The Faculty of Media and Communication MA Advertising PROGRAMME SPECIFICATION Version number: 1.2-0918 January 2017
2016 Bournemouth University Document date: February 2016 Circulation: General Bournemouth University undertakes to encourage the recognition, protection and exploitation of intellectual property rights generated by participants in this programme, to the benefit, as appropriate, of students, staff, industrial/other third parties/partners and the university. Faculty of Media and Communication Bournemouth University Fern Barrow Poole Dorset BH12 5BB MA Advertising 2
CONTENTS 1 BASIC FRAMEWORK / PROGRAMME DATA 4 2 AIMS OF THE DOCUMENT 6 3 PROGRESSION ROUTES 6 4 ACADEMIC AND PROFESSIONAL CONTEXTS 6 5 AIMS OF THE PROGRAMME 7 6 INTENDED LEARNING OUTCOMES 8 7 LEARNING AND TEACHING STRATEGIES AND METHODS 10 8 ASSESSMENT STRATEGIES AND METHODS 11 9 PROGRAMME SKILLS MATRIX 12 10 PROGRAMME DIAGRAM 13 11 ADMISSIONS REGULATIONS 13 12 ASSESSMENT REGULATIONS 13 13 PROGRAMME PROFILE 14 MA Advertising 3
1 BASIC FRAMEWORK / PROGRAMME DATA Originating institution(s) Award(s) and title(s) UCAS Programme Code(s) (where applicable and if known) HESA JACS (Joint Academic Coding System) Code(s) per programme/pathway External reference points(s) Professional, Statutory and Regulatory Body (PSRB) links Place(s) of delivery Mode(s) of delivery Credit structure Duration Date of original approval(s) Bournemouth University MA Advertising PG Dip Advertising PG Cert Advertising Not applicable P304 N211 N212 N510 N561 X210 Electronic media studies Strategic management Creative management Market research Advertising Research skills The descriptor for a higher education qualification at Level 7 (Master s Level) as issued by the Framework for Higher Education Qualifications. The QAA benchmark statements for undergraduate degrees: Communication, Media, Film and Cultural Studies Honours degree subject benchmark statement (published 2008). IPA, EACA, D&AD, IDDM MA Advertising Bournemouth University MA Advertising: Full-time 180 credits: 60 credits PG Cert; 120 credits PG Diploma; 180 credits MA MA Advertising: 1 year full-time The previously named MA in Advertising and Marketing Communications was originally approved in 1994/95. Date of first intake September 2014 Student numbers Placements (option) Partner(s) and model(s) Date and version number of this Framework/ MA Advertising: Expected minimum intake: 15 Expected maximum intake: 40 Optimum* student intake: 25 None (not appropriate given type of programme) None January 2017, FMC 1516 03, approved 25 February 2016, previously version 1.1. It takes immediate effect for current students. MA Advertising 4
2 AIMS OF THE DOCUMENT The aims of this document are to: 2.1 Define the structure of MA Advertising 2.2 Identify programme learning outcomes 2.3 Articulate the regulations governing the awards offered through this Framework 3 PROGRESSION ROUTES 3.1 As this is a 1-year intensive FT programme. No formal progression route with prerequisites and co-requisites for each unit has been designed enabling students to progress from PG. Dip to M-level without a progression exam board. It is anticipated that MA Advertising could serve as a platform for future doctoral study for those wishing to undertake further study. 4 ACADEMIC AND PROFESSIONAL CONTEXTS 4.1 MA Advertising offers students the opportunity to study Advertising at an advanced level. The programme is anticipated to draw students from Advertising, Marketing or related undergraduate disciplines and/or those with 2 + years relevant professional experience. MA Advertising will attract students both from relevant BU UG degree programmes and those offered by other UK, EU and non-eu institutions, as well as advertising practitioners seeking to further develop their critical knowledge and skills in Advertising in order to advance in their chosen profession. MA Advertising will provide an opportunity to recruit interested students from existing CMC undergraduate programmes (BA Advertising, BA Marketing Communications, BA Marketing) as well as other UG degree programmes offered by other departments and Schools such as BA Business Studies and Marketing, BA Leisure Marketing, BA Interactive Media, BA Communication and Media etc. providing an opportunity for these students to specialise in Advertising management. This programme will be comparable with leading competitive offerings in the UK and abroad. MA Advertising will comprise an innovative curriculum that is balanced in terms of academic rigour and practical relevance and will offer students the opportunity to specialise in a variety of areas of advertising management, whilst developing insights into the latest techniques of advertising research, planning and evaluation, and key skills in entrepreneurship, cross-cultural awareness and the management of creativity. Students will also be equipped with the necessary knowledge and skills to advance to doctoral study for those wishing to progress their studies through to PhD or Prof Doc level. The positioning of the proposed programme as specialist provision with close engagement with industry, together with the profile of students targeted, means that the inclusion of a work placement within the curriculum is not appropriate. As outlined in the proposed curriculum below, the Advertising Boot Camp will be offered instead. MA Advertising will be endorsed by the IPA, EACA, D&AD, IDDM. MA Advertising 5
