Course at a glance

Accredited Level 3 Advertising Diploma

Introduction

This Level 3 Diploma course consists of 10 units covering all the main aspects of Advertising. Advertising managers oversee advertising and promotion staff, which are usually small teams, except in the largest firms. In smaller firms, managers may act as a liaison between the firm and the advertising or promotion agency to which many advertising or promotional functions are outsourced. In larger firms, advertising managers oversee in-house account, creative, and media services departments. The account executive manages the account services department, assesses the need for advertising, and, in advertising agencies, maintains the accounts of clients. The creative services department develops the subject matter and presentation of advertising. The creative director oversees the copy chief, art director, and associated staff. The media director oversees planning groups that select the communication media—for example, radio, television, newspapers, magazines, the Internet, or outdoor signs—to disseminate the advertising.

This Level 3 Diploma provides a solid foundation and comprehensive understanding of advertising and the media in a business context. The course will appeal to existing advertising practitioners wishing to enhance their skills, those students aiming to develop a career in advertising, and those seeking a foundation course for graduate studies in Advertising or Media.

The following unit descriptors are brief content guides to the course components and should provide a holistic overview of structure and format.

Benefits of the Course:

Students will expect to derive the following benefits from the diploma course:

  • Students will have an opportunity to evaluate and interpret the role behind advertising.
  • You will look at various roles and responsibilities behind advertising.
  • Advertising in relation to media.
  • You will gain an understanding of Copy Writing and Graphic Design.
  • The course encourages the development of advertising and skills within this role and how they support an advertising organisation.

Assessment Objectives (AO)

AO: 1

Students must select and demonstrate clearly relevant knowledge and understanding through the use of evidence, examples and correct language and terminology appropriate to the course of study. This assessment, involves two written assignments: one halfway through the course and following the final unit. Both are assessed and graded by the assigned tutor, according to college procedures. The grading procedure if Pass or Fail. If you Fail an assessment you have the opportunity to amend where your tutor has highlighted and resubmit.

AO: 2

Students must critically evaluate and justify a point of view through the use of evidence and reasoned argument. Students can include evidence in different formats to support their written work such as documentation or images to support their course remembering Confidentiality and Data Protection.

Quality of Written Communication (QWC)

In addition, COLC require students’ to produce written material in English, candidates must: ensure that text is legible and that spelling, punctuation and grammar (SPG) are accurate so that meaning is clear; select and use a form and style of writing appropriate to studying a complex subject matter; organise information clearly and coherently, using specialist vocabulary when appropriate and Harvard referencing of citation and sources. In this Specification, SPG will be assessed in all tutor marked assignments (TMAs)

To ensure that we maintain quality standards; all our students written assignments are subject to our plagiarism policy and procedure.

Sections

Entry Requirements Course Content Progression

Accredited Level 3 Advertising Diploma Entry Requirement

Entry to this Accredited Level 3 Advertising Diploma requires that potential students have gained GCSE/IGCSE or equivalent qualifications and have, good English oral, reading and writing skills.

Advice on enrolment and guidance of prior learning (APL) can be obtained through out contact centre. The course is a rolling programme and can be started at any point in the year. Successful students can go on to Higher Education, including remaining as students at COLC to complete courses in our portfolio of higher awards.

All students must be aged 16 or over.

Assessment

The coursework is assessed through continuous assessment with no formal exit examinations.

Study Hours

Approximately: 200 hours of personal study time for the entire course is recommended. All of which is supported by the COLC Course Tutor, who we greatly encourage students to access support from throughout their course.

Quality Assurance

This course has been developed by the College’s professional team of tutors to meet the needs of sector based employers and employees.

Further details of our accreditations are provided on our website.

Course Length

1 Year.

Awarding Body

AccordAI

Accredited Level 3 Advertising Diploma Course Content

Unit 1: Advertising Business Practice

This unit provides an overview of the business roles of advertising. Topics include:

  • Advertising within the marketing mix
  • Results of advertising
  • Client/agency relationships
  • Media/agency relationships
  • How advertising agencies are conducted and organised
  • Influences on advertising costs
  • Agency finances
  • Developing, planning, and spending on a campaign
  • Client briefings
  • Presentation skills
  • Strategic planning in an agency

Unit 2: Copywriting

This unit focuses on copywriting skills for print media. Topics include:

  • The role of the copywriter in an advertising agency
  • The creative brief
  • The idea of a strategy
  • The concept of creativity
  • Stopping power
  • What makes a good poster
  • Writing readable and effective copy
  • Preparing a portfolio

Unit 3: Graphic Design and Production

Students will cover illustration and graphic design as well as methods and techniques used in print reproduction. Topics include:

  • Principles of visual communication
  • Type and rendering in black and white
  • Space and cropping
  • Processes of print production
  • Finished art and bromide production
  • Artwork preparation
  • Typography as design
  • Logo design and corporate identity
  • Brochure design
  • Personal stationery
  • Small space ads
  • Artwork/client presentation
  • Preparing a portfolio

Unit 4: Art Direction

This unit explores the practical role of art direction in print media and the television industry. Topics include:

  • Art direction in print media
  • Visual techniques for illustration
  • Packaging
  • Television commercials
  • Posters and point-of-sale design
  • Brochures and direct mail
  • New business presentations

Unit 5: Television Commercials

Television advertising is one of the most expensive forms of advertising, requiring precision to maximise impact. This unit covers:

  • Objectives of television commercials
  • Types of television commercials
  • Agency briefs
  • Creation of a commercial
  • Storyboard presentation
  • Writing for television
  • Art direction for television
  • Casting
  • Budgeting
  • Pre-production, production, and post-production

Unit 6: Radio Commercials

This unit focuses on radio commercials, from concept through production to completion. Topics include:

  • Types of radio commercials
  • Writing copy for radio
  • Use of music and sound effects
  • Recording equipment and techniques
  • MCA code
  • Writing and recording promotional spots
  • Recording students’ own commercials with talent

Unit 7: Public Relations

Students will explore the field of Public Relations (PR) and its complementarity with advertising. Topics include:

  • PR agents and campaigns
  • PR, advertising, and sales promotion
  • Publicity
  • Media conferences
  • Brochures and newsletters

Unit 8: Media Planning and Evaluation

This unit examines the principles and objectives behind media space and time buying. Topics include:

  • Types of agencies
  • Interpreting the media brief
  • Target audiences
  • Selection of media
  • Planning, timing, and budgeting
  • Newspaper and magazine buying and planning
  • Radio buying and planning
  • Television buying and planning
  • Direct marketing
  • Computer analysis of media plans
  • Presentation of media plans

Unit 9: Media Presentations

This unit teaches students how to prepare, structure, and deliver speeches and presentations—an invaluable skill in the advertising industry. Topics include:

  • Public speaking
  • Handling television media interviews
  • Pitching ideas and products to potential clients

Unit 10: Media Law

Students will study the essential laws governing advertising in print and electronic media. Topics include:

  • Common law and statute law
  • Trade Practices Commission
  • Consumer protection legislation
  • Misleading and deceptive practices
  • Broadcast law and regulation
  • Advertising self-regulating bodies
  • Patents, brand names, and trademarks
  • Copyright
  • Defamation
  • Disparaging copy
  • Accreditation and agency ethics
  • Therapeutic and restricted-sale products

Progression

This Accredited Level 3 Advertising Diploma can be used to gain entry to a Level 4+5 Diploma or higher.

You can view a lit of our Level 4+5 Diplomas here: Accredited level 4+5 Diplomas

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