Course Information


Creative Advertising

View student's work and read their comments about life at Lincoln  

3 years School of Architecture and Design Lincoln Campus [L] Validated BBC (or equivalent qualifications) W213

#1 Creative Advertising is one of the University’s Design courses ranked 1st in the UK, according to the National Student Survey 2016.


The BA (Hons) Creative Advertising degree at Lincoln focuses on generating engaging and innovative communications. Shaped by collaborations with advertising agencies, this course aims to consider creative solutions for the challenges of global marketing. It explores the relationship between conceptual thinking, copywriting and design with the aim of helping students to develop an understanding of the integrated nature of effective advertising.

Students have opportunities to work with a range of media, from television and print to digital and ambient advertising. Working on creative briefs for clients can help to equip students with the practical skills and insight needed to meet real-world challenges.

Many of our academics are experienced practitioners who maintain industry links, helping to create opportunities for work experience. Students are encouraged to enter, and are frequently successful in, national competitions such as those run by Design & Art Direction and the Young Creative Network.

How You Study

In the first year of the degree, students will have the opportunity to study visual language, problem-solving and communication techniques, while placing advertising in its socio-historical context. Students can progress to answering advertising briefs, which require a sound grasp of commercial communications and the ability to identify and reach defined audiences. In the final year, students have the chance to refine their portfolio of work, which is a showcase of professional standard advertising campaigns across different communication channels.

Contact Hours and Independent Study

Contact hours may vary for each year of a degree. When engaging in a full-time degree students should, at the very least, expect to undertake a minimum of 37 hours of study each week during term time (including independent study) in addition to potentially undertaking assignments outside of term time. The composition and delivery for the course breaks down differently for each module and may include lectures, seminars, workshops, independent study, practicals, work placements, research and one-to-one learning.

University-level study involves a significant proportion of independent study, exploring the material covered in lectures and seminars. As a general guide, for every hour in class students are expected to spend two - three hours in independent study.

Please see the Unistats data, using the link at the bottom of this page, for specific information relating to this course in terms of course composition and delivery, contact hours and student satisfaction.

How You Study

Assessment Feedback

The University of Lincoln's policy on assessment feedback aims to ensure that academics will return in-course assessments to students promptly – usually within 15 working days after the submission date (unless stated differently above)..

Methods of Assessment

The way students will be assessed on this course will vary for each module. It could include coursework, such as a dissertation or essay, written and practical exams, portfolio development, group work or presentations to name some examples.

For a breakdown of assessment methods used on this course and student satisfaction, please visit the Unistats website, using the link at the bottom of this page.

Throughout this degree, students may receive tuition from professors, senior lecturers, lecturers, researchers, practitioners, visiting experts or technicians, and they may be supported in their learning by other students.

Interviews & Applicant Days

Students will be invited for an interview and will have the opportunity to show their portfolio of work to a member of teaching staff.

Applicants should be able to rationalise the work in their portfolios, clearly express their ideas and opinions, and demonstrate their interest and involvement in creative advertising.

What We Look For In Your Application

Portfolios should demonstrate evidence of creative thinking and enquiry. Visual awareness and problem-solving ability should be reinforced through a range of art and design work. This could include drawing, design work, photography and a willingness to utilise a range of media, materials, processes and techniques.


Throughout this degree, students may receive tuition from professors, senior lecturers, lecturers, researchers, practitioners, visiting experts or technicians, and they may be supported in their learning by other students.

For a comprehensive list of teaching staff, please see our School of Architecture and Design Staff Pages.

Entry Requirements 2017-18

GCE Advanced Levels: BBC, including grade B from an A Level art, design or media studies related subject.

International Baccalaureate: 29 points overall, with 5 at Higher Level from an art, design or media studies related subject.

BTEC Extended Diploma in an art, design or media related subject: Distinction, Merit, Merit

Access to Higher Education Diploma in an art, design or media related subject: A minimum of 45 level 3 credits at merit or above will be required.

All applicants will also be required to have at least five GCSEs at grade C or above, to include English, or the equivalent.

Applicants will need to complete a successful interview.

