Advertising

Three years full-time, four years full-time with optional work placement.

This course examines the increasingly important and dynamic role that advertising and marketing communications plays within an organisation. In the world of brand interactivity, co-creation and consumer power it is important to recognise that the role of advertising and marketing communications is constantly changing, due to some extent to advances in technology. Communications today is much more of a two way activity and organisations must stimulate and motivate their customers instead of just persuading them to buy their brand.

This course provides the students with a real insight into the industry. Many of the modules enable the students to work on real life briefs and work alongside people from the industry due to the many links that the University has with advertising executives. The department also has a visiting industry professor who takes an active part in the student experience, particularly in the third year.

The students study all the elements of marketing communications including interactive and digital marketing, sales promotion, public relations and sponsorship. They learn about the theory and practice of these tools and the skills required to work in the industry, either on the client or the agency side. Although the course is based in the Business School, the students are taught an appreciation of creativity to enable them to recognise good work and to equip them with the skills to work alongside colleagues from the discipline and understand their issues and challenges.

The backbone of the course is a large double module at each level which enables the students to not only have academic input and support, but also spend time exploring communications campaigns backed up with good research and informed judgement. The purpose of these is to reflect the industry as closely as possible and to bring subjects together in an integrated manner.

Stage one

Students will learn the fundamentals of marketing. They will be introduced to communication theory, consumer behaviour and the tools of marketing communication. They will gain an understanding of the fundamentals of the advertising industry and how advertisers gather information on their audiences. Students will develop creative thinking skills and apply them in developing creative approaches to advertising problems.

Module choices will enable students to study French, Spanish and Entrepreneurship.

Stage two

Communication theories will be considered in greater depth and students will explore techniques for recognising and creating appropriate communication campaigns for a range of different types of organisations. Students will acquire knowledge and understanding of the structure and functions of the advertising industry and develop personal and professional skills needed to operate effectively within it.

Module choices in stage two enable the student to explore public relations more fully. French is also available at this level.

Students are encouraged to undertake a work placement for a year at the end of stage two.

Stage three

Stage three brings together the knowledge and skills gained in stages one and two. Students will work with a major advertising agency on a live client brief. This will involve producing campaign proposals and pitching them to the agency and client. Students will engage with all activities involved in developing a full campaign, including analysis, objective and strategy development, media choice, implementation and evaluation.

Choice modules allow students to develop specialist interests in areas such as consumer behaviour and customer relationship management as well as French.

• Input from industry professionals including visiting speakers, live client projects, making pitches to real clients and agency staff
  
• Opportunity to develop both strategic thinking and creative skills
• Work placement opportunity
  

A variety of individual and group based assessments are used including reports, presentations, portfolios, projects, client briefs, multiple-choice tests and examinations.

Today's fast-moving advertising industry provides a wide range of exciting employment opportunities for graduates, including:

• An account manager in a marketing communications agency
• Media planner or buyer
• Advertising planner
• Public relations consultant
• Brand or communications manager within a client organisation
  

Students may continue their marketing education at The University of Northampton by going on to study at Masters level, or by following programmes leading to qualifications from the Chartered Institute of Marketing (CIM).