BA (Hons) Advertising and Public Relations with Foundation Year

Course summary


Located in London, a global capital of creativity and communications, we are able to offer you one of the best degrees in Advertising and Public Relations. This course provides you with a foundation year that helps ready you for success in the BA (Hons) Advertising and Public Relations programme. 

Our degree course will provide you with the practical know-how and industry experience that you need to succeed in today's dynamic communications sector. Upon graduation, you will be ready to embark on a successful career in advertising and public relations and be equipped to launch your own business ventures.


Why choose this course?

The course has been designed to provide you with some basic essentials during your foundation year, as well as a holistic understanding of marketing, advertising and PR that enables you to pursue a successful career in these competitive fields, whether at agencies, in-house at companies and non-profits, or in the public sector.

The main career areas covered by the course include:
  • communications strategy
  • market and consumer research
  • brand development and positioning
  • integrated multi-media promotional communications
  • media planning
  • art direction
  • copywriting
  • public relations and advocacy
  • social media management.
Across all of these topics, you will learn how technology is opening up new, highly immersive ways to communicate and how technology helps us understand human behaviour in a way never before possible.

Our course is comprised of learning modules that are tailored to develop the varied skills required by today's creative communicators. In these modules, individual course work is supplemented with collaborative work on briefs from agencies, non-profits, and other companies. Throughout the four years of the course, students build a portfolio that reflects their work, receiving continual guidance about how best to showcase their achievements for career-building purposes.

Career and study progression

Today’s creative communicators need to work well with an array of professionals, so our BA (Hons) Advertising and PR course is inter-disciplinary. On any given day, you may start the morning discussing the psychology of advertising and end the day making a video for a social media platform. Coursework consists of both individual and group projects, with a focus on live briefs for student competitions and from actual clients. Throughout the three years of the course, students build a portfolio that reflects their work, receiving continual guidance about how best to showcase their achievements for career-building purposes.

The careers team at the university also helps students develop their professional networks throughout the course and connects students with opportunities for employment. Because of the course’s close connections with industry, many students work in advertising and public relations before graduation.

Many students have also launched their own businesses for their final-year Major Projects. Our BA (Hons) Advertising and Public Relations with Foundation Year course is infused with an entrepreneurial ethos. Students benefit further from London's being a global start-up hub, providing opportunities to work with emerging companies and experiment with new technologies.

Advert by Kai Liu, BA (Hons) Advertising

Course detail

If you're returning to your studies after a break or if you don't meet our BA (Hons) Advertising and Public Relations course entry requirements, our Foundation course will help you succeed in the full degree programme.

Graduates develop the essential skills required to succeed in university, and progress to learn about communications strategy, creative development, marketing analysis, and digital media.


Foundation year (Level 3)

  • Personalised Learning
  • Academic Performance
  • Contextual Studies in Media and Design
  • Creative Research in Media and Design
  • Creative Sectors
  • Foundation Major Project.

Year one (Level 4)

  • Introduction to Contemporary Promotional Culture
  • Introduction to Consumer Behaviour and Trends
  • Digital Creativity
  • Media Presentation Skills
  • Communication Design - Story

Year two (Level 5)

  • Research, Data and Insight
  • Creative and Art Direction
  • Campaigns
  • Internship - Industry Experience
  • Emerging Technologies, Other Realities

Year three (Level 6)

  • The Agency
  • Major Project (Advertising and Public Relations)
  • Anti-Advertising and Disruptive Design
  • Creative Entrepreneurship

Module summaries

Foundation year (Level 3) 

Personalised Learning
This module is linked to your personal tutor group and supported by your personal tutor.  It has been carefully designed to equip you with the specific skills you need to progress successfully onto the next level of your course. 

Academic Performance
This module is designed to help you develop skills in critical thinking and independent study that will. It will also give you a unique opportunity to get to know fellow students from other courses around the university.  The module combines face to face class time and an online forum, where there will be structured activities for you to undertake at a time and pace that suits you. 

The module has been designed to ensure you gain the skills you need to deal with the challenges of independent study and of learning in a digitalised world. You will be encouraged to use a wide variety of material to construct an argument. Through your studies you will learn to demonstrate a wide range of skills that are essential for university study.

