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BA (Hons) Advertising

Hyunjun Lee, 2020. BA (Hons) Advertising, London College of Communication, UAL.
London College of Communication
UCAS code
Start date
September 2024
Course length
3 years

With a focus on creativity, critical analysis, research and future thinking, BA (Hons) Advertising will enable you to develop a solid understanding of the advertising and marketing communications industries.

Apply to start in September 2024 

This course has places available.

If you don’t need a student visa to study in the UK, complete our self-apply form. You'll find this in the "Apply now" section of this course page - click on the "Start your application" button to find the form.

If you do need a student visa to study in the UK, you must apply through UCAS.

To find out more, read our Guide to applying for a course starting this September through Clearing.

For a full list of UAL courses open for 2024/25 entry, visit the Courses with places available page.

Why choose this course at London College of Communication

  • Industry Talks: We have regular guest talks by industry professionals. Most recently our students have benefited from visits by speakers from major advertising agencies including MediaCom, Mother London, W+K and VCCP. Steve Henry and ex-D&AD Presidents Alfredo Marcantonio and Peter Souter are a few of the industry leaders who have visited us.
  • Industry Briefs: Work on live briefs set by industry. Previous briefs have been set by Candy Space Agency, Kalectiv and Advertising Week Europe. Students have also delivered on briefs for Colgate Palmolive, the Professional Footballers' Association (PFA), Hostelworld, London College of Fashion and One Young World.
  • Awards: Our students have won awards from D&AD New Blood, One Club Young Ones, YCN and Future Lions.
  • Employability: We support you to develop your employability skills. Graduates from the course have gone on to work at Google, Vice, BBH, Droga 5, Hearts & Science, Anomaly, Y&R, AKQA, AMV BBDO and Twelve. Our students have also been offered paid work placements and internships at agencies including Portas, JWT and MBA.
  • Collaboration: You will be given the opportunity to take part in a collaborative project with students on other courses or with external clients on live projects and in competitions when available. We also run student exchanges with Hong Kong Polytechnic and College of Advertising and Design, Brussels.

Open Days

To find out how to apply to this course starting in September 2024, join our Early Clearing Open Day on Wednesday 24 July.

Book your place.

Explore life at LCC with our interactive Virtual Open Day.

Course overview

With a focus on creativity, critical analysis, research and future-thinking, BA (Hons) Advertising will enable you to develop a solid understanding of the advertising and marketing communications industries.

Supported to develop your own strategic, innovative, ethical and sustainable advertising practice, you’ll consider consumers from both behavioural and psychological perspectives, and explore other key aspects that will help you to make well-informed, tactical and strategic decisions when creating advertising campaigns.

You’ll also develop your knowledge of both the practical and theoretical application of professional persuasive communication, and be encouraged to engage critically with practice and evaluation within the digital environment.

What to expect

This course will support you to:

  • Learn advertising by doing and making, supported by critical transferrable and employability skills.
  • Make choices to develop your subject interests across different option units. 
  • Understand the development of advertising and marketing communications industries, along with their contributions to commerce, culture and society, and including approaches to audiences and their behaviour. 
  • Apply research and evaluation in creative advertising campaigns.
  • Develop strategic and creative approaches to advertising for digital media, social media, television, radio and print.
  • Practice contemporary techniques using current and emerging advertising and digital marketing tools, work collaboratively with peers on and outside your course, and tell stories using the power of image and sound.

Industry experience and opportunities

With employability embedded throughout the course, you’ll gain industry experience through opportunities to work on live briefs and connect with industry speakers, guests and alumni. You’ll also build skills in audio-visual and digital content creation that support effective communication for change. 

In Year 2, the Professional Industry Practice unit will support you to apply for placements and collaborative opportunities through areas such as CV writing and interview workshops. In Year 3, the Creative Futures unit will support you to develop your online professional profile, network with industry professionals, and develop strategies for working in the creative industries. 

