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)

Local Student: HK$42,100 per academic year
International and Chinese Mainland Students: HK$140,000 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?

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)

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, 23 from Common Compulsory Subjects, and 71 from Discipline-Specific and Elective Subjects.

Senior year students are required to complete a total of 62–63 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)

Healthy Lifestyle

(non-credit bearing)




Common Compulsory Subjects

23 (Credits)

12 (Credits)

Communication Basics for Designers


Visual Culture 1


Design History 1


Introduction to Design Theories and Culture


Cooperative Project

Digital Literacy for Designers




Discipline-specific Compulsory Subjects

71 (Credits)

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 + 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.

 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

KC Tsang — Senior Teaching Fellow, BSc, MBA

KC Tsang

Before starting his academic career in September 2009, KC has been a veteran advertising creative in the advertising industry for 22 years.

He joined Ogilvy and Mather HK in 1987 as a Junior Copywriter and got promoted to be a Creative Director in 1994 when his work won for Hong Kong the first regional best-of-the-best creative award in Asian Advertising Award.

Three years later, he spent the whole 1997 with Bozell Worldwide as a Creative Director, responsible for promoting the agency’s creative standard. In 1998, he joined BBDO HK as an Executive Creative Director. During a period of four years, he contributed significantly to making BBDO HK the most awarded and a highly profitable agency.

Before Christmas of 2001, KC and his partners started up his own company Chan Tsang Wong Chu & Mee Advertising Firm, which became the first 100% creative run advertising agency in HK, contributing significantly to the bloom of independent agencies in Hong Kong.

In the copycat world of advertising, KC and his long-term partners are in a minority. Defining themselves as "cultural symbolists", they create ads like no one else, including KCRC, Optical 88, SUNDAY mobile network, ING, KMB and E*Trade etc., praised and damned in equal measure, impossible to ignore, and garnering hundreds of international and local awards for creativity and effectiveness.

Besides winning creative awards, KC was often invited to sit on juries at respected award shows around the world, including Clio Awards, New York Festival, London Int'l Ad Awards, Asian Ad Awards, Ad Fest, Long Xi Creative Awards, the Times Asia-Pacific Advertising Awards, Taiwan 4A's and Hong Kong 4A's Creative Awards etc.

During his advertising career, KC continuously lectured part-time at the Chinese University of Hong Kong, the Hong Kong Polytechnic University, the Hong Kong City University and the Hong Kong Baptist University, where he found that teaching is meaningful alternative way to contribute to the advertising industry.

KC was a graduate of the Chinese University of Hong Kong in 1986, with a major in Journalism and Communication around by a minor in Marketing. He also got a MBA degree in Hong Kong Baptist University in June 1997. Besides sharing his views on advertising and creativity in the interviews covered by newspapers, magazines and television channels, KC also wrote a book called "Nine out of ten ads are ugly".

Teaching staff


Please click HERE for application details.