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BA (Hons) in Creative Advertising and Media Design

Department of Creative Arts All Programmes Undergraduate Programmes BA (Hons) in Creative Advertising and Media Design

Programme Outline

Programme Outline
Aims
Learning Outcome
Programme Structure
Career Prospects
Programme Website
Admission
Programme Team
Programme Title BA (Hons) Creative Advertising and Media Design
Programme Code JS9016 (For JUPAS) BAHCAMDJ1 (For Non-JUPAS Year 1 Entry) BAHCAMDJS (For Non-JUPAS Senior Year Entry)
Mode of Study Full Time
Number of Credits 160 credits (4 Year Curriculum) 80~120 (Senior year Curriculum)
Normal Period of Study 4 years (4 Year Curriculum) 2~3 years (Senior year Curriculum)
SSSDP No

Aims

 

The programme aims to provide students with an in-depth education and training in advertising practice and media design.

Programme Intended Learning Outcomes (PILOs)

 

Upon completion of the programme, students should be able to:

(a)  Manage media design project with professional competency and skills;
(b)Appraise the subtle and complex relationship between culture, new media and advertising design;
(c)Apply knowledge of the principles and practice of contemporary advertising to formulate creative strategies;
(d)Critically evaluate historical and contemporary approaches to advertising design in both printed, electronic and digital media and measure their effectiveness;
(e)Develop original design according to the needs of different clients.
 
 
 

Programme Structure

Please click here to view the programme structure.

  • 2019-20 & Before
  • Year 2 Senior Entry
  • Year 3 Senior Entry

Students are required to complete 160 credits of which 40 credits of General Education, English Language Enhancement, and Outside-discipline courses:

    • 120 credits from core courses
    • 20 credits from General Education courses
    • 10 credits from English Language Enhancement courses
    • 10 credits from Outside-discipline courses
Course CodeCourse TitleCredits
Year 1
AMVE A101FStudio Art I: Drawing and Life Drawing5
CAMD A100FIntroduction to Advertising Media5
CAMD A101FPrinciples and Practices of the Media5
CAMD A102BFCopywriting Workshop5
CCA A208BFMedia Production Skills5
5 credits of English Language Enhancement courses5
10 credits of General Education courses10
 
 
Year 2
AMVE A303BFCinematic Sound Design5
CAMD A200BFHistory of Advertising Design5
CAMD A202BFBranding and Visual Identity5
CAMD A203BFAdvertising and Publication Design5
CCA A307BFConcepts of Art Direction and Set Design5
5 credits of English Language Enhancement courses5
5 credits of General Education courses10
 
 
Year 3
CAMD A300FNew Media Culture5
CAMD A301BFMedia and Advertising Writing5
CAMD A302FAdvertising for Digital Media5
CAMD A303BFMulti Camera Studio Production Workshop5
CAMD A304FWeb Design and Interactive Media5
PHTO A201BFPhotography and Visual Culture5
10 credits of Outside Discipline courses10
 
 
Year 4
CAMD A305BFExhibition Design and Event Planning5
CAMD A306BFMuseum Studies5
CAMD A307BFVideo Production Workshop: E-Advertising5
CAMD A308BFMedia Law, Policy and Ethics5
CAMD A309BFCultural Identities and Advertising5
CAMD A310FStrategic Media Planning5
CAMD A400BFAdvertising Media Project10
Applicable to students admitted in 2020-2021 and before:
Students have to obtain a total of 120 credits. Students must successfully complete the following requirements within the 120 credits:
  1. 95 credits of compulsory core courses;
  2. 10 credits of outside discipline courses;
  3. 5 credits of English Language Enhancement courses; and
  4. 10 credits of purpose-designed General Education (GE) courses.
Students are reminded that within the 120 credits, not more than 20 credits of courses are to be taken at the foundation level.
Course Code Course Title Credits
Year 2 (40 Credits)
AMVE A303BF Cinematic Sound Design 5
CAMD A200BF History of Advertising Design 5
CAMD A202BF Branding and Visual Identity 5
CAMD A203BF Advertising and Publication Design 5
CCA A307BF Concepts of Art Direction and Set Design 5
5 credits of English Language Enhancement courses 5
5 credits of General Education courses 10
Year 3 (40 Credits)
CAMD A300F New Media Culture 5
CAMD A301BF Media and Advertising Writing 5
CAMD A302F Advertising for Digital Media 5
CAMD A303BF Multi Camera Studio Production Workshop 5
CAMD A304F Web Design and Interactive Media 5
PHTO A201BF Photography and Visual Culture 5
10 credits of Outside Discipline courses 10
Year 4 (40 Credits)
CAMD A305BF Exhibition Design and Event Planning 5
CAMD A306BF Museum Studies 5
CAMD A307BF Video Production Workshop: E-Advertising 5
CAMD A308BF Media Law, Policy and Ethics 5
CAMD A309BF Cultural Identities and Advertising 5
CAMD A310F Strategic Media Planning 5
CAMD A400BF Advertising Media Project 10
Applicable to students admitted in 2021-2022 and before:  
Students have to obtain a total of 80 credits of compulsory core courses:
Course Code Course Title Credits
Year 3 (40 Credits)
AMVE A303BF Cinematic Sound Design 5
CAMD A203BF Advertising and Publication Design 5
CAMD A300F New Media Culture 5
CAMD A301BF Media and Advertising Writing 5
CAMD A302F Advertising for Digital Media 5
CAMD A303BF Multi Camera Studio Production Workshop 5
CAMD A304F Web Design and Interactive Media 5
PHTO A201BF Photography and Visual Culture 5
Year 4 (40 Credits)
CAMD A305BF Exhibition Design and Event Planning 5
CAMD A306BF Museum Studies 5
CAMD A307BF Video Production Workshop: E-Advertising 5
CAMD A308BF Media Law, Policy and Ethics 5
CAMD A309BF Cultural Identities and Advertising 5
CAMD A310F Strategic Media Planning 5
CAMD A400BF Advertising Media Project 10
  • 2020-21 & theafter
  • Year 2 Senior Entry
  • Year 3 Senior Entry