Mature students with extensive relevant work experience and a portfolio of work will be selected on individual merit. All relevant work experience should be noted on the application form.

If you would like further information about entry requirements, or would like to discuss whether the qualifications you are currently studying are acceptable, please contact the Admissions team on 01522 886097, or email

Level 1

Advertising: Context and Culture 1

An introduction to themes that explore both historical and contemporary cultural production and consumption. It is primarily aimed at developing a working awareness of the wide-range of social, political and historical conditions, which inform visual culture and communication. Inter-disciplinary study is central to this module. Ways of understanding how culture impacts upon advertising and visual communication will be informed by concepts drawn from visual and material culture, social and cultural history, philosophy, sociology, and psychology. Research skills required for the presentation of findings are introduced and applied.

Creative Advertising 1

This module is an introduction to visual communication and creative advertising practice. Studio-based activities are aimed at developing creative and critical practices that underpin the principles of visual language and perception by focusing on key communication themes. Working methodologies are introduced that facilitate the generation of ideas and concepts with a view to producing extensive open-minded, speculative and informed solutions. Studio-based projects explore concept-generation skills and the application of imagery as a means of effective transmission of message. It will also examine certain psychological and cultural factors that influence and determine the process of visual perception and communication.

Image and Communication 1

The module presents a broad programme of practical, studio-based study that requires the application of both analytical and lateral thinking processes. Research will inform the generation of creative ideas and the imaginative use of media, materials and techniques. Through the development of typographic, lens-based and visualising competencies, project work enables the creative investigation of a wide range of 2D, 3D, digital and time-based media that informs the realisation of inventive visual communication. It will also examine certain psychological and cultural factors that can influence visual solutions. Studio-based projects explore creative writing skills combined with the application of imagery in the effective transmission of message.

Level 2

Advertising: Context and Culture 2

This module aims to further develop understanding of contemporary issues that affect the practice of creative advertising. The objective of the module is to provide a framework for the exploration and effective articulation of theoretical issues that contextualise advertising, including the social context. The module also aims to provide an opportunity to further develop and enhance research, project planning and presentation methodologies, which are essential preparation for level three study. As such, students will have the opportunity to develop skills in relation to research, analysis, evaluation and communication of information leading to a greater level of creative confidence and autonomy.

Creative Advertising 2

A deeper understanding of advertising practice can be gained through the scrutiny of ‘strategy – concept – execution’ as an important creative process. Techniques for the generation of copious ideas and strategies to solve a wide range of problems combined with effective teamwork underpin activities in this module. Psychology and communication theories inform the practical projects that explore the wide variety of advertising media available to creative advertising practitioners. The advertising industry is examined and contextualised through studio-based activities with a view to inform level three study and individual creative career ambitions.

Image and Communication 2

Central to the module is the process of making informed decisions that result in appropriate creative solutions to advertising problems. By further developing inventive approaches of utilising visual languages, students have the opportunity to explore different methodologies and practical techniques for realising and executing creative ideas. Studio-based projects explore sonic and visual media together with copywriting techniques to enable the expression of creative concepts and strategies.

Level 3

Advertising: Context and Culture 3

The module provides an opportunity to explore a topic of individual choice that is appropriate to the context of advertising realised in the form of a dissertation.

Through a process of negotiation and tutorial support a distinctive programme of self-directed study and research is determined. The module enables the development of competences in self-managed study and the application of in-depth research methodologies. It requires the application of research and presentation skills developed earlier in the programme as a means of effectively communicating a deeper understanding of the theories, issues and themes that contextualise the practice of advertising. The development and underpinning of critical judgment that is central to this module requires strategies for liaison, engagement and interaction with relevant scholarly and professional subject sources and authorities.

Advertising: External Links

Through the production of a final portfolio of work and the documentation of ongoing liaison with the advertising industry this studio-based module aims to enable the students to explore opportunities and requirements of the creative communication industries.

