Global institution in Hong Kong Savannah College of Art...
Transcript of Global institution in Hong Kong Savannah College of Art...
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Global institution in Hong Kong Savannah College of Art and
Design (SCAD)
Group 8
Chan Chi Long 53450749
Cheung Ka Li 52625789
Hon Hei Yu 53081964
Kwong Tsz Ching 53085152
Ng Suet Tung 53313626
Wong Hong Yu 53085139
Yuen Ming Hay 53476384
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Agenda 1. Introduction
2. The achievement of SCAD
3. The role of SCAD in art management
4. Marketing strategies of SCAD
5. The advantages that the soft and hardware provided in SCAD HK
6. The disadvantages that the soft and hardware provided in SCAD HK
7. Conclusion
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Objectives
What is the aim of having a branch in Hong Kong?
Who are their target customers?
What is the role of SCAD HK in Hong Kong art field?
http://www.youtube.com/user/AboutSCAD
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Introduction of SCAD
• Private, non profit
university
• First founded in 1978
in southeast Georgia
• Top 30 of art
institutions in the
world
• Revitalization of
heritage sites
• 4 branches:
• Savannah (1979)
• Lacoste (2002)
• Atlanta (2005)
• Hong Kong (2010)
• Located in different
continents
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Introduction of SCAD Hong Kong
• Private, non profit university
• Founded in 13th Sep, 2010
• Located in Sham Shui Po
(Shek Kip Mei cultural district)
• Situated in the former North
Kowloon Magistracy building
• Max student capacity: 750-800
• Total students in 2013: 520
• Proportion of students:
50%: Hong Kong
50%: International
• Ratio of student-to-professor:
18:1
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Facilities Situated in the former North Kowloon Magistracy
building
Heritage as art institution
“Learn from the past to create future”Inspiration
Awarded as UNESCO Asia-Pacific Heritage Awards for
Culture Heritage Conservation
E.g. Prison cells, courts
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Facilities (cont’d) Academic building+ Residence+ Gallery
Library, lecture hall, digital labs, studios…
Library Gallery
Residence Hall
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Programmes offered & fees
Advertising, animation, fashion, interactive design, photography etc.
Internship: Can go to the other 3 branches to study your program
Provide e-learning(same amount of tuition fee)
Tuition fee for undergraduate full-time student for one academic year:
HK $255,798 !!
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Role of SCAD
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Role of SCAD
Principal: 「我重視的是環球化教育,而我深信藝術是世界語言,我早已為SCAD定位為藝術聯合國(United Nations of Arts)。」
Educator as tertiary sector
Art event Organizer
Art exchange promoter
Heritage conservator
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Educator as tertiary sector
Targeting students finished high school education and looking for future career development in art filed
Provide tertiary education on art aspect
One of the most comprehensive major choices university in art field
18 major courses of art
Master of Art, Master of
Fine Art
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Educator as tertiary sector
Aims
exists to prepare talented students for professional careers
Invite companies to absorb talent
E.g. Disney → Animation programme
Adopting the smaller class sizes system to maintain a good
understanding of knowledge
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Educator as tertiary sector
emphasizing learning through individual attention in
a positively oriented university environment
Gallery for students’ artworks
Library and bookstore
Museum of Art
Professional facilities for students: study rooms,
studios, recording studios, lounges, Lecture Halls,
etc
Studying in an atmosphere of art and culture
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Festivals and activities
Sidewalk Arts Festival
Savannah Film Festival
International Festival
Off-Campus Program
open studio each quarter
Workshops
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Educator as tertiary sector
Well in specifying majors in art
Supportive facilities for student
Ways for students to develop future career
Festivals and activities to broaden their
horizons and build up a comfortable and
convenient school life
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Art event organizer
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Art event organizer
Targeting students studying in SCAD and artists
from local and international
Gallery at SCAD: Moot Gallery
Art exhibitions for artists
Present artworks of professions, students and
alumni
Open to the public
At lease 8 groups of works will be shown in a
year
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Jin Meyerson exhibition: 'The
Accumulation of Perception'
Sept. 16-Nov. 30
using CG technology in concert with
painting
The use of distortion and mirrors as well
as his self-reflection and self-inspection
underscore his desire for personal and
artistic transition and discovery
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The Coming Event:
Wendy White exhibition
Dec 4-20 on Miami
garnered international acclaim for large-scale
paintings and installations
merge painting, sculpture and architecture.
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Art event organizer
Pay good attention on the rise and development on art world
Well-organized as a presenting stage for artists
Various topics and types of art exhibitions
International perspective on art and culture
Specialize professional art study in different aspect
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Why Hong Kong?