Students are required to complete 160 credits of which 40 credits of General Education, English Language Enhancement, and Outside-discipline courses:

  • 120 credits from core courses
  • 20 credits from General Education courses
  • 10 credits from English Language Enhancement courses
  • 10 credits from Outside-discipline courses
Course CodeCourse TitleCredits
Year 1
AMVE A101FStudio Art I: Drawing and Life Drawing5
CAMD A100FIntroduction to Advertising Media5
CAMD A101FPrinciples and Practices of the Media5
CAMD A103BFIntroduction to Copywriting5
CCA A208BFMedia Production Skills5
5 credits of English Language Enhancement courses5
10 credits of General Education courses10
 
 
Year 2
AMVE A303BFCinematic Sound Design5
CAMD A202FBranding and Visual Identity5
CAMD A203BFAdvertising and Publication Design5
CAMD A204BFVisual Design and Practices5
CCA A307BFConcepts of Art Direction and Set Design5
5 credits of English Language Enhancement courses5
5 credits of General Education courses10
 
 
Year 3
CAMD A300FNew Media Culture5
CAMD A302FAdvertising for Digital Media5
CAMD A303BFMulti Camera Studio Production Workshop5
CAMD A304FWeb Design and Interactive Media5
CAMD A311BFCreativity and Advanced Copywriting5
CAMD A312FPhotography for Advertising5
10 credits of Outside Discipline courses10
 
 
Year 4
CAMD A305BFExhibition Design and Event Planning5
CAMD A306BFMuseum Studies5
CAMD A307BFVideo Production Workshop: E-Advertising5
CAMD A308BFMedia Law, Policy and Ethics5
CAMD A309BFCultural Identities and Advertising5
CAMD A310FStrategic Media Planning5
CAMD A400BFAdvertising Media Project10

Applicable to students admitted in 2021-2022 and thereafter:

Students have to obtain a total of 120 credits. Students must successfully complete the following requirements within the 120 credits:

  • 95 credits of compulsory core courses;
  • 10 credits of Outside-discipline courses;
  • 5 credits of English Language Enhancement courses; and
  • 10 credits of purpose-designed General Education (GE) courses.

Students are reminded that within the 120 credits, not more than 20 credits of courses are to be taken at the foundation level.

Course CodeCourse TitleCredits
Year 2 (40 Credits)
AMVE A303BFCinematic Sound Design5
CAMD A202FBranding and Visual Identity5
CAMD A203BFAdvertising and Publication Design5
CAMD A204BFVisual Design and Practices5
CCA A307BFConcepts of Art Direction and Set Design5
5 credits of English Language Enhancement courses5
5 credits of General Education courses10
 
 
Year 3 (40 Credits)
CAMD A300FNew Media Culture5
CAMD A302FAdvertising for Digital Media5
CAMD A303BFMulti Camera Studio Production Workshop5
CAMD A304FWeb Design and Interactive Media5
CAMD A311BFCreativity and Advanced Copywriting5
CAMD A312FPhotography for Advertising5
10 credits of Outside Discipline courses10
 
 
Year 4 (40 Credits)
CAMD A305BFExhibition Design and Event Planning5
CAMD A306BFMuseum Studies5
CAMD A307BFVideo Production Workshop: E-Advertising5
CAMD A308BFMedia Law, Policy and Ethics5
CAMD A309BFCultural Identities and Advertising5
CAMD A310FStrategic Media Planning5
CAMD A400BFAdvertising Media Project10

