The Programme

The degree course offered in Hong Kong is identical in content and in academic standing to that offered to students who choose to take it as full-time students based at the University in the UK. It is delivered by Huddersfield staff, with local tutor support, and is designed to take into account Hong Kong’s important role in the Creative Industries in South East Asia and the enormous opportunities in Mainland China.

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The University of Huddersfield

Huddersfield is located in the centre of the North of England within a thriving Creative Industries region. Huddersfield was selected as one of 26 towns and cities in Europe to receive substantial European funding for the Creative Town Initiative. Only 2 locations were chosen in the UK putting Huddersfield on a par with Milan and Barcelona.

The University of Huddersfield is an official government funded University in England. Formerly Huddersfield Polytechnic, it was one of the first new Universities to receive University status in 1992. It has a wide portfolio of vocational courses for full time and part-time students, with a particular emphasis on business and professional studies. It has a strong reputation for providing courses for graduates who wish to put their qualifications to positive purpose to further their own personal interests and career paths.

The University’s mission is to enable its students to reach their potential by equipping them with the knowledge, attitude and skills that they need to meet the ever-demanding needs of the workplace and society. It currently has around 11,000 full time and 6,000 part-time students. In recent years it has developed a reputation for the delivery of its courses outside the UK particularly in South East Asia.

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Advertising Media & Design Management at the University of Huddersfield

The University of Huddersfield has an excellent reputation for its Advertising, Media & Design Management degrees with many students winning national awards and competitions. Its success with industry and commercial practice is second to none with an employment record of 80% plus of all students in full-time positions within six months of graduation.

The Department of Design has close working relationships with business and industry through consultancy, training, sponsored projects and research, all of which is fed back into the teaching programmes to ensure relevance and currency. Recent official inspections by the UK Quality Assurance Agency for Higher Education of the UK as well as the franchise provision were both very successful.

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Academic Prospects

On successful completion of the BA (Hons) Advertising, Media & Design Management degree, graduates will have enhanced their career potential and will also be able to use this qualification for further study at MBA, MA or MSc level in various postgraduate programmes offered by local and overseas universities.

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Caritas Francis Hsu College - CAPS

This programme is offered in co-operation with the Centre for Advanced & Professional Studies (CAPS), Caritas Francis Hsu College, Hong Kong. While the University of Huddersfield is responsible for teaching and academic accreditation of the programme, CAPS is fully responsible for the administration and local management of the course.

Caritas Francis Hsu College is an Approved Post Secondary College registered under the Post Secondary College Ordinance (CAP 320) for the delivery of higher education programmes. The Centre for Advanced and Professional Studies (CAPS), which is an integral part of the College, specialises in the local administration of tertiary programmes offered in Hong Kong by overseas universities and colleges, including Mainland China.

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Programme Aims

The BA (Hons) Advertising, Media & Design Management programme is a high quality professional ‘top-up’ degree that aims to provide a relevant, specialist vocational programme of study for diploma holders who are employed in or who are seeking a career in the Advertising or Media industries.

More specifically it:

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Programme Structure

The programme consists of 4 modules which between them generate the 120 credits required for the successful completion of this honours ‘top-up’ degree.

• Projects & Management Communications (20 credits)
  
• Design, Strategic & Tactical Perspectives (20 credits)
  
• Media Professional Case Study (40 credits)
  
• Advertising Major Project (40 credits)
  

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Programme Duration

The normal period of time for the successful completion of the programme is two years of part-time study.

There are three sessions in the year; these are scheduled for January, May and September. 20 credits are completed in each session.

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Mode of Study

The programme is taught by means of three types of classes:

2. Self-Study

3. Tutorials

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Module Descriptions

Advertising is a fast moving large scale global industry which relies heavily upon innovative and creative products and services which satisfy the consumers demand and appetite for new purchases. High quality professional project and management communication expertise is vitally important prior to the advertising/promotional message being launched.

Topics covered:

• The nature of communication both formally and informally and also group dynamics, leadership and team management.
  
