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.
 

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 Behaviour 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 (12 weeks)

Students will undertake an Internship/Industrial Training for a minimum period of 12 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

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

ADMISSION REQUIREMENTS

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

20 Jul 2023 | 21 Sep 2023

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