creative conversations are at the heart of successful advertising. this course focuses on developing this skill – focusing on storytelling, as well as the tools and technologies that help these conversations to be heard. we apply advertising theory to practice in a real-world environment, helping you to hone your creative writing and presentations skills while discovering your specific interests, as you learn through experimental, reflective and ethical practice. in your first year, you'll start to identify markets and consumers, explore the benefits of storytelling, and develop your digital skills. in your second year, you'll explore the future of advertising, build upon your creative direction skills and learn how to talk to specific audiences. in your final year, you'll create your own advertising campaigns, from idea to execution, alongside curating your industry-ready portfolio that showcases your talent, adaptability and, crucially, reflects your career aspirations. integrated foundation option the integrated foundation year has been specially designed to give you the introductory knowledge and business skills needed to confidently progress to degree-level study. it's structured around discipline knowledge, with extra modules that introduce you to the transferable skills you'll need at degree level and beyond – giving you a solid grounding in both management principles and business skills. once you've successfully completed your foundation year, you'll be able to progress to any of our business, social sciences, humanities or media undergraduate courses. building on this foundation, you’ll develop specialist knowledge in your chosen course.