The module is built around four complementary threads of activity. Workshops will critically examine oral presentation techniques, especially issues of planning, structure, contact, visual development and integration, and high impact interpersonal strategies. Lecture-led seminars will critically examine fundamental concepts of persuasion and negotiation, focussing on the work of the Harvard negotiation seminar and Petty and Capiccio's Elaboration Likelihood Model. Throughout, a student-led project will research the uses of, specifically, the pitch in the advertising process. Using these resources as they develop within the module, regular assessments will involve the student in presenting their own original work drawn from the various creative advertising modules in a variety of contexts and combinations, supported by extensive feedback and transactional analysis.