Previously, graduates from BA (Hons) Advertising have secured roles in global media companies such as Google, Vice, BBH, Droga5, Y&R London, AKQA, AMV BBDO and Twelve, and have been offered paid placements and internships at agencies including Portas, JWT London and MBA. Graduates of this course have also launched their own marketing and creative content consultancies or are pursuing freelance careers. 

Additionally, you’ll have the opportunity to undertake the Diploma in Professional Studies or the UAL Diploma in Creative Computing between Years 2 and 3 to enhance your learning experience and employability skills.

Mode of study

BA (Hons) Advertising runs for 93 weeks in full time mode. It is divided into 3 stages over 3 academic years. Each stage lasts 31 weeks.

Course units

We are committed to ensuring that your skills are set within an ethical framework and are embedding UAL’s Principles for Climate, Social and Racial Justice into this course.

In common with all courses at University of the Arts London, this course is credit rated. The course is 3 years, levels 4-6. Each year requires you to achieve 120 credit points. To be awarded the BA (Hons) Advertising qualification, you need to accumulate a total of 360 credits.

Year 1

Introduction to Advertising (20 credits) 

This unit will welcome you to your course and introduce you to our learning approaches. We’ll introduce the UAL Creative Attributes Framework as a tool for understanding your university journey and feature sessions on independent study, collaboration, academic writing and academic conduct. You’ll also be introduced to the key topics that will be developed throughout your course.

Applied Advertising and Concepts (20 credits)

This unit will introduce you to histories of advertising, along with consumer and marketing theories and debates which relate to the field. You’ll learn about the development of 20th- and 21st-century ideas in advertising, media and visual communications, and explore common themes and connections between advertising and culture.

Creative Foundations (20 credits)

Through a series of creative and technical workshops, this unit will provide a foundation for understanding and engaging with the creative process, from the early stages of creative thinking and skills development to realising and finalising creative outputs.

Persuasive Storytelling in Advertising (20 credits)

You’ll explore how successful advertisers of the past and present have defined their particular view of the world, and develop your own set of working practices and skills that will prepare you to produce work that can compete in the industry of the future. 

Media, Communications and Culture (20 credits)

This unit will introduce you to the broad field of communication studies by mapping and applying key theories and approaches. You’ll explore ways of thinking about the formation, transformation, and influence of the communications industries, and contextualise contemporary debates about related practices, texts and users. 

Platforms and Social Media (20 credits)

Providing an important foundation for understanding different platforms and social media from a range of socio-cultural perspectives, this unit applies project-based learning to not only examine their complexity, but also to consider how they can be used for promotional and creative communication.

Year 2

Consumer Intelligence and Brand Engagement (20 credits) 

You’ll be introduced to a wide range of consumer research studies in order to analyse consumer behaviour and psychology, which will lead to persona construction, customer journey mapping and behavioural economics. You’ll learn how to define and analyse consumers against a set of classifications, which will enable you to make effective decisions on behalf of brands, corporations and entrepreneurs.

Professional Industry Practice (20 credits) 

Supporting you to prepare for a career in advertising and creative communications, within the creative media industries, this unit will introduce different modes of working in the professional landscape. You'll be encouraged to reflect on your own interests and creative skills in relation to employability, and to explore industry-based experiences such as placements, internships, live briefs, and freelance working.

Global Media Businesses, Practices and Cultures (20 credits)

You’ll examine the changing ways in which global communications are organised, the connections between business and cultural aspects of the media and creative communications industries, and their relationship to wider processes of economic, political, social and cultural change. 

You’ll also consider different work practices in the creative and cultural industries, and identify the competencies and behaviours required to work successfully within them.

Digital Strategy (20 credits)

In this unit, you’ll explore integrated approaches to social media, multimedia and interactive media by planning, executing and evaluating a complete digital campaign. You’ll also have the option to study for an additional industry-accredited qualification with the Institute of Data and Marketing (IDM).

