BA (Hons)
Advertising and Design

COURSE MODULES

Year 1

Design Theory 1
This module intentionally takes a broader view of a range of design disciplines, to avoid 'tunnel vision', and to open the creative possibilities for your work, which can also be found in areas outside of your specialism. 

Digital Image Making
This module provides a sound foundation for students entering the digital realm of image making. Techniques and ideas outlined in this module will provide an important basis for other modules (e.g. web design, motion graphics and design for print) in which creating digital graphics assets are a required skill. 

Introduction to Advertising 1
This module encourages you to recognise the contributions of advertising within the broader communications industry, and its relationship and relevance with graphic design and marketing. 

Introduction to Advertising 2
This module looks at how to take the ideas and strategies, important to the advertising process, and develop them into presentation visuals. By careful use of photography/illustration/ typography and graphic design, you will begin to experience the true role of the Art Director. 

Motion Graphics 1
You will learn how to create, import, and synchronize moving graphics, sound, animated elements, and visual effects to create a single piece of work. Demonstrations and tutorials will be used to extend your knowledge and understanding of the technologies, looking at how they fit into the wider creative context of design and communication. 

Visual Communication in Graphic Design
Introduction of basic techniques and dynamics of visual communication through graphic design form the basis of the module. This module explores some of the mechanisms that help you to understand the visual communication processes in graphic design. 

Drawing Techniques
This module is designed as a fundamental building block to design drawing. Taking forms and techniques to explore the language of drawing - the recognition of form and the use of tone, line and colour to describe that form. 

Year 2

Advertising, The Campaign
You will engage in all aspects of agency work in areas such as client relationships, constructing and writing the brief, language, format, commissioning work, persuasion and rhetoric, branding, creative approaches and working to deadlines. 

Branding, Positioning and Identity
This module explores the position a brand plays in a total communication environment, in marketing generally and primarily in an advertising campaign. You are introduced to the relationship and differences between the product and the brand, and the importance of the personality of the brand and its market position. 

Design Theory 2
This module builds on the design philosophies, approaches and influential practitioners introduced at level one. It looks at some of the important debates and issues in design, from areas such as politics, the environment, globalisation, society, and culture, etc. 

Motion Graphics 2
Building on what you learnt in year 1, in this module, you will bring together the individual techniques learned in Motion Graphics 1 such as masking, 3D motion, lights, shadows, etc. and combine them to create specific effects such as freeze motion, 3D projection, particle-based effects, camera-based effects, etc.

Photography
This module will give you an understanding and foundation towards the operations and aesthetic of a still camera. This is important as it serves as a foundation towards the operations of a video camera and lighting in the advertising design process. 

Advertising Practice, The Book 1
The engine room of the advertising agency’s work are the creative teams who create and devise campaigns that facilitate their client’s aspirations. A portfolio of work presented to the agency from a potential employee is the basis on which the agency commits its reputation and successes. This module is specifically aimed at developing a portfolio, or book, of creative work appropriate to a career in the advertising industry. A series of campaigns of various contexts is employed to develop a strong creative basis on which successful and effective campaigns are based.

Graphic Communication
This module provokes opportunities for originality in thinking and its application through graphic outcome as well as individual reactions and responses to a wide range of areas in contemporary culture. 

Year 3

Advertising Practice, The Book 2
This module is specifically aimed at developing a portfolio, or book, of creative work appropriate to a career in the advertising industry. A series of campaigns of various contexts will be employed to help you develop a strong creative basis for successful and effective campaigns. Your work is also based around the importance of the strong ‘idea’ in a campaign that can be expressed in different ways and in different media. As well as peer review, your work will be subject to critical review by professional advertising agency staff. You will present your work to a series of agency professionals within the agency environment.

Creative Team Campaigns
This level three campaign module gives another opportunity to produce more work for the ‘Book’ ie: your advertising portfolio that will eventually be presented to potential employers in the advertising industry. You are encouraged to begin networking in the industry to begin to profile yourself and your work. 

Design Research Project
This module will allow you to carry out in depth investigation into a particular issue or topic that must be relevant to them as a designer. 

Major Project 1: The Creative Direction
You will present a written and fully designed proposal explaining with critical thought and analysis, background research and initial visual ideas, your plan for your creative work, including the expected outcomes. 

Major Project 2: The Negotiated Brief
This module gives you the opportunity to explore, develop and demonstrate the breadth and depth ofyour creative, technical, and organisational skills in the context of self-direction and responsibility, appropriate to your chosen career paths. 

Major Project 3: The Creative Competition
You will have the opportunity to demonstrate the breadth and depth of their creative, technical, and organisational skills within the context of a national competitive framework, set and judged by the advertising and design industries themselves. 

MPU MODULES

Appreciation of Ethics and Civilisation (Malaysian students)
This module aims to provide a true understanding of the concept of ethical appreciation, especially in complying with the National Principles (Rukun Negara), government policies, unity efforts and national development. In this module, you will also be enlightened on Malaysian history before and after its independence, and efforts undertaken in building the nation's civilisation.

Malay Communication 2 (International students)
This module will help you communicate effectively in a formal/informal setting, building your confidence as you hone your interaction skills in the national language.

Integrity and Anti-Corruption
This module covers the basic concepts of corruption including the value of integrity, anti-corruption, forms of corruption, abuse of power in daily activities and organisations as well as ways to prevent corruption. Cases related to corruption are discussed. Teaching and learning methods are implemented in the form of ‘experiential learning’ through individual and group activities. At the end of this module, you will be able to understand the practice of integrity, the concept of corruption, anti-corruption, abuse of power, as well as the prevention of corruption in society and organisations.

New Venture Creation
This module forms the basis of a structured programme for potential and existing entrepreneurs to capitalise on opportunities to start and grow sustainable businesses that form part of the mainstream economy, enabling you to tender for business opportunities within both the public and private sectors.

Philosophy and Current Issues
This module covers the relation between philosophy, the National education Philosophy and the National Principles of Malaysia (Rukun Negara).

Community Service
Community Service focuses on the development of your communication, critical thinking and problem-solving skills through community service and cooperative learning. This will include the values of social responsibility, leadership and teamwork. The primary emphasis is on community service and/or co-curricular activities that may require going beyond the university environment.

National Language A (only for students without credit in SPM BM)
Bahasa Kebangsaan A helps you in grasp the national language to effectively communicate, and express thoughts clearly and creatively through verbal and written communication.