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.
Autumn, Term 1
Creative Industries (40 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 2018-19, MA Advertising students worked at AW360 and with Advertising Week Europe. The best student projects were presented at the event before an industry audience. The students also entered (and won) student industry competitions like D&AD.
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 2018-19, MA Advertising students worked with New York conversation design agency Xandra, researching various audiences for voice assistants like Alexa.
Advertising 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 you are exploring in the Creative Industries 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 2018-19, MA Advertising students worked with The Telegraph's Technology Intelligence, creating Black Mirror-style design fiction branded content exploring the implications of new media technologies.
Spring, Term 2
Creative Industries (continued)
Creative Laboratory (20 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 2018-19, MA Advertising students with MediaCom on developing voice prototypes for one of the agency's clients.
Collaborative Unit (20 credits)
In the Collaborative Unit you work with other students across LCC.
Summer, Term 3
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 2018-19, MA Advertising students investigated contemporary advertising issues identified by Genius Steals - including 5G, Smart Out-of-home; experential marketing; creative data and many other topics that Genius Steals' clients ask them about.
Your assessed units will be supported by a range of other activities including: visiting speakers, live briefs, book clubs, and Adobe Suite classes.
MA Advertising students have had workshops with tech companies Blippar and Random42 and Unruly; agencies and businesses including Facebook and MediaCom and VUXWorld; 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.
Autumn, Term 4
Final Major Project (continued)
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.