設計、創新與品牌管理文學碩士

設計、創新與品牌管理文學碩士

簡介

設計、創新與品牌管理文學碩士課程為您提供了發展專業技能和管理能力的絕佳機會。通過學習整個綜合課程,您將顯著提升自己的技能,成為領先的品牌、設計和創新管理人員。

我們為期18個月的課程鼓勵您在當今競爭激烈的全球環境中審視品牌的價值,令企業繼續在市場中競爭。隨著消費者變得越來越複雜,相類似的產品越來越多,令消費者對產品產生情感連結,從而突圍而出變得越來越重要。這正是英國創意藝術大學(UCA)量身定制的設計、創新與品牌管理文學碩士課程發揮作用的地方,幫助未來的領導者開發獨一無二的產品和全新的宣傳策略。

品牌發展的成功關鍵在於對創新的理解。傳統觀點認為,品牌與標誌、廣告和操縱相關,而創新與更加注重過程導向的發展有關。UCA開發了這門課程,以涵蓋產品設計、品牌管理以及構成其成功基礎的創新因素。

資訊一覽

新生截止報名日期:

學費:

HK$102,500

教學語言:

英語
課程小冊子 申請表

英國創意藝術大學

作為專業的藝術機構,UCA百分之百致力於創意。學生在模擬創意產業內工作室環境中發展他們的技能和思維,與就讀有關藝術、商業和科技領域的同學們一同成長。

奧斯卡獲獎電影製作人和動畫師、世界知名時裝設計師、電視節目主持人以及特納獎提名者,都有是來自UCA的知名畢業生,他們以自己的創意才華豐富了世界。

1st

UK’s top specialist art and design university for world-leading research outputs in the most recent Research Excellence Framework.

2nd

Specialist Creative University in the UK for 2024, according to The Guardian.

詳情

課程結構及考核

該課程結合創意發展與創新,高水平的專業理解,以應對專業領導的挑戰和機遇。

修讀學科 學分 評估項目
行為研究與消費 15 作品集
創意思維 15
  1. 書面作業
  2. 口頭評估,包括演示
數碼營銷分析 15 作品集
全球創意產業 15
  1. 書面作業
  2. PowerPoint演示
以人為本的創新與設計 15 作品集
市場營銷、設計與傳播 15 作品集
廣告原理 15 作品集
產品與原型製作 15 作品集
碩士專案 60
  1. 書面研究專案建議書
  2. 最終專案
合共: 180  

100%以習作為考核模式,無需考試。


學科簡介
學科簡介
行為研究與消費
(15 學分)
本單元將概述行銷、社會學和心理學中的主要行為理論及其最新趨勢,以分析並了解消費者的決策過程及主要因素,特別應用於文化和創意產品領域。
創意思維
(15 學分)
本單元將介紹創造力的定義和概念。它允許您探索創造力的本質,並將創造力的方法與品味、消費者需求以及使用者介面的概念進行反思。通過接觸各種模型和方法,您將更加熟練地生成創意、進行橫向思維,並將創意與解決行銷相關問題的方法相連接。
數碼營銷分析
(15 學分)
本單元將探討數碼行銷和技術的發展、行銷理論和實踐以及數碼消費者。您將分析趨勢和數碼通信,以創新、探索和創建數碼行銷/媒體策略和計劃,以吸引各種受眾,包括利益相關者、客戶和消費者。
全球創意產業
(15 學分)
本單元將提供關於在創意領域中,在全球環境中管理業務和流程的當前理論和實踐的全面知識。重點關注當代商業和行銷概念,使您能夠在這個不斷變化和需求日增的環境中找到自己的定位。
以人為本的創新與設計
(15 學分)
以人為本的設計(HCD)是解決問題的創造性方式。它是一個為人們設計的過程,從您為其展開想法的人們開始,並以滿足他們需求的個人化解決方案結束。您將學習如何通過應用HCD和創新原則與技術,在計劃和管理中進行各種相關活動,以滿足商業、社會和全球環境中用戶的需求和要求來設計和開發系統。
市場營銷、設計與傳播
(15 學分)
如果我們將品牌理解為戰略,那麼我們可以將行銷理解為實現品牌至特定業務目標的戰術力量。本單元的目的是教授如何以這種方式理解品牌,以便您能夠提高自己的行銷、設計和溝通技能,並探索解決當前行業問題的方案。
廣告原理
(15 學分)
理解廣告的歷史和演變有助於我們了解這個行業既有的基礎結構以及未來的發展方向。本單元涵蓋了該行業的歷史、廣告機構的構成、客戶理解、廣告概念和品牌的作用,以及當前行業面臨的問題。
產品與原型製作
(15 學分)
本單元將專注於自主實踐,您將定義和發展個人的理念和工作方法。研究和實踐將圍繞文獻綜述和專案建議書展開,並經由導師指導。通過原型設計思想和概念,您將能夠構建、視覺化、學習和測試自己的設計成果。
碩士專案
(60 學分)
碩士專案是您學習的最終成果,分為兩個部分:研究專案建議書和最終專案。這兩部分都代表著深入研究,必須在專業領域中處理一個真實的問題,進行分析,同時應用在課程所學到的當代概念和框架,製定一個具體的策略和實施計劃。