4.2 This development of this programme has drawn upon the following external points of reference: QAA benchmark for Communication, media, film and cultural studies (2008). This is an undergraduate benchmark, but in the absence of any postgraduate benchmarks in this area, has been the principal source of benchmarking for postgraduate provision in the Faculty of Media and Communication. The subject benchmarks are located at: http://www.qaa.ac.uk/assuringstandardsandquality/subjectguidance/pages/subject-benchmark-statements.aspx Communication, media, film and cultural studies (2008). The descriptor for a higher education qualification at Level 7 (Master s Level) as issued by the Framework for Higher Education Qualifications. (see Appendix 1) The BU common academic framework (CAS) requiring semesterised delivery; units offering a minimum credit of 20 credits; notional study time calculated at the rate of 200 hours per 20 credit. 4.3 Internal frames of reference include: The Bournemouth University Strategic Plan 2018 Vision and Values BU2018 Bournemouth University Key Performance Indicators The Media School s Delivery Plan 2013-14 The Common Academic Structure Market research carried out in the development stage 5 AIMS OF THE PROGRAMME 5.1 The framework is designed for graduates with good first degrees (or equivalent professional experience) in Advertising, Marketing or a related subject. Postgraduate study will develop students critical thinking skills and subject understanding to a higher level. These skills will equip graduates for a successful career in the Advertising industry, or for further study at doctoral level. 5.2 The programme offers a balanced curriculum in terms of academic rigour / practical relevance and the opportunity for students to specialise in broad functional areas. Course content addresses aspects of: enterprise, entrepreneurship, creativity and globalisation. 5.3 The programme aims to produce flexible graduates who can think critically, analytically and creatively and apply knowledge to practical situations. The programme also aims to equip graduates with the necessary analytical skills, knowledge and understanding to carry on to further academic research at advanced level. 5.4 By the end of the course students will have developed strong oral communication skills and learned to present themselves and their ideas in a professional manner using a variety of communication techniques. 5.5 Employers of MA Advertising graduates are looking for students with the tools to think creatively, an awareness of calculated risk and the ability to challenge assumptions; both academically and in practice. This is reflected in the aims and intended learning outcomes of the programme. Graduates will be able to apply for MA Advertising 6
jobs in advertising that require knowledge of digital communications techniques, such as social media campaigns, SEO and online brands, as well contribute to more traditional offline roles. It is expected that MA Advertising will support entry into a range of executive and/or management positions within the Advertising industry, on both the agency side and on the client side of the business. Examples of potential roles include: Account managing, account planning and insight, digital planning, social media campaign management, creative executives, media buying and planning, brand management. 6 INTENDED LEARNING OUTCOMES 6.1 Curriculum Design and Unit Inter-linkages MA Advertising has been deliberately designed with no progression requirements enabling students to progress automatically from the PG. Dip stage (Semesters 1 and 2) to M-level (Semester 3) without the requirement of a progression examination board. Overall, the programme has been designed to attain an optimal balance between theory and practical application. Taught units in Semester 1 encourage an advanced understanding of contemporary theory and advanced skills development. For example, Advertising Strategy and Planning aims to facilitate the development of intellectual and professional skills in planning, implementing and evaluating communication strategies. Research Imagination takes students previous research knowledge and experience to the next level and the course is built around three complementary strands: advanced social science research training; discipline specific research training; industry research commissioning and interpretation. The knowledge and skills gained from this unit will feed directly into both Semester 2 core units - Consumer Culture Insights and Digital Insights, which, as the term insights suggests, are concerned with developing in-depth understanding of a problem or issue of strategic importance to an organisation s communication practice. The focus on strategic insight is carried across to both Semester 2 option units - Creative Direction, which is concerned with the application of strategy to creative practice in advertising and Advertising Management which explores the management of relationships between agencies and client organisations, between functions within the agency, and with other related service-providers and agencies and considers the role of advertising as a strategic marketing function. Normally, students choice of option will help determine the type of organisation and/or department they work with during the Advertising Boot Camp in Semester 3. Contemporary theory is balanced with best professional practice throughout the curriculum, therefore, fully equipping students with the knowledge and skills to undertake the Final Project at the end of their studies, whether they opt for the Academic Paper of the Consultancy Project. 