• Commercial factors such as budgets, finance, law and contracts in addition to resource strategy, management and control.
  
• Project management, analysis, scheduling and parallel processing.
  
• External factors such as innovation and invention, techno-economic and socio-institutional factors; politics and ethics and global structures.
  

International advertising is a multi-billion dollar industry where the consumer is continually met with a stream of communication aimed at persuading them to adopt a specific buying habit and remain loyal to that product, service or company. The design of the communication or message relies heavily upon creating a distinction with the competition and employing unique, entrepreneurial strategies and tactics.

Topics covered:

• The development of a robust and comprehensive marketing communications plan which addresses: objectives, strategies and tactics; the target audience and the message; budget and financial control.
  
• The nature of the client and analysing/evaluating his requirements and relationship with his company philosophy and strategy.
  
• The customer/consumer and user and the dichotomy with the client.
  
• Establishing transparent and fluent dialogue and understanding of creative solutions to marketing communication strategies and tactics.
  

The Advertising industry is continuously reinventing itself as a reflection of the changing cultural context of the consumer society in which we live. The module gives students their first opportunity on the degree to investigate a case study of an example of advertising media and design management. The research will provide an understanding of the range of expertise and decisions required within that example; the structures and operations of the organisation in which it exists; the nature of external constraints and critically the features which are the criteria for success.

Staff led case studies will guide students in their own selected case study investigation. The nature and practice of the selected profession or organisation, which may include the structure of the industry; regulatory systems; economic/social and philosophical contexts, current situation and controversies, will be examined.

All students will complete a case study proposal following negotiations with the relevant tutor and will be allocated regular tutorial periods which they must attend.

In order to be competitive and successful within the Advertising industry an innovative and entrepreneurial philosophy and strategy must be adopted in order to both maintain and increase profitability. A creative approach to advertising strategy is essential incorporating the fundamental values and characteristics of the product/company or service with media solutions which both maintain and retain customer loyalty and emphasise product differentiation.

At this stage the student selects a product, company or service where an in depth analytical research investigation occurs. Strategic and tactical design methodology is then used and developed to establish an individual advertising proposal incorporating one or more media processes.

The module should demonstrate evidence of a highly professional and individual approach to creative problem solving incorporating a clear understanding of the target market with creative and innovative proposals and solutions.

Topics covered:

• Contextual investigation and literature search
  
• Primary current research
  
• Analysis, evaluation, synthesis, conclusions, recommendations and future investigation of research findings
  
• Advertising major project proposal.
  

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Assessment and Graduation Requirements

For graduation purposes, students must satisfactorily complete all assessments required for the award of the 120 credits for a full honours degree.

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Learning Support & Facilities

Students enrolled in the programme will be provided with the following learning supports:

• A prescribed textbook and a University-developed comprehensive study package will be provided for each module. The study package consists of module specifications, lecture handouts, tutorial materials, assessment tasks and a list of relevant readings.

• Access to the electronic library resources of the University.

• Access to the web-based learning environment, Blackboard, as well as student learning support services, of the University.

• A collection of the recommended textbooks and references of the course is available at the resource centre at CAPS for use of students. This is regularly updated to include the most recent relevant publications.
  
• Access to library, language centre and computer facilities of Caritas Francis Hsu College.
  

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Admission Requirements

The academic requirement is a higher diploma in Advertising, Marketing, Design or related areas in Mass Communication, Public Relations and Business.

Entry is attainable through the following paths or equivalent:

• Graduates of Higher Diploma programmes of the Vocational Training Council (IVE) in Marketing, Public Relations, Mass Communication, Business, Design, Visual Communication or Multi-Media Design.

• A Diploma of Higher Education from a UK University in Marketing, Public Relations, Mass Communication, Business, Graphic Design, Visual Communication or Multi-Media Design.