Communication Research Methods (20 credits)

You’ll be introduced to the research process by learning methods for data gathering and data analysis. With a focus on research outcomes, you’ll be supported to then apply these techniques to your written work as well as your creative practice, and to propose a research project in your final year.

Level 5 Option Unit (20 credits)

This unit will enable you to choose an option that supports the further development of your creative production skills.
Recent units offered have included:

  • Content Creation: Digital and Web
  • Content Creation: Film and Video
  • Content Creation: Podcasting and Audio
  • Professional Skills: Building Brands
  • Professional Skills: Data and Social Media Analysis
  • Professional Skills: Influencer Marketing Communications

Year 3

Research Project (40 credits)

In this unit, you’ll undertake an independent research project based on a question relating to the contemporary advertising industry, which can be accompanied by an incorporated creative project.

Final Major Project (40 credits)

You’ll develop several content-led solutions for various brands and products using creative practice and strategic thinking in response to your clients‘ challenges.

Creative Futures (20 credits)

In this unit, you‘ll explore potential career options and postgraduate opportunities to prepare for life after graduation. 

Reflecting on your journey throughout the course, you’ll identify your skills, strengths and aptitudes alongside your aims and ambitions for the future before producing a 12- to 18-month action plan to help you consider your next steps.

Level 6 Option Units (20 credits) 

You’ll have the opportunity to choose from a range of research-based options and specialist topics to develop your interests across media and communications.

The following units will be offered each year:

  • Critical Sound Cultures
  • Futures Thinking
  • Information Warfares: Misinformation, Conspiracy and Extremism
  • Love in a Digital Age
  • Special Topics*

*Your selection of special topics may potentially include:

  • Comedy and Satire in Media and Communications
  • Community Management
  • Digital Humanitarianism
  • Food Cultures
  • Global and Indigenous Media
  • Rhetoric, Media and Political Communication

Optional Diploma between Years 2 and 3

Between Years 2 and 3 of the course, you’ll also have the opportunity to undertake one of the following additional UAL qualifications:

Diploma in Professional Studies (DPS) (Optional)

An optional, year-long learning opportunity which enables you to develop your professional skills by undertaking time out for industry experience. Supported throughout the year by academics, you’ll build on the knowledge gained on your course in a range of national or international locations, and graduate with an additional qualification of Diploma in Professional Studies.

Diploma in Creative Computing (Optional)

Between Years 2 and 3, you can undertake the year-long Diploma in Creative Computing. This will develop your skills in creative computing alongside your degree. After successfully completing the diploma and your undergraduate degree, you’ll graduate with an enhanced degree: BA (Hons) Advertising (with Creative Computing).

Learning and teaching methods

  • Lectures
  • Seminars
  • Tutorials
  • Workshops
  • Project work
  • Individual and group work
  • Self-directed learning
  • Critiques
  • Industry guest speakers
  • Study trips and visits as appropriate
  • Assessed assignments
  • Online learning
  • Peer learning

Communication and Media Programme Virtual Open Event

(Recorded November 2023)

Programme Director, Dr Jonathan Wright, gives an overview of undergraduate courses within the Communications and Media Programme at London College of Communication

UAL Showcase

Explore work by our recent students on the UAL Showcase

  • Headspace x Students' Mental Health
    Headspace x Students' Mental Health, Ametz Garaizabal, 2023 BA (Hons) Advertising, London College of Communication, UAL
  • Advertising Portfolio- Hanna and Diana
    Advertising Portfolio- Hanna and Diana, Hanna Eikeland Fossum, 2021 BA (Hons) Advertising, London College of Communication, UAL
  • BA Advertising Graduate Campaign
    BA Advertising Graduate Campaign, Diana Motekaityte, 2021 BA (Hons) Advertising, London College of Communication, UAL
  • Glass Half Full - Our creative portfolio
    Glass Half Full - Our creative portfolio, KT Rumbelow, 2021 BA (Hons) Advertising, London College of Communication, UAL

Student voices

Ametz Garaizabal

Ametz speaks about working on his favourite project brief, Headspace.

