BA (Hons) in Digital Advertising

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.

Admission Requirements:

Note: Equivalent qualification and / or experience which is recognized by the Senate / institution.

International Students

Please note that under Ministry of Education regulations, only students who have achieved the minimum requirement in the English Language proficiency assessment as indicated above will be allowed to continue their studies in the main study programme. Students who do not have the required English Language achievement may apply for a student visa on conditional basis and are allowed to enrol in an English Language Certification programme at APU upon arrival in Malaysia and, subsequently, appear for the IELTS/TOEFL/PTE/MUET assessment.

Students who are unable to obtain the required level of English Competency during the maximum 12 months’ period, will not be allowed to pursue their studies in the main programme and will have to return to their home country.

Students from English speaking countries and those with qualifications taught in English (IGCSE, A-Levels, IB, American High School Diploma etc) are exempted from English requirements. Applications for exemption must be accompanied by supporting documents. 

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 "Comparison List of Equivalency of International Qualifications with SPM (O-Levels equivalent) and STPM (A-Levels equivalent)" published by Malaysian Qualifications Agency (MQA).

What You Will Study:

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.

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.

Students will undertake a short Internship/ Industrial Training for a minimum period of 12 weeks to prepare them for a smooth transition from the classroom to the working environment.

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.

Career Options:

Course Fees:

* Fees stated above do not include Deposits and other Miscellaneous Fees. Please refer to Fee Guide for details.

(N/213/6/0344)(07/24)(MQA/PA11897)
All information is correct at the time of publication, but is subject to change in the interest of continuing improvement.

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