Global institution in Hong Kong Savannah College of Art and Design (SCAD)

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Barrie Horton
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Group 8 Chan Chi Long 53450749 Cheung Ka Li 52625789 Hon Hei Yu 53081964 Kwong Tsz Ching 53085152 Ng Suet Tung

1 Group 8 Chan Chi Long Cheung Ka Li Hon Hei Yu Kwong Tsz Ching Ng Suet Tung Wong Hong Yu Yuen Ming Hay Global institution in Hong Kong Savannah College of Art and Design (SCAD)

2 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

3 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?

4 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

5 Introduction of SCAD Hong Kong Private, non profit university Founded in 13 th Sep, 2010 Located in Sham Shui Po (Shek Kip Mei cultural district) Situated in the former North Kowloon Magistracy building Max student capacity: Total students in 2013: 520 Proportion of students: 50%: Hong Kong 50%: International Ratio of student-to-professor: 18:1

create future Inspiration Awarded as UNESCO Asia-Pacific

6 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

7 Facilities (cont d) Academic building+ Residence+ Gallery Library, lecture hall, digital labs, studios Library Gallery Residence Hall

8 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!!

9 Role of SCAD

10 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

Educator as tertiary sector Targeting students finished high school education and looking for future career development in art filed Provide tertiary

12 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

13 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

Educator as tertiary sector emphasizing learning through

environment Gallery for students artworks Library and

students: study rooms, studios, recording studios,

14 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

15 Festivals and activities Sidewalk Arts Festival Savannah Film Festival International Festival Off-Campus Program open studio each quarter Workshops

16 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

17 Art event organizer

18 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

Jin Meyerson exhibition: 'The Accumulation of

19 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

20 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.

21 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

22 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

23 SCAD The role of SCAD in art management

24 The role of SCAD in art management A).Academics B). Admission C).Career and alumni D). Life at SCAD E). public involvement and innovation

25 A. Academics

26 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 Have 14 programs in SCAD Hong Kong Advertising Animation Fashion Graphic Design Luxury and Fashion Management.. School of Foundation Studies

27 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.

28 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

29 B. Admission

30 Type of admission Undergraduate Graduate Transfer International Pre-college programs Parents Educators Others

31 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.

33 TOTAL: $361,623

34 Visit SCAD SCAD affords visitors a variety of ways to explore all that the university has to offer.

35 C. Career & Alumni

36 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

37 Alumni A recent study found that 91 percent of alumni respondents reported being employed, pursuing further education or both within nine months of graduation.

38 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

39 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

40 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?

41 D. Life at SCAD

42 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

43 For HK: Buildings and facilities 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 Moot Gallery, Hong Kong Retail

44 Recreation Provide fitness service Club SCAD SCAD Atlanta A variety of sports activities Atlanta athletics programs Savannah athletics programs SCAD Atlanta

45 Transportation facilities SCAD bus in Atlanta and Savannah Campus The Bee Line Safe Rides Provide late-night transportation SCAD bus

46 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

47 Residence Life SCAD Atlanta Residence Halls SCAD Hong Kong Residence Halls Gold Coast residence hall, HK SCAD Lacoste Residence Halls SCAD Savannah Residence Halls Boundary Village, Savannah

48 Students involvement Student clubs Leadership programs Student media Community service Religious life

49 E. Public involvement and innovation

50 News and press and recognition teenvogue names SCAD's Noah Jodoin one the year's best student designers

51 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

52 Achievements SCAD media earns 108 awards in 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.

53 Brief summary

54 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

55 Recognition in public The SCAD2020 project Achievements in design and arts News and media publication

56 SCAD Marketing strategies of SCAD

57 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

58 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. see student as customers/buyers and SCAD as a commodity Portraying SCAD as a unique and good study environment A way to build reputation

59 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

60 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

61 Marketing tours News reports about financial crisis of SCAD, intakes, etc. 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 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

62 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)

63 Advantages of SCAD

oriented -Facilities Studio, Computer, advanced

64 Environment Good environment for learning -quiet, comfortable creation and design -Aim: Student oriented -Facilities Studio, Computer, advanced technology, etc. Moot gallery Scholarship result oriented

65 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

66 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

67 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

68 Disadvantages of SCAD

69 Security Too strict Registration for public visit to library and gallery

70 Facilities

71 Moot Gallery

73 Student Hall Hong Kong Gold Coast Residences Castle Peak Bay (near Tuen Mun) Too far from SCAD Hong Kong

74 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?

75 Heritage and Art School Not too compatible Public VS Private Space

76 Website Detailed but not well organized Difficult to access information

77 Conclusion

78 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?

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