Interactive Media (BA)

Career prospects

Graduates can join a wide array of creative businesses, such as new media, digital entertainment, information and communications, digital marketing, interactive advertising, HCI, augmented reality, and electronic commerce. Some may continue their studies in interaction design, multimedia entertainment, and the like at the postgraduate level.

Aims and objectives

This programme aims to nurture designers with a strong humanistic mindset, as well as technological knowledge, to actualise ideas as design artifacts that will enable people to make meaning out of interactive dynamic experiences.

To this end, the missions of the programme are:

  • to train designers creating interactive media artifacts
  • to guide generation of meanings through interactive dynamic experience
  • to teach creative application of technological knowledge
  • to develop students’ sensitivity to emergent human needs
  • to develop students’ critical judgment based on contextual review


As a top-up programme, it will inspire students to refashion their technical knowledge and skills learnt from sub-degree programmes. It will extend their attributes in design thinking, creativity, intellectual ability, professionalism, and entrepreneurship. Students will be supported by studio-based learning, advanced interactive technology knowledge, design research methodologies, humancentred design concepts, and work-integrated education.

Programme structure

In Year 1, students will study discipline-specific compulsories to enhance their design knowledge and analytical capability. Core subjects consolidate students’ understanding of perception, representation, aesthetics, and usability with particular emphasis on digital interactive media. They will also learn about research methods in relation to interactive dynamic experience and apply the principles to problem formulation, idea generation, and concept development in studio courses.

In Year 2, students start to practice design projects in real case scenarios. The co-operative project involves real clients and ongoing projects. Students will be introduced to entrepreneurship, being motivated to new opportunities in deploying their ideas. The capstone project summarises and captures all their learning and development in the programme.

General University Requirements (9 credits)

• Cluster-Area Requirements subject 1 (3 credits)
• Cluster-Area Requirements subject 2 (3 credits)
• Service Learning (3 credits)
• Language and Communication Requirements (LCR)*

Discipline-Specific Requirements - Compulsory (49 credits)

• SD3761 Visual Thinking (2 credits)
This course provides students with a review of common visual elements and compositional techniques and lets them apply related principles to align designers’ conceptual models with users’ mental models.

• SD3762 Digital Aesthetics (2 credits)
This course assists students in consolidating their understanding of digital media characteristics and lets them embody the idea of digital aesthetics through practices and experimentation.

• SD3764 Interface Design (2 credits)
This course facilitates students to internalize principles of interface design through identification, comparison, application of principles, and practicing user-centered design processes.

• SD3766 Design for Interactive Entertainment (3 credits)
New forms of entertainment enabled by interactive technologies lie at the nexus of traditional linear media like cinema and nonlinear media like games. This course provides students with the required knowledge and practice to explore this emergent area.

• SD3767 User Experience Design (3 credits)
User experience includes both usability and affectivity. This course imparts this concept to students through analyses of existing systems and practices of the digital product development process.

• SD4761 Studio I – Information and Communication (6 credits)
The objectives of studio classes are to let students gain hands-on experience through design and creation processes and to facilitate their internalization and embodiment of knowledge.

• SD4762 Studio II – Networks and Communities (6 credits)
The objectives of studio classes are to let students gain hands-on experience through design and creation processes and to facilitate their internalization and embodiment of knowledge.

• SD4763 Co-operative Project (6 credits)
In this project-based subject, students are introduced to real clients from NGOs or commercial sectors. They cooperate with clients to gain actual experience of briefing, pitching, scheduling, negotiating, team building, and working with deadlines.

• SD4764 Entrepreneurship for Interaction Designers (3 credits)
This subject prepares students to be entrepreneurial including the basic knowledge of starting a business.

• SD4770 Capstone Project 1: Interactive Media (3 credits)
This subject is a prerequisite of the Capstone Project. It allows students to identify a design problem, which opens up possibilities of creating interactive dynamic experience, and then perform pilot study of related topics and context.

• SD4771 Capstone Project 2: Interactive Media (9 credits)
In this capstone project, students will formulate design problems, generate design concepts, undertake design and creation processes, and produce material outcomes, which demonstrate their creative and insightful applications of knowledge and skills that they have acquired from the program.

• ELC3822 Professional English for Interactive Media Design Students (2 credits)
This subject aims to develop the English language and communication skills required by students to communicate effectively in the context of their future professionals in interactive media design.

• CBS4272P Professional Communication in Chinese for Design Students (2 credits)
This subjects aims to enhance students’ Chinese competence to cope with the workplace communication requirements relative to their training in specific discipline of interactive media design.

Discipline-Specific Requirements – 2 Electives (6 credits)

• SD3768 Multiplatform Publishing (3 credits)
In this subject, students will be invited to investigate publishing and reading on multiple platforms under the aforementioned contexts, exploring the myriad possibilities of designing usable and compelling reading experiences, utilizing current accessible technologies.

• SD3769 Computer Game Design (3 credits)
The goal of this course is to expose design students to the broad realm of computer games and interactive entertainment and to equip those who intend to pursue further in the profession with necessary knowledge and skills. The course will introduce the main elements, rules and methods, as well as the process of game design.

• SD3770 Tangible Interfaces (3 credits)
This subject introduces students to the basics of physical computing, including the technical knowledge and know-how. After acquiring the hand-on skills, students are encouraged to explore the new materiality of tangible media, and guided to create interactive prototypes carrying meaningful physical experiences.

• SD3771 Interactive Media and Marketing (3 credits)
This subject introduces students to the basic principles of marketing, with a view to opening up possibilities for more persuasive marketing campaigns with all accessible digital media tools.

1. Students would be considered for credit transfer based on their previous studies in AD/HD programs and their academic performance.
2. *Students not meeting the equivalent standard of the Undergraduate Degree LCR will be required to take degree LCR subjects.

Brief programme outline

Programme Code 73436
Mode of Study Full Time
Number of Credits 64*
Normal Period of Study 2 Years
Tuition HK$42,100 per academic year
Fund Type Government-funded

*  This is a two-year full-time top-up degree programme for local applicants. The normal credit required for graduation of this programme is 64. Students not meeting the equivalent standard of the Undergraduate Degree Language Communication Requirements (LCR) based on their previous studies in AD/HD programmes and their academic performance will be required to take additional 3 to 9 credits of English and/or Chinese language subject(s) on top of the normal credit requirements.

Programme leader

Kenny Chow — Associate Professor, PhD, MFA, MSc, BSc(Hons)

Kenny Chow

Kenny K. N. Chow obtained a Ph.D. in Digital Media at the Georgia Institute of Technology. He also received an M.F.A. degree from the City University of Hong Kong and an M.Sc. degree from the University of Hong Kong.

Chow has extensive practical experience in graphic design, animation, and film production for over ten years. His latest film projects include international collaborative movies The Moon(2009), TICKETS (2007), which were selected and screened in the 6th Hong Kong Asian Film Festival 2009 and the 31st Hong Kong International Film Festival 2007 respectively.


Teaching staff


Entrance requirement

A Higher Diploma or an Associate Degree in Multimedia Design, Digital Entertainment, Information Technology, Electronic Commerce, or related disciplines.

A complete application includes

Please check Study@PolyU, for updated information. 

Shortlisted applicants will be invited to submit a demo video and attend an aptitude test and interview between March and April.

Should you have any questions, feel free to contact us

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