Why HK? – Miss Ja. (Associate Director of Recruitment
in SCAD HK)
East meets west melting pot of culture
Miss Ja: “Why not Singapore? because it looks like instant
noodle”
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SCAD The role of SCAD in art management
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The role of SCAD in art management
A).Academics
B). Admission
C).Career and alumni
D). Life at SCAD
E). public involvement and innovation
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A. Academics
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Programs 43 programs in SCAD
School of Building Arts
School of Communication Arts
School of Design
School of Digital Media
School of Entertainment Arts
School of Fine Arts
School of Liberal Arts
School of Foundation Studies
Have 14 programs in SCAD
Hong Kong
Advertising
Animation
Fashion
Graphic Design
Luxury and Fashion
Management
…..
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Study abroad
SCAD study abroad programs enhance the total
educational experience. Students earn degree credit while
gaining a more global perspective on art, architecture and
design.
Location:
Australia, China, Dubai , Italy, Japan, London, Los
Angeles and New York City.
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SCAD Gallery
SCAD will choose the best work
from different programmes or
alumni or artists
have a exhibition in Gallery
Exhibit other art work
exchange with other campuses
regularly
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B. Admission
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Type of admission
Undergraduate
Graduate
Transfer
International
Pre-college programs
Parents
Educators
Others
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Under-graduate
Admission requirements
1. Completed application for admission.
Apply online — US$35 if submitted online
Non-refundable application fee.
2. A diploma from a high school or equivalent program.
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TOTAL: $361,623
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Visit SCAD
SCAD affords visitors a variety of ways to explore all that the university
has to offer.
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C. Career & Alumni
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Career
SCAD is dedicated to helping students and alumni to
succeed in their chosen fields.
The office for career and alumni success helps them
find internships, provides them with job-search
assistance, and offers extensive resources to match
them with their jobs.
career fair
workshop
jobs online portal
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Alumni
A recent study found that 91 percent of alumni
respondents reported being employed, pursuing
further education or both within nine months of
graduation.
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E-learning
SCAD's online degree programs and courses sync
seamlessly with SCAD's on-ground
Unique programmes of online study in distance learning
format
SCAD is the first art and design university to receive the
Instructional Technology Council's award for
Outstanding Distance Education Program
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Encouraging E learning
SCAD provides online learning
Some programmes are only available online
(e.g, Illustration design)
Award-winning online education
Brings SCAD’s curriculum to a global online environment
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Brief summary
Expensive tuition fee
5 times more than UGC degree programmes
Role of private education institution
Non profit organization?
See tertiary education as money making tools or
something else?
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D. Life at SCAD
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Orientation provided Clear and useful check-in procedures for freshmen
Housing application
Divide different types of students for information giving
Freshmen
International students
Family orientation
List services that SCAD will provide
Shuttle service
Entrance loan counseling
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Buildings and facilities For HK:
Hong Kong Gold Coast Residences
Moot Gallery
The main campus: SCAD HK
For global:
Academic Hall
SCAD Gallery
Administrative Hall
Residence Hall
Amenities
Dining Hall
Retail
Moot Gallery, Hong Kong
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Recreation
Provide fitness service
Club SCAD
SCAD Atlanta
A variety of sports activities
Atlanta athletics programs
Savannah athletics programs SCAD Atlanta
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Transportation facilities
SCAD bus in Atlanta and Savannah Campus
The Bee Line
Safe Rides
Provide late-night transportation
SCAD bus
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Safety and security service The launching of mobile safety
software called Live Safe
Transform every mobile phone
on campus into a personal
safety device
Bike patrol
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Residence Life SCAD Atlanta Residence Halls
SCAD Hong Kong Residence Halls
SCAD Lacoste Residence Halls
SCAD Savannah Residence Halls
Gold Coast
residence hall,
HK
Boundary Village,
Savannah
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Students involvement
Student clubs
Leadership programs
Student media
Community service
Religious life
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E. Public involvement and innovation
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News and press and
recognition
teenVOGUE names SCAD's Noah Jodoin one the year's
best student designers
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SCAD2020
An evolutionary work stream representing the collective design for the future of SCAD.
Consisting a team of SCAD
leaders, faculty, and staff
set out to survey and
analyze every part of SCAD
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Achievements
SCAD media earns 108 awards in 2012-13
Received awards from Associated College Press, the
College Media Association, the Savannah chapter of
the American Advertising Federation Addy Awards
and the Georgia Collegiate Press Association.
