BA (Hons) Advertising

Places available 2017/18

This course has places available. View the ‘How to apply’ section on this page for more details. For a full list of UAL courses open for 2017/18 entry, including others available at London College of Communication, visit the Places available page.

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.

LCC Student Voices // Ornella Kolle – BA (Hons) Advertising

Watch: LCC Degree Shows 2016 // Media School Show

BBC Newsnight, BA Advertising, London College of Communication, LCC

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

Katie Van Etten

Student Katie Van Etten wins Deans Award for Study Abroad.

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)
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

£9,250 per year


Tuition fees for undergraduate degree courses have been set at £9,250 per year for full-time study. This applies from the 2017/18 academic year, subject to changes in the law. Tuition fees may increase in future academic years for new and continuing students, in line with an inflationary amount determined by government. Please visit our Undergraduate Tuition Fees page for full information on tuition fees.

International Fee

£17,920 per year

Start Date25 September 2017
Application Route

Universities and Colleges Admissions Service (UCAS)

Application DeadlineOpen for 2017/18 entry. Applications for 2018/19 entry will open in Autumn 2017.
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 Advertising: Industry, Culture and Practice (20 credits)
  • Launch (20 credits)
  • Agency Life (20 credits)
  • Pitch (40 credits)
  • Advertising: Theories and Contexts (20 credits)

Introduction to Advertising: Industry, Culture and Practice: This unit aims to introduce you to your course and its subject specialism as well as to effective learning and studentship at undergraduate level. It will orientate you to the practices and knowledge-base needed to understand your discipline and help you to develop your skills for independent & collaborative learning, reflection and your own self development.

Launch: Every Advertising Agency tries to define and hone its own particular view of the world. The Saatchi brothers, Dave Trott, John Hegarty and David Abbott had their own singular approach to the business of advertising. In Launch you will do exactly the same, setting up your own Advertising Agency, learning as a team how to develop a set of working practices and encouraging everyone to nurture or create their individual and team voice.

Agency Life: This unit will introduce you to the histories, cultural backgrounds and working practices of agencies operating in the global advertising universe. Through investigation and exploration, you will discover how they work, what they do and why they do it and, using practice-research, use their methods, procedures and techniques.

Pitch: Build on the skills and techniques you have learned in Launch. All your practical and theoretical research knowledge, understanding of advertising and communication skills will be brought to bear on developing a project that defines the Agency you launched in Autumn term.

Advertising: Theories and Contexts: This unit introduces you to histories, theories and debates which relate to the field of advertising. It will focus on the development of twentieth and twenty-first century ideas in advertising, media and visual communications and explore the common themes and cross-fertilisations that occur between theory and culture.

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.

  • Creative Futures (20 credits)
  • Advertising Futures (20 credits)
  • Consumer Insight (20 credits)
  • Creative Strategy (20 credits)
  • New Media and Digital Cultures (20 credits)
  • Collaborative Project (20 credits)

Creative Futures: is a unit designed to give you the skills you need to consistently generate and showcase your creative and strategic ideas in an industry undergoing massive change as technologies rise and fall, media and cultural practices evolve and shift clients become increasingly risk averse. As creative-strategists or strategic-creatives, you need to find ever more meaningful and creative ways to communicate. Creative Futures looks at models that can help you.

Advertising Futures: The aim of Advertising Futures is to future proof your creative skills as a creative i.e. content creator, advertising artist, art director or copywriter by giving you the critical and practical tools to become self-sufficient in realising your creative concept through to the finished article by engaging with cutting edge media and utilising them in the formulation of ideas for advertising communication.

Consumer Insight: This unit will introduce students to a wide array of research methods including qualitative, quantitative and ethnography.

Creative Strategy: In this unit you will explore social media, multimedia and integrated plus interactive media. You will be crafting, planning, executing and evaluating a complete digital campaign.

New Media and Digital Cultures: The aim of this unit is to broaden the student’s perspective of how advertising fits into a larger mediated and digital framework by providing conceptual tools that will forge concrete connections with the other units taught in the BA (Hons.) Advertising in Year 2.

Collaborative Project: You will be given the opportunity to take part in a collaborative project with students on other courses on live projects and in competitions when available.

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.

  • Creative Entrepreneurship (20 credits)
  • Dissertation (40 credits)
  • The Big Idea (60 credits)

Creative Entrepreneurship: This unit is about entrepreneurship, enterprise and professional networking. Establishing a professional presence within advertising networks and associations requires focused effort and a particular skillset.