畢業要求

創意藝術大學將頒授設計、創新與品牌管理文學碩士學位予成功完成所有9個學科(共180學分)的同學。


課程顧問

靳埭強博士, SBS, BBS

Dr Kan studied art and design and started his design career in 1967. He played an important role in the New Ink Movement in the 1970s. Dr Kan has won numerous prestigious awards around the world. He was elected as one of the Hong Kong Ten Outstanding Young Persons in 1979. Other important awards include the Urban Council Fine Art Award (1981); the Gold Awards, International Art Competition, Los Angeles (1984); and the Outstanding Artists and Designers of the 20th Century in the UK (2000). In 2005, he was conferred an Honorary Doctor of Design by The Hong Kong Polytechnic University. In 2016, he was awarded the HKDA Lifetime Honorary Award by the Hong Kong Designers Association. His works have received critical acclaim and are frequently exhibited around the world and collected by prominent museums. He was the Dean of the Cheung Kong Art and Design School of Shantou University (from 2003 to 2011) and is now engaging in various industrywide advisory teams.

Source: https://www.westkowloon.hk/en/the-authority/board/people/dr-kan-tai-keung-sbs-dr-kan-tai-keung-sbs/page/10

陳達文博士, SBS

Dr Chen was responsible for the establishment of several professional arts companies, public libraries and museums while serving as Director of Cultural Services of the Hong Kong Government in the 70’s and 80’s. He subsequently served in various civil appointments. He was former Chairman of the Hong Kong Arts Development Council and currently serves as President of the UNESCO Hong Kong Association and Honorary President of the Hong Kong Children’s Choir.

Awarded the degree of Doctor of Social Sciences (honoris causa) by the University of Hong Kong, Chen is also an Honorary Fellow of the Hong Kong Academy for Performing Arts, Honorary University Fellow of the University of Hong Kong. He was awarded the Silver Bauhinia Star by the Hong Kong SAR Government in recognition of his community service.

Source: https://www.centennialcollege.hku.hk/f/upload/2994/Dr.%20Darwin%20Chen_Bio_20170614.pdf

嚴志明教授, JP

Prof Eric C. Yim is a Cambridge-trained architect-turned-furniture designer who has successfully built up his business from a small local company to become a global brand in the office furniture industry. In addition to running his own business, Prof Yim serves as Chairman of the Design Council of Hong Kong, Chairman of the Hong Kong Furniture & Decoration Trade Association, Director of the Hong Kong Design Centre, and is a Council Member of the Vocational Training Council and an adviser to the Hong Kong Design Institute. Prof Yim was named “Young Industrialist of Hong Kong 2005” and “Leader of Excellence 2006”. In 2009, he was also honoured with the Asia Pacific Outstanding Entrepreneur Award. In 2012, Prof Yim founded the Ming Foundation with the objectives of advancing design education and research, and supporting other initiatives that would make our society a better
place to live in.

Source: https://sdawards.org.hk/article/detail/Prof-Eric-Yim

過往曾邀請的專家講者

葉智榮

Founder and Director, Yip Design Ltd.; Chairman, Hong Kong Design Trade Association; Visiting Professor, Chengdu University & Xihua University, China

Alan founded Yip Design Ltd. in 1990. He is an international renowned product designer and owns over 40 international design and invention patents. International clients include: Philips, Emerson, RCA, VS Sassoon, Nintendo, Hitachi, Akai, Sansui, Daewoo, Hyundai, Toma, Towngas and more. One of the awards he received was the 2008 IF Design Award. He served the community as Chairman of the Hong Kong Designers Association and many more.

For more information about Alan, please click here.


鄭禧怡

Executive Director, Hong Kong Dance Company Limited

Meggy has over 20 years of experience managing marketing and communication in both commercial and art sectors. Some of the renowned global brands she managed include Procter & Gamble (Greater China) and McDonald’s (Hong Kong). Meggy was awarded the Hong Kong Scholarship for “Clore Leadership Programme 2018/19” by Hong Kong Arts Development Council to undertake the Clore Leadership Programme in the United Kingdom. She was also awarded the HKMA/TVB Marketing Excellence 2019 “Distinguished Marketing Leadership Awards” and named “Marketer of the Year 2019” by Hong Kong Management Association.In 2023, she led the marketing team on “Yayoi Kusama: 1945 to Now” campaign and awarded the “Now TV Gold Award” at the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2023.

For more information about Meggy, please click here.