6.2 Programme level Intended Learning Outcomes By the end of their programme, all students are expected to be able to demonstrate: Subject Knowledge and Understanding MA Advertising will provide students with the following subject knowledge and understanding: A1 Review critically the body of knowledge, debates and intellectual paradigms related to the study and practice of Advertising and appreciate the limitations of current knowledge and practices. MA Advertising 7
A2 Advanced critical appreciation of the role of Advertising in a range of organisational, socio-cultural, political and economic contexts. A3 Critically evaluate and provide justified recommendations for the development of Advertising strategy and programmes demonstrating a detailed understanding of Advertising practice and the characteristics of effective Advertising campaigns. A4 Develop comprehensive understanding of a range of research methodologies and techniques for generating original insights relevant to the study and practice of Advertising. A5 Demonstrate the insight and skills necessary for developing strategic and tactical integrated advertising campaigns that are commercially and creatively viable. Intellectual Skills MA Advertising will provide students with the following intellectual skills: B1 A conceptual understanding of issues related to Advertising to evaluate critically advanced scholarship within their discipline. B2 Identify and apply appropriate techniques for the comprehensive analysis, evaluation and synthesis of data for the analysis of Advertising problems and issues. B3 Develop critical skills for dealing with the emerging trends within the Advertising industry, with the ability to assess and manage new challenges and increasing competition. B4 Demonstrate an ability to draw upon and bring together ideas from different sources of knowledge and from different disciplines relevant to the study and practice of Advertising. Subject-specific / Practical Skills MA Advertising will provide students with the following subject specific skills: C1 The ability to devise, implement and manage original Advertising programmes that help to achieve organisational objectives; C2 The ability to creatively and critically synthesise original ideas from both professional and academic sources of knowledge and be able to apply these within an Advertising context; C3 The ability to make valuable original contributions towards Advertising practice within complex or unpredictable environments; C4 Demonstrate confidence and competence in the selection of contemporary digital technologies and insights relevant to Advertising. MA Advertising 8
Transferable Skills MA Advertising will provide students with the following transferable skills: D1 team. D2 D3 The ability to work effectively, productively and accountably as a member of a Critical reflection, originality and creativity in tackling and solving problems. Be able to consider and apply global perspectives to their work. D4 Effectively communicate Advertising concepts, plans, proposals and issues to a diverse range of audiences; professionally present and rigorously defend ideas and produce accurately referenced work to a given format, brief and deadline. D5 The independent learning ability required for continuing professional development. D6 Demonstrate entrepreneurial thinking and ambition. 7 LEARNING AND TEACHING STRATEGIES AND METHODS 7.1 There will be a range of learning and teaching methods and strategies employed across the programme. Which reflect an emphasis on the acquisition and application of knowledge, as well as a strong focus on professional development. Students will be exposed to a range of pedagogic strategies, which provide opportunities to engage within blended learning experiences. Methods include lectures, seminars, workshops, live briefs, individual tutorials and independent study. It is critical that students are supported through tutorial contact, both through the delivery of units, and through their master s project. Students will be encouraged to learn from each other, and to informally link up with postgraduate students across the school. Details of the pedagogic approaches to be adopted within units are provided within the Unit Specifications. Knowledge and understanding of the subject will be developed through lectures, seminars and workshops and Master Classes, in which learning activities may include discussions, presentations, critiques of academic papers and case studies. Knowledge and understanding will be assessed within all units via a variety of methods such as essays, presentations, reports and unseen written examinations. Intellectual skills such as critical analysis, synthesis, evaluation