Advertising Design (BA) [Senior Year]

Brief programme outline

Programme/Stream Code 
73416–SYA (Senior Year Admission)
Mode of Study
Full Time
Number of Credits
Normal Period of Study

2 years 

Local Student: HK$42,100 per academic year
Non-local Student: HK$145,000 (approximately US$18,600) 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?

Yes, if you say ’yes‘ to the following questions.

  • Do you possess a passion for persuasion centred on the relationship between image and word?

  • Do you have the desire to succeed in a highly competitive industry and the ability to work under pressure?

  • Is your personality flexible and sociable with a strategic and enquiring mind? (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.)

  • Do you have a good command of English and Chinese languages?

Get to know more about this discipline from the faculty:

[Video] 廣告人誌:KC專訪 (by 廣告狂人 Madman Monologue | 12 Jan 2018 | Cantonese)

[Video] Design Thinking and Advertising | 設計思維與廣告  (Speaker: Mr Manto Yiu, Senior Teaching Fellow of Advertising Design)

Programme structure

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. 

Senior Year Curriculum

General University Requirement

9 (Credits)

Freshman Seminar


Leadership & Intra-personal Development



Language and Communication Requirements (LCR)*


Cluster-Area Requirements (CAR)

Healthy Lifestyle



Common Compulsory Subjects

12 (Credits)

Communication Basics for Designers


Visual Culture 1


Design History 1


Introduction to Design Theories and Culture


Cooperative Project



Discipline-specific Compulsory Subjects

35 (Credits)

Hand Visualisation Skill I


Basic Photography


Hand Visualisation Skill II


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


Printing Process and Materials


Advertising Strategy

Design Research Methods: Advertising Design


Consumer Behaviour

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 + 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.

 Project showcase

Career prospects

The Advertising Design programme will prepare students for careers in the advertising industry as art directors, copywriters, interactive designers, account executives, and marketing executives.

Discipline leader

Stefan Rudolf Sonntag — Discipline Leader, Senior Teaching Fellow

Stefan Rudolf Sonntag

Stefan Sonntag is a Senior Teaching Fellow and Programme Leader in the BA (Hons) Advertising Design Programme at PolyU’s School of Design, where he develops and implements a wide range of teaching subjects.

Before joining the PolyU in 2008 he spent two decades as a Creative Director in leading Advertising Agencies across Asia and Europe, serving an array of blue-chip clients.

Through his teaching he regularly connects to academic partners and the communications industry via international collaboration projects, either physically or virtually, to create, effective and relevant work that combines strategy, creativity, technology, data, media, and equally important, common sense. (E.g BMW-Mini, Miele, Estee Lauder Lab Series, Colgate-Palmolive, The Goethe Institute, and other NGOs)

His research interest includes all matters relating to Internationalization and Sustainability. He also holds various licensing agreements in non-traditional research output.

He is also an EAIE Alumni (European Association for International Education).


Vincie Lee (Dr) — Deputy Discipline Leader, Associate Professor, PhD (Edin)

Vincie Lee (Dr)

Dr Vincie PY LEE is an Associate Professor in the School of Design with expertise in advertising and branding.  

Dr. Lee receives her PhD from the University of Edinburgh, with research interest in branding and advertising areas. She investigated the roles of creative professionals and how technology changed contemporary creative practices.

Dr. Lee processes both academic and industrial experiences in advertising and design. She has worked with multinational advertising agencies (O&M, FCB, DY&R). Vincie pursued her teaching and research life and has worked with City University of Hong Kong, Hong Kong Baptist University and currently at the Hong Kong Polytechnic University.

Dr. Lee is appointed as the CreateSmart Initiative (CSI) Vetting Commitee by the Secretary For Commerce and Economic Development (HKSAR); and she is elected as the Subject Specialist (advertising & design) by the Hong Kong Council for Accreditation of Academic and Vocational Qualifications(HKCAAVQ). With rich experience in consultancy and programme validation for the higher-education sector, she serve as the advisor for exam papers setting for the Hong Kong Examinations and Assessment Authority (HKEAA), and the external examiner for design programmes of PolyU Hong Kong Community College.


Teaching staff


Please click HERE for application details.