Student Voices: Josh Mansell – MA Advertising
MA Advertising student Josh talks us through their work in London College of Communication’s Postgraduate Shows 2017. Find out more about MA A […]
MA Advertising is about the future of the advertising industry. With new technologies constantly emerging, audiences becoming increasingly active, and Ad fraud and Ad blocking changing the landscape, the industry needs new thinking. On this course, you will develop the skills, ideas and solutions needed to shape and define the future of advertising.
The next Open Evening for this course will be on Thursday 15 November.
MA Advertising student Josh talks us through their work in London College of Communication’s Postgraduate Shows 2017. Find out more about MA A […]
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Find out about the workspaces, and studios that support Lens-Based and Audio-Visual practice.
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MA Advertising works in partnership with industry and takes a practice-research approach to explore the future of advertising.
You will examine the challenges the industry currently faces and consider how to make the most of new opportunities. Through a series of briefs and projects developed and delivered in partnership with leading industry players such as Advertising Week Europe and MediaCom, you will develop a portfolio that combines strategy and creativity.
You will learn new ways of conducting research and apply new approaches such as practice-research, speculative design and design fictions. You will find new ways of understanding audiences, mapping user journeys and finding insights.
You will read and think and make and write. You'll engage with industry news and commentary as well as academic research and critical theory. You'll write short copy tweets, long copy ads, business reports and academic critiques. Exploring a range of technologies, you might make a film, print advertisement, augmented reality app or voice bot.
You will find and create new forms of content and content relationships fit for a complex future. You will understand how to push the boundaries of the brief, challenge the norms and discover the future.
In your final major project, you will bring all your learning together to develop and deliver an in-depth practical investigation into a contemporary industry issue. You will deliver that project in a style fit for industry. You will research and write and make for industry. You will be an industry expert.
By the time you graduate you will be an ‘advertising futurist’ set to work with brands and organisations to develop creative strategies fit for tomorrow. You will be ready to prepare clients for what is around the corner. You will be able to offer an employer (the brand, the agency, the client) effective solutions for tomorrow’s problems, today.
Each course is divided into units, which are credit-rated. The minimum unit size is 20 credits. The MA course structure involves six units, totalling 180 credits.
Creative Industries (20 credits) – This unit provides the foundation for the whole degree. You will study the advertising industry in relation to the wider media and creative landscape. You will analyse the political, economic, technological and social changes rocking the industry. Alongside developing this knowledge and critical understanding, you will develop the practical skills needed to deal with those changes through a series of creative and strategic briefs.
In 2017-18, MA Advertising students worked on a live brief for Slave Free Trade.
Innovative Methods (20 credits) – Great advertising demands great research. In this unit you'll explore ways of understanding audiences, developing personas and user journeys and discovering insights that go beyond the traditional survey, interview and focus group. Whether through improvisation games, prototyping, diary studies, storytelling or any number of speculative methodologies, you'll bring creativity into the service of strategy.
In 2017-18, MA Advertising students datamined Twitter and investigated new forms of qualitative research focused on ‘thick data’.
Creative Laboratory (40 credits) – This unit explores an emerging media space or technology. Each year, together with our industry partners, we select something new to look at. You will take that technology or space apart – analyse and explore its affordances, find its limits and develop a creative-strategic solution to an industry brief. You might examine how the real and the digital can combine to create an impactful experience. You might investigate how stories change in an interactive voice space. Alongside this practice-research, you will use critical theory to analyse areas such as techno-capitalism, the materiality of the digital, the anthropocene, the power of narrative and language, as well as many other issues.
In 2017-18, MA Advertising students worked on a brief for the Musuem of Brands that explored how digital technologies such as augmented reality (AR) and the Internet of Things could combine with the real world space of the Museum.
Collaborative Unit (20 credits) – In the Collaborative Unit you work with other students and an industry partner on a live brief.
In 2017-18, MA Advertising students worked with Advertising Week Europe on two live briefs – one focused on positioning Britain’s biggest industry event in a post-Brexit world, and the other looked at ‘Brand Britain’. The best student projects were presented at the event before an industry audience.
Creative Laboratory (continued)
Technological Futures (20 credits) – In this unit you will imagine the future or possible futures. You'll bring together your knowledge of the current and developing state of the industry, using skills developed in the Creative Industries unit, emerging technologies and media you investigated in the Creative Laboratory unit, together with the speculative ways of doing research, explored in the Innovative Methods unit. You will create a fiction that explores the future of advertising.
In 2017-18, MA Advertising students met with MediaCom’s Director of Innovation Programmes to explore artificial intelligence. They then went on to make graphic novels, films, audio plays and imagined businesses.
Final Major Project (60 credits) – Your Final Major Project is more than an academic exercise. Here you will bring together all your learning and experimentation to investigate a contemporary issue through research and practice. You'll create a report designed to be read by industry.
Your Final Major Project is your major statement. It will be an innovative piece of work that, along with your portfolio, will enable you to go into an interview with real future-facing work to talk about.
