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School of Digital Media

School Profile

The School of Digital Media develops talent based on art and technology and is a secondary Institute school that pays equal attention to art and technology and complements their advantages. The School now includes such majors as Digital Media Art Design, Radio, Television and Film Program Production, Digital Media Application Technology, Animation Production Technology and Environmental Art Design, covering Shenzhen’s two pillar industries – the high and new technology industry and the cultural innovation industry. The school aims to develop versatile high-quality application-oriented technical or skilled personnel who have creative thinking and a solid artistic foundation and master information technology for hot fields like art design, film and television production, digital media product design, animation production, game software development, etc. Graduates have broad employment prospects.

The School has 49 full-time teachers, including a national-level star teacher, seven professors, 22 associate professors, 16 doctors and post doctorates and a provincial-level candidate of the "Thousand-Hundred-Ten" project. In the student work team, there are one senior political worker and six full-time counselors with postgraduate qualifications and master's degrees.

The School has vigorously promoted the talent training mode of "industry-education integration and work-study combination", actively conducted the curriculum reform, achieving remarkable teaching and research results. It has undertaken six scientific research projects above the provincial level and acquired three national excellent courses including Service and Maintenance of Computer, Personal Software Process and Practice of 3D Network Game Development. Yang Qin, Wu Binxin, Han Liping, Zhuang Jianzhong, Yang Xinbin and other teachers of the School won the First Prize of the Higher Vocational Education Group in the National Multimedia Courseware Design Competition for four consecutive years. Teacher Wang Hui won the First Prize in the National Young Teaching Skills Competition and the Silver Prize of "Gold Pointer Award". Teacher Li Rui won the Gold Prize in the Provincial Outstanding Teaching Competition. Students majoring in Digital Media Application Technology and Environmental Art Design won the First Prize in the Virtual Reality (VR) Design and Production Competition - Guangdong Qualification Trials of the National Vocational Students' Skills Competition. Students majoring in Digital Media Application Technology won the First Prize in the National Robot Tournament and the 7th International Humanoid Robot Olympic Games for three years from 2014 to 2016. Students majoring in Game Software won the First Prize of digital media technology creative works in the 21st Guangdong College Cup (higher vocational college group) Software Design Competition, rewriting the history that no one had won this prize since it was set up. In the past five years, students from this School have participated in many national and provincial professional skills competitions and won more than 50awards.

School Highlights

●In June 2014, the National Teaching Resources Database Project for the digital media related majors was approved by the Ministry of Education.

●In March 2017, the Project of the Digital Media Production and Education Integration and Innovative Application Demonstration Base of Colleges and Universities was approved by the Ministry of Education.

●The key construction major financed by the central government: Radio, Film and Television Program Production.

●The excellent teaching team of Guangdong Province: Digital Media Application Technology.

●The key construction major in top-ranking higher vocational colleges of Guangdong Province: Digital Media Application Technology.

●Brand-name construction majors of higher vocational education of Guangdong Province: Digital Media Application Technology and Environmental Art Design.

●The training base of higher vocational education of Guangdong Province: Digital Media Art Design and Environmental Art Design.

●National excellent course: Service and Maintenance of Computer, Personal Software Process and Practice of 3D Network Game Development.

●Excellent resource share course of Guangdong Province: Java Game Development; flash Web Animation Production; Web Design.

●Skills certificates: Before graduation, students can acquire professional qualification certificates for graphic designer, interior designer, video producer, flash designer, webpage making designer, and game producer, etc.

●Major features: Digital Media Art Design, Radio, Film and Television Program Production and Animation Production Technology, forming a group of art majors, have gradually established a studio-based talent training mode of three-level progressive training and four-segment work-study alternation as well as an enterprise project-oriented practical teaching mode integrating teaching, learning, implementation, production and verification. Digital Media Application Technology and Animation Production Technology, forming a group of technology majors, have learned from the product line development mode of software factories with the software product line as the center and the all-round job training as the target and gradually developed a practical teaching feature integrating teaching, learning, research and implementation based on the student training at software factories. The entry requirement for art majors is low. Compared with the engineering and technology majors, the educational objectives for art majors are basically consistent with those of relevant undergraduate programs. However, art majors have one school year less than engineering and technology majors. The initial employment rate of art-majored graduates is 100% and their average monthly salary is at least RMB 5,000 which is much higher than the salary of engineering and technology-majored students.

Student Honors and Achievements

In 2017, students majoring in Digital Media Application Technology and Environmental Art Design won the First Prize in the Virtual Reality (VR) Design and Production Competition - Guangdong Qualification Trials of the National Vocational Students' Skills Competition.