and problem solving will be demonstrated through active learning processes involving campaign analysis and development, in-class debates, group-based workshops and individual tutorials. Intellectual skills linked to specialist knowledge, understanding and practical skills will be assessed via independent course work such as analysis of Advertising campaigns, consumer insight development, scenario planning exercises, academic essays and an academic/consultancy project, as well as written examinations. Practical skills will be developed through opportunities to practise relevant activities within seminar/workshops together with live briefs and the professional Boot Camp. Assessment of competence in exercising practical skills will include presentations, responses to live briefs and professional pitches, preparation of a career plan and portfolio development. MA Advertising 9
Transferable/key skills, will be developed through naturally arising opportunities within the curriculum. For example, cross-cultural perspectives, critical reflection and independent learning will be developed through a variety of formative and summative coursework such as campaign analysis, insight development, essays, report writing and other forms of self-directed study; creativity in tackling problems and professional presentation skills through the design and development of Advertising campaigns and team working skills through a variety of collaborative projects. Skills will also be developed through the professional boot camp and extra-curricular activities such as Master Classes, Professional Development activity, as well as opportunities to participate in research and/or knowledge exchange projects coordinated by Creative Enterprise Bureau. 7.2 Advertising Boot Camp The Advertising Boot Camp in semester 3 will provide students with a period of intensive work experience, which draws together the work completed during semester 1 and semester 2 of the Masters programme and provides an opportunity for students to apply what they have learned within the real world of advertising agencies and their clients. The unit will typically commence with a taught element comprising preparation and master class opportunities, students will then be embedded within agencies working with clients for up to two weeks, they will then have an opportunity to reflect on and present their views on their employability in the form of a career plan. By the end of the unit, students will be able to draw on real world experience, start to develop their professional careers, capitalise on networking opportunities and evaluate and plan their own career trajectories. It is anticipated that the time spent within an agency will normally take place in weeks 2 and 3 of the third semester i.e. immediately following the taught preparation element. 8 ASSESSMENT STRATEGIES AND METHODS 8.1 MA Advertising will comprise a breadth of assessment strategies including exams, which may be open-book, case study based or unseen (typically 2 or 3 hours in duration), as well as live briefs, portfolios, essays, reports, campaign plans, scenario planning exercises and reflective pieces. There will be an appropriate balance of individual and group work. All students will be required to complete an individual final project (consultancy project or academic paper). Details of summative assessment by unit is provided within the Unit Specifications. The assessment of knowledge will be particularly sought through full-length essay assignments or reports and normally through examinations, seminar/workshop presentations and discussions. Intellectual skills will be assessed through coursework and examinations. Examinations provide students with the opportunity to demonstrate their ability to structure a concise, reasoned argument and analyse an issue in a limited time period. Where appropriate, exams are unseen, case-study or open book. Individual essays, reflective accounts and scenario planning exercises will provide an important means by which students can plan, develop, refine and present their ideas in a coherent and persuasive way, using appropriate sources to develop and sustain their arguments. Assessment of subject-specific/practical skills will typically be via coursework such as portfolio development, live briefs and/or scenario exercises, insights development and evaluation, oral presentations and reports. Finally, Transferable Skills will be assessed primarily through individual and group work such as campaign development, oral presentations and reports, as well as individual reflective accounts (reflection on action). MA Advertising 10