Jordan Troy Biko

Graduate Jordan Troy Biko talks about his work as part of LCC Degree Shows and about his experience on the course.

Patrick Burrows

Here Patrick talks about 2 briefs that he exhibited in his degree show which explore dealing with climate issues at festivals and getting more people to sign up for girl guides.

Işık Ülgenalp

Işık talks about his work that won a Yellow Pencil at D&AD New Blood which explores the idea of a child being able to conduct a virtual orchestra using a Microsoft product.

Course stories

410 Gone

410 Gone



  • Red light indicating recording is taking place.
    Image © Vladimir Molico

    Lens-Based and Audio-Visual

    Find out about the workspaces and studios that support Lens-Based and Audio-Visual practice.

  • A close-up of the moveable type available in the Letterpress area.
    Image © Lewis Bush

    Printing and Finishing

    Discover our printing techniques, from Lithographic Printing to Print Finishing and Bookbinding.

  • Student reading a book in between two bookshelves in the Library
    Students in the Digital Space. London College of Communication, UAL. Photograph: Alys Tomlinson

    The Digital Space

    The Digital Space is an open-plan, creative hub with computers set up with specialist software.


Fees and funding

Home fee

£9,250 per year

This fee is correct for entry in autumn 2024 and is subject to change for entry in autumn 2025.

Tuition fees may increase in future years for new and continuing students.

Home fees are currently charged to UK nationals and UK residents who meet the rules. However, the rules are complex. Find out more about our tuition fees and determining your fee status.

International fee

£28,570 per year

This fee is correct for entry in autumn 2024 and is subject to change for entry in autumn 2025.

Tuition fees for international students may increase by up to 5% in each future year of your course.

Students from countries outside of the UK will generally be charged international fees. The rules are complex so read more about tuition fees and determining your fee status.

Scholarship search

Entry requirements

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 or design courses, as well as mature students who may have previously worked in industry.

The standard minimum entry requirements for this course are:

104 UCAS tariff points, which can be made up of one or a combination of the following accepted full level 3 qualifications:

  • A Levels at grade C or above (preferred subjects include: English; History; Media; Business; Art and Design, or other subjects within Social Sciences).
  • Distinction at Foundation Diploma in Art & Design (Level 3 or 4).
  • Distinction, Merit, Merit at BTEC Extended Diploma (preferred subjects: Art and Design, Business/ Business Studies, IT & Computing, Media).
  • Merit at UAL Extended Diploma.
  • Access to Higher Education Diploma (preferred subject: Digital and Creative Media, Marketing, Humanities and Social Sciences).
  • OR equivalent EU/International qualifications, such as International Baccalaureate Diploma at 24 points minimum 

And 3 GCSE passes at grade 4 or above (grade A*-C)

APEL - Accreditation of Prior (Experiential) Learning

Applicants who do not meet these course entry requirements may still be considered in exceptional cases. The course team will consider each application that demonstrates additional strengths and alternative evidence. This might, for example, be demonstrated by:

  • Related academic or work experience;
  • The quality of the personal statement;
  • A strong academic or other professional reference;
  • A combination of these factors.

Each application will be considered on its own merit but we cannot guarantee an offer in each case.

English language requirements

  • IELTS level 6.0 or above, with at least 5.5 in reading, writing, listening and speaking.

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. Please check our English language requirements page for more information.

Selection criteria

The details on your UCAS application (including the academic reference and your personal statement) will be assessed against the following criteria:

  • A considered interest and ambitions in advertising and related communications industries.
  • Open to experimentation in both practical and theoretical learning, to nurture a strong interest in visual imagery and changing technology.
  • An understanding of the need for a critical and analytical approach (through research and practice) to this area of study.
  • Commitment to the study and development of your own creative practice and subsequent career opportunities.

