BA (Hons) Design and Art Direction
Three years full-time course
Chatham Building, Manchester
Applications through UCAS
UCAS code: W200 BA/ADDir (route A)
E200 BA/ADDir (route B)
Requirements are as specified for BA degrees in art and design : a minimum of
five GCSE passes including a GCE A level and a foundation course in art and
design. To meet all the demands of the course, these qualifications should
include academic subjects.
Applicants should demonstrate evidence of a creative ability, research and
writing skills plus enthusiasm and an ability to articulate their ideas clearly.
Students consider both advertising and graphic design in the broadest possible
context. The programme of study integrates critical theory and practice
throughout the three levels of the course. It is essentially practice based:
encouraging the development of a personal approach to visual communication in a
cultural, historical and social context.
During Level 1, students follow a programme of practical assignments which
establishes a working methodology based on investigation, analysis, realisation
and presentation. Students can attend workshops for a range of practical skills
and all students follow the contextual studies lecture programme, placing
practical elements of the course into a wider cultural, critical and social
context. At the end of Level 1, students undertake a self-directed Learning
During Level 2, the programme of studies encourages students to consider the
broader implications of contemporary advertising and graphic design - linking
culture and commerce - exploring traditional and digital, multi-media
applications - to realise their communication solutions. At Level 3, students
negotiate a personal programme of study from identified abilities and interests.
During Levels 2 and 3 students are advised, encouraged and monitored through
regular individual and group tutorials.
The course integrates the study of advertising and graphic design - reflecting
the breakdown of boundaries in contemporary professional practice.
Students may undertake work experience in the UK and/or study abroad as part of
negotiated Learning Agreements.
Students may negotiate to access the facilities outside the University or within
the broadcast television area as part of a multi-media Learninq Agreements.
Students contribute to assessment throughout the course through a
self-assessment procedure encouraging reflection and positive self-criticism.
Course units are assessed at the end of each semester and progressional
assessments and reviews are undertaken at the end of each level. Final
assessment is through a portfolio presentation and exhibition at the end of
The programme of practical and technical skills, the development of abilities
and personal practice in a professional context and the critical base offers
students a level of confidence and confirmation of their personal ambitions
within the profession to enable them to move into a variety of career
opportunities - art direction, copy writing, graphic design, marketing, media
planning, multi-media, video and film-making - or to pursue postgraduate study
Department of Communication Media
Tel: 0161-247 1285/1286/1307