In 2016, students majoring in Digital Media Application Technology won the First Prize in the 18th National Robot Tournament and the 7th International Humanoid Robot Olympic Games in 2016.

In 2016, students majoring in Environmental Art Design won 3 First Prizes in Guangdong "Lingnan Cup" Indoor Decoration Design Occupational Skills Competition.

In 2015, students majoring in Digital Media Application Technology won the First Prize in the 17th National Robot Tournament in 2015.

In 2014, four students, including Zhang Qinhuan, majoring in Digital Media Application Technology, won the First Prize in National Robot Tournament under the leadership of teacher Yu Chenglong.

In 2013, Wang Minshi and Zhuang Ling majoring in Radio, Film and Television Program Production won the First Prize of micro film creation contest item in the 5th National NOC Final.

In 2013, Huang Qimin and other students majoring in Digital Media Art Design won the First Prize of Advertising Design in the Guangdong Vocational Skills Competition.

In 2012, students of the School of Digital Media won four 1 Prizes of film and television creation, animation creation, procedure design, and other items in the National NOC Video Creation Competition; students majoring in Radio, Film and Television Program Production also won the highest award - “NOC Education Informatization Invention and Innovation Award”.

In 2012, six students majoring in Digital Media Art Design won 1 first prize, 2 second prizes and 3 third prizes in Guangdong Vocational Skills Competition Final; student Cheng Xiuping, enrolled in 2011, also won the honorary title of “Guangdong Technical Expert”.

In 2012, Zhou Zeshan, Chen Xiulian and other students majoring in Digital Media Application Technology won the Second Prize of student innovation courseware in the “8th China university computer courseware competition”.

In 2011, EWSN Four Directions, production of Chen Wenli, a student majoring in Digital Media Art Design, won the Third Prize in the National Advertising Art Competition;

In 2011, EWSN Four Directions, production of Chen Wenli, a student majoring in Digital Media Art Design, won the Third Prize in the National Advertising Art Competition;

In 2011, students majoring in Radio, Film and Television Program Production won the Second Prize in the national NOC Video Creation Competition;

In 2011, students majoring in Game Software won the First Prize of Digital Media Technology Works Innovation in the 21st Guangdong College Cup (higher vocational college group) Software Design Competition.

Employment Prospects

Art-majored graduates can engage in advertising design, packaging design, decoration design, pre- and post-production of film and television programs and animation production. Technology-majored graduates can conduct media production, web production, web construction and game development at various kinds of companies in industries related to game development or digital media application technologies such as interactive media design, web design, website development and UI design. Their average monthly salary is at least about 5,000 yuan.

Major Introduction

1. Digital Media Art Design (visual communication design and product design)

[Educational Objectives] Catering to design companies and various enterprises and institutions, this major provides highly-skilled application-oriented personnel who have good comprehensive qualities and are good at visual communication design and production technology, digital graphic image and animation design and production technology or product style design and production technology. By using the basic knowledge and professional skills of visual communication design or product style design, graduates are able to engage in print ads design, package design, CIS design, UI design, 2D animation design and production or product style design, structure design, 3D modeling and other design work.

[Main Courses] Visual communication design: Advertising Design, Package Design, CIS Design, Information Visualization Design, UI Design, etc. The relevant design software include Photoshop, Illustrator, CorelDRAW, Dreamweaver and Flash.

Product design: Design Presentation Techniques, Design Procedures and Methods, Creative Thinking, Design Material and Process Technology, Product Innovation Design, Consumer Electronic Product Style Design, and Typical Component Structure Design, etc. The relevant design software includes AutoCAD, Rhino, Photoshop and Pro-E.

[Employment Prospects] Visual communication design: Graduates can work for advertising design and brand planning companies as print ads designers or multimedia art designers. They can work for internet enterprises and digital media design companies as web designers, UI designers and online advertising designers. They can work for packaging design companies as pre-press graphic producers, digital printing operators and packaging designers. Additionally, they can work for digital printing enterprises and express printing service centers as pre-press graphic producers and digital printing operators. Product design: Graduates can work for product design, industrial design and brand planning companies as product planners, planning assistants and designer assistants. They can work for enterprises specialized in consumer electronics, brand furniture, intellectual products and equipment manufacturing as designer assistants, style designers, structure designers and packaging designers.

