The first year of the Major consists of three terms:
- Term 1, Common Ground & Navigation. Common Ground is about expanding your point of view and exploring the field of advertising. In this term you are expected to develop a (self)critical attitude. Your immediate environment will be your starting point for design and you will observe, interpret, interrogate and experience different routes. At the end of the project you will be able to define your own point of view and make sure it is noticed. Navigation signifies direction and is all about searching, finding and pointing the way. You are taking control and guide the user to a goal. In this project you will investigate how communication functions.
- Term 2 focuses on the on introducing to the content and methodology of WdKA's three graduation profiles (Practices). You will be introduced to the approach, context, professional roles and methodologies associated with the three graduation profiles.
- Term 3, Focus, consists of many practice-related assignments in cooperation with real clients and agencies. You will become familiar with different work processes similar to the professional field; you will learn to respond quickly, make decisions and produce under pressure in short-term assignments.
The second year of the Major consists of two terms:
- Term 1, Timing, focuses on learning how to collaborate in a team. In this project you will work in a complex practical situation.
- Term 2, Dialogue, focuses on professionalisation and the choice for a preliminary specialisation in one of the three final exam profiles (Practices). In order to do this, you will learn to criticise and evaluate work of others and your own work. In addition, you will learn to take societal, market-oriented or autonomous developments as a starting point for a design to initiate a conversation.
Term 3, Practices, provides you with an in-depth introduction to two of the three graduation profiles (Practices). This learning experience will help you decide upon your graduation profile in the third and fourth academic years.
On top of the major, WdKA adds elective projects. You can choose from a wide range of contemporary subjects and issues. These projects introduce students to our three graduation profiles or Practices. We call them the Autonomous, Social and Commercial Practices. Within the Practices, you focus on new challenges in the fields of technology, the use of public space, the need to engage the public and a challenging international context, and work on real-life, practical assignments which transcend the boundaries of the chosen professional discipline.
Click on the chart on the left to view the Practices and their elective projects.
Autonomous Practices focus on the artistic and expressive possibilities of the (individual) artist, teacher or designer; who work from the perspective of their personal vision of the world and the human condition, and give shape to this vision. Within Autonomous Practices, students can specialise in one of four issues: Critical Studies, Digital Craft, Hacking, and Public & Private. Each issue has its own specific courses, tutors with relevant professional backgrounds, and external partners with whom students can collaborate.
Commercial Practices are oriented towards our “next” economy. Our world is changing rapidly fused for example by technological disruptive innovations. This changing world creates new opportunities and roles for prospective designers and artists. Within Commercial Practices, students can specialise in one of four issues: New Frontiers, Branding, Data Design, and Service Design. Each issue has its own specific courses, tutors with relevant professional backgrounds, and external partners with whom students can collaborate.
Social Practices focus on art and design that impacts societal issues by designing or redesigning processes, interactions and relationships, and by involving participants or stakeholders in the design process. The issues currently addressed by Social Practices are Cultural Diversity, Open Design, Gamification and Sustainability; four domains in which systemic change is particularly relevant.
This phase focuses on the synergy between advertising, your chosen practice projects and your future professional perspective. During your Major-related term Significance you will work on your distinctiveness and personal vision. You will be looking for the meaning of your work in a changing context and what makes it valuable for the professional field in order to get an internship or to be admitted for an exchange.
On top of the major, WdKA adds elective projects. You can choose from a wide range of contemporary subjects and issues. These projects introduce students to our three graduation profiles or Practices. We call them the Autonomous, Social and Commercial Practices. Within the Practices, you focus on new challenges in the fields of technology, the use of public space, the need to engage the public and a challenging international context, and work on real-life, practical assignments which transcend the boundaries of the chosen professional discipline.
Click on the chart on the left to view the Practices and their elective projects.
Autonomous Practices focus on the artistic and expressive possibilities of the (individual) artist, teacher or designer; who work from the perspective of their personal vision of the world and the human condition, and give shape to this vision. Within Autonomous Practices, students can specialise in one of four issues: Critical Studies, Digital Craft, Hacking, and Public & Private. Each issue has its own specific courses, tutors with relevant professional backgrounds, and external partners with whom students can collaborate.
Commercial Practices are oriented towards our “next” economy. Our world is changing rapidly fused for example by technological disruptive innovations. This changing world creates new opportunities and roles for prospective designers and artists. Within Commercial Practices, students can specialise in one of four issues: New Frontiers, Branding, Data Design, and Service Design. Each issue has its own specific courses, tutors with relevant professional backgrounds, and external partners with whom students can collaborate.
Social Practices focus on art and design that impacts societal issues by designing or redesigning processes, interactions and relationships, and by involving participants or stakeholders in the design process. The issues currently addressed by Social Practices are Cultural Diversity, Open Design, Gamification and Sustainability; four domains in which systemic change is particularly relevant.
The Internship period is a temporary placement in which you, as a future professional, will become acquainted with the professional practice, including the scope and range of work activities and various practical aspects of the profession. The goal is to combine the learning process and the professional practice in a way which is not competitive with the professional field. It is also possible to do the internship (or part of the internship) abroad.
Exchange. By studying abroad, you have the opportunity to study in a foreign country and take in the allure and culture of a new environment. WdKA offers you this opportunity as an integral part of your study. During your study exchange you gain credits that can be transferred against your degree at WdKA.
Minor allows you to broaden or deepen their knowledge and skills. You complete it within one semester. Minor includes practical research, visualisation and presentation. You can one of the current issues within the Practices - Critical Studies, Digital Craft, Hacking, and Public & Private; New Frontiers, Branding, Data Design, and Service Design or Cultural Diversity, Open Design, Powerplay and New Earth - or follow a minor at another institute or abroad.
In the final phase of the studies, the students will graduate in the Major and with the Practice profile that best suits them as professionals.
Autonomous Practices focus on the artistic and expressive possibilities of the (individual) artist, teacher or designer; who work from the perspective of their personal vision of the world and the human condition, and give shape to this vision. Within Autonomous Practices, students can specialise in one of four issues: Critical Studies, Digital Craft, Hacking, and Public & Private. Each issue has its own specific courses, tutors with relevant professional backgrounds, and external partners with whom students can collaborate.
Commercial Practices are oriented towards our “next” economy. Our world is changing rapidly fused for example by technological disruptive innovations. This changing world creates new opportunities and roles for prospective designers and artists. Within Commercial Practices, students can specialise in one of four issues: New Frontiers, Branding, Data Design, and Service Design. Each issue has its own specific courses, tutors with relevant professional backgrounds, and external partners with whom students can collaborate.
Social Practices focus on art and design that impacts societal issues by designing or redesigning processes, interactions and relationships, and by involving participants or stakeholders in the design process. The issues currently addressed by Social Practices are Cultural Diversity, Open Design, Gamification and Sustainability; four domains in which systemic change is particularly relevant.
Advertising & Beyond
Profession and Concept
The first year focuses on the introduction to skills, knowledge and attitudes that we regard as necessary for the profession. At the same time you will learn to think conceptually, explore, experiment and to make using various tools and media, and to ask yourself questions regarding the discipline.
Profession and Concept
The second year focuses on further developing of skills, knowledge and attitudes within the Major and further introduction to Practices. As you progress through the study programme, the projects will keep on increasing in complexity. You will be working with more advanced instruments and tools, further developing within a professional field of own choosing.
Profession and Concept
The third year is divided between your Major, internship/exchange and graduation profiles (Practices). Upon completing, you will be able to choose the graduation profile that best suits your ambition.
Profession and Concept
The fourth year consists of two blocks: Minor and Graduation.