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To participate in the course, you must register for the course and submit a motivation letter and CV (under the red buttons at the top of the page).

The micro-degree program "Advertising and Imagology" provides knowledge to understand the general content and different directions of advertising activities and skills to apply what you have acquired in creating a marketing strategy. The curriculum supports the consolidation of theoretical approaches through practical activities, design thinking and creative tasks.

Study, including group work, takes place together with students of the bachelor's degree program "Advertising and Public Relations". The micro-degree program lasts two semesters. This is a full-time course, which means that the courses are attended according to the timetable and there are no study sessions. The course usually starts at 4:15 p.m. The special seminar at the end of both semesters is held separately from the bachelor's degree, only for students on the micro-degree curriculum.

It is possible to pay for the course in installments.

Courses completed within the micro-degree curriculum that are also related to degree subjects can be counted towards further studies.

Curriculum modules and instructors:

The instructors of the "Advertising and Imagology" micro-degree program are recognized lecturers and practitioners in their field.

Introduction to Advertising (6 ECTS). The course provides an overview of various aspects of advertising, including the place of advertising in society, marketing and propaganda activities, the advertising process and the principles of advertising. The course covers the fundamentals of advertising theory, brand design, the basics of visual communication and advertising design concepts, ethics and good practices in advertising. The course, including group work, takes place in the autumn semester with students of the bachelor's degree "Advertising and Public Relations".

The course is taught by Tiina Hiob, MSc, lecturer in advertising theory at the Baltic Institute of Media, Film and Arts, who, in addition to supervising lectures and training in the field of advertising theory and psychology, is also the curator of the Advertising and Public Relations curriculum.

Advertising Theory and Psychology (6 ECTS credits). The course forms a whole with the course "Introduction to Advertising". The main theoretical approaches to increasing and evaluating the effectiveness of advertising are covered; mechanisms of influence, psychological effects and regularities in advertising, and models of psychological influence. Individual and group work will be used to solve specific advertising tasks. The course, including group work, will take place in the spring semester with students of the Bachelor's degree "Advertising and Public Relations".

The course will be supervised by Tiina Hiob, MSc, lecturer in advertising theory at the Baltic Institute of Media, Film and Arts.

Imagology (6 ECTS). The course will provide an idea of ​​the specifics of the image phenomenon in the system of public relations and image development. The prerequisites for analyzing and creating an image will be created. The course, including group work, will take place in the autumn semester with students of the Bachelor's degree "Advertising and Public Relations".

Propaganda Techniques (4 ECTS). The course will provide an idea of ​​the effect of propaganda mechanisms in society in the past and today. The prerequisites are created for the development of scientific competence in the analysis of propaganda acts and messages and the development of skills to effectively apply the know-how of one type of advertising - propaganda - to achieve the goals of one's company or organization, as well as to recognize propaganda as an influencing technology. The course, including group work, takes place in the spring semester with students of the bachelor's degree "Advertising and Public Relations".

Both courses are supervised by Alar Pink, MA, a lecturer in marketing at the Baltic Film, Media and Arts Institute. Alar Pink is an expert and trainer in the field with over twenty years of experience in international marketing management, who has successfully brought over 600 new products to the market with his team over time.

Advertising and Content Design Master Class (3 ECTS credits). During the course, you will learn about the work processes of the advertising industry, including the principles and process of project management and creative team operations. Creative tasks will be solved. The course, including group work takes place in the spring semester with students of the bachelor's degree "Advertising and Public Relations".

The advertising masterclass is led by Liisa Kivirähk. Liisa Kivirähk graduated from BFM in 2020 with a degree in advertising and imagology. Since then, she has worked as a creative director, copywriter and concept creator in both Zurich and Tallinn. Liisa has won over 20 awards at Kuldmuna and works daily with the largest brands in Estonia in a creative agency. In her lectures, she focuses on shaping students' creative and work processes, seeking as much contact with real brands and situations as possible.

Special Seminar on Advertising and Imagology (2 ECTS credits). The special seminar will be held throughout the entire study period only for students studying the micro-degree "Advertising and Image Creation" curriculum. During the seminar, a framework for the entire curriculum will be created, including compiling a study portfolio, reflecting on and giving feedback on the learning experience gained. The summative meetings of the special seminar will take place at the end of the spring semester.

The special seminar will be supervised by Tiina Hiob, MSc, lecturer in advertising theory at the Baltic Institute of Media, Film and Arts.

Who are we looking for to study?

The program is suitable for those who are professionally involved in the advertising activities of a company or organization or who want to link their future with the advertising field, but who do not have previous experience in the field. A person who has completed the micro-degree curriculum will acquire the knowledge and experience to transform marketing messages into effective creative solutions. A graduate will be able to apply themselves in various positions related to the marketing and advertising activities of an organization and image creation.

To start studying, a secondary education is required. An interest in the field of advertising and image creation, a willingness to complete all modules of the curriculum, and English language skills at level B2 are required. Since the micro-degree curriculum is largely related to the bachelor's curriculum, the completed professional modules are counted as different subject courses in further studies.

Why come to study with us?

A person who has completed the micro-degree curriculum:

• has an overview of the foundations and basic concepts of advertising theory, advertising in marketing and promotional activities;
• understands the principles of creation and design;
• is able to analyze the image or brand creation and direct its change process;
• evaluates advertisements on a scientific basis;
• knows and applies professional terminology;
• understands the stages of advertising work, has gone through the creative process, analyzed and implemented creative solutions;
• combines the knowledge and experience acquired during the curriculum into a whole and applies them professionally.