• A Higher National Diploma in Marketing, Public Relations, Mass Communication, Business, Graphic Design, Visual Communication or Multi-Media Design, awarded by EdExcel.;

• An advanced, professional recognized diploma, for example,

  the Diploma in Management Studies Programme (DMS) jointly offered by the Hong Kong Management Association and the Lingnan University, or

  the Diploma in Business Management offered by School of Continuing Education of Hong Kong Baptist University.

Mature Students (considered on an individual basis)

Mature students (ie. 21 years old or more) are considered individually and much depends on previous educational background, employment and experience but should normally have two years’ of higher education. The following are the possible paths of entry.

• Mature students (i.e. 21 years old or more) with an Advanced Diploma of the Institute of Business Administration (IBAM) and at least two years of relevant work experience.
  
• Mature students (i.e. 21 years old or more) with an advanced, professionally recognised Diploma of the Institute of Administrative Management (IAM) and at least 2 years of relevant work experience.
  

English language proficiency should be to a minimum level of GCSE Grade C, or TOEFL 500, or IELTS 6.0. An exemption to the above English language proficiency will be for those applicants who have completed English language courses within their Higher Diploma.

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Intakes Per Year

There are three intakes in a year, in the months of January, May and September. New students may start at any sessions.

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Schedule of Modules

* Lectures are held on Monday to Friday from 6:45pm to 9:45pm, Saturday from 2pm to 5pm and Sunday from 10am to 5pm.

** Tutorials are normally held on Tuesday from 6:45pm to 9:45pm.

Key:

Module 1: Project & Management Communications
Module 2: Design, Strategic & Tactical Perspectives
Module 3A: Media Professional Case Study (Part 1)
Module 3B: Media Professional Case Study (Part 2)
Module 4A: Advertising Major Project (Part 1)
Module 4B: Advertising Major Project (Part 2)

University of Huddersfield reserves the right to adjust the sequence of the modules offered.

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Tuition Fees & Mode of Payment

For students who start in any session in 2006, the total tuition fee is HK$63,480. Tuition fees are payable in 6 consecutive instalments of HK$10,580 before each session. The tuition fees cover instruction, study materials, assignments, examinations and core textbooks.

Tuition fees are subject to an annual review. Students who do not complete their study within 6 consecutive sessions are subject to any fee increase applied to the sessions later on.
Payment of tuition fees is to be made by cheque or money order made payable to "Caritas-Hong Kong". Fees paid are not transferable. Fees paid will not be refunded unless there is a premature cessation of the programme in which case refund will be made within 1 month after the scheduled commencement of the session.

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Application Procedure

The duly completed application form must be submitted together with the following

• originals and copies of supporting certificates, diplomas and relevant transcripts, as evidence of academic and professional qualifications obtained, for certification purpose,

• a copy of HKID card or passport,

• a non-refundable application fee of HK$200 (payable by cash/cheque made payable to "Caritas-Hong Kong") and

• a recent passport-sized photograph.

The application form and these documents should be sent or delivered to:

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Closing Dates for Application

All applications must be submitted to CAPS of Caritas Francis Hsu College on or before the closing dates, which are March 20, July 20 and November 20 respectively for intakes in May, September and January.

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Contact Information

HONG KONG
	Programme Administrator [BA (Hons) AM&DM] Centre for Advanced & Professional Studies (CAPS)
	Caritas Francis Hsu College 11 Caine Road Central Hong Kong
	2508 9122
	2524 0659
	http://www.cfhc.caritas.edu.hk

UNITED KINGDOM
	Programme Co-ordinator [BA(Hons)AM&DM] Department of Design
	School of Art & Design University of Huddersfield Queensgate Huddersfield HD1 3DH United Kingdom
	00 44 1484 472064
	00 44 1484 472940
	http://www.hud.ac.uk

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Local Registration

The BA (Hons) Advertising, Media and Design Management programme has been registered with the Education and Manpower Bureau in accordance with the Non-local Higher and Professional Education (Regulation) Ordinance (CAP. 493). The Course Registration Number is 251329.

According to the Ordinance, it is the discretion of individual employers to recognize any qualification to which the courses may lead.

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