DIPLOMA IN CREATIVE ADVERTISING
Course Outline
As businesses diversify and grow and new businesses enter national and international markets, so the need for
professional advertising services expands to ensure that products and services are made known to their publics.
Generally speaking, the more practical and creative the staff of an advertising agency the more successful it
becomes.
It is on these aspects of creativity and originality that this diploma course focuses whilst still providing students
with the fundamental knowledge and skills necessary for them to develop and demonstrate their creative
advertising work to a professional standard.
Students are provided with options so that they can direct certain parts of the course towards subject areas in
which they are interested or feel relevant to their personal career.
The Diploma in Creative Advertising of the London Centre of Management is exclusive, is promoted
worldwide and is provided by a BAC accredited college. The British Council Offices, throughout the world, only
recommend British, State or BAC accredited colleges to students who wish to follow a further or higher
education course in Britain. These colleges advertise to and attract students from all over the world, therefore,
their courses are designed to meet international demand and standards.
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COURSE CONTENT
Subjects (10) 1. The Business of Advertising
2. Marketing (Inc: Advertising, PR & Selling)
3. Effective Advertising Production *
4. Copywriting
5. Computer Graphics *
6. Desk Top Publishing *
7. Interpersonal Skills
8. Professional Studies & Portfolio Development
9 / 10. Plus two subjects from the following options:
Internet & Intranet
Web Page Design
Marketing Online / Websites
Word Processing
Notes: (i) Students who fail to obtain the Diploma but pass seven subjects that include those highlighted with an asterisk *
will be awarded the Higher Certificate in Advertising and all subjects passed will be entered on their LCM qualification.
(ii) All students on the course at an LCM overseas Recognised Centre must follow the two optional subjects as agreed
with by the Centre.
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Length of Course Full time study for one academic year of intensive study.
Please contact LCM’s ‘Recognised Centre’ below for course dates.
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Entry Requirements 1. 5 GCSEs / GCEs / High School Leaving Diploma / Certificate – or equivalent.
Candidates’ level of English must be First Certificate / Upper Intermediate or above.
2. 2 Single Subject Awards of LCM (which will also provide subject-for subject
exemption from the Diploma).
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Exemptions Exemptions are awarded at the discretion of LCM on a subject-for-subject
basis, level or block exemption for candidates with an appropriate qualification.
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Certification On successful completion of the course, students are awarded the Diploma in
Creative Advertising of the London Centre of Management and may use
the designatory letters Dip CA.
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Status of Qualification Professional vocational qualification which prepares students for their first
significant post in advertising.
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How to Apply Recognised Local Centre -
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London Centre of Management
Cavendish Centre, 35 – 37 Alfred Place, London WC1E 7DP, UK Tel: 020 7580 6043 Fax: 020 7255 1591 e-mail: info@lcmieb.org.uk
London Centre of Management is a division of Cavendish College which is recognised as efficient by BAC
(The British Accreditation Council for Independent Further and Higher Education)
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SYLLABUS OUTLINES
London Centre of Management
Diploma in Creative Advertising
The following is an outline of the major topics only for each subject. Students must expect that they may have to
study many sub-topics within a major topic. LCM reserves the right to amend or change syllabuses and /or
subjects where it considers it appropriate for the effective provision of a course.
The Business of Advertising - The advertising business; The role of advertising; How advertising occurs; The market; Procedures;
Briefing; Location; Types of advertising; Controls; The media and buying; Advertising production; Measuring effectiveness; International
advertising.
Marketing (Inc: Advertising. PR & Selling) – Development, Concept, Definition and Need for Marketing, Integrated Marketing, Industrial
and Consumer Products, Marketing Research, Marketing Communications / Promotions, Salesmanship and Marketing, Pricing Policy,
Product Policy, Distribution Policy, Marketing Planning and Strategies, Franchising : International Marketing.
Effective Advertising Production – Newspaper and Magazine Advertising; Selecting Print Media; Flyers, Brochures, Bulletins and
Invitations; Direct Mail and Database Direct Marketing; Catalogues: A Project for Creative Nitpickers; Out-of-Home Advertising and
Promotion; Telemarketing; Broadcast Fax; Advertising on the Web; Publishing and Public Relations; TV, Radio, Video and CD Creative
and Production; Conventions, Trade Shows, Consumer Shows and Meetings; Moving a Project from Camera-Read Art Through Film,
Printing and Distribution; Finding the Right Advertising Agency and Other Promotional Resources.