鍾詠婷

General Manager, Central Market, Chinachem Group

Angie has comprehensive experiences in branding, marketing, strategic planning, event management, public relations and crisis management. She plays a key role in promoting Lee Tung Avenue; a joint venture project owned by Sino Group, Hopewell Holdings and Urban renewal Authority and obtained awards for launching varies “talk of the town” projects. She previously managed campaigns for Hong Kong Jockey Club, Link Asset Management and Swire Properties. She has been awarded as the Distinguished Marketing Leadership of the HKMA/TVB Awards Marketing of Excellence in 2018 and was appointed as the Committee member of Hong Kong Association of Youth Development and Wan Chai District Youth Programme.

For more information about Angie, please click here.


金俊儒

Senior Director and Head of Marketing and Communications, Greater China, Cushman & Wakefield

Albert has served as a key member of the management team in multiple internationally listed companies. His areas of focus include: marketing strategy and channel optimization, marketing platform development and result management, content creation and new media development, strategic branding and visual consultancy, user experience enhancement, digital marketing and e-commerce, and partnership development. Albert is Co-Chairman of the Manchester Business School China Alumni Association and member of both the American Chamber of Commerce Shanghai and the British Chamber of Commerce China.

For more information about Albert, please click here.


蔡伯偉

Director, Oh Wow Corporation Limited

Daryl comes with 20+ years of business experience. His most notable achievement would be turning a water brand into market leader. Daryl has been a pioneer in experience design for over 10 years, and has helped MNCs and SMEs design integrated brand, customer, and employee experiences for lasting improvements to performance. He is partner of Joe Pine, the author of The Experience Economy. His book Experience Wave is well received in China. Daryl holds a BA (Hons) in Economics from the University of Western Ontario, and Master in Marketing from the Chinese University of Hong Kong.

For more information about Daryl, please click here.


凌寶珊

ALPS annie ling is a fashion label provides modern contemporary clothing underlay with sports and technology inspired elements. The brand focuses in timeless designs with unexpected details using high quality and high innovative materials.

For more information about Annie, please click here.


羅發禮

James Law JP, is an architect, technologist and entrepreneur. Renowned for creating the philosophy of Cybertecture in which a better world is designed with technology to alleviate suffering for mankind, his company’s projects cover buildings, spaces, technologies, education and social design.

For more information about James, please click here.


蔡梓傑

James is the Senior Associate of a Hong Kong IP specialist law firm, ELLALAN. Qualified in Hong Kong as a practising solicitor, he specialises in handling IP enforcement, contentious and advisory matters.

For more information about James, please click here.


陳柏熹

Chan Pak Hei, Kade, Founding Chairman of Hong Kong Origami Academy, who is a professional origami artist and product/graphic designer, graduated from The Hong Kong Polytechnic University – School of Design (Bachelor of Arts (BA) – Industrial and Product Design). Kade Chan has more than 300 original origami designs and over 15 years experience on origami teaching, also organized more than 500 public events/exhibitions and collaborated with many famous brands such as Ferragamo, Lamborghiniand Bottega Veneta.

For more information about Kade, please click here.


Hear from our Graduate

Ms Peggy Yeung
2020 Graduate

“In 16 months, I completed a Master’s Degree with Distinction, met a lot of new and amazing people from different backgrounds, sharpened my knowledge, explored my capabilities, and even designed a mobile app in my area of interest. After 7 years of working as an Executive Assistant, I received an offer and am now on my way to pursue a PhD degree in Social and Public Health in UK. All of these things happened thanks to my decision to apply to the MA Design, Innovation and Brand Management programme offered by the University for the Creative Arts which is organised by the Hong Kong Management Association.”

入學要求

學費

HK$102,500

分5期繳交

  • 第1-4期:HK$23,500
  • 第5期:HK$8,500 (碩士專案學科)

* 本課程為「擴展的免入息審查貸款計劃」合資格課程 。

入讀條件

申請者必須持有二等一級榮譽學士學位或相關學科之同等學歷。

以下申請人也會被考慮,並需要進行入學面試和作品集審核:

  • 持有榮譽學位或學位等級較低的子學位,無論是在該學科還是相關學科上,並具有豐富的工作經驗;或
  • 具有相關工作或經驗,能夠展示具備研究生水準上學習能力的申請人。

英語要求

申請者必須︰

  • 完成與英文授課的學士學位或以上學歷相當的學術資格;或
  • 雅思 (IELTS) 6.5或以上,且各單項成績不低於 5.5;或
  • 通過該課程的英語口語和寫作測試。

備註:
此中文譯本僅供參考之用,文義如有歧異概以英文版本為準。

查詢

課程資料

龐小姐
電郵: jennypong@hkma.org.hk
 
陳小姐
電話: 2774 8537
電郵: pollychan@hkma.org.hk

一般查詢

電話: 2774 8500 或 2774 8501 / Ivy Ng 3468 6023 / Shino Choi 3468 6024 / Windy Ng 3468 6025
電郵: hkma@hkma.org.hk / enrol@hkma.org.hk
傳真: 2365 1000

個別僱主可酌情決定是否承認本課程可令學員獲取的任何資格。