9 PROGRAMME SKILLS MATRIX 9.1 Matrix table showing the relationship between ILOs for a programme and its constituent units L E V E L M Units Programme Intended Learning Outcomes A 1 A 2 A 3 A 4 A 5 B 1 B 2 B 3 B 4 C 1 C 2 C 3 C 4 D 1 D 2 D 3 D 4 D 5 D 6 Advertising Strategy and Planning (20) * * * * * * * * * * * * Applied Creativity (20) * * * * * * * * * * * * * * * Research Imagination (20) * * * * * * * * * * * Consumer Culture Insights (20) * * * * * * * * * * * * * * Digital Insights (20) * * * * * * * * * * * * * * Advertising Management (20) * * * * * * * * * * * * * * * * Creative Direction (20) * * * * * * * * * * * * Advertising Boot Camp (20) * * * * * * * * * * * * * Final Project (40) * * * * * * * * * * * * * A - Subject Knowledge and Understanding 1. Review critically the body of knowledge, debates and intellectual paradigms related to the study and practice of Advertising and appreciate the limitations of current knowledge and practices. 2. Advanced critical appreciation of the role of Advertising in a range of organisational, socio-cultural, political and economic contexts. 3. Critically evaluate and provide justified recommendations for the development of Advertising strategy and programmes demonstrating a detailed understanding of Advertising practice and the characteristics of effective Advertising campaigns. 4. Develop comprehensive understanding of a range of research methodologies and techniques for generating original insights relevant to the study and practice of Advertising. 5. Demonstrate the insight and skills necessary for developing strategic and tactical integrated advertising campaigns that are commercially and creatively viable. C Subject-specific/Practical Skills 1. The ability to devise, implement and manage original Advertising programmes that help to achieve organisational objectives; 2. The ability to creatively and critically synthesise original ideas from both professional and academic sources of knowledge and be able to apply these within an Advertising context; 3. The ability to make valuable original contributions towards Advertising practice within complex or unpredictable environments; 4. Demonstrate confidence and competence in the selection of contemporary digital technologies and insights relevant to Advertising. B - Intellectual Skills 1. A conceptual understanding of issues related to Advertising to evaluate critically advanced scholarship within their discipline. 2. Identify and apply appropriate techniques for the comprehensive analysis, evaluation and synthesis of data for the analysis of Advertising problems and issues. 3. Develop critical skills for dealing with the emerging trends within the Advertising industry, with the ability to assess and manage new challenges and increasing competition. 4. Demonstrate an ability to draw upon and bring together ideas from different sources of knowledge and from different disciplines relevant to the study and practice of Advertising. D - Transferable Skills 1. The ability to work effectively, productively and accountably as a member of a team. 2. Critical reflection, originality and creativity in tackling and solving problems. 3. Be able to consider and apply global perspectives to their work. 4. Effectively communicate Advertising concepts, plans, proposals and issues to a diverse range of audiences; professionally present and rigorously defend ideas and produce accurately referenced work to a given format, brief and deadline. 5. The independent learning ability required for continuing professional development. 6. Demonstrate entrepreneurial thinking and ambition. MA Advertising 11
10 PROGRAMME DIAGRAM MA ADVERTISING (no progression requirements) PROGRAMME DIAGRAM MA Advertising Stage 1/Level M 11 ADMISSIONS REGULATIONS Core units (Compulsory) Semester 1 Advertising Strategy and Planning (20) Research Imagination (20)* Applied Creativity (20) Semester 2 Digital Insights (20) Consumer Culture Insights (20) Semester 3 Advertising Boot Camp (20) Final Project (40) Option units Semester 2 Choose 1 of the following: Creative Direction (20) OR Advertising Management (20) Exit qualification: MA Advertising Requires 180 Level M credits Exit qualification: PG Dip Advertising Requires 120 Level M credits Exit qualification: PG Cert Advertising Requires 60 Level M credits 11 ADMISSIONS REGULATIONS 11.1 The regulations for this framework are the University s Standard Postgraduate Admissions Regulations 12 ASSESSMENT REGULATIONS 12.1 The regulations for this framework are the University s Standard Postgraduate Assessment Regulations. MA Advertising 12
13 PROGRAMME PROFILE Originating Institution(s): Bournemouth University School: Faculty of Media and Communication Partner: None Place(s) of Delivery: Bournemouth University Language of delivery (if not English): Programme HESA JACS code: N561 Programme Award and Title: MA Advertising Interim Award and Titles & required credits: PG Certificate Advertising PG Diploma Advertising Mode(s) of study: FT Expected Length of study : FT= 12 months BU Credit Structure & ECTS : Level 7= 180 credits (90 ECTS) Unit identification Cost Centre(s) Unit Details Assessment Regs: SR Unit version Unit name HESA JACS CC 1 % HESA JACS CC2 % Prog year Prog year Core / option No of credits Level Assessment Element Weightings no. Subject Code Subject Code FT PT Exam 1 C/Work 1 C/Work 2 1 Advertising Strategy and Planning N561 133 70 N211 145 30 1 Core 20 M 50% 50% 1 Applied Creativity N212 133 100 1 Core 20 M 50% 50% 1 Research Imagination N510 133 50 X210 133 50 1 Core 20 M 100% 1 Consumer Culture Insights N510 133 100 133 1 Core 20 M 100% 1 Digital Insights P304 145 100 1 Core 20 M 40% 60% 1 Advertising Boot Camp N561 145 100 1 Core 20 M 100% 1 Creative Direction N212 133 100 1 Option 20 M 50% 50% 1 Advertising Management N561 133 70 N211 133 30 1 Option 20 M 70% 30% 1 Final Project X210 133 60 N510 133 40 1 Core 40 M 100% Effective from Prog Year / Month / Year Yr. 1 Sep 2014 Contact in School: Steven Jones, Programme Administrator srjones@bournemouth.ac.uk Date approved 11 : February 2016 Yr. 2 Sep 2015 Name of Professional, Statutory or Regulatory Body (if appropriate): Yr. 3 Sep 2016 None N/A Yr. 4 Sep 2017 version no: Version 1.2-0915 Placement: None Diploma Supplement Statement regarding PRSB accreditation: N/A MA Advertising 13