Apply now

Places available 2024/25 

This course has places available for 2024/25 entry.

If you don’t need a student visa to study in the UK, complete our self-apply form by clicking the 'start your application' button to make an application to UAL.

Please note that the guidance below relates to the main UCAS application process. To find out how to apply for a course starting in September 2024, read our Guide to applying through Clearing.

Applications for 2025/26 entry will open in Autumn 2024.

Apply now

Places available 2024/25 

This course has places available for 2024/25 entry.

Please note that the guidance below relates to the main UCAS application process. To find out how to apply for a course starting in September 2024, read our Guide to applying through Clearing.

Applications for 2025/26 entry will open in Autumn 2024.

Apply to UAL

International students can apply to this course through UCAS with the following codes:

University code:


UCAS code:


Start your application

Apply with a UAL Representative

Based across the world, our local UAL representatives can support you with your application from your home country. Check to see if there is a representative available in your country currently.

Find your representative

How to apply

Follow this step-by-step guide to apply for this course

Step 1: Initial application

You will need to submit an initial application including your personal statement.

Personal statement advice

Your personal statement should be maximum 4,000 characters and cover the following:

  • Why have you chosen this course? What excites you about the subject?
  • How does your previous or current study relate to the course?
  • Have you got any work experience that might help you?
  • Have any life experiences influenced your decision to apply for this course?
  • What skills do you have that make you perfect for this course?
  • What plans and ambitions do you have for your future career?

Visit the UCAS advice page and our personal statement advice page for more support.

Step 2: Interview

You may be invited to an interview following our review of your application. All interviews are held online and last 15 to 20 minutes.

For top tips, see our Interview advice.

You also need to know

Communicating with you

Once you have submitted your initial application, we will email you with your login details for our Applicant portal.

Requests for supplementary documents like qualifications and English language tests will be made through the applicant portal. You can also use it to ask questions regarding your application. Visit our After you apply page for more information.

Visas and immigration history check

All non-UK nationals must complete an immigration history check. Your application may be considered by our course teams before this check takes place. This means that we may request your portfolio and/or video task before we identify any issues arising from your immigration history check. Sometimes your history may mean that we are not able to continue considering your application. Visit our Immigration and visas advice page for more information.

External student transfer policy

UAL accepts transfers from other institutions on a case-by-case basis. Read our Student transfer policy for more information.

Alternative offers

If your application is really strong, but we believe your strengths and skillset are better suited to a different course, we may make you an alternative offer. This means you will be offered a place on a different course or at a different UAL College.

Deferring your place

You must apply in the year that you intend to start your course. If you are made an offer and your circumstances change, you can submit a deferral request to defer your place by 1 academic year. You must have met your conditions by 31 August 2024. If you need an English language test in order to meet the entry requirements, the test must be valid on the deferred start date of your course. If not, you will need to reapply. Requests are granted on a first-come, first-served basis.

Contextual Admissions

This course is part of the Contextual Admissions scheme.

This scheme helps us better understand your personal circumstances so that we can assess your application fairly and in context. This ensures that your individual merit and creative potential can shine through, no matter what opportunities and experiences you have received.


Our graduates have gone on to work in some of the leading advertising and communications agencies in the world, taking the strong narrative skills acquired during the course into successful careers as creatives, content creators and account managers for advertising agencies, and production and film companies.

Graduates include:

  • Alfred Malmros, Head of Marketing at Jigsaw, Google
  • Carol Haidar, Industry Manager at Google
  • Daniel Liakh, Creative at BBH London
  • Oskar Der Jensen, Art Director at Co+Høgh Copenhagen
  • Alexander Hernesten, Creative at Anomaly
  • Kira Plagemann, Senior Producer at Amazon
  • Gaelle De Gasquet, Account Manager at Universal McCann
  • Luisa Bundy, Account Manager at Grey Partnership
  • Davide Russo, Creative Director at CGI Company, New York