BA (Hons) Advertising

Clearing places 2016

This course has Clearing places available. To find out how to make a direct application for this course, call us on +44 (0)20 7514 6599. For a full list of 2016/17 course places at London College of Communication and other UAL Colleges, visit the Clearing 2016 page.

Early Bird Clearing Open Days

Attend an LCC Early Bird Clearing Open Day on 28 July to discuss your options and find out more about your course of interest and the Clearing process. Book your place now

BA (Hons) Advertising students go on to enjoy brilliant careers as creatives, planners, account executives and digital media content creators in world-leading advertising agencies, communications companies and digital production organisations. Our students have won competitions across the world from D&AD to The One Show New York. Gain the essential skills you'll need and develop your creative thinking on this multi-award winning course that gets you primed for work at the centre of this fast-paced industry.

BBC Newsnight, BA Advertising, London College of Communication, LCC
Katie Van Etten

Student Katie Van Etten wins Deans Award for Study Abroad. Read more on the LCC Blog.

LCC Student Voices // Eloise Showering – BA (Hons) Advertising

Advertising for PETA by Zijin-Miao 2013

Advertising for PETA by Zijin-Miao 2013, image by Ana Escobar

BA Advertising, BBC Insider, London College of Communication, LCC
BA (Hons) Advertising graduate Carl Ellis (far right)
Advertising for Absolut Vodka 2013 by Ela Monti, Max Lehner, Luke Owen and Dave Smith
Image by Ana Escobar

Advertising for Absolut Vodka 2013 by Ela Monti, Max Lehner, Luke Owen and Dave Smith.

image of Hostelworld collaborative live project.

Advertising students collaborate with global brand Hostelworld on live project, LCC Blog.

Reasons to Apply

  • Industry guest lecture series with: Sir John Hegarty, David Wood CEO at The Portas Agency, Mother London, ad guru Steve Henry, ex presidents from D&AD Alfredo Marcantonio and Peter Souter.
  • Industry collaborations with Kalectiv: Digital Artists & Film Makers, Candy Space agency and live briefs set by The One Club New York, McCann Worldwide and the Professional Footballers' Association (PFA).
  • Excellent employability; our graduates have gone on to advertising related jobs with IE Agency, Google, Anomaly, Y&R and DDB Worldwide in New York.
  • Student trips to Creative Week, The One Show New York and Cannes Festival of Creativity.
  • Internship opportunities with agencies such as Portas, BBH London, and student exchanges with Hong Kong Polytechnic and College of Advertising and Design, Brussels.

Funding opportunities

Find out about the range of funding options available for undergraduate study.

Use UAL's fees and funding calculator to estimate how much your studies may cost you in your first year, and what funding may be available to you.


Course Leader

Dr. Paul Caplan

Course Location

London College of Communication 
Elephant and Castle
Find Us

Study LevelUndergraduate
Study ModeFull time
Course Length3 years
Home/EU Fee

£9,000 per year (2016/17 fees)

International Fee

£17,230 per year (2016/17 fees)

Start DateSeptember 2016
Autumn Term DatesMonday 26 September 2016 – Friday 9 December 2016
Spring Term DatesMonday 9 January 2017 – Friday 17 March 2017
Summer Term DatesTuesday 18 April 2017 – Friday 23 June 2017
Application Route

Universities and Colleges Admissions Service (UCAS)

Application DeadlineOpen for UK, EU and international applicants for 2016/17 entry. Applications for 2017/18 entry will open in Autumn 2016.
UCAS CodeN561
University CodeU65

Content and Structure


London College of Communication is one of the world’s leading institutions in producing award-winning, new talent into the advertising and communications industries.

BA (Hons) Advertising will prepare you as a multi-faceted communicator, developing your own unique creative voice and forward-facing approach. A regular gatherer of awards, projects from the course have won Gold at D&AD, London; Gold at Young Lions, Cannes; Silver at Eurobest, Sweden and Silver at The One Show New York and  regularly short list in the monthly international ad competition, Young Glory.

What can you expect?

Learn current advertising practices whilst also questioning latest thinking and challenging your preconceptions, so that you not only become a successful innovator today but also tomorrow. The course is structured to emulate an advertising agency where you will practice your craft and come to appreciate the conceptual, theoretical and practical aspects of advertising through to creative output and client presentation.

