Interactive Media (BA) [Senior Year]

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 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.

Aims and objectives

This programme aims to nurture designers with a strong humanistic mindset, as well as technological knowledge, to actualise ideas as design artefacts 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 artefacts
  • 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


This programme 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.

• CLC4272P 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)

• 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.

• SD3306 Overseas Study Trip (3 credits)
Through exposure to foreign societies, cultures, designed environments and/or social institutions, students will relate their own studies and self-developments to a wider context of professional developments. They will also develop a professional network, which may further allow them to share ideas and concepts with people from the foreign lands.

• Students may take one eligible subject offered by BA (Hons) Scheme in Design programme:

- 1 to 1 Prototyping for Spatial Design
- Design Meets Disabilities
- Fashion Accessories
- Furniture Design
- Houseware Design
- Set & Stage Design
- Soft Goods
- Sustainable Product Design
- Toy Design

 *Students not meeting the equivalent standard of the Undergraduate Degree LCR will be required to take degree LCR subjects.

  Project Showcase

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.

Discipline leader

Huaxin Wei — Programme Leader, Associate Professor, PhD, MSc, BSc

Huaxin Wei

Huaxin Wei is an associate professor in the School of Design of The Hong Kong Polytechnic University where she teaches interaction design and game design. Her research centres on meaningful interactive experiences and investigates the ways they are enabled and the impacts they bring. The areas of her research interests include interactive digital narrative, game design and analysis, and human-computer interaction design. Huaxin’s research on game narrative has resulted in a descriptive framework for analyzing video games from a range of narrative perspectives. These perspectives have been demonstrated through game case analyses in a series of publications in international academic journals, conferences, and books in games and game technology as well as interactive storytelling (i.e., ICIDS conference). Recently, Huaxin also started to research on tangible interaction design that facilitates memory practice and narrative experience, with initial results published in the TEI (tangible, embedded and embodied interaction) conference.


Jeffrey C. F. Ho — Deputy Programme Leader, Assistant Professor, PhD, MSc, MPhil, BEng

Jeffrey C. F. Ho

Jeffrey Ho is an assistant professor in the School of Design at the Hong Kong Polytechnic University, where he involves in the teaching of two programs, BA (Interactive Media) and MDes (Interaction Design).

Jeffrey Ho holds a PhD in Communication from the Department of Media and Communication at City University of Hong Kong, an MSc in Human-Computer Interaction with Ergonomics from UCL Interaction Centre (UCLIC) at University College London, an MPhil in Computer Science and a BEng in Software Engineering from the Department of Computer Science at the University of Hong Kong.


Teaching staff


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