An appreciation of professional practice standards and expectations is developed through the initiation of a dialogue with current practitioners within advertising and related communication disciplines. National and international competitions are undertaken as a means of understanding and gaining insight and knowledge of qualities appropriate to the industry. The final portfolio of work – together with a high standard of verbal presentation skills – is central to this unit enabling the student to demonstrate creative ability and comprehension of the discipline.

Creative Advertising 3

This studio-based module allows for the exploration and production of engaging advertising campaigns that creatively exploit a wide range of different media and demonstrate the factors that impact upon effective communication such as insight and human truth. Innovation, initiative and creative independence are core components enabling the student to develop a higher level of autonomy. Strategies for successful teamwork – as well opportunities for individual study – are explored and developed. Students will have the opportunity to produce a final portfolio of highly effective and creative work that explores important themes including audience surprise, delight and engagement whilst demonstrating an advanced understanding of strategy origination, concept creation and effective execution.

The availability of optional modules may vary from year to year and will be subject to minimum student numbers being achieved. This means that the availability of specific optional modules cannot be guaranteed. Optional module selection may also be affected by staff availability.

Special Features


Students are encouraged to enter national competitions, such as those run by Design & Art Direction and the Young Creative Network, with frequent success.

Industry Visits

A visiting lecturer series and study visits provide students with the opportunity to introduce themselves to experts in professional advertising agencies around the world. Previous agency visits include Bartle Bogle Hegarty and Wieden+Kennedy. Student field trips have included London, Amsterdam, Prague and New York. Additional costs relating to these trips are outlined in the fees tab.


Students on this course will receive a licence for Adobe Creative Cloud free of charge.


Placement Year

When students are on an optional placement in the UK or overseas or studying abroad, they will be required to cover their own transport and accommodation and meals costs. Placements can range from a few weeks to a full year if students choose to undertake an optional sandwich year in industry.

Students are encouraged to obtain placements in industry independently. Tutors may provide support and advice to students who require it during this process.

Student as Producer

Student as Producer is a model of teaching and learning that encourages academics and undergraduate students to collaborate on research activities. It is a programme committed to learning through doing.

The Student as Producer initiative was commended by the QAA in our 2012 review and is one of the teaching and learning features that makes the Lincoln experience unique.


At Lincoln, we constantly invest in our campus as we aim to provide the best learning environment for our undergraduates. Whatever the area of study, the University strives to ensure students have access to specialist equipment and resources, to develop the skills, which they may need in their future career.

View our campus pages [] to learn more about our teaching and learning facilities.

Career Opportunities

Recent graduates have gone on to work in top creative companies around the world such as Wieden+Kennedy, adam&eveDDB and Bartle Bogle Hegarty.

Many take up roles in communications and marketing or set up their own businesses. Some go on to further study at Master’s or doctoral level.

Careers Service

The University Careers and Employability Team offer qualified advisors who can work with students to provide tailored, individual support and careers advice during their time at the University. As a member of our alumni we also offer one-to-one support in the first year after completing a course, including access to events, vacancy information and website resources; with access to online vacancies and virtual resources for the following two years.

This service can include one-to-one coaching, CV advice and interview preparation to help you maximise our graduates future opportunities.

The service works closely with local, national and international employers, acting as a gateway to the business world.

Visit our Careers Service pages for further information. []

Additional Costs

For each course students may find that there are additional costs. These may be with regard to the specific clothing, materials or equipment required, depending on their subject area. Some courses provide opportunities for students to undertake field work or field trips. Where these are compulsory, the cost for the travel, accommodation and meals may be covered by the University and so is included in the fee. Where these are optional students will normally (unless stated otherwise) be required to pay their own transportation, accommodation and meal costs.

With regards to text books, the University provides students who enrol with a comprehensive reading list and our extensive library holds either material or virtual versions of the core texts that students are required to read. However, students may prefer to purchase some of these for themselves and will therefore be responsible for this cost. Where there may be exceptions to this general rule, information will be displayed in a section titled Other Costs below.

Other Costs

The Creative Advertising programme aims to run trips to London advertising agencies once during the second year of study and once or twice during the third year. These trips are optional and will not impact upon student grades. Travel costs for these trips are the responsibility of the student. These can vary, however students are all given ample notice.