There will be a set programme of academic and live project briefs set by creative directors and there will be opportunities to raise your profile through student competitions and self-initiated projects. In doing this, you will draw on taught techniques for ideas-generation, research, consumer planning and story-boarding as well as pitching your idea for funding, and creatively realising your work to achieve strategic and brand goals.

Overall, you will leave the course having developed a very personal and professional approach to advertising, whereby you’ll be ready to work alone or as part of a collaborative project, creating your own future as a leader in this highly creative arena.

Graduates have gone on to work and gain placements in world leading advertising and communication agencies such as Anomaly London, Mother London, BBH London, BBH New York. See the Careers tab and Alumni profiles below.

Learning and teaching

Courses in UAL span a broad range of art, design, communication, business, media, science and communication subjects. So the ways in which you learn and how your time is used will vary according to the specific course you are studying; this may be in studios, labs, classes, involve working alone, learning from peers in pairs or groups, or with external partners. Most importantly, no matter which course you enrol on, you will learn not only about your subject but also about how you learn and how to increase your knowledge base.

Our courses will guide you to take increasing responsibility and ownership of your work and your learning. We do this so that you will be ready and able to take full advantage of the full range of opportunities offered by the creative industries in the global economy.


Your work will be assessed through projects or portfolios, with written papers or research journals, and, on some courses, examinations. You will be graded according to a set of marking criteria that relate to such things as research, subject knowledge, methodology, and your capacity to analyse and reflect on your achievements. We see assessment as a very real part of learning, rather than just a means of looking back at past work and measuring achievement; we believe that assessment helps you plan future work and develop new ideas.


In common with all courses at the University of the Arts London, this course is credit rated. Years one and two must be passed to enter into year three. Your degree is attained through full completion of the third year. Your degree classification is determined by the relative level of grades attained in the third year.

Year 1

Units summary:

  • Introduction to Studies in Higher Education (20 credits)
  • Launch (40 credits)
  • Pitch (40 credits)
  • Advertising: Theories and Contexts (20 credits)

Introduction to Studies in Higher Education: On this unit you will learn the foundations of current thinking and practice in advertising, and also gain the tools to challenge and experiment with existing models. The first unit will introduce you to studying at higher education level including aspects of research and writing as well as fundamental principles of design practice.

Launch: This unit aims to 'launch your voice' as an advertising communicator. Through a programme of team and individual study you will be given a foundation in the skills necessary to undertake research, analysis, interpretation and presentation of information as related to advertising and related communications. You will also be encouraged to experiment with models of advertising to enable you to debate and formulate new ideas.

Pitch: Build on your theoretical and practical research and application of understanding of advertising and communication language in the Launch unit, through team and individual work, you will create a pitch project presentation and develop this for final production for communication in advertising to industry.

Year 2

This year introduces you to the psychological and consumer behavioural aspects that underpin advertising communications, how they relate back to practice and give you the technological tools to future proof. Year two is an important step to enabling you to formulate ideas for your dissertation in the third year. Tutors will be on hand to help you develop the ideas that will eventually form your dissertation.

  • Collaborative Project (20 credits)
  • Persuasion (40 credits)
  • Futurising (40 credits)
  • New Media and Digital Culture (20 credits)

Collaborative Project: Advertising communicators can be described as being at the forefront of solving communication problems, but communication is only part of the story. In order to fully understand the context of your own study, you will be given the opportunity to work on a collaborative project with students from another course at the College such as a live project or competition.

Persuasion: Broaden your practical and theoretical understanding of advertising. This unit aims to help you to develop a critical understanding of the consumer's perception of advertising and will underpin the technical and creative explorations you will cover in the Futurising unit.

You will get a basic toolkit to plan creative communications based on consumer behaviour. Various theoretical perspectives will be explored, ranging from the sociological, psychological and cultural and how you as a developing planning practitioner can relate this back to creative practice.

Futurising: Constant technological and societal changes mean as an advertising communicator you have to constantly review your practice. In order to future proof your practice and critical thinking skills this unit aims to provide you with the technical skills to become self-sufficient in realising your work, from concept through to the finished article. It will also critically engage you with cutting edge media and communication platforms to support you in the formulation of ideas advertising communication for the future.

Year 3

In year three you will develop your individual practice and consolidate learning outcomes in the culmination and creation of a portfolio of work and dissertation.