Appendix 1: QAA FHE Q Level 7 Descriptor QAA Descriptor for a higher education qualification at level 7: Master's degree The descriptor provided for this level of the framework is for any master's degree which should meet the descriptor in full. This qualification descriptor can also be used as a reference point for other level 7 qualifications, including postgraduate certificates and postgraduate diplomas. Master's degrees are awarded to students who have demonstrated: a systematic understanding of knowledge, and a critical awareness of current problems and/or new insights, much of which is at, or informed by, the forefront of their academic discipline, field of study or area of professional practice a comprehensive understanding of techniques applicable to their own research or advanced scholarship originality in the application of knowledge, together with a practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge in the discipline conceptual understanding that enables the student: to evaluate critically current research and advanced scholarship in the discipline to evaluate methodologies and develop critiques of them and, where appropriate, to propose new hypotheses. Typically, holders of the qualification will be able to: deal with complex issues both systematically and creatively, make sound judgements in the absence of complete data, and communicate their conclusions clearly to specialist and nonspecialist audiences demonstrate self-direction and originality in tackling and solving problems, and act autonomously in planning and implementing tasks at a professional or equivalent level continue to advance their knowledge and understanding, and to develop new skills to a high level. And holders will have: the qualities and transferable skills necessary for employment requiring: the exercise of initiative and personal responsibility decision-making in complex and unpredictable situations the independent learning ability required for continuing professional development. Much of the study undertaken for master's degrees will have been at, or informed by, the forefront of an academic or professional discipline. Students will have shown originality in the application of knowledge, and they will understand how the boundaries of knowledge are advanced through research. They will be able to deal with complex issues both systematically and creatively, and they will show originality in tackling and solving problems. They will have the qualities needed for employment in circumstances requiring sound judgement, personal responsibility and initiative in complex and unpredictable professional environments. Master's degrees are awarded after completion of taught courses, programmes of research or a mixture of both. Longer, research-based programmes may lead to the degree of MPhil. The learning outcomes of most master's degree courses are achieved on the basis of study equivalent to at least one full-time calendar year and are taken by graduates with a bachelor's degree with honours (or equivalent achievement). MA Advertising 14
Master's degrees are often distinguished from other qualifications at this level (for example, advanced short courses, which often form parts of continuing professional development programmes and lead to postgraduate certificates and/or postgraduate diplomas) by an increased intensity, complexity and density of study. Master's degrees - in comparison to postgraduate certificates and postgraduate diplomas - typically include planned intellectual progression that often includes a synoptic/research or scholarly activity. Some master's degrees, for example in science, engineering and mathematics, comprise an integrated programme of study spanning several levels where the outcomes are normally achieved through study equivalent to four full-time academic years. While the final outcomes of the qualifications themselves meet the expectations of the descriptor for a higher education qualification at level 7 in full, such qualifications are often termed 'integrated master's' as an acknowledgement of the additional period of study at lower levels (which typically meets the expectations of the descriptor for a higher education qualification at level 6). First degrees in medicine, dentistry and veterinary science comprise an integrated programme of study and professional practice spanning several levels. While the final outcomes of the qualifications themselves typically meet the expectations of the descriptor for a higher education qualification at level 7, these qualifications may often retain, for historical reasons, titles of Bachelor of Medicine, and Bachelor of Surgery, Bachelor of Dental Surgery, Bachelor of Veterinary Medicine or Bachelor of Veterinary Science, and are abbreviated to MBChB or BM BS, BDS, BVetMed and BVSc respectively. MA Advertising 15