Dissertation: This unit provides you with the opportunity to utilise the knowledge and analytical skills acquired in relation to the critical and contextual study of advertising.

The Big Idea: You will work on a single major project developing a content-led creative/strategic solution for a specific client’s management issue. To do that you will engage in ‘practice-research’ – using practice to answer your (and your client’s) research question.

Additional costs

In addition to tuition fees you are very likely to incur additional costs such as travel expenses and the cost of materials. We strongly suggest you read the information on our Additional Costs page

Course Structure

The information outlined is an indicative structure of the course. Whilst we will aim to deliver the course as described on this page, there may be situations where it is desirable or necessary for the University to make changes in course provision, for example because of regulatory requirements or operational efficiencies, before or after enrolment. If this occurs, we will communicate all major changes to all applicants and students who have either applied or enrolled on the course.

Please note that due to staff research agreements or availability, not all of the optional modules listed may be available every year.

In addition, the provision of course options which depend upon the availability of specialist teaching, or on a placement at another institution, cannot be guaranteed. Please check this element of the course with the course team before making a decision to apply.

Webpage updates

We will update this webpage from time to time with new information as it becomes available. In the meantime, if you have any questions, please contact a member of the course team.


Course Leader: Dr Paul Caplan is a photographer, journalist, editor, consultant, teacher and the Course Leader for BA (Hons) Advertising at London College of Communication. Paul has a wide range of experience working in newsrooms, schools, universities and inside the UK government.

Deputy Course Leader: 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.

Senior Lecturer: 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.

Senior Lecturer: 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.

Senior Lecturer: Dr Jennifer Pybus is a Senior Lecturer on the BA (Hons) Advertising course at London College of Communication. Jennifer’s research focuses on digital culture and youth, with a specific interest in the area of big data, data literacy, privacy and digital pedagogies. Some of Jennifer’s recent published work comes out of an AHRC-funded project that examined the big social data that young people generate on their smartphone devices.

Lecturer: Dr Mark Passera is a Lecturer on the BA (Hons) Advertising course at London College of Communication. Mark has extensive experience teaching and managing various undergraduate and postgraduate programmes in the UK and internationally – including the Executive MBA programme at Moscow, launching an Advertising & PR degree in Hong Kong, and a range of universities across the UK.

Lecturer: Dr Adrian Sledmere is an educator and researcher with experience in the music industry who works as across a range of courses across at LCC, including Advertising, Contemporary Media Cultures, and Public Relations.


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)

The standard minimum entry requirements for this course are:

96 new UCAS tariff points (240 old UCAS tariff points), gained at GCE Advanced Level or equivalent (A Level subjects studied may include: English; History; Media; Business; Art and Design, or other subjects within Social Sciences).


One subject at A Level achieved at grade C or above PLUS Foundation Diploma in Art & Design (Level 3/4).

Alternatively you will be considered if you have achieved a minimum of 96 new UCAS tariff points (240 old UCAS tariff points) from one of the following qualifications:

• BTEC Extended Diploma
• UAL Extended Diploma in Art and Design
• Access to HE Diploma
• International Baccalaureate
• Equivalent EU or Non-EU qualifications

Additionally you will have achieved passes at grade C or above in at least three GCSE subjects.

If English is not your first language you will also need an up-to-date English qualification- see below. 

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. They will review the following key elements when making a decision on your suitability to join the course:

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

Offers will be made based upon the following selection criteria, which should be demonstrated in your application:

  • A strong interest and ambitions in advertising and related communications industries
  • Openness to experimentation practically and theoretically, to nurture a strong interest in visual imagery, pop culture and changing technology
  • An understanding of the need for a critical and analytical approach to the area of study
  • An approach suited to the demands of the course and the projected career futures

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.

Next Steps

Successful applicants will be guided through the rest of our admissions stages and towards enrolment 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

International applicants may apply through one of three routes only:

Further information on applying via UCAS is provided on the Applying through UCAS page.

For applicants who want to apply directly to UAL, the direct application form may be found here:

Applications for the academic year 2017/18 will be accepted from November 2016. 

For full details on the application process, visit the Undergraduate application page.

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.

Enquire about this course

If you haven’t found the information you’re looking for or want to ask us a question about this course, please fill out our enquiry form.

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