BA Creative and Cultural Industries: Art Direction
About this course
BA (Hons) in Creative and Cultural Industries: Art Direction, an undergraduate degree focused on visual communication, branding, and the practices of art direction within the creative sectors. Core topics include Project Management, Critical & Analytical Thinking, Ethics & Professional Practice, Entrepreneurship, and Design & Creative Practice. Students have the option to undertake a year abroad. The first year covers foundational ideas, industry navigation, creative journeys, and writing techniques through compulsory modules such as Thinking about ideas, Navigating Industry, Creative Journeys, and The Tools of Writing. The second year examines customer focus, project management, live case studies, and core art direction principles via Customer Mindfulness, Creative Project Management, Live case study, and Art Direction. The final year advances these studies with modules including Art Direction 2, Culturepreneurship, The Major Project, Future Skills Apply, and Professional Portfolio for Creative Industries, culminating in a substantial individual capstone project.
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Entry requirements
Qualifications needed for 2027: UCAS tariff points: 112-128 The typical offer for this course is 112-128 UCAS points from Level 3 qualifications. You could achieve this with: A-levels: BBC or A*CD; BTEC Extended Diploma: Distinction Merit Merit; Foundation Diploma in Art and Design: Distinction; Access to HE Diploma: 112 UCAS points, normally with 21 Distinctions, 21 Merits and 3 at Pass; IB Diploma: 26-28 points. Additional requirements: Please submit a portfolio in digital format, 15-20 pages in length. A project may be spread over several pages or take up just one, think about the order you put things in. Combining your work into a PDF is a good way to ensure that your portfolio is easy to access and stays the way you want it to look. You can use other formats to show your work by including links in your PDF (such as links to a website, Instagram, Flicker or Vimeo account). You just need to ensure your links work and can be opened on different types of devices. You will be sent guidance on how to upload your portfolio when you have applied to your course. What we're looking for There is no single way to approach your submission. We are interested in evidence of your creative potential, your ideas, and your willingness to explore and experiment through your practice. In reviewing your submission, we are looking for you to demonstrate four key values: Visit our webpage Kingston School of Art: What we are looking for to gain insights from students and staff on how to approach your submission. What we are looking for in your portfolio English language: English language requirement for this course: Academic IELTS of 6.0 overall, with no element below 5.5. If you do not meet our English language requirements , you may be eligible for Kingston University's pre-sessional English language course. Check out our English Language Programme page for more details. If you’re applying from a recognised majority English-speaking country (MESC), you won’t need to meet the requirements. For further information on country-specific entry requirements, please explore our International section of the website.
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Admissions (2022 entry, home applicants)
Offer rate 92%: 98 offers from 107 applications, from the university's Freedom of Information return.
What students say
Based on about 17 final-year students who answered (a small group: a rough guide only)
- Teaching on my course: 88%
- Learning opportunities: 85%
- Assessment and feedback: 87%
- Academic support: 87%
- Organisation and management: 82%
- Learning resources: 83%
- Student voice: 84%
Do students stay on the course?
Based on about 25 students who started (a small group: a rough guide only)
- Continued on course: 95%
- Left higher education: 5%
Where graduates work (5 years on)
Based on about 20 graduates, across similar courses at this university (a small group: a rough guide only)
- East of England: 5%
- London: 50%
- South East: 40%
- South West: 5%
Who gets in
Based on about 50 students who started
- A levels: 85%
- A degree: 5%
- Other HE qualification: 5%
- No formal qualifications: 5%
Accreditation & quality ratings
TEF 2023 (whole university): Gold overall, Gold for student experience, Gold for student outcomes.
Modules
- Thinking about ideas
- Navigating Industry
- Creative Journeys
- The Tools of Writing
- Customer Mindfulness
- Creative Project Management
- Live case study
- Art Direction
- Art Direction 2
- Culturepreneurship
- The Major Project
- Future Skills Apply
- Professional Portfolio for Creative Industries
Questions about this course
How much do graduates of BA Creative and Cultural Industries: Art Direction at Kingston University earn?
The median salary is £26,500 after 3 years, £33,000 after 5 years. After five years the middle half of graduates earn between £23,500 and £56,500. The £33,000 median after five years is £1,000 less than the UK median for Management studies.
Are students happy with the teaching on BA Creative and Cultural Industries: Art Direction at Kingston University?
88% of final-year students were positive about the teaching in the National Student Survey 2025-26.
What grades do I need for BA Creative and Cultural Industries: Art Direction at Kingston University?
The typical offer is 26 points in the IB. The average entrant had 124 UCAS points.
What is the offer rate for BA Creative and Cultural Industries: Art Direction at Kingston University?
92% of home applicants received an offer for 2022 entry: 98 offers from 107 applications, according to the university's Freedom of Information return.
Does BA Creative and Cultural Industries: Art Direction at Kingston University include a placement year or year abroad?
The course has an optional year abroad.
How many students continue on BA Creative and Cultural Industries: Art Direction at Kingston University?
95% of students continued into their second year, and 5% left higher education.