The next enrolment date is February 2021 and we are also accepting applications for the September 2021 intake now.
Become An
Advertising
Master Syllabus
The next enrolment date is September 2022 and we are now accepting applications.
Learn more about…
Semester 1 (September – December)
On a typical day, there will be a couple of hours of lectures, and about five hours of time to book some one-on-one mentoring with one of the faculty. There will always be at least three of them waiting to see you, all with current industry experience – a copywriter, an art director or a strategic planner.
We also bring top industry professionals into your virtual studio to support you on your briefs and to encourage networking. They come from agencies, mainly in London, but increasingly from around the world. Some visit because of their relationship with the School as a sponsor and so are looking to hire the best talent. All lectures are live, but we also record them so that you can replay them later.
In Semester 1 you will learn;
What is an idea and how to have one on command
- Hundreds of creative techniques
- How to evaluate your ideas
- How to sell your ideas
An introduction to copy
- Introduction to headlines, straplines and body copy
- Introduction to Tone of Voice
An introduction to art
- Introduction to art direction
- Layouts, templates, grids and formats
- Semiotics and advertising
- Typography and Tone of Voice
An introduction to strategy
- Introduction to strategy
- How to write briefs
- Spotting an insight
- Strategic exploration
Semester 2 (January – March)
The quality of work steps up several leagues this semester, and we start entering international student competitions. You are following in the footsteps of SCA alumni who regularly win the big prizes, and we will start putting just enough pressure on you to step up at the right time.
In Semester 2 you will learn;
How to spot the best of your ideas and develop them
- Six hat thinking
- Cannons and traps
- Platform ideas
- Getting ideas made
Strategy - taking your thinking to the next level
- When things go wrong
- Semiotic research
- Narratives
- Dichotomies
Art Direction - taking your work to the next level
- Animation
- Presenting stats in work
- Practical tips for working with Adobe
- The magic of vectors
- Identity
- The power of iteration
- Making pages that have
Copywriter - taking your work to the next level
- The power of persuasion
- How headlines interact with visuals
- Script writing for radio
- Script writing for tv
- Script writing for case study videos
- Writing jokes
Semester 3 (April – July)
This is the semester when we really put our portfolios together and leave with a great body of work. Most students will have settled into teams.
In Semester 3 you will learn;
How to find out which agencies you want to work for
- Dozens of agency showcases from the world’s top agencies
- Learn from dozens of SCA alumni who will tell you how they identified which agencies they wanted to work for and how they (mostly) made it happen
Final Semester - Strategy
- Meta narratives
- Narrative patterns
- Positioning matrix
Final Semester - Art & Copy
- Storyboards
- Campaign looks
- Fearless iteration
- Checking for errors
Selling yourself
- How to make a portfolio (online & offline)
- How to present your portfolio
- How to get a placement
- How to turn a placement into a job
- How to turn a job into a promotion
- How to start your own agency
