Program Overview

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MSc Creative Advertising

Overview

This is the most successful MSc course in the UK for aspiring creatives. We teach practical skills and an understanding of the industry required for a career in advertising.

The world of advertising is fuelled by bright minds and creative thinkers. It generates millions of messages that reach consumers via an ever-increasing number of channels.

Around 200,000 people are employed in UK advertising design and marketing, and at its heart are the ‘creatives’. These are the art directors, copywriters, content creators and strategists who are the creative powerhouse of the industry.

This course has been developed in collaboration with the Scottish Institute of Practitioners in Advertising (IPA) and is taught by leading practitioners.

Mode of Study

• Full-time

Duration

• 1 year

Start date

• September

Course details

You’ll learn the best way to present your ideas and how to work collaboratively and individually as you create advertising across a variety of media, including print, TV, radio, outdoor and online. Some live briefs are supported with visits to advertising agencies.

Your critical evaluation skills will also be developed as you explore the theories behind successful advertising campaigns and critique your own and others’ work.

Students have in recent years won “Yellow and Black Pencils” in the D&AD New Blood awards and medals in the IPA Awards Scotland. We have won Gold awards in International Competitions too.

Subjects include:

• Planning in advertising
• Concept creation
• Campaign creation
• Digital creative
• 5,000 word Dissertation

How you’ll be taught

We will draw out the creative within you. With exciting and demanding workshops, led by our award-winning lecturers and industry experts. Lead lecturer is George Shepherd an award-winning Advertising creative and strategist, who has worked in the advertising industry, locally and globally, for over 35 years.

Assessments

Notional grades will be informed after every project along with one-to-one tutorials. You’ll be given a summative grade at the end of each trimester.

Work placement

Work placements are arranged by the students themselves in Trimester 3 with help from tutors.

Facilities

Our Merchiston campus, situated in the heart of Edinburgh, is home to creative industries students along with engineering and computing. This mix of disciplines helps create an inspiring, innovative and collaborative atmosphere.

Inside you’ll also find the 500-seat Jack Kilby Computing Centre, open 24 hours a day in Trimesters 1 and 2, the library and the Edinburgh Napier Students’ Association.

Modules

Modules that you will study* as part of this course

Campaign Creation (JAC11111)

This module will explore and evaluate the impact of integrated advertising campaigns. The effectiveness of single-minded, original thinking across a significant range of media will be examined; what makes a brand famous, what makes an advertising message memorable and how classic campaigns evolve, engage with the consumer and endure for years. This module will also cover the role of the campaign slogan, the importance of a strong visual identity and style, the impact of music and associated key elements (such as Voice Overs) that trigger brand recognition. You will be encouraged to refer to great advertising campaigns, past and present and to develop your ability to 'stretch' the idea across a wide variety of communication channels and learn the principal skills, techniques and practices associated with creating effective advertising campaigns.

Concept Creation (DES11127)

Through practice, you will explore the creative process from strategy to final concept, and the various triggers that can be used to produce credible, memorable advertising. You will learn to interrogate the advertising brief and critically reflect on your own creative strategy and that of others. You will consider key elements of successful advertising, including the effectiveness of a “headline” as a stand-alone communication and the impact of a strong visual that needs no copy to explain it, and the role of photography, illustration, design, branding and language. You will be introduced to the different writing styles, formats and technical terms required for a range of media platforms. The generation of ideas will be formalised into projects, culminating in a series of creative presentations, where you will showcase your work and debate and defend their advertising.

Digital Creative (JAC11127)

This module will engage you with creative possibilities in fast-moving, multi-channel digital environments. You will work on live industry and/or competition briefs that demand total media integration to develop unified strategies and creative campaigns. Reflecting current industry trends this module will be asking you to carefully reflect on the nature of advertising in a highly interactive and globalised digital environment.The module is: interactive (reflecting the nature of digital media); inter-disciplinary (reflecting the complexity of digital media); and inter-cultural (reflecting the nature of digital space and use of social media.)

Major Project Portfolio in Advertising Practice (DES11135)

In this module you will produce a portfolio of professional knowledge, skills and critical reflection on your advertising practice. An individual Learning Agreement (LA) will be negotiated with the module leader to define an appropriate level of output commensurate with Level 11. You will critically analyse and evaluate your experiences and activities within your field of expertise in advertising and present your findings in a portfolio of creative and/or strategic professional work that has been agreed in the LA, supported by a reflective report of 5000 words. It will be possible for you to work creatively in a pair with another student whatever the circumstances, within either an industry placement or a simulated advertising-industry practice if work-based learning is not possible. You will identify your specific contribution to each component of partnered-work that you have created, while reflecting on the collaborative learning experience.Student-centred learning is supported by the development of an individual LA. In this LA you will reflect on how you develop your portfolio by using a reflective model or framework. You will learn how to write learning outcomes at level 11 and explore the different types of evidence that might be used within the portfolio and establish a deep understanding of the processes involved in critical thinking.