Copywriting – Defining Copywriting; How to Structure the Copy; Writing the Copy; Media and Understanding its Creative Language;
The Press in detail; Off-the-page Advertising; Selling through the Letterbox; Direct Mail and Charity; Moving Pictures; Verbal; Posters;
Trade and ‘Yellow Page’ Directories; The Internet; Press Release Copy.
Computer Graphics - These subjects will give students a basic understanding of graphic design methods and techniques. Lectures will
include work on visual layouts, house styles, typeface, illustrative techniques, types of artwork, book and magazine layout, advertisement
design, package design etc.
Desk Top Publishing - The DTP course will introduce students to the tools and techniques of a leading desk top publishing programme
and follow the process of creating a publication. This is an intensive course which aims to familiarise students with the essential concepts
and skill required to produce their own work. You will learn how to place and integrate text and graphics on a page; move and change their
size; edit text; change the document format; and, to print. You will also learn how to incorporate text and graphics form both Windows and
DOS applications
Interpersonal Skills – Getting a Job, First Impressions, In the Job, Handling Awkward Situations, Customer Care, Business
Communications, Personal Appearances, Wining and Dining.
Professional Studies & Portfolio Development – Types of client; Hierarchical structure of companies or organisations; Types of service
– agency, staff, freelance practice, single, multiple and period assignments; Contract arrangements – assignment fees, retaining fees and
royalties, the cost of advertising; Office organisation, account keeping, billing procedure, expenses and taxation implications; Codes of
professional practice, professional organisations; Setting up private consultancy; Copyright law, patent rights; International regulations
affecting packaging and stationery; Case histories of typical assignments; References; The study of professional practices in advertising,
Health and Safety at work. Portfolio Development – The development of a mature and well presented portfolio of work is essential for
any student wishing to correlate their visual ideas, understand their creative development or to present work for interviews relating to higher
education. Thus students are given continuous experience in the following areas: Portfolio preparation; Portfolio presentation.
Internet and Intranet – Internet: Introduction to the Internet; Hardware & Software; Choosing an Internet Provider; Connecting to the
Internet; Browsing the Web; Revisiting Preferred Places; Online Video, Music and Broadcasts; Ensuring Privacy (and other Security
measures); Introduction to Searching; Searching for Information; Finding Programmes and Files; Finding People; Sending and
Receiving Email; Joining a Mailing List; Reading and Posting to Newsgroups; Emailing through the Web and Stopping Junk Mail; Voice
and Video Conferencing; Chatting Live; Tools for the Serious User: FTP & Telnet; Working Smarter by Working Offline; Controlling what
is seen; Buying and Selling on the Net; Creating Web Pages and Multimedia Messages; Ways the Internet can change work methods
and lifestyles. Intranet: An Introduction.
Marketing Online / Websites – Online Marketing Strategy; Online Selling; Promoting a Website; One-to-one Marketing Programmes;
Online Marketing Tools; Online Media Relations; Off-line – Traditional Marketing Methods.
Webpage Design by HTML – Introduction to HTML Web Pages; The Basic Structure of a Web Page; Dressing up the Page; Improving
Lists; Adding Links; Working with Images; Publishing the Page on the Web; Images and Links; Adding Tables to the Page; Making the
Web Pages Perform; Feedback and Creating a Form; Handling Frames; Guide to Style Sheets; Sheet Music: Styles for Fonts, Colours
and Backgrounds; The Box Model: Styles for Dimensions, Borders, Margins, etc; The Programmable Page: Adding JavaScripts to the
Pages; More JavaScript Possibilities; Adding Java Applets; Netscape Composer and the Web; The Microsoft Office 2000 HTML Tools;
FrontPage Express; Other Ways to Create HTML Documents; The Elements of Web Page Style; Some HTML Resources on the Web;
Making HTML Skills Commercial; The CD: The Webmaster'’ Toolkit.
Word Processing - Microcomputer operation and operating environment; Creating documents; Editing documents; Formatting text;
Saving, retrieving and printing; Managing Files; Proofing Documents.
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