  • Content Creation and Future Shaping (Self-initiated Individual Exploration) - (60 credits)
  • Digital Portfolio (20 credits)
  • Dissertation (40 credits)

Content Creation and Future Shaping: You will be supported in formulating an individual self initiated major advertising project, working practice that plays to your strengths and individual aims and objectives as an advertising communicator. You can do an industrial theoretical research style project or create an evaluative creative practical project (exhibition or portfolio), or a themed combination of both.

Digital Portfolio: As part of your professional and personal development as an advertising communicator, your portfolio of work (theoretical or practical) needs to reflect current industry standards and be industry ready for presentation.

To achieve this, your work created in the Content Creation and Future Shaping unit will be explored through a variety of digital formats. For example, you may decide to create an entirely online digital portfolio, alternatively, you could create an app that acts as direct advertisement of your work. (The format of the digital portfolio will be decided in conjunction with your tutor.)


Course Leader: Dr Paul Caplan

Steve Spence has an award winning industry track record in advertising with professional skills in copywriting, art direction and creative direction. An award winning radio writer, his speciality is in the exciting new discipline of transmedia storytelling.

Kuldeep Nazran joined LCC directly from industry and brought a breadth and depth of experience from his varied roles. With a background in aeronautical engineering and cybernetics, Kuldeep cut his teeth with his own digital agency, specialising in 3D on the internet. He then went on to a successful career with world-renowned advertising agencies such as Saatchi & Saatchi and Publicis. Kuldeep is passionate about making ideas come to life.

Jo Hodges is the Creative Practice Director Communications and Media and also the Creative Practice Tutor for years one, two and three. She is experienced as an award winning creative with leading agencies in London and has worked as an art director, copywriter and advertising consultant for top advertising and marketing agencies in London and Paris. Jo also has a background in film with awards and international production credits alongside her being a senior practising lecturer at LCC. Jo is also presently co authoring the fundamentals of Digital Advertising for AVA Publishing.

Dr Jennifer Pybus – Senior Lecturer

Dr Mark Passera – Lecturer


Graduates have gone on to work in some of the leading advertising and communications agencies in the world. Alfred Malmros is a Creative Strategist at Google Creative Lab, Zander Hart is at Tribal DDB NY, Oskar Der Jensen is an art director at Co+Høgh Copenhagen. 

We don’t just create the ad creatives of tomorrow; Luis Delgado and Charlotte Cramer are making waves as an Account Planner and Strategist at Wunderman and JWT respectively and Carl Ellis is an Account Executive at iris Worldwide.

Many more of our students take the strong narrative skills acquired during the course into successful careers as content creators for production and film companies

Alumni include: 

  • Alexander Hernesten, Creative at Anomaly
  • Carol Haidar, Account Planner at Google 
  • Gaelle De Gasquet, Account Manager at Universal McCann
  • Luisa Bundy, Account Manager at Grey Partnership 
  • Davide Russo, Creative Director at CGI Company, NY

What students say...

Since I joined in 2012, the course has pushed and motivated me and made me think a lot more deeply about people and the art of observation and idea generation.
Meredith Fortescue - Year Three

The course taught me about working in teams. Something I was terrified about. Thanks to the course, I’ve discovered I Iike the process a lot.
Lucy Sadana - Year Three

The course pushed me and tested my limits in a good way. It made me confident about my abilities and potential.
Sharin Johal - Year Two

I graduated with an incredible array of contacts, skills and aspirations that go far beyond traditional advertising.
Charlotte Cramer - Alumni 

Student Jobs and Careers at UAL

We know what it takes to be successful in your chosen field. Your tutors are professionals in their own right and understand what you need to help you establish your career. 

Careers and Employability is dedicated to helping students build up work-relevant skills, knowledge, experience and networks throughout your time here. 

Creative Opportunities is the UAL job and work placement website for students and graduates, advertising hundreds of creative opportunities each month. This includes ArtsTemps in-house recruitment agency, placing students and graduates in paid temping roles within the University.

UAL houses a number of organisations which promote aspects of career development in the arts and media, and which hold regular workshops and careers fairs. These include:

  • Own-It (intellectual property issues)
  • ArtQuest (career development resource for artists and designers)

Entry Requirements

Recruitment and Admissions

The course team welcomes applicants from a broad range of backgrounds from all over the world. The course attracts students who apply direct from A Level (or equivalent) or from Foundation Diploma in Art and Design, or other art and design courses, as well as mature students who may have previously worked in industry.

