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Course Overview

Whether you want to work in a creative team, be a copywriter, account planner or brand manager, you will gain vital hands-on experience that is highly attractive to future employers.

The Bachelor of Arts in Digital Advertising is based on a 360° approach to creative and strategic advertising for the digital ecosystem. The B.A. (Hons) in Digital Advertising programme is designed to broaden the understanding and knowledge of digital advertising technology, concept creation, and creative thinking to enhance the ability to apply this within industry or commerce. In addition to gaining an in- depth knowledge of digital advertising technologies, students develop further competence and ability to apply them as an integral part of the programme.

Integral to this is design research, theoretical understanding and studio projects which are all designed to establish a cohesive strategy of contextual and experiential learning in a creative environment. An equitable set of assessment procedures will be employed to gauge students learning and progression, at benchmarks stages throughout the semester.

You’ll be taught by an experienced programme team, and work with associate tutors who are current creative directors and agency practitioners. Industry placements and agency visits will add to your development. You’ll learn how to create advertising campaigns by studying key areas of creative thinking, strategy and planning as well as idea generation, integrated communications, art direction and copywriting.

This programme is specifically designed to provide:

• 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.

Curriculum

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.

Core Modules

• Introduction To Graphic Design
• Principles of Advertising
• Client Brief Concept
• Marketing Fundamentals, Consumer Behaviour and Creative Practice
• Creative Project
• Project Management
• Digital Illustration
• Fundamentals of Entrepreneurship

Elective Modules

• Motion Graphics
• Public Relations

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.

Core Modules

• Social Media
• Professional Practice: Client & Agency Management
• Brand Strategy & Application
• Innovation Processes
• Advertising: Media Planning and Purchasing
• Creativity and Innovation
• Visual Culture

Elective Modules

• Web Design & Development
• Digital Film Production
• Digital & Experiential Advertising
• Packaging Design

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.

Core Modules

• Integrated Marketing Communications
• Digital Advertising: Individual Professional Project
• Research Project Report
• Venture Building
• Persuasive Copywriting
• Digital Advertising Analytics
• Digital Advertising: Team Professional Project
• Intellectual Property Basics
• Exhibition Design

MQA Compulsory Subjects*

• Appreciation of Ethics and Civilisation (M’sian Students)
• Malay Communication Language (Int’l Students)
• Philosophy and Current Issues
• Workplace Professional Communication Skills
• Employee & Employment Trends
• Co-Curriculum

(*All students are required to successfully complete these modules as stipulated by the Malaysian Qualification Agency)

Entry Requirements

General 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 (Grade A-D) 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.

Note: .

Entry to Level 2 of the Degree

Related Diploma

• A Diploma or its equivalent, with a minimum CGPA of 2.00 and a credit in English at SPM or its equivalent; OR a Diploma in Media and Communication or its equivalent.
• A pass in DKM / DLKM / DVM with a minimum CGPA of 2.50 subjected to HEP Senate/ Academic Board’s approval. Those with CGPA of 2.00 need at least two years working experience.

Equivalent qualification and / or experience which is recognised by the Senate / institution. 

Note: The above entry requirements may differ for specific programmes based on the latest programme standards published by Malaysian Qualifications Agency (MQA). The qualification and entry requirements for the programmes will be determined based on the "" published by Malaysian Qualifications Agency (MQA).
 

English Requirements

International Students

• IELTS : 5.5
• TOEFL IBT : 46
• Pearson (PTE) : 51
• MUET : Band 4

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Career Prospects

• Digital Advertising Executive
• Digital Content Creator
• Brand Communicator
• Marketing Executive
• Media Planner
• Account Manager
• Social Media Executive
• Visual Designer
• Copywriter
• Art Director