marketing planning and strategy within a contemporary business context. Students will develop a comprehensive understanding of the key principles and techniques involved in creating, implementing, and evaluating effective marketing plans. The module emphasizes a hands-on approach, enabling students to apply theoretical knowledge to real-world scenarios through case studies, simulations, and a student-led marketing project.

• ARTS 6101 Contemporary Debates in Arts and Visual Cultures

  This course charts the developments, contexts, practices and enactments of global art s and visual cultures in the 21st century. Students will be encouraged to discuss, analyse and interpret visual forms and objects from around the world within their rightful geo-political and socio-economic contexts. With the aid of an array of established and emerging methodologies, they will also explore the ways in which contemporary artistic and visual cultural practices intersect with wider theoretical frameworks such as those of the politics of representation, indigenous rights, environmental activism and regimes of surveillance. The course will entail regular visits to a range of local large and smaller cultural venues and commercial art-related organisations.

• COMM 6102 Creative Collaborations

  In this practice orientated course students will work together as a group to develop a body of work making use of their individual academic, communicative and technical skills (visual, sonic, journalistic, graphic), while developing and practicing collaborative skills. It will engage students with a broad historical, practical and theoretical appreciation of what it takes to work in the 21st century media and art world. Making use of London as a ‘second classroom’, the course will involve analyses of art and media spaces and trips to a collection of creative organizations; these include not for-profit arts institutions and media centres, as well as commercial galleries, auction houses, art fairs, recording studies, newsrooms. Students will engage with current discourse related to curatorial practices, management skills, the international art market, arts policy, as well as the educative, social, and regenerative potential of working within the arts.