COURSE CURRICULUM

This master’s course in Creative Advertising is designed to equip students with a deep understanding of the advertising industry and develop the skills needed to produce bold, forward-thinking campaigns. During the first two study blocks, students explore the history and contemporary context of advertising through workshops, tutorials and studio-based activities. The curriculum covers the full creative process, including concept development, strategy, pitching, art direction, copywriting and problem-solving techniques. In the Concept Creation module, students examine the structure and dynamics of the advertising world while developing creative approaches to interpreting briefs. Strategic Approaches to Creativity introduces audience analysis, behavioural economics and marketing science to build a strong foundation in communication strategy. The Sustaining Practice module focuses on developing leadership, presentation, and portfolio-building skills while encouraging reflection on personal creativity and wellbeing. Students are also given opportunities to participate in national competitions such as D\&AD New Blood and Creative Conscience. Digital Media and Critical Futures pushes boundaries by challenging students to create innovative campaigns using emerging technologies and unconventional media.In the final study block, students concentrate on developing a distinctive portfolio through both self-initiated and industry-led briefs. The Final Portfolio module emphasises producing creative, eye-catching work that demonstrates the breadth of each student’s abilities. Through workshops, feedback sessions and seminars, students refine their creative identity and professional presence. The final portfolio serves as their primary tool for entering the industry, replacing the traditional CV. The course culminates in showcasing this work in an online portfolio, with select students having the opportunity to present at the prestigious D\&AD New Blood exhibition in London. This master’s program not only builds technical and strategic capabilities but also fosters the individual creative voice, preparing graduates for a successful and impactful career in the evolving world of advertising.