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BA (Hons)
Advertising Management and Digital Communications

You are exposed to over 5,000 commercial messages every day. How do businesses know which ones are going to work? This course teaches you how to develop and effectively deploy these messages across traditional and digital media. We'll give you the skills and confidence you need for a career in advertising and other forms of marketing communications, like public relations.

Qualification: BA (Hons)

UCAS code: NP53

Study mode: Full-time

Location: High Wycombe Campus

Duration: Three years

Start date: September


Is this course for me?

Studying advertising and marketing communications centres on being interested and curious about the world we live in. Perhaps you have an interest in social media and technology or psychology? Maybe you want to know how people interact with media? Or how to negotiate with media owners?

We’ll teach you how to become an expert in persuasion. You’ll discover how to apply branded content marketing. You’ll learn about buying media in a digital environment. And you’ll explore communication planning techniques such as behavioural economics and neuroscience.

Learn how to persuade through many different media
Today advertising manifests itself in a variety of forms, from the 30 second TV commercial to an app on a smart phone, to a touch screen poster. Ads also converge with public relations in the new world of content marketing.

Nearly 50 per cent of marketing communications expenditure is now on the web, and this course shows you how to get your message into paid for advertising space and into areas that were once defined as PR or corporate media, but are now known as earned and owned media. You’ll understand consumers’ relationships with brands. We’ll help you understand evolving technologies to build your creative and analytical skills, like writing copy for Twitter, or getting the launch of TV ad campaigns on social media and on the TV news.

How to make friends and influence customers
Understanding the customer is key to a successful advertising and marketing communications campaign. You’ll learn all about how different consumers react to different forms of communication and how they can be influenced through images, videos and words. We’ll show you how to test your ideas and present these campaign ideas to clients.

The Bucks Business School has lots of industry expertise. Being close to London gives us great industry links, giving you the chance to experience working life in the Industry. Our focus on work-based learning gives you that competitive edge when heading into employment.

You’ll have the chance to visit agencies in New York, and to take part in a summer school in Barcelona via our membership of European Communications Agencies Association.

We have great links with the Chartered Institute of Marketing (CIM) and with other professional bodies, such as PRCA, IPA and MAA, who have advised on the course content.

Learn from a team of enthusiastic advertising and communications experts
Our industry links keep you updated on the latest developments. Guest lecturers have included Sir John Hegarty, founder of awarding winning creative agency, BBH, Sue Unerman, Chief Strategy Officer of the world’s biggest media agency, Mediacom and Graeme Hutchenson, Head of Sky’s revolutionary AdSmart system. Other speakers have come from PR companies such as Burson Marsteller and Lewis PR, to media owners from The Economist and The Hearst Corporation.

You’ll also get the opportunity to work with lecturers on research projects, like the recent IPA’s Future of Media Project. This involved interviewing senior managers at Google, Facebook, C4 and Sky – giving students valuable experience to help secure jobs at WPP’s Mindshare and Mediacom agencies.

Prepare yourself for working
We prepare our students with real briefs from the industry, giving them the chance to practice their skills. Our students have worked on briefs from companies such as Unilever, VW, Selfridges and McDonald’s. You’ll build in confidence, both personally and professionally, to add key skills to your CV.

Year One

  • Business Management
  • Marketing
  • Consumer Psychology
  • The Graduate Challenge
  • Marketing Communications
  • Career Viewpoint

Year Two

  • Digital Marketing
  • Measuring Campaign Effectiveness
  • Consumer Insight
  • The Media Business
  • Agency Management and Processes
  • Campaign Planning

Year Three

  • Dissertation
  • Consultancy Project
  • International Marketing Management
  • Negotiated Work Based Learning
  • Strategic Agency Management
  • The Consumer-Brand Relationship
  • Advertising and Communications Strategy
  • Market Place

What are the entry requirements?

A typical offer will include GCSE Maths and English at grade C or above and a UCAS Tariff score of 200-240. A minimum of two full A-levels (or equivalent) is required. Every application is considered on an individual basis.

For further details of our international English entry requirements, please visit our international pages.

How much does it cost?

Full-time Home and EU: £9,000 per year
Full-time International: £9,500 per year

For information on fees and finance, please view our fees and funding section.

Fees quoted are for the next intake and are subject to change. Fee costs for subsequent years are subject to rise with inflation or course delivery costs.

For fees for international students, visit our international section.

Visit our Why Bucks? section to discover what studying at Bucks could mean for you.

How do I apply?

Applications for full-time undergraduate courses must be made through the Universities and Colleges Admissions Service (UCAS). Information on making an application through UCAS is available on our Applicants' pages.

If you are an international student, visit our international students section.

What are my career prospects?

You could begin an agency career in advertising, PR, media or digital as an account executive or in digital creation and production. There are also opportunities in consumer insight, branding and direct marketing. This course is included in our Multi Award Pathway agreement with the Chartered Institute of Marketing. Graduates on this degree who elect to complete a CIM marketing course through us are exempt from some of the units

Our graduates have gained positions as account handlers, digital buyers, account planners, researchers, magazine publishing executives and communications executives in companies such as BBH, Leo Burnett, McCann’s, Sky, Global Radio, Mediacom, Mindshare, Ogilvy, Ferrari, Williams F1 and Arsenal FC.

How will you help me prepare for my future career?
Throughout your time with us we’ll support you on the route to your chosen career. We’ll help you to develop crucial skills, encouraging you to become enterprising, employable and good leaders.

We run work placements for our students, giving you the opportunity to develop your skills in a work background. Our modules and teaching expertise will help you become more independent as a learner and more certain of your discipline expertise.

We also help you find employment after graduation. Have a look at our Careers and Employability pages to find out more.


There's no doubt that my course was a solid business grounding

Billy Coulson