Planning in Advertising (DES11133)

In this module you will use a combination of planning theory and practice-based creative briefs in our advertising studios. The focus of this module will be on modern communication strategies that use socio-cultural innovations to establish a two-way relationship with the consumer. In responding to creative tasks, you will apply planning theory, and test and critically evaluate ideas in the context of the brand values and audience, and use audience insight to determine effective methods for consumer/customer engagement. In commercial and social contexts, you will critically explore the role of planning in the advertising industry, and the use appropriate media and trans media strategies. You will evaluate precedents in advertising planning, and record the process of the implementation of your own ideas and strategies.

Theory and Context of Advertising (DES11154)

Departing from the central concept of creativity in the context of advertising, this module provides historical and theoretical knowledge appropriate to research, methodologies, and development of scholarship in advertising. You will develop your critical understanding of the nature of multidisciplinary approaches in the production of advertising outcome. You will explore theoretical tools and historical methods in disciplines such as literature, art history, anthropology, ethnography, linguistics, film and visual studies to evaluate critically advertising practices in their social, cultural, regulatory, and political contexts, and issues that subsequently arise. The knowledge acquired throughout this module will support you in the formulation of a sophisticated, reflective and fully referenced creative process in advertising practice, which will be applicable to your own work in other modules. This will be evidenced through research presentations, advertising analyses and written work in the form of an essay.

• These are indicative only and reflect the course structure in the current academic year. Some changes may occur between now and the time that you study.

Entry requirements

Entry requirements

The entry requirement for this course is a Bachelor (Honours) Degree at 2:2 or above in any discipline.

We may also consider lesser qualifications if you have sufficient relevant work experience within the industry.

English language

If your first language isn't English, you'll normally need to undertake an approved English language test. The English Language requirements for this programme are IELTS (Academic) with an overall score of 7.0 with no individual component score of less than 6.5.

International students

We welcome applications from students studying a wide range of international qualifications.

Admissions policies

We’re committed to admitting students who have the potential to succeed and benefit from our programmes of study.

Fees & funding

Tuition fees for 2024/25

• Students from Scotland, England, Wales, Northern Ireland, and Republic of Ireland: £7,280
• Overseas and EU: £18,800

Tuition fees are subject to an annual review and may increase from one year to the next.

Alumni discount

The University offers a 20% discount on Postgraduate Taught Masters programmes to its alumni.

Careers

What can you do with a MSc Creative Advertising course?

Enter the dynamic world of advertising and unleash your creativity in our intensive programme designed for aspiring advertising professionals. Through a blend of theory, strategy, and hands-on practice, you'll learn to develop compelling and effective advertising campaigns that resonate with audiences and drive results for clients.

The course has one of the highest employment records in the University and graduates go on to lucrative careers in the Advertising industry. Creative directors and agency owners have a strong interest in the course. Every week we have a guest lecture from a senior industry professional as they are always keen to meet the students and discover new talent. Industry-driven projects will expose you to employers and generate a valuable set of creative ideas that will enhance your portfolio.

After completing this degree, you can expect to work in one of these roles:

• Copywriter
• Art Director
• Brand Strategist
• Marketing Executive
• Media Planner/Buyer
• Creative Producer
• Content Creator
• Account Executive/Manager
• Creative Director

You'll have a chance to explore a diverse range of topics, from brand strategy and consumer psychology to copywriting and art direction. Through real-world projects, agency placements, and industry partnerships, you'll gain practical experience crafting campaigns for a variety of media channels, from traditional print and TV to digital and social media.

This course will help you to become a strategic and creative advertising professional, ready to tackle the challenges of the advertising industry with confidence and flair. Whether you aspire to work in advertising agencies, marketing departments, or creative studios, our MSc in Creative Advertising will provide you with the knowledge, skills, and connections to thrive in the fast-paced and competitive world of advertising.

What does a Creative Director do?

As a Creative Director, you will lead the charge in shaping brand identities and storytelling narratives. Your strategic vision and leadership will inspire teams to create compelling and memorable experiences across all channels. In this role, you'll be the visionary behind marketing campaigns, brand activations, and creative projects that captivate audiences and drive results.

Your responsibilities will encompass everything from setting creative direction and managing teams to overseeing project timelines and budgets. Picture yourself collaborating with clients and stakeholders to understand their objectives and brand values, then leading teams to develop innovative concepts and executions that bring those visions to life.

Leveraging your skills of design, copywriting, and multimedia production, you will create cohesive and impactful campaigns that resonate with target audiences. Your focus will be on ensuring that every element of a campaign reflects the brand's identity and message while providing feedback on creative assets, or presenting concepts to clients,. Your passion for creativity and your ability to inspire and motivate teams will set you apart as a visionary leader, driving innovation and excellence in every project you touch.

The average salary for UK Creative Directors is £160,500 (Glassdoor, 2023). The most senior Executive Creative Directors can earn upwards of £250,000, plus car and annual bonus. Junior Creatives typically earn between £27,000 – 38,000.