Entry Requirements (Home/International/EU)

For admission to BA (Hons) Advertising, applicants need:

240 UCAS tariff points, a minimum of 160 UCAS tariff points (gained at GCE Advanced level) will be considered, supported by passes in three other subjects at GCSE Grade C or above. A Level subjects studied may include: English; History; Media; Business; Art and Design, or other subjects within Social Sciences.

A typical applicant might have:

  • GCE A Levels (or equivalent) ideally achieved at grade C or above, plus passes in three subjects at GCSE Grade C or above. 
  • One subject at GCE A Level, plus a Foundation Diploma in Art and Design, plus passes in three subjects at GCSE Grade C or above. 

Applicants might also have overseas qualifications, or others:

  • International Baccalaureate or European Baccalaureate
  • UAL Awarding Body Level 3 Foundation Diploma in Art and Design 
  • National Diploma, Access, or NVQ 

Alternative Entry Routes

We welcome applicants with relevant professional and vocational qualifications, or from mature students who do not have formal qualifications but may have relevant experience in industry.

Students applying on the basis of their previous experience should apply as normal via UCAS and will then be guided by the admissions team on next steps, through either of the Accreditation of Experiential Learning (AEL) or the Accreditation of Certificated Learning (ACL) processes.

Language Requirements (International/EU)

All classes are conducted in English. If English is not your first language you will be asked to provide evidence of your English language ability when you enrol.

  • IELTS 6.0 (or equivalent) is required, with a minimum of 5.5 in each of the four skills.
  • You can check you have achieved the correct IELTS level in English on the language requirements page.

Admissions Procedures

The selection procedures for the course adhere to the Equal Opportunities Policy of the University of the Arts London. Applications are normally made through UCAS and are assessed on the basis of qualifications and the personal statement. If more information is required, a member of the course team may contact the applicant and in some cases, may request the candidate to attend an interview.

Student Selection Criteria - what do we look for?

All applications will be considered by the course team and offers will be made based upon the following selection criteria. The team will consider three key elements when making a decision on your suitability to join the course:

  • Most improtantly they will review your personal statement.
  • They will consider your qualifications (or projected results).
  • They will also review your academic or personal reference.

Personal Statement 

This is an important part of your application and should demonstrate to the team that you are interested in advertising and that you have thought carefully about why you want to study on this course. You should ensure it is written clearly, and free of any spelling mistakes. It is your chance to impress the team by demonstrating you appreciate what the course can offer you and how you feel it will help you in the future.

State what you personally would bring to the course, and that you are motivated and have a willingness to learn, explore and experiment. You can demonstrate this through your previous work experience or study, personal experience and your ambitions for personal development as a student at LCC.

Interview Advice

Occasionally an applicant will be invited for interview who has either requested to discuss their application with the Course Leader or who the course team feels would benefit from discussing their application prior to final consideration.

You can prepare yourself in advance by thinking of questions that you may have for the Course Leader and also re-familiarising yourself with your UCAS personal statement, from which the Course Leader's questions to you will probably arise. The interview will be relatively informal and will take place at LCC.

Students are admitted to the course having fulfilled the necessary entry requirements and on the basis of their potential to benefit from the programme and their potential to succeed on the course.

How to Apply

UK/EU Applicants

You will need to apply through the UCAS online application system.

Go to 'Apply' from the UCAS homepage, where you will be able to register and create a password that gives you unique access as you complete your application form. London College of Communication (LCC) courses are listed under University of the Arts London.

  • University code: U65
  • Course code: N561
  • There is no 'campus code' for LCC.

International Applicants

There are three ways international students can apply to an undergraduate course at LCC:

Follow the steps on the UAL International Application page for advice of how to apply.

Study Abroad Applicants

International undergraduate students can apply to join BA (Hons) Advertising for a period of up to three terms as a Study Abroad student. Please visit the LCC Study Abroad pages for details of how to apply to one of our courses or contact the UAL Study Abroad Team central offices for more information:

T: +44 (0)20 7514 2249
W: UAL Study Abroad

Deferred entry

For Home/EU applicants, the Course Leader determines whether deferred places are available for the course. If you wish to defer your place, it is advisable to indicate this on your application form and/or discuss this with the admissions team and Course Leader before applying or after at the earliest opportunity. In all cases, deferred places will only be held for one year.

International applicants are normally permitted to defer entry to any programme of study for one year only, after which they will be asked to re-apply.

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