Overview of BA ( Hons ) Digital Advertising in Asia Pacific University of Technology & Innovation Malaysia
PROGRAMME OUTLINE
This programme is specifically designed to provide students with:
Digital advertising knowledge and production discipline, through advertising principles, account planning and creative applications for production.
Current theory and principles to apply skills in the effective development of advertising campaigns together with its required collaterals and measurement of effectiveness.
Logical and analytical skills to identify major issues affecting the global advertising industry in terms of media planning, content distribution and strategies in the consideration of the outcome of a final major digital advertising project.
DEGREE LEVEL 1
Students will learn fundamental skills in relation to Digital Advertising practices. The modules offered will introduce students to areas pertaining to creative skills required in Digital Advertising. To develop students understanding of Digital Advertising practices, modules focusing on Marketing Fundamentals and Project Management will develop essential critical thinking skills.
COMMON MODULES
Trends and Visual Thinking
Motion Graphics
Creative Project
Project Management
Digital Illustration
SPECIALISED MODULES
Introduction to Graphic Design
Principles of Advertising
Client Brief Concept
Marketing Fundamentals, Consumer Behavior and Creative Practice
DEGREE LEVEL 2
A broader range of skills will be learnt, in which students will gain a better understanding of traditional areas of Advertising practices, culture and agency management. Students will also delve into content creation practices to further develop skills in creative production for Digital Advertising through copywriting, film and media planning.
COMMON MODULES
From Script to Screen
Digital Film Production
Creativity and Innovation
Visual Culture
SPECIALISED MODULES
Advertising: Industry, Culture and Practice
Professional Practice: Client and Agency Management
Brand Strategy and Application
Advertising: Media Planning and Purchasing
Digital and Experiential Advertising
Copywriting and Creative Direction
INTERNSHIP (16 WEEKS)
Students will undertake a short Internship/ Industrial Training for a minimum period of 16 weeks to prepare them for a smooth transition from the classroom to the working environment.
DEGREE LEVEL 3
Students will make use of their previous studies and industrial experience to learn about the strategic and global perspectives of Digital Advertising, with aims to groom them as leaders in the field. More focus will be given to relevant future skill sets in the areas of Digital Advertising Analytics as well as Integrated Marketing Communications to enable students to fully encompass the requirements of the global Digital Advertising industry.
COMMON MODULES
Research Project Report
Exhibition Design
Design Futures
SPECIALISED MODULES
Integrated Marketing Communications
Digital Advertising: Individual Professional Project
Digital Advertising Analytics
Digital Advertising: Team Professional Project
MQA COMPULSORY SUBJECTS*
Ethnic Relations (M’sian Students)
Islamic & Asian Civilisation (M’sian Students)
Malaysian Studies (Int’l Students)
Malay Communication Language (Int’l Students)
Workplace Professional Communication Skills
Employee & Employment Trends
Co-Curriculum
ENTRY REQUIREMENTS
DIRECT ENTRY TO LEVEL 1 OF THE DEGREE:
STPM
• A Pass in STPM with a minimum Grade C (GP 2.00) in any 2 subjects.
A-LEVEL
• 2 Passes in A-Level.
UEC
• 5 Grade B’s in UEC.
MATRICULATION/ FOUNDATION
• A Pass in Matriculation or Foundation studies with minimum CGPA of 2.00.
DIRECT ENTRY TO LEVEL 2 OF THE DEGREE:
RELATED DIPLOMA
• A Diploma in Design & Media or equivalent with a minimum CGPA of 2.50. Candidates with CGPA below 2.50 but above 2.00 may be admitted subject to a rigorous internal interview or submitting a relevant portfolio.
PORTFOLIO
Note: All applicants will be individually assessed via a portfolio, interview including drawing.