Contextual Studies in Media and Design
This module will help you gain basic knowledge and an understanding of media and design in relation to cultural studies. 

You will explore the specific cultural effects, and current on-going topical debates, and develop an understanding of the different roles, audiences and interest groups involved.

Topical major events in the 20th century through to current trends that reflect the creation, production and distribution of creative artefacts will be investigated. 

Creative Research in Media and Design
This module will introduce a variety of research methods available to you when considering how to communicate and extract data. You will need to understand the principles of research and select the most appropriate tools to critically use and articulate your findings in an engaging way.

This module provides you with an opportunity to establish your understanding of research through exploration of research language, ethics and approaches. It introduces you to a range of appropriate research methods, quantitative and qualitative in nature, which you can draw on in conducting your own investigations in preparation for future projects.

Creative Sectors
This is a specialist module with a career led and practical focus that introduces you to the more ‘hands on’ side of the industry.  You will be required to demonstrate an understanding of your chosen specialism and future career paths. This will inform a practical outcome which introduces the various basic techniques within the specialism.

Foundation Major Project
This is the final module and draws together all the elements of your Foundation experience allowing you to reflect on the skills, knowledge and experience you have gained over the year.

The module enable you to use the skills you have developed in your chosen specialism to produce a creative response through a comprehensive body of creative work including a final outcome.

Year one (Level 4) 

Introduction to Contemporary Promotional Culture
This module provides the theoretical underpinnings you need to develop your powers of persuasion. You will examine the essential theories, practices, and principles of public relations, advertising, branding, and marketing.

Introduction to Consumer Behaviour and Trends
Understanding what motivates consumers, stakeholders and audiences is at the heart of successful communications strategies. This module helps you build skills in analysing consumer behaviour using industry data sources. You also learn how to ground your creative concepts in consumer insight to create winning ideas.  

Digital Creativity
This two-semester module helps you develop your creative skills, focusing on the digital tools used in advertising and public relations today. In this module, you begin building your online portfolio and create a campaign for a competition brief, among other hands-on activities that grow your practical skills. 

Media Presentation Skills
Now more than ever, you need to be able to tell your story on television or in video. In this module (taught in conjunction with the Broadcast Journalism course), you will work on developing your spokesperson skills, and enhance your understanding of how journalists work—essential knowledge for public relations professionals. 

Communication Design – Story
At the heart of every great promotional campaign is the story. In this module, you will learn about archetypical story structures and how they constitute the bedrock of compelling communications-- whether that is a press release, a radio ad, a digital video, or social media posts. You will develop your writing skills across a range of media for a variety of brand initiatives, from product launches to seasonal campaigns.

Year Two (Level 5)

Research, Data and Insight
This module builds on learning from Introduction to Consumer Behaviour and Trends. You will learn how to perform some essential types of consumer research (e.g., focus groups, one-to-one consumer observation) and apply your insights to develop a creative brief—the essential strategy document for any communicator.

Creative and Art Direction
You will learn about the aesthetic principles that should inform how you create and assess creative work—particularly colour theory, typography, and layout. In this workshop-intensive module, you will also get hands-on experience giving and receiving feedback to enhance your own and others work.

This two-semester module explores the architecture of successful promotional campaigns. You learn industry best practice in campaign development and apply that know-how to live briefs from leading agencies and brands and for student competitions. 

Internship – Industry Experience
In this module, you’ll develop your personal brand to best market your skillset in the workplace. You’ll learn how to interview well, how to build an attention-getting CV, and how to leverage social media for your career. You will also take part in an industry placement, working with one of our career advisors to find the role that’s right for you.

Emerging Technologies, Other Realities
This module looks at how communicators can use technology to create immersive, and often bespoke experiences for target audiences (e.g., programmatic advertising, virtual/augmented reality, 3D printing, Internet of Things). You will also explore the world of start-ups, and learn about communications challenges unique to new businesses. We also discuss the ethical ramifications of technology and persuasion in this module. 

Year Three (Level 6)

Major Project - Advertising and Public Relations
This module is the capstone of your final year in the BA programme, and is intended to help you produce a substantial work that is your calling card as you start your career. (In fact, several students have chosen to develop their own businesses for this module.) You will deepen your research understanding to produce an in-depth look at a topic of your choosing, then develop a full promotional campaign around that. 

