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 (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 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 Language.

Programme structure

Students of the 4-years programme are required to complete a total
124 credits in order to graduate; including 30 credits earned completing
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 62–63 credits for graduation.

General University Requirements (30 credits)

- Cluster-Area Requirements subjects
Healthy Lifestyle (non-credit bearing)
Freshman Seminar
Language and Communication Requirements credits
Leadership and Intra-personal Development
Service Learning

Common Compulsory
Subjects (20 credits)

- Communication Basics for Designers
- Cooperative Project
- Design History 1
- Internship
- Introduction to Design Theories and Culture
- Visual Culture 1

Discipline-Specific Subjects


  • Advertising Principles
  • Advertising Strategy
  • Art Direction 1: Applied Typography
  • Art Direction 2: Advertising Photography
  • Art Direction 3: Chinese Typography
  • Concept 1: Copywriting
  • Concept 2: Print Advertising
  • Concept 3: Television Advertising
  • Concept 4: Digital Advertising
  • Consumer Behaviour
  • Design History 2: History of Advertising
  • Design Research Methods: Advertising Design
  • Introduction to Marketing
  • Professional Communication in Chinese for Design Studies
  • Professional Practice: Advertising Design
  • Storytelling
  • 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
  • Tool Box 6: Printing Process and Materials
  • Tool Box 7: Digital Software
  • Capstone Project 1 & 2: Advertising Design


  • Advanced Digital Advertising
  • Direct Response Advertising
  • Integrated Marketing Communications
  • Internet Marketing
  • Marketing Management in China
  • Master Class in Art Direction
  • Strategic Brand Management
  • Study Trip (Advertising Design)
  • Television Commercial Production

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 the creative director at BBDO Hong Kong before joining the SD as the Assistant Professor.


Teaching staff


Entrance requirement

Local JUPAS Applicants (with HKDSE Qualifications)

Satisfy the University’s General Entrance Requirements of 4 core and 2 elective subjects with:

  • Level 3 in English Language, Chinese Language and two elective subjects; and
  • Level 2 in Mathematics and Liberal Studies.

There is no compulsory subject requirement. Preferred elective subjects for the programme include:

  • Design and Applied Technology
  • Visual Arts

Applied Learning Subjects with distinction considered as meeting the elective subject requirement:

  • Applied Business Research;
  • Applied Psychology;
  • Building Technology;
  • Commercial Comic Art;
  • Computer Game and Animation Design;
  • Electronic Product Design in Action;
  • Entrepreneurship for SME;
  • Environmental Engineering;
  • Fashion and Image Design;
  • Film and Video Studies;
  • Image Design;
  • Innovative Product Design;
  • Interior Design;
  • Jewellery Arts and Design;
  • Magazine Editing and Production;
  • Marketing and Online Promotion;
  • Marketing in Global Trade; 
  • Medical Laboratory Science;
  • Mobile and Online Apps Development;
  • Multimedia Entertainment Studies;
  • New Media Communication Strategies;
  • Public Relations and Advertising;
  • Radio Host and Programme Production; and
  • TV Infotainment Production.


  • Only applicants choosing this programme as their Band A choice (JUPAS) throughout the application process will be considered.
  • Before the aptitude test, applicants are required to declare their intended choice of discipline as one of the admission considerations.

Local Non-JUPAS Senior Year Places Applicants

  • An Associate Degree or a Higher Diploma in Design/Design Studies from PolyU, Hong Kong Institute of Vocational Education or other recognised institutions;
  • Applicants are expected to have already attained the substantial foundation knowledge/skills that are taught in Year 1 and Year 2 of the 4-year BA(Hons) Scheme in Design programme and should have outstanding performance in their portfolios and individual admission interviews.

This programme considers First Choice applications only.

Local Non-JUPAS Year 1 Applicants & International Applicants

  • (A-Level qualifications) E in 3 A-Level subjects OR E in 2 A-Level and 2 AS-Level subjects AND satisfy the English Language Requirement;

  • (International Baccalaureate) A minimum score of 24 with at least grade 4 in 2 Higher Level (HL) subjects AND satisfy the English Language Requirement;

  • An appropriate Diploma passed with credit or an appropriate Higher Certificate from a recognised institution;

  • An appropriate Associate Degree / Higher Diploma from a recognised institution (may apply for senior year places admission);

  • Other non-local qualifications# AND satisfy the English Language


  • For applicants with A-Level / IB qualifications, or the equivalent, they may be granted a maximum of 25% credit transfer for the award requirement, and each case will be considered based on individual merits.

  • Only applicants who choose this programme as their First Choice will be considered.

  • Applicants are required to choose the discipline that they would like to pursue in the online application form.

Chinese Mainland Applicants

Please visit here for information.

A complete application includes

Admission methods and deadlines

  • Admission methods and deadlines vary from JUPAS and non-JUPAS applicants. Please check Study@PolyU for updated information.
  • Only applicants choosing this programme as their Band A choice (JUPAS) / First Choice (Non-JUPAS/Non-local) throughout the application process will be considered.
  • Before the aptitude test, applicants are required to declare their intended choice of discipline, as one of the admission considerations.

Local JUPAS Applicants (with HKDSE Qualifications)

Shortlisted applicants will be invited to an aptitude test and/or an interview with portfolio presentation. The test will be conducted before the announcement of HKDSE results, and the interview after the announcement. Online portfolio submission may be required for specific disciplines.

Applicants maybe invited to attend an interview based on their performance in the aptitude test and their best 5 HKDSE subjects.

Top HKDSE scorers (among the top 25% prioritisation score range as a whole) will be directly offered a spot in the scheme, without having to sit for an interview.


  • Only applicants choosing this programme as their Band A choice (JUPAS) throughout the application process will be considered.
  • Before the aptitude test, applicants are required to declare their intended choice of discipline as one of the admission considerations.

Local Non-JUPAS Senior Year Places Applicants

Applicants are required to submit portfolios in mid-March. Shortlisted applicants will be invited to individual interviews with portfolio presentation from April.

Local Non-JUPAS Year 1 Applicants

Applicants are required to submit their portfolio in March, and
interview with portfolio presentation may be requested by the
School according to their qualifications.

International Applicants
Applicants are required to submit their portfolio in January to April and
shortlisted applicants will be invited to a telephone/skype interview.

View Portfolio Guidelines 
Download Prospectus

Should you have any questions, feel free to contact us

  • Number of credits: 1