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Brief summary
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Being a student-centered
institution
Innovates creative ideas and benefits students SCAD Bus and late night bus
Flexibility in study
Students can study in any campus paying the
same tuition fee
Financial support and scholarship is provided
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Recognition in public
The SCAD2020 project
Achievements in design and arts
News and media publication
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SCAD Marketing strategies of SCAD
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Marketing – heritage site Limitations of an institution running at a heritage site (e.g. small area,
rules and regulations agreed between government and SCAD, etc.)
Large amount of money needed for revitalization and maintenance
Heritage site and objects give inspirations to students enhance
imagination and creativity
A way to save and protect history
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Marketing - reputation low reputation in art field (Top 30 of art institutions in the
world)
YouTube channel, TV festival, local and foreign tours, twitter,
Instagram, Facebook, Beautiful designed website.
http://www.youtube.com/user/AboutSCAD http://www.scad.edu/about/scad-
glance/disclosures-and-policies
see student as customers/buyers and SCAD as a commodity
Portraying SCAD as a unique and good study environment
A way to build reputation
http://www.youtube.com/user/AboutSCADhttp://www.youtube.com/user/AboutSCADhttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policieshttp://www.scad.edu/about/scad-glance/disclosures-and-policies
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Marketing – career prospects
The SCAD2020 project
Achievements in design and arts
News and media publication
Great involvement in the community
Career opportunities and internship programmes
Sharing from alumni (alumni working at Pixar, DreamWorks Animation, Disney, etc.)
A pathway that help bridging students from school to society
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Marketing – scholarships Tuition fee for undergraduate full-time student for one academic year:
HK $255,798 !!
As a private institution, inevitably earning money is important so as to
maintain and sustain the university
Scholarship based on performance “Treat student equal” – Miss Ja.
Scholarships would be offered to students according to performance
(half grant of even full grant could be offered)
Miss Ja. said “Deserve what they hard to do for”
Can transfer to other campuses with the same amount of school fees
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Marketing – tours News reports about financial crisis of SCAD, intakes, etc.
Miss Ja’s comment(during the tour): we are financially very strong,
do not trust the journalists and commentators who know nothing
about our school, they have no stand to judge us.
Tours as a way to promote and rebuild reputation of the school
【本報訊】獲政府批出歷史建築、前北九龍裁判法院作校舍的香港薩凡納藝術設計學院,疑因名氣不足,2010年9月起營運至今,收生較原定招生600人目標少一半,累計營運虧損達1.6億,靠美國總校借款2.5億維持運作。當年負責批約的「活化歷史建築夥伴計劃」委員會主席陳智思表示,一直跟進薩凡納財務狀况,若個別機構「無法營運」,政府有權收回歷史建築。
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Marketing – being innovative
and results-oriented
One of the values of SCAD: being innovative and
results-oriented
Does the amount of tuition fees sounds fair to everyone?
Is SCAD influential to Hong Kong art scene?
Innovative and result-oriented in managing the art school
(marketing strategies)
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Advantages of SCAD
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Environment • Good environment for learning
-quiet, comfortable creation and design
-Aim: Student oriented
-Facilities Studio, Computer, advanced technology, etc.
• Moot gallery
• Scholarship result oriented
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Public participation Detailed website Promotion/Marketing
Library and gallery is open to public
Open day
22/2/2014 and 24/5/2014
Activities Drawing in the car park
Kids drawing competition
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Networking
• Bridge between local and global art fields
-Free travel the 4 campus without registration
-Internship with brands – Disney, Shaws
• Alumni 300 staff in Pixar – Miss Ja.
• Credit bearing inters hip
• Moot gallery
• Artist talk
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Tour– Heritage and Educator
Heritage tour:
-Detailed explanation with heritage repeat the website
-Welcome for public atmosphere is good
Educator tour:
Promotion/Marketing?
-Good service – Associate director
-Provide much information
for admission Career
-Provide oversea tour
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Disadvantages of SCAD
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Security
Too strict
Registration for public visit to library and gallery
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Facilities
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Moot Gallery
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Student Hall
Hong Kong Gold Coast Residences – Castle Peak Bay
(near Tuen Mun)
Too far from SCAD Hong Kong
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Tuition Fee
Too expensive for most local students
US $32,950 / HK $255,798 per year
6 times of government-funded university tuition fee
Stepping-stone to study and work overseas – advance
Hong Kong to become a centre of creative industry in
Asia?
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Heritage and Art School
Not too compatible
Public VS Private Space
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Website
Detailed but not well organized
Difficult to access information
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Conclusion
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Conclusion
X exanimate the learning atmosphere but the role of SCAD
Holiday and sem break
Miss Ja : “Leading University to transform passion to make your dream come true.” Specific subject
What is the role of SCAD? HK and global network
Money making organization or tertiary education institution?
Reflection on heritage and art institution?