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In our latest New Course Discourse feature, we meet Course Leader Dr Cui Su to find out more about MA Advertising, an exciting new postgraduate option which started in 2014.
The main focus of the course is very much on digital, interactive, global advertising, so there’s a strong technological slant to it. We engage with all kinds of media theory about social networks, big data – and also with debates that are in the public realm right now. We have an art director pop in from a creative agency, for example, and we have a design researcher who’s done interaction design. I think the industry’s working out what to do with new technology, how to react to it – and you can see this in the new job roles that are coming up. It’s really about getting to grips with the changes and impact of technology on advertising practice.
MA Advertising project by Valentin Guiod and Mimi Choi promoting 3D printing company Tinkerine. Can you explain more about what the step up from undergraduate to postgraduate study in advertising involves? Students would definitely experience a change in terms of more high-level thinking, applying theory to practice and having practice inform theory. The PG course is more research-intensive and we hope to eventually have PhD students as well, so that’s the reason for having this theoretical and research slant.
We’re not really like, for example, the Miami Ad School or Hyper Island – we do a combination of both theory and practice, and place them on an equal footing.
The idea is to get our graduates one rung up above all the other candidates – just to have experimented a little bit more.
Typically in this country you see advertising courses in a business school, as part of their marketing department, and you maybe study a module called advertising as part of your wider degree in marketing, marketing communications, or business. I think LCC’s also a good place to do that because it’s in London – the beating heart of the advertising industry. MA Advertising project by Valentin Guiod, George Mylonas, Marco Liu and Mimi Choi promoting healthy non-alcoholic drink Suso.
How did your current students arrive on the course, and what will you be looking for in future applicants?
We have a student from Malaysia who’s been in the industry for years and just wants to gain skills in a more formal setting, and we also have people who’ve come straight from BAs in art direction, design or marketing. It’s quite eclectic, and I think we want to keep it that way, because it ties in with the whole interdisciplinary approach.
Ideally I would like my applicants to have had some work experience, although that’s not a requirement – only because they could bring their professional experience into the classroom, which would be very useful.
The technology side of the course content is not so much to turn them into coders, but if you’re an art director and you’re talking about a campaign that involves an app, you’re able to talk to a developer on an equal footing.
The knowledge and skills you gain from the course allows you to interact confidently with coders and app designers. So I’d say they would run the full gamut of jobs – community manager to art director to setting up their own business. As the web evolves it’s impossible to ignore the ever rising tide of social networking. I hope you’ll join me, along with Adobe engineers for a closer look at social media and Captivate. Vivienne Francis recently joined the College as the new Course Leader for BA (Hons) Journalism, so we decided to find out what she will be bringing to the course and its students. Our interview covered everything from biker gangs to kicking down barriers and the adrenaline buzz of the newsroom. I spent over ten years at the BBC working mainly in television news, current affairs and documentaries. My journalistic experiences have been pretty eclectic – ranging from exposing un-vetted supply teachers to riding around London in pursuit of biker gangs; and from dodging bullets at a US hip-hop convention to investigating miscarriages of justice. Since 2007 I’ve been working in higher education as a senior lecturer and programme leader on a suite of journalism courses at Middlesex University. For example, a multimedia project exploring identity with young Somali women; and a paid commission for students to make a series of films around the 2012 London Olympics.
I am able to apply more than a decade’s worth of industry experience and subject knowledge to shape curricula, deliver good quality of teaching and connect students with the profession.
I have a strong interest in opening up the industry, and pushing for greater equality of opportunity. I’d like to think I equip my students with the confidence and ability to kick down these metaphorical and physical barriers. How do you see the current relationship between professional journalism and journalism education?
The power of the blogger has blurred the lines of how journalism is defined and understood.
Traditional skills like coming up with original stories, knowing your law, and being able to hold the establishment to account will always have a strong currency. However, students also need to be able question, critique and redefine journalism itself and its institutions. These are the things that will distinguish reliable, professional journalists from the plethora of online self-publishers. One of my first assignments was to report on a London Underground press conference about fare rises. Today, we put our current first year students through a similar real life reporting activity.
I am a competitive person, so my ambition for the course is quite simply to make it the first choice destination for more and more students. We are not necessarily looking for an A* applicant, what is more important is that we can see a passion for journalism.



The students are very much in the driving seat of Artefact – taking on the roles of editor, multimedia journalists, subeditors, section editors and so on. There is a real adrenaline buzz in the newsroom when students are gearing up to publication day. It’s a high quality, professional publication – one that would not be out of place on the newsstands. At the end of the year, students have a wealth of material for their portfolios, but are also able to demonstrate to prospective employers high-level leadership and team-working skills. In a world where abundance, not scarcity, is the challenge, your business’ ability to compete directly maps to the strength of its marketing and sales presentations.
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Scott was a great chairman for our Cloud Conference and led the audience through a highly insightful and relevant discussion throughout the two-day agenda. Tremendously entertaining and insightful, Scott’s presentations consistently keep audiences on the edge of their seat. Colleges, high schools and middle schools should keep Scott’s number handy: Teachers and educational institutes will find that his speeches, seminars and training programs offer powerful insights. Not only is Scott a knowledgeable, go-to tech guru, but he is also a PR pro’s jack-of-all-trades! Scott does a fantastic job of staying tuned to the ever-changing technology landscape.  As a young father with real skin in the game, he connected with many of our parents and teachers and has them seeing things in a different light. Scott delivered an inspiring keynote address at our strategic retreat. The combination of theory and life experiences he presented, coupled with industry examples, delivered a powerful message that stimulated much thought and discussion from our leadership. Scott was phenomenal: We were very impressed by not only his content but also his presentation style. Genuinely inspiring and practically applicable… Scott’s key note address radically expanded the whole question of what innovation is really all about. This is partly to distinguish from BA (Hons) Advertising, which deals with more of the foundational principles of advertising, art direction and copywriting.
So things to do with privacy, surveillance, all these big issues that will affect consumers. It’s not just art director, copywriter, account planner – you’ve got technologists, data strategists, digital roles. In terms of practice, I guess the difference is we deal with bigger questions that transcend just responding to a client brief.
We take it very seriously and we take a very creative approach, so although we do take into account a lot of marketing principles, we’re asking slightly different questions that are more focused on media, impact, the relationship with creativity – things like that. It’s a nice combination – aware of the bottom line and also interested in innovation and creativity. Currently we have a student who’s already got his own company and has been a graphic designer for many years, and he’s looking to skill up. I think it’s worked really well, in that the students are able to bring their experiences and interact with each other. In terms of job destinations, I would think they could become digital strategists, planners, creative directors, copywriters.


You’re able to understand the literacy of the technology and its potential applications and, possibly, restrictions. The ability to micro-message, inquire, post & share our ideas, thoughts and questions in virtually every context has given rise to expectations that within our eLearning modules, students and teachers should be able to communicate effortlessly.
Over the past few years I’ve also been working collaboratively with the media industry and third-sector organisations on student-focused projects.
It’s pretty shocking that someone’s class, physical ability, gender, or race can still be a barrier to entering and progressing within the media sector. Academia must play a role in reinforcing the professional standards of journalism so that it remains a trusted and respected institution. They are able to take everything they have studied in their first two years and apply it to a real life editorial production. To succeed, executive management must immediately be able to connect with clients and customers, and immediately communicate value at a glance. From initial planning to setup and execution, our associates will work closely with your management team and workforce to structure, script and deliver powerful and engaging presentation skills training solutions.
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