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Creative and Cultural Industries: Art Direction BA(Hons)

Attendance UCAS code/apply Year of entry
3 years full time P990 2017
6 years part time Apply direct to the University 2017

Please note this course is subject to validation.

Why choose this course?

The Art Direction specialism of the BA (Hons) Creative and Cultural Industries degree is aimed at equipping you with the understanding and skills needed to work as an Art Director in an advertising agency or marketing department.

Over your degree, you will develop your visual communication skills and judgement, and gain the knowledge and experience of the organisation and project management necessary to deliver the visual aspects of a client's marketing communications. This will involve conceptualisation and visualisation, visual narratives and storyboarding, artwork commission and evaluation, project budgeting and scheduling, collaboration and communication, entrepreneurship, strategy and branding in the creative economy. These skills and understanding will be provided in an Art School context underpinned by a philosophy of thinking through making and doing.

You will learn how to use multimedia software packages to storyboard and prototype your ideas and project management software to organise and run shoots and development work. There will be an emphasis on collaborative learning through projects with students from across the faculty, live case studies with local creative economy companies and institutions, a summer internship with a relevant company, an entrepreneurship challenge and a sector specific mentoring programme.

What you will study

You will be exposed to core learnings in the cultures of creativity, professional writing and communication techniques, principles of design, understanding policy, recognising and managing risk, and end-to-end project management. You will learn skills both as individuals and as part of a complex team of creative, external and internal partners and related professionals.

From the second year, you will study the specialism you have chosen (Art Direction). You will have a particular focus on art direction within specialised modules and projects and gain skills and understanding of what this role can bring to creative and cultural teams. This specialism will enable you to translate messages, concepts and ideas into a coherent visual identity in order to promote and communicate with various target audiences.

The following specialisms are also available:

Module listing

Please note that this is an indicative list of modules and is not intended as a definitive list. Those listed here may also be a mixture of core and optional modules.

Year 1

    • Design thinking and wicked problems
    • Service design thinking
    • Collaboration, teams and discipline boundaries
    • Prototyping techniques and software skills
    • Creativity– theory, tests and types
    • Visual communication/storytelling
    • Multi-media storyboarding
    • Conceptualisation, pitching and persuading
    • Digital Media software skills (eg Illustrator/Photoshop)
    • History and development of the sector (policy)
    • Public policy and internationalisation
    • Economics of the creative economy
    • Business models and technology
    • Competition and strategy
    • History and development of art and design – the role of the avant garde
    • Political art and design
    • Internationalisation and globalisation

Year 2

  • Conceptualisation, storyboarding, art work evaluation and commissioning, location evaluation and production co-ordination.

    • Project management software and tools (eg basecamp/liquid planner)
    • Planning and critical path analysis
    • Resource allocation, task design
    • Agile methodology
    • Budgeting and finance
    • Monitoring and rescheduling
  • Live case study on an enterprise in the creative economy (pathway specific). Students working in groups given a brief by a company in the creative economy of their pathway. Students apply design thinking approach to identifying, ideating and crafting a response to a problem they are experiencing. In groups students research the sector and the issue and prepare questions for an interim/guidance meeting with company representatives. Pathway specific tutor provides guidance where needed.

    • Marketing research
    • Consumer behaviour
    • Marketing planning
    • Digital marketing
    • Branding

Year 3

    • Opportunity recognition – research and prototyping
    • Resourcing the creative enterprise (finance/people)
    • Risk – assessment and protection
    • Business planning – structure and pitching
  • Conceptualisation, storyboarding, art work evaluation and commissioning, location evaluation and production co-ordination.

  • Either a dissertation, a consultancy report into a company specific issue or challenge or an enterprise/business or marketing plan.

    • Research methods, data collection, analysis and structure
    • Two supervisors – one on structure and one pathway specialist for the content of the inquiry.



You will have the opportunity to study a foreign language, free of charge, during your time at the University on a not-for-credit basis as part of the Kingston Language Scheme. Options currently include: Arabic, French, German, Italian, Japanese, Mandarin, Portuguese, Russian and Spanish.

Study abroad as part if your degreeMost of our undergraduate courses support studying or working abroad through the University's Study Abroad or Erasmus programme.

Find out more about where you can study abroad:

If you are considering studying abroad, read what our students say about their experiences.

Key information set

The scrolling banner(s) below display some key factual data about this course (including different course combinations or delivery modes of this course where relevant).

We aim to ensure that all courses and modules advertised are delivered. However in some cases courses and modules may not be offered. For more information about why, and when you can expect to be notified, read our Changes to Academic Provision.

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This course is taught at Knights Park

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This course is taught at Knights Park

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