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DE114101
Higher Diploma in Advertising Design

Programme Aims

The programme aims to be a top-of-mind programme that focuses on the balance between creative strategy, communication art and production skills. Students experience learning through activities that nurture the creative mind, with competitive transferrable skills that develop commercial awareness and consumer insights applicable to traditional and digital advertising and marketing. Students apply creative strategies to persuasive communication designs that are practically produced for pitching and presentation. Students are trained to become enterprising advertising creatives who are open-minded, playful, confident, compelling and competitive. We encourage students to be observant, courageous and responsive in the ever-changing and highly challenging world of advertising.

The programme is designed with an emphasis on generic, language and communication training, whole-person development and workplace experience to better prepare students for further studies and employment after graduation.

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Duration of Study

2 Years

Mode of Study

Full Time

Offering Campus(es) / Venue(s)

Hong Kong Design Institute (HKDI)

VTC Admission Programme Curriculum

Entrance Requirements

Please refer to General Entrance Requirement

Career Prospects

Graduates may be employed from entry level to become creative director, art director, copywriter, digital marketer, promotion and event manager, studio and production manager, brand manager, web designer, visualiser, digital designer, online advertising designer, social media executive, etc.

Articulation

Graduates may articulate to the Degree programmes offered by Technological and Higher Education Institute of Hong Kong (THEi):

• Bachelor of Arts (Honours) in Digital Advertising
• Bachelor of Arts (Honours) in Product Design

Graduates may pursue relevant Degrees locally or overseas. They are eligible to apply for admission to top-up Degree programme offered by the following university in collaboration with the School for Higher and Professional Education (SHAPE):

• University of the West of England Bristol, UK: BA (Hons) Graphic Design# [Not applicable to Mainland students]
(Registration Number of Non-local Higher and Professional Education: 253266)

# It is a matter of discretion for individual employers to recognise any qualification to which this course may lead. Please refer to the corresponding programme page in the website of SHAPE.

Graduates may also apply for admission to relevant Degree programmes of local universities:

•   City University of Hong Kong: BA Creative Media
•   Hong Kong Baptist University: BCOMM (Hons) Public Relations and Advertising Major
•   The Chinese University of Hong Kong: BSSc in Journalism and Communication
•   The Hong Kong Polytechnic University: BA (Hons) in Communication Design / BA (Hons) in Advertising Design

Upon admission to relevant Degree programmes, graduates may apply for credit exemption. The level of exemption will be considered on individual basis.

Professional Recognition

Students are eligible to apply for student memberships of major design organisations, e.g. D&AD, HK4As, Hong Kong Designers Association (HKDA), etc.

Note

1.Students may be required to attend classes on other VTC campuses. VTC reserves the right to cancel any programme, revise programme title, content or change the offering institute(s) / campus(es) / class venue(s) if circumstances so warrant.
2.The revalidation of the programme will be conducted in 2025. The curriculum will be updated if circumstances so warrant.

Curriculum

Semester 1:
•   Creative and Design Thinking
•   Advertising Design Studio
•   Advertising and Marketing Strategy
•   Advertising Photography
•   Communication Design in Context: Advertising
•   Communication Design Studio: Advertising
•   Design Fundamentals
•   Digital Imaging and Motion Design
•   Essential Workplace Communication: Effective Oral Interaction
•   Whole Person Development - MindShift: Achieving Personal Growth & Effectiveness
•   IT Essentials - Smart Living

Semester 2:
•   Cultural Studies
•   Art Direction for Advertising
•   Content Marketing Studio
•   Digital Video Production
•   Web Media Workshop
•   Vocational Chinese Communication: Putonghua Conversation and Reports
•   Essential Workplace Communication: Digital Written Correspondence
•   Whole Person Development - Collaboration, Teamwork & Social Engagement (Part 1)

Semester 3:
•   Aesthetics and Semiotics
•   Marketing and User Experience Research
•   User Interface Design Studio
•   Expert Workshop
•   Professional Workplace Communication: Storytelling and Job Search
•   Whole Person Development - Collaboration, Teamwork & Social Engagement (Part 2)
•   Enrichment Module B

Semester 4:
•   Advertising Competition Studio
•   Communication Design Futures: Advertising
•   Creative Career: Competitions and Mentorship
•   Omni-channel Design Studio
•   Vocational Chinese Communication: Putonghua Presentations and Promotional Text Writing
•   Professional Workplace Communication: Proposal and Report Writing
•   Enrichment Module A

Semester 5:
•   Creative Career: Networking and Portfolio Development
•   Investigative Practices for Advertising
•   Graduation Project
•   Professional Workplace Communication: Pitching and Persuasive Presentation
•   Whole Person Development - Enhancing Competencies in the 21st Century Workplace

Modules Across Semesters:
• Industrial Attachment