Department :
Programme Name :
Programme Code :
Year 3 Entry: DS525111 (Part-Time)
Duration :
Year 3 Entry: 2 Years (Full-Time) / 3 Years (Part-Time Evening Class)
Medium of Instruction :
Venue(s) :
General Education (GE) : Chai Wan/Tsing Yi Campus
The programme is recognised under the QF Level: 5
Registration No.: 22/000375/L5
Registration Validity Period: 01/09/2012 to 31/08/2027
Remarks:
1. With effect from 2022/23 academic year, this new programme title “Bachelor of Arts (Honours) in Digital Advertising” will be used. The programme title before 2022/23 academic year was “Bachelor of Arts (Honours) in Advertising”.
Programme Aims
This programme aims to cultivate students’ creativity and design thinking. Through an in-depth understanding of the theory and principle in advertising and the exploration of knowledge and application of digital advertising, students will be able to develop effective advertising solutions through the process of conducting research, analysis, implementation and evaluation. In additional to local market information, international elements would be also introduced to student through visiting or seminar for delivering the corporate information and practical knowledge taught by the speakers from the industry professionals. Practice makes perfect! We have a tight connection with industry practitioners for internship and we encourage students to excel their creativity through international competitions. Current students and alumni outshined in various local and international advertising competitions e.g. Red Dot Award, HK4As Kam Fan Student Awards.
Career Prospects
Upon completing the programme, students will possess professional advertising skills with a strong marketing acumen and awareness of new media technologies which are essential requirements in conducting advertising campaigns, digital marketing, branding design, interactive and online advertising, as well as transmedia and graphic communication design in the industry. They could be the next Creative Director, Brand Consultant and Designers.
Professional Body Engagement
Graduates are eligible to apply for memberships of :
- The Association of Accredited Advertising Agencies of Hong Kong
- Hong Kong Designers Association
Programme-specific Requirements
For Year 1 Entry:
- For HKDSE, a maximum of two Applied Learning (ApL) subjects can be counted for admission purpose. Relevant ApL subjects include: Marketing in Global Trade, Practical Accounting for SMEs, Practical Computerised Accounting, Understanding Financial Services, Film and Video Studies / Film and Video, Introduction to Theatre Arts, Multimedia Entertainment Studies, Commercial Comic Art, Infotainment Production, TV Infotainment Production, Radio Host and Programme Production, Understanding Hong Kong Law, Events Planning and Operation, Interior Design, Computer Game and Animation Design, Introduction to Cantonese Opera, Fashion and Image Design, The Essentials of Dramatic Arts, Magazine Editing and Production, New Media Communication Strategies, Entrepreneurship for SME, Marketing and Online Promotion, Accounting in Practice, Public Relations and Communication, Business Data Analysis, Internet of Everything Application, Creative Advertising, Medical Laboratory Science, Railway Studies, Display and Jewellery Design, The Essentials of Theatre Arts, Film and Transmedia, Accounting for e-Business, Child Care and Development, Constructing Smart Cities, Digital Comic Design and Production, PR and Multimedia Communication, Data Application for Business, Airport Passenger Terminal Operations, Exercise and Fitness Coaching, Tech Basics, Popular Music Production, Digital Media and Radio Production, Food Innovation and Science, Rehabilitation Care Practice, eSports Technology, Applied Learning (Vocational English) – English for Service Professionals, Applied Learning (Vocational English) – English Communication, Digital Brand Communication, Multimedia Storytelling, AI in Business, AI and Robotics.
- Applicants may be required to attend an interview with an original work portfolio.
For Year 3 Entry:
Higher Diploma OR equivalent sub-degree qualifications/studies in a relevant area of study.
Remarks:
- Additional core modules are required (with fee charged) for sub-degree graduates according to the educational background of individuals.
- All applicants are screened and selected by an Admission and Interview Panel. All interviews are conducted in English.
- For enquiry please contact Department of Design and Architecture (Telephone No: 3890 8323).
For Year 1 / Year 3 General Entry Requirement, please refer to Admission
Tuition fee
- The tuition fees are charged according to the number of credit points taken during a semester.
- The tuition fee for academic year 2025/26 per credit:
Local Students Non-local Students HK$ 3,300 HK$ 3,970
Programme Curriculum
This is a credit-based programme, which students will normally complete over 4 years (in 8 semesters). Students are required to take 129 credit points with modules as shown below and an Industrial Attachment module for work-integrated learning. To encourage lifelong learning in general, and to provide students with greater flexibility, the programme will be offered through a credit-based module accumulation system with a multi-entry and multi-exit structure.
Year 1
- Advertising and Marketing Principles
- Interface Design
- Media Aesthetics
- Modern Cinematography and Virtual Reality
- Semiotics
- Storytelling
- Types & Images
- GE Core Module: English for Academic Studies 1
- GE Core Module: Chinese 1
- GE Core Module: Creativity & Innovation in Society
Year 2
- Animation
- Consumer Behaviour to Conversion Strategy
- Copywriting and Content Strategy
- Corporate Identity and Branding
- Media Morality
- M-Commerce and Social Media Strategy
- Programme Elective 1*
- GE Core Module: A.I. and Blockchain in Society & Work
- GE Core Module: Entrepreneurial Mindset
- GE Elective Module 1
- Work-integrated Learning
Year 3
- Data Analytics, ROI & Reporting
- Design Studio in Digital Era 1
- Design Studio in Digital Era 2
- Digital Marketing
- Programme Elective 2*
- GE Core Module: English for Academic Studies 2
- GE Core Module: English for Professional Purposes
- GE Core Module: Chinese 2
- GE Elective Module 2
Year 4
- Crowdsourcing & Platform Business
- Design Management
- Design Studio in Digital Era 3
- Dissertation 1
- Dissertation 2
- Final Design Studio
- Programme Elective 3*
- GE Elective Module 3
- GE Elective Module 4
*Programme Electives
- Web Design
- 3D Visualisation
- Virtual Reality Game Design
- Strategy in Human Senses
- Art Direction in Photographic Media
- Interdisciplinary Design Collaboration
- Digital Transformation
- Mobile and Social Media Advertising