Advertising Design (BA)

Brief programme outline

Programme Code JS3569 (73416)  BA(Hons) Scheme in Design              
Stream Code 73416 – AD (Year 1 Admission)
                        73416 – SYA (Senior Year Admission)
Mode of Study Full Time
Number of Credits 124 (4 year Curriculum)
                                 62-63 (Senior year Curriculum)
Normal Period of Study 4 years (4 year Curriculum)
                                          2 years (Senior year Curriculum)
Tuition Local Student: HK$42,100 per academic year / International and Chinese Mainland Students: HK$120,000 per academic year

Aims and objectives

The aim of this programme is to provide students with the creative skills and knowledge that are necessary for a successful career in advertising. The objective is to enable students to create and produce effective advertising based on marketing research, consumer behaviour study, strategic planning, creative concepts, art direction, copywriting, design techniques, communication skills and social responsibility. An understanding of the Hong Kong and Chinese mainland markets in the context of economic, cultural, social and technological development will underpin the curriculum. Our all-round approach to develop students’ professional and generic competence sets it apart from other universities or colleges.


Is Advertising Design for you?

  • You possess a passion for persuasion centred on the relationship between image and word in advertising.
  • You have the desire to succeed in a highly competitive industry and the ability to work under pressure.
  • Your personality is flexible and sociable with a strategic and enquiring mind, because agency life is all about getting on with people, being able to work in a team and being able to convince clients of the merit of advertising proposals.
  • You have a good command of English and Chinese languages.

Programme structure

Students of the 4-years programme are required to complete a total of 124 credits in order to graduate; including 30 credits earned from General University Requirements subjects, 20 from Common Compulsory Subjects, and 74 from Discipline-Specific and Elective Subjects.

Senior year students are required to complete a total of 62 credits in order to graduate; including 9 credits earned from General University Requirements subjects, 12 from Common Compulsory Subjects, and 41 from Discipline-Specific and Elective Subjects.


4 Year Curriculum

Senior Year Curriculum

General University Requirement

30 (Credits)

9 (Credits)

Freshman Seminar


Leadership & Intra-personal Development



Language and Communication Requirements (LCR)*


Cluster-Area Requirements (CAR)




Common Compulsory Subjects

20 (Credits)

12 (Credits)

Communication Basics for Designers


Visual Culture 1


Design History 1


Introduction to Design Theories and Culture


Cooperative Project




Discipline-specific Compulsory Subjects

65 (Credits)

35 (Credits)

Tool Box 1: Hand Visualisation Skill I


Tool Box 2: Digital Visualisation Skill II


Tool Box 3: Basic Photography


Tool Box 4: Hand Visualisation Skill II


Tool Box 5: Basic Typography


Advertising Principles




Introduction to Marketing

Art Direction 1: Applied Typography


Art Direction 2: Advertising Photography


Concept 1: Advertising Concept Writing


Concept 2: Print Advertising


Tool Box 6: Printing Process and Materials


Advertising Strategy

Design Research Methods: Advertising Design


Consumer Behaviour

Tool Box 7: Digital Software


Concept 3: Television Advertising

Concept 4: Digital Advertising

Art Direction 3: Chinese Typography

Design History 2: History of Advertising

Professional Communication in Chinese for Design Studies

Professional Practice: Advertising Design

Capstone Project 1: Advertising Design

Capstone Project 2: Advertising Design




Elective Subjects (Advertising Design elective + Elective from Advertising Design or other disciplines)

3 + 6 (Credits)

3 + 3 (Credits)

Study Trip (Advertising Design)



Interactive Media and Marketing



Television Commercial Production



Direct Response Advertising



Advanced Digital Advertising



Advertising Style Writing



Master Class in Art Direction



Internet Marketing



Integrated Marketing Communications



Marketing Management in China



Strategic Brand Management



✓  Compulsory Subjects

*Senior Year Students who fail to meet the equivalent standard of the Undergraduate Degree LCR will be required to take up to 9 credits of degree LCR subjects.

Career prospects

The Advertising Design discipline under the BA(Hons) Scheme in Design will prepare students for careers in the advertising industry as art directors, copywriters, interactive designers, account executives, and marketing executives.

Discipline leader

Francis Hung — Senior Teaching Fellow, BA

Francis Hung

Area of Expertise 

After graduating from The Hong Kong Polytechnic University in BA(Hons) in Graphic Design in 1995, Francis started his career in advertising at Bates Hong Kong. He was Creative Director at BBDO Hong Kong before joining PolyU Design as Assistant Professor.


Teaching staff


Please click HERE for application details.