The programme also aims to run a trip to New York advertising agencies once during the second year of study, this is again optional and does not have an impact on any grades on the course. The cost of the New York trip is approx. £800 based on 2015 prices.

The School aims to subsidise third year showcase work. However, students can expect to collectively raise additional funds between themselves towards a 'private view' entertainments budget, should they choose to do so. A figure of £200 is approximate and depends on the size of the year group and number attending.

Other additional costs can include notebooks, A3 layout pads (approx. £5-£10 each) and marker/fineliner pens (approx. £1 - £3 each). Whilst it is difficult to state the exact number of these required, approximately two or three pads and maybe six pens per term are used in the normal run of things.

Related Courses

The BA (Hons) Graphic Design degree encourages students to become skilled visual communicators and provides the opportunity to work on project briefs that require practical skills and creative insight to find innovative solutions using a variety of media.
The BA (Hons) Interactive Design degree at Lincoln is a broad-based design course providing opportunities to work on inspiring briefs to develop the innovative thinking, artistic creativity, flexibility and technical ability needed to succeed in the digital design industry.
The BA (Hons) Advertising and Marketing degree at Lincoln offers the opportunity to develop the creativity, knowledge and skills to deliver successful global campaigns, in preparation for a career in the creative industries.

Tuition Fees

Full-time £9,250 per level £14,500 per level
Part-time £77.09 per credit point  
Placement (optional) Exempt Exempt

The University undergraduate tuition fee may increase year on year in line with government policy. This will enable us to continue to provide the best possible educational facilities and student experience.

In 2017/18, fees for all new and continuing undergraduate UK and EU students will be £9,250.

In 2018/19, fees may increase in line with Government Policy. We will update this information when fees for 2018/19 are finalised.

Please note that not all courses are available as a part-time option.

For more information and for details about funding your study, please see our UK/EU Fees & Funding pages or our International funding and scholarship pages. [] []


Student Work

  • Award-winning Lincoln Creative Student

    Tom Watkins Adobe Creative Jam winnerTom Watkins has been highlighted as one of the most exciting young creatives in the country, receiving one of the most sought after prizes in the design industry, along with winning a major competition by global software company Adobe.

    Tom, an undergraduate studying Creative Advertising in Lincoln’s School of Architecture & Design, was named winner of the Creative Jam at the 2014 Adobe Education Summit, and more recently received the 'Black Pencil' international design award at the Design & Art Direction New Blood Awards.

    Tom Watkins on Behance 

    Read more on the Creative Adverting blog



    Learn more about the School of Architecture and Design, our courses and what we do.

    Recent Student Awards

    The following students from levels 2 and 3 of BA (Hons) Creative Advertising who have won recognition in the following national awards.

    YCN - Commendation:
    Terri Coates & Lucy Kenyon (client:
    Steven Dodd & Joshua Dando (client: O2)
    Peter Ioulianou & Ollie Agius (client: Prudential)
    Anys Brown & Luke Buxton (client: Visit Wales)
    Selina Kaur & Nicole Marshall (client: Visit Wales).

    D&AD Student Awards - nomination:
    ichelle (client: Grazia magazine).

    D&AD Student Awards - In Book awarded:
    Catherine Shippey & Susannah Sullivan (client: PJ's Smoothies)
    Anys Brown & Luke Buxton (client: Grazia magazine).


    Control Joe

    An advertising student who put control of his life in the hands of the internet to raise awareness of a serious neurological condition is one of two undergraduates from the University of Lincoln, UK, named as finalists in a major international competition for the creative industries. Joe and fellow Creative Advertising student Jack Snell saw the opportunity to raise awareness of Multiple Sclerosis (MS) and to raise money for the Multiple Sclerosis Society. The competition attracted entries from around the world, and the Lincoln team were named as one of the agency’s top ten submissions.

    Read more in our press pages

    Connect with us:

    Creative Advertising Blog

    The University intends to provide its courses as outlined in these pages, although the University may make changes in accordance with the Student Admissions Terms and Conditions. []