The Agency
This 40-credit “super-module” gets you to form teams and work as agencies on live briefs from industry. In addition to on-site visits to clients and other businesses, you will also have intensive creative workshops to develop professional-grade advertising and public relations content.  

Anti-Advertising and Disruptive Design
Given consumer fatigue with many aspects of consumer culture, brands have to act more as entertainers and publishers. In this module, you will explore disruptive strategies and creative techniques while you also assess the ethical implications of creating organisational, political and social change.

Creative Entrepreneurship
This module focuses on getting you ready to enter the job market, with a particular focus on developing your own business(es). You will polish your professional brand and get in-depth exposure to industry thought leaders and working environments.

Entry requirements

To study the BA (Hons) Advertising and Public Relations course you should meet the following criteria:

  • 72 UCAS tariff points at Level 3, normally including at least two subject areas
  • GCSE English and Maths at grade C or above
  • A demonstrated interest in the fields of advertising and public relations as evidenced by the personal statement portion of the application

If you do not have formal qualifications we will consider your application on a case by case basis.

International students need to meet our English language requirement at either IELTS at 5.5 or above and a minimum of 5.5 for each of the 4 individual components (Reading, Writing, Speaking and Listening).

In some countries where teaching is in English, we may accept local qualifications. Please visit to check for local equivalencies.

We offer pre-sessional English language courses if you do not meet these requirements. Find out more about our English Language courses


Fees for home and EU students

Main fee

Fees for overseas students

Main fee
Find out if you are a home or overseas student.


Help with funding is available to a range of students, whether you are studying full or part-time, in your home country or overseas.

You may be eligible for a student loan to cover the cost of tuition fees or a maintenance loan to support you during your studies. Additional funding is available to some types of students, such as those with dependants, disabled students and more. Find out more about applying for student loans and other funding options.

We also offer a range of scholarships and bursaries to help you. Current scholarships include:

  • Full Time Undergraduate Bursary: a £3,000 award for new undergraduate students.
  • Path to Success Scholarship: a £4,000 award for students on a four-year degree course with a foundation year. 

Other scholarships are also available, including awards for specific subjects. Find out more and check your eligibility for the scholarships and bursaries listed above.

Please note fees are paid for each year of study unless otherwise stated. You will be required to re-enrol and pay fees at the beginning of each academic year. Fees may be subject to government regulations on fee increases. Future inflationary increases will be applied to each subsequent year of the course, subject to government regulations on fee increases.

How to apply

If you're interested in being a part of one of the most dynamic sectors in the global economy and want to get some extra learning support in your first year, UWL's BA (Hons) Advertising and Public Relations with Foundation course is for you.

Here are some tips for making a successful application: 

  1. Spend some extra time on your personal statement. Make sure you create a focused statement about why you want to pursue a career in advertising and public relations. Top tip: Map out what you want to say before you write so your statement has strength through structure.
  2. Have a blog or a cool Instagram account or your own YouTube channel? Be sure to include a link in your personal statement so our course team can get a feel for your creative interests.
  3. Get to know our course team! We host numerous Open Days at our stunning campus in West London along with numerous events that are open to the public. Be sure to attend and introduce yourself when you come.
  4. Apply today! No matter how early it is in your decision-making process about university, we accept applications year-round.
Apply for this course

Clearing 2017 

Once you have your exam results, you can contact us to apply through Clearing by calling our free hotline on:

The hotline is open at these times:

  • Monday - Friday: 9am - 5pm
  • Extended opening: Thursday 17 and Friday 18 August: 7am - 8pm

Our phone lines are also open at the weekend on these dates:

  • Saturday 19 - Sunday 20 August: 9am - 5pm
  • Saturday 26 - Monday 28 August: 9am - 5pm

Find out more about how Clearing works.

UK and EU students

Apply for this course at when UCAS applications are open, from the previous September until June (see dates). You will need our institution code W05 and the UCAS code given on the right hand side of this page.

If the UCAS deadline has passed, you can apply through Clearing by calling our hotline on 0800 036 8888 (or +44 8231 2468). Clearing takes place over the summer months (July to September).