Applicable to students admitted in 2022-2023 and thereafter:

Students have to obtain a total of 80 credits of compulsory core courses:

 
 
Course CodeCourse TitleCredits
Year 3 (40 Credits)
AMVE A303BFCinematic Sound Design5
CAMD A202FBranding and Visual Identity5
CAMD A300FNew Media Culture5
CAMD A311BFCreativity and Advanced Copywriting5
CAMD A302FAdvertising for Digital Media5
CAMD A303BFMulti Camera Studio Production Workshop5
CAMD A304FWeb Design and Interactive Media5
CAMD A312FPhotography for Advertising5
 
Year 4 (40 Credits)
CAMD A305BFExhibition Design and Event Planning5
CAMD A306BFMuseum Studies5
CAMD A307BFVideo Production Workshop: E-Advertising5
CAMD A308BFMedia Law, Policy and Ethics5
CAMD A309BFCultural Identities and Advertising5
CAMD A310FStrategic Media Planning5
CAMD A400BFAdvertising Media Project10
English Language Enhancement Courses, such as:
ENGL A101F University English Writing Skills 5
ENGL A102F Classic American Films 5
ENGL A103F British and American Short Stories 5
ENGL A122F Presentation Skills 5
ENGL A131F Introduction to English Fiction 5
ENGL A132F Introduction to English Drama and Poetry 5
ENGL A203F Hitchcock Films 5
ENGL A204F Modern British and American Drama 5
ENGL A231F English Literature in the Modern World 5

20 credits from General Education Elective Courses provided by OUHK

Outside Discipline courses, such as:
CHIN A356CFSelected Topics in Modern Chinese Literature5
CHIN A363CFIntroduction to News Writing5
CHIN A365CFSelected Topics in Contemporary Chinese Literature5
ECON A231FIntroduction to Microeconomics5
MKT B362FMarketing Research5
POLS A221FIntroductory Comparative Politics5
PSYC A328FConsumer Psychology5
PUAD A222FIntroduction to Public Administration5
SOCI A221FSocial Problems and Social Issues5
SOCI A325FUnderstanding Chinese Society5
TRAN A261CFIntroduction to Translation (English-Chinese)5
TRAN A271CFIntroduction to Translation (Chinese-English)5

Career and Further Studies

 

Career Prospects

Graduates of this programme will find employment opportunities in various aspects of the local media and creative industries, such as:

  • Advertising Agencies;
  • Newspaper and Magazine;
  • Public Relation and Event Management;
  • Television Channels;
  • Art and Design House;
  • Online Media Channels;
  • Museum and Art Administration;
  • Festival Office; and
  • Art Education

Further Studies

Opportunities for postgraduate studies in communication, journalism studies, media management and related fields are available in Hong Kong and abroad.

Programme website

 
For further information, please visit the programme website
https://ca.hkmu.edu.hk/programmes/undergraduate-programmes/ba-hons-in-creative-advertising-and-media-design/

Admission Requirements

 

To be considered for admission to this programme, students shall have to satisfy the General Admission Requirements set by the Hong Kong Metropolitan University and the specific requirements of the programme.

There are no specific subject requirements for this programme.

For Senior Entry, please refer to Senior Entry Requirement and Non-JUPAS Local Application Procedures

 

Programme Team

 

Ms. LAU Man Ying Janet

 

Senior Lecturer
Programme Leader, BA (Hons) in Creative Advertising & Media Design

jmylau@hkmu.edu.hk

 

Dr. WONG Wing Hong

 

Senior Lecturer

Co-Programme Leader, BA (Hons) in Creative Advertising & Media Design

wihwong@hkmu.edu.hk

 

Dr. LAM Sui Kwong Sunny

 

Associate Professor

ssklam@hkmu.edu.hk

 

Ms. CHAN Wun Han Jannel

 

Senior Lecturer

jwhchan@hkmu.edu.hk

photo

 

Ms. KWAN Lai Hing Wendy

 

Senior Lecturer

lhkwan@hkmu.edu.hk

Mr. LAU Chun Man Ivan

Senior Lecturer

ilau@hkmu.edu.hk

 

Ms. NG Lai Sim Terry

 

Senior Lecturer

tlsng@hkmu.edu.hk

Mr. YU Hau Lik

 

Lecturer

hlyu@hkmu.edu.hk

 

Ms. LEUNG Wing Yin Wendy

 

Assistant Academic Support Officer,
BA (Hons) in Creative Advertising & Media Design
Master of Creative and Cultural Industries Management
MA in Creative Industries and Cultural Assets

weleung@hkmu.edu.hk

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