Program Overview

Master of Science in Advertising and Creativity

Overview

The MSc in Advertising and Creativity is a full-time programme with flexible pathways, designed to deliver the best practice-focused and research-informed experience for our students. Graduates of the course will have the skills, knowledge, and attributes required for innovation, creativity, and practical problem-solving.

Why Study Advertising and Creativity?

• Learn the Tools of the Trade: Students gain a deep understanding of emerging technologies, strategy, creativity, and leadership.
• Be in High Demand: Advertising and Creativity Graduates are highly skilled, work-ready, and in high demand in the creative industries.
• Enjoy Diverse Work Opportunities: Advertising and Creativity graduates can take their skills to any location or industry, with graduates working for leading creative companies in Ireland and internationally.
• Be Close to Industry: In addition to work placement, students participate in corporate visits, hear from industry speakers, and are involved in real-life company projects, leaving our graduates work-ready.
• Increase your Learning and Performance Capabilities: It is proven that smaller class sizes result in more individual attention, increased participation, and better communication between student and lecturer.
• Enjoy City Life: A mere two-minute walk from St. Stephen's Green, the Luas, and all main bus routes, TU Dublin Aungier Street is truly in the heart of Dublin city.

Minimum Entry Requirements

• Minimum second-class honours bachelor degree (2.2 or higher) in any discipline or equivalent third-level qualification.
• Candidates are asked to submit a personal statement in video format, which the programme coordinator will assess. Videos should be no longer than 5 minutes (max) and can be submitted as supplemental information on the application portal.
• If English is not your first language, you will need to provide evidence of your English language proficiency as detailed on our website. Applicants for this programme should have a minimum IELTS (Academic Version) English Proficiency of 6.5 overall (or equivalent) with nothing less than 6 in each component.

Career Opportunities

There is a demand for graduates of this course as they are equipped to work in creative, connected, collaborative advertising and communications practice and related industries. Some of the opportunities available are roles in client leadership, copy and content writing, art direction, strategic planning, and media planning.

• Account Manager
• Strategic Planner
• Marketing Executive
• Account Director
• Creative Technologist
• Client Leadership Manager
• Art Director
• Designer
• Social Media Manager
• Junior Planner
• Media Planner
• Communications Executive
• Digital Producer
• Business Manager
• Project Manager
• Copy and Content writer
• Copywriter
• Project Lead

Course Content

Overview

Participants on this programme are empowered to determine their own learning pathway, with flexibility to choose their elective modules and capstone project. This enables our learners to experience their education through diverse and innovative modes of engagement and take charge of their own learning journey.

Semester One

The first semester runs for 12 weeks, where students take five core modules, choosing between Business Research Methods or the Portfolio Pathway module, depending on whether they are completing a Dissertation or a Creative Portfolio as their Capstone Project. Two elective modules are also taken in this semester, where learners are invited to choose from User Experience Design; Copy and Content; Digital Analytics; Media Planning; and Sustainability Leadership.

Semester Two

Modules in the second semester are delivered in a 9-week block. Students take three core modules and choose three elective modules, ranging from Art Direction; Copywriting; Production; Client Leadership; and Behavioural Economics.

Semester Three

When students return from their internship, semester three begins with the SHOWCASE project. This involves the students working on a brief from a live company, culminating in a pitch to the organisation. The event attracts a wide audience of industry practitioners.

Capstone Project

The final element of the programme is the capstone project. Students are empowered to choose the format of their final project by completing either a Dissertation or a Creative Portfolio.

• The Dissertation offers learners the chance to concentrate on and specialise in a subject discipline and/or sectoral field of advertising, which may be of interest to the student, and which may subsequently become a focus of career aspirations.
• The Creative Portfolio requires students to engage with and develop a commercially focused creative portfolio, to underpin it with consistent and documented creative practice, and to promote their creative work. It offers the chance to concentrate on and create a creative portfolio which is a pre-requisite for any aspiring creative practitioner.

Module Listing

Year One

Semester 1

• Communications Strategy, Development and Effectiveness [Mandatory]
• Creative Thinking [Mandatory]
• Critical Consumption Studies [Mandatory]
• Professional Development [Mandatory]
• Showcase [Mandatory]
• Advertising and Creativity Consultancy Project [Elective]
• Business Research Methods [Elective]
• Copy and Content [Elective]
• Creative Portfolio [Elective]
• Digital Analytics [Elective]
• Dissertation [Elective]
• Portfolio Pathway [Elective]
• Sustainability Leadership [Elective]
• User Experience Design [Elective]

Semester 2

• Current Issues in Advertising and Marketing Communications [Mandatory]
• Marketing Technology [Mandatory]
• Design Thinking & Remote Collaboration [Mandatory]
• Media Planning [Elective]
• Client Leadership [Elective]
• Art Direction [Elective]
• Copy Writing [Elective]
• Production [Elective]
• Behavioural Economics [Elective]

Schedule

Participants will take 7 modules in semester one, 6 modules in semester two, and undertake a self-directed capstone project in semester three. There are normally circa 20 to 25 contact hours per week in semester one, and circa 15 contact hours per week in semester two. The work-placement aspect of this course takes place for 2 weeks in semester two. Given the intensive nature of a one-year taught Master's programme, and the fact that subjects are new, students are advised to keep a clear working week, and to minimize other commitments in order to participate in the course.