If you are making an early application, before UCAS has opened, you can apply directly to the University by clicking the red 'apply now' button above. You should also use this button to receive specialist information if you are applying for Nursing and Midwifery courses.

More about how to apply to the University of West London.

International students

Apply at or complete our application form for international students. We have an online application form or you can download the print version.

You can also review the relevant information about the qualifications we accept from your country and our English language requirements, as well as details about your visa application.

More about the application process for international students.

Video notes:
97% of our graduates are in employment within six months of graduating. These are the latest figures according to Employment Performance Indicators (EPI) released by the Higher Education Statistics Agency HESA in 2017.
We are the best modern university in London according to the Guardian University Guide 2018.
We are the number one university for student satisfaction in London according to the National Student Survey results 2016.


During the course

Notable aspects

Advertising and Public Relations are at the forefront of our daily lives. We see thousands of promotional messages every day, volume that will only grow as innovation in media continues apace.

As a result of this communications boom, demand for skilled professionals in advertising and public relations has never been higher. Our course lecturers are award-winning, experienced advertising, marketing and PR practitioners who give you real world insight to succeed in the field.

The course also benefits from close connections with industry through its Industry Advisory Board and relationships with trade bodies. The Industry Advisory Board consists of thought leaders from leading agencies and communications companies who serve as guest speakers and valuable industry contacts. Students on the course are also automatically members of the Public Relations and Communications Association, one of the world’s largest trade associations for professional communicators.

The careers team at the university also helps students develop their professional networks throughout the course and connects students with opportunities for employment. Because of the course’s close connections with industry, many students work in advertising and public relations before graduation.

Many students have also launched their own businesses for their third-year Major Projects. Our BA (Hons) Advertising and Public Relations course is infused with an entrepreneurial ethos. Students benefit further from London's being a global start-up hub, providing opportunities to work with emerging companies and experiment with new technologies.

Special resources

Because the worlds of advertising and public relations are converging, we provide all of our students with a holistic view of how to craft compelling strategies and create effective campaigns. As such, many of our learning opportunities are cross-functional, drawing on the creative know-how of the wider London School of Film, Media and Design.

Because we're based in London, students also benefit from all the pluses that come with being located in one of the world's greatest creative communications capitals. Our students take part in numerous creative and communications industry events and visit London’s top agencies and galleries.

Learning materials

Given the ubiquity of technology in our daily lives, digital media and digital creative technologies are at the heart of the course. For students seeking to learn practical aspects of creative production, our facilities are state-of-the-art.

Students also benefit from access to industry-leading tools like WARC, which offers a gateway into up-to-the-minute case studies and supplemental learning opportunities geared for industry professionals. Through use of industry databases and other analytic tools, students are ready for employment upon graduation if not before.

What our students say

Jobs and placements

Career and study progression

Upon graduation or even before, you may work in an agency or in-house for a company. Given that London is also one of the world’s leading start-up hubs, you may find that you are working to launch a company.


  • Creative Directors
  • Art Directors
  • Copywriters
  • Content Strategists and Creators
  • Account Managers and Client Services
  • Media Planners and Strategists

Public Relations

  • Public Relations Specialists
  • Communications Planners
  • Community/Social Media Managers

Marketing Professionals

  • Marketing Strategists/Market Researchers
  • Marketing Specialists
  • Social Media Managers and Specialists.

Study progression

On successful completion of your bachelor's degree you can pursue post-graduate studies in your chosen field.

We have a wide range of postgraduate courses offered by the London School of Film, Media and Design. See our postgraduate courses page to view all the courses on offer.

Careers support

Our degrees are designed to help you find the career that’s right for you. 97% of our graduates are in work within six months of graduating.

With our desirable West London location, we have strong links with many national and multinational organisations such as the InterContinental Hotels Group, The Savoy, Thomas Cook Travel, Cobra Beer, and the Royal Palaces. We have a strong track record of providing valuable work placements and we also provide hands-on experience at the University through our Student Ambassadors’ scheme.

Many of our staff have successful backgrounds in relevant industries and can advise you on how to kick-start your career. Our careers service will also help you realise your potential by offering specialist advice and guidance. on a wide range of careers issues, including:

  • CVs
  • job hunting
  • recruitment and selection procedures
  • further study

We are The Career University.