Advertising Design (BA) [Senior Year]

Brief programme outline

Programme/Stream Code 
73416–SYA (Senior Year Admission)
Mode of Study
Full Time
Number of Credits
62 
Normal Period of Study

2 years 

Tuition 
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.

Characteristics

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

 

Service-learning

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

Internship

Cooperative Project

 

 

Discipline-specific Compulsory Subjects

35 (Credits)

Hand Visualisation Skill I

 

Basic Photography

 

Hand Visualisation Skill II

 

Basic Typography

 

Advertising Principles

 

Storytelling

 

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 — 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)

Teaching staff

Application

Please click HERE for application details.

Miscellaneous