Project Description

Creative Advertising and Media Design, BA (Hons)

Programme Outline
Aims and Objectives
Programme Coverage
Programme Structure
Career Prospects
Programme Website
Admission
Programme Team

Programme Outline

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 and Objectives

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 Coverage

Students in this program will receive an in-depth education and holistic practice in Creative Advertising and Media design skill. Key areas of study and training are:

(1) Communication Study;

(2) Advertising Practice;

(3) Media Design; and

(4) Media Skill Development.

During the four years of study, students will need to complete at least 160 credits of courses, of which 40 credits are for general education and English language, and 120 credits for required and elective major courses.

The major courses in the first two years of study cover a wide variety of subject areas in principles of media and advertising, copywriting and media production skills. In the upper years, students will integrate theories and practices with productions and advanced projects.

Programme Structure

Students must complete 120 credits of the core courses and 40 credits of general education, English language enhancement, and outside-discipline courses.

Course Code Course Title Credits
Year 1
CAMD A100F Introduction to Advertising Media 5
CAMD A101F Principles and Practices of the Media 5
AMVE A101F Studio Art I: Drawing and Life Drawing 5
CAMD A102BF Copywriting Workshop 5
CCA A208BF Media Production Skills 5
5 credits of English Language Enhancement courses 5
10 credits of General Education courses 10
Year 2
AMVE A303BF Cinematic Sound Design 5
CAMD A200BF History of Advertising Design 5
CCA A307BF Concepts of Art Direction and Set Design 5
CAMD A202BF Branding and Visual Identity 5
CAMD A203BF Advertising and Publication Design 5
5 credits of English Language Enhancement courses 5
5 credits of General Education courses 10
Year 3
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
CAMD A305BF Exhibition Design and Event Planning 5
CAMD A306F 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
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
CCA A307BF Concepts of Art Direction and Set Design 5
CAMD A202BF Branding and Visual Identity 5
CAMD A203BF Advertising and Publication 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 A306F 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
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 A306F 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
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 A104F World Englishes and Cultures 5
ENGL A105F Hong Kong Literature in English 5
ENGL A106F English in Media and Popular Culture 5
ENGL A107F Children’s Literature in English 5
ENGL A108F English and Popular Song Lyrics 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
Outside Discipline courses, such as:
CHIN A356CF Selected Topics in Modern Chinese Literature 5
CHIN A363CF Introduction to News Writing 5
CHIN A365CF Selected Topics in Contemporary Chinese Literature 5
ECON A231F Introduction to Microeconomics 5
MKT B362F Marketing Research 5
POLS A221F Introductory Comparative Politics 5
PSYC A328F Consumer Psychology 5
PUAD A222F Introduction to Public Administration 5
SOCI A221F Social Problems and Social Issues 5
SOCI A325F Understanding Chinese Society 5
TRAN A261CF Introduction to Translation (English-Chinese) 5
TRAN A271CF Introduction to Translation (Chinese-English) 5

20 credits from General Education Elective Courses provided by OUHK

Career and Further Studies

Career Prospects

Besides pursuing further study in Hong Kong or overseas, graduates of this programme will find employment opportunities in various aspects of the local media and creative industries, such as:

(i) Advertising Agencies;

(ii) Newspaper and Magazine;

(iii) Public Relation and Event Management;

(iv) Television Channels;

(v) Art and Design House;

(vi) Online Media Channels;

(vii) Museum and Art Administration;

(viii) Festival Office; and

(ix) 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
http://www.ouhk.edu.hk/~asswww/ca/camd_bg.html

Admission Requirements

To be considered for admission to this programme, students shall have to satisfy the General Admission Requirements set by the Open University of Hong Kong 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

2019-01-30T18:15:17+00:00

Ms. KWOK Yuen Ki Suki

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

sykkwok@ouhk.edu.hk

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