In 2017-18, MA Advertising students investigated new forms of storytelling on Alexa; ways of doing brand purpose content around sustainability; how the music industry can harness Virtual Reality; how hotels can use Instagram more effectively; a women-only ad agency; photo documentaries; gaming and product placement.
Your assessed units will be supported by a range of other activities including: visiting speakers, live briefs, book clubs, and Adobe Suite classes.
In 2017-18, MA Advertising students had workshops with tech companies Blippar and Random42 and Unruly; agencies and businesses including Facebook and MediaCom; worked on live briefs for One Young World, Procter & Gamble and Water Aid, and attended D&AD Festival, Advertising Week Europe and Advertising Week New York.
Final Major Project (continued)
If you are unable to continue or decide to exit the course, there are two possible exit awards. A Postgraduate Certificate will be awarded on successful completion of the first 60 credits and a Postgraduate Diploma will be awarded on successful completion of the first 120 credits.
The course objectives are assessed using the following assessment methods:
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.
We are committed to making university education an achievable option for a wider range of people and to supporting all of our students in achieving their potential both during and after their courses.
We welcome applications from people with disabilities. If you have a disability (e.g. mobility difficulties, sensory impairments, medical or mental health conditions or Asperger’s syndrome) we strongly encourage you to contact us on firstname.lastname@example.org or +44 (0)20 7514 6156 so that we can plan the right support for you. All enquiries are treated confidentially. To find out more, visit our Disability & Dyslexia webpages.
An applicant will normally be considered for admission if they have achieved an educational level equivalent to an honours degree, preferably at 2:1 level, in advertising, marketing, communications, social sciences, art and design, or humanities subjects. This educational level may be demonstrated
This educational level may be demonstrated by:
All classes are conducted in English. If English is not your first language, we strongly recommend you let us know your English language test score in your application. If you have booked a test or are awaiting your results, please indicate this in your application. When asked to upload a CV as part of your application, please include any information about your English test score.
For further details regarding international admissions and advice please visit the International Applications page.
Offers will be made based on the following selection criteria, which applicants are expected to demonstrate:
Please provide a CV detailing your education, qualifications and any relevant work or voluntary experience. If English is not your first language it is important that you also include in your CV details of your most recent English language test score.
You will be asked to complete a personal statement describing why you want to study on MA Advertising, with a maximum of 350 words.
Think of this as an advert for yourself.
You need to ‘sell’ yourself as a candidate who can add value to the student group and then the advertising industry.
You should demonstrate – not simply claim – experience of and an engagement with contemporary industry debates and practices as well as an awareness of the challenges advertising now faces and why the industry needs you.
Your ‘advert’ should be impactful and specific. You should show your enthusiasm, engagement and experience as well as what is unique about you.
You should make sure that your personal statement is well written, clear and free of any spelling mistakes.
You should upload a ‘portfolio’. Your portfolio should consist of a piece of work that demonstrates your personal statement.
This can be work you have already made as part of your undergraduate degree or work or you can make a new piece.
The submission system allows you to upload three elements to your portfolio:
Applicants are usually interviewed by the course team before a place can be offered. Interviews will take place at LCC, or via Skype/telephone.
If you are offered a place for 2019/20 but wish to defer to 2020/21, information on how to do this and who to contact can be found in your offer letter. Additionally, International applicants should pay the deposit in order to defer. In all cases, deferred places will be held for one year.
Home/EU applicants are permitted to make a deferred application. International applicants are not permitted to make a deferred application.
After you’ve submitted your application, you’ll receive a confirmation email providing you with your login details for the UAL Portal. We’ll use this Portal to contact you to request any additional information, including inviting you to upload documents or book an interview, so please check it regularly.
Once we’ve reviewed and assessed your application, we’ll contact you via UCAS Track or the UAL Portal to let you know whether your application has been successful.
Home/EU students whose chosen course is at a level equivalent to, or lower than, a qualification that they already hold, would will be charged the fees shown above, plus an additional £1,100 (called the Equivalent or Lower Qualifications (ELQ) fee). Students in receipt of Disabled Students' Allowances (DSAs) are exempt from ELQ fees and will pay the original fee, regardless of the highest qualification held. For enquiries relating to ELQ fees, please complete the register your interest form.
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.
Find out about the accommodation options available and how much they will cost.
A range of scholarships, bursaries and awards are available to postgraduate students at UAL.
Postgraduate loans of up to £10,000 are now available for eligible UK and EU students. A full list of eligibility criteria and information on applying can be found on the postgraduate loans webpage.
Funding opportunities available for this course:
MA Advertising will give you the practical and critical skills to compete for jobs in advertising, digital and media agencies, and to work client-side with brands and businesses as well as with start-ups. Your hybrid creative-strategic skills will make you uniquely qualified to deal with emerging roles in the industry.
Your focus on the future, your portfolio and Final Major Project will give you a unique story to tell to potential employers. Recent graduates have gained creative and planning roles with agencies including Grey, Adam & Eve, BBDO and Karmarama. Others have jobs as data analysts, creative-strategists and content leads with emerging and established businesses including Bandstand, The Information Lab, Hotels.com and Unruly.