2. Radio, Film and Television Program Production

[Educational Objectives] Radio, Film and Television Program Production is one of the key majors financed by the center government and aims to develop high-quality technical talents who understand art, have creative thinking and are good at production. They should be also able to do video shooting, video editing and post-synthesis work at various levels of television stations, the audio-visual education center of middle and primary schools, film and television cultural enterprises or their own startups. Graduates of this major shall have a strict and clear legal concept, sound professional ethics and a good understanding of film and television art. They should also be able to do pre-production work including television program shooting and recording and post productions including subtitling, dubbing, film editing and special effects synthesis, etc. by using computer and television equipment.

[Main Courses] Art Basics, Plane Composition, Three-dimensional Composition, Audio-visual Language, Television Program Planning, Photography Technology, Video Image Processing, Animation Production, Recording Art, Digital Visual Effect, Film and Television Special Effect Synthesis, Column Packaging Design, Digital Video Editing (Professional), Maya, 3DS MAX, Scene Design, Style Design, etc.

[Employment Prospects] Graduates can conduct column planning, photography, lighting, recording, video editing, column packaging design and digital video synthesis at column production companies. They can conduct photography, lighting, recording, video editing, column packaging design, digital video synthesis at film and television advertising companies. They are also qualified for photography and image processing at print media companies, network video editing and network video management at internet media companies, audio-visual education room management at audio-visual education centers and individual film and television production at personal studios.

3. Digital Media Application Technology (web design & website development and interactive design)

[Educational Objectives] This major is mainly focused on the cultural and creative industry and the relevant digital media industry, including web design & website development and interactive design. The web design & website development is to develop high-end skilled personnel with good web & UI design skills, picture processing and interactive media animation technology, audio and video production technology, etc. for various interactive media design and production companies, web design and production companies and internet operation and management companies. Interactive design is to develop high-end skilled personnel for digital media interactive design enterprises, UI & interactive interface design enterprises and interactive media enterprises in the cultural and creative industry. The graduates of this major should have professional digital media creativity and design skills, be familiar with the website front end and script production and be competent in interactive media structure and interface design, web and UI design, interactive media animation design, web front-end development and interactive media design.

[Main Courses]

1. Web design & website development: Web Design (provincial-level excellent resource course), Flash Webpage Animation Production (provincial-level excellent resource course), Interactive Media Animation Design, Web Style Production, Web Special Effect Production, Multimedia Materials Production, Video Editing & Production, Computer Maintenance & Repair (national-level high-quality course), MT Interactive Media Design and UI Design Synthesis.

2. Interactive design: Interactive Design Basics, UI Design, Format Design, Interactive Media Design, Web Creativity & Art Design, Product Architecture Design, Multimedia Technology Advanced, Virtual Interaction Design, Information Visualization, Usability Test, Dynamic Effect Design, Axure RP Rapid Prototyping Design, Web Multimedia Technology Advanced, etc.

[Employment Prospects] Graduates can engage in the design and production of digital media and interactive media at related cultural and creative enterprises; they can engage in web and UI design, interactive media animation design, website development and management at website design, operation and management enterprises; they can engage in multi-media design and production at professional digital media design and production enterprises; they can engage in website design and development as well as website editing and maintenance at internet operation enterprises; and they can also engaged in media design, publicity and management at various enterprises and public institutions.

4. Animation Production Technology (animation production technology and game production)

[Educational Objectives] This major aims to develop high-end skilled personnel with high professional quality and artistic accomplishment. Students should have the basic theoretical knowledge for artistic creation of animated movies and TV programs, graphic animation creation, comic art creation, commercial film packaging, interior design animation browsing, promotion and marketing of film and television animation derivatives as well as online game, mobile game and web game production. In addition, they should also have animation and game design and production capabilities.

[Main Courses]

1. Animation production technology: Drawing Basics, Animation Generality, Animation Movement Rules, Animation Modeling Basics, Cartoon Design, Animation Production Generality, Comic Works Appreciation, Movie & Television Animation Creation, Comics and Animation Design, Animated Music Production, Commercial Photography, Commercial Advertisement, Graphic Artistic Design, Appreciation of Chinese and Foreign Movies, Dynamic Web Production. USAnimation Cartoon Production Software, 3DS MAX Animation, MAXScript Script Programming, Game Software, Movie & Television Art, Maya 3D Animation, Flash 2D Animation & MAYA Fusion Digital Video Synthetic Technology, Movie & Television Editing & Visual Effect Technology.

2. Game production technology: Art Basics, Personal Software Process, Online Game Production, Game Software Testing Technology and Instrument, Network Devices Configuration and Management, Mobile Game Production, Web Game Production, Basic Programming for Game Production, Innovation and Creative methods, Game Data Analysis, Game Architecture Design and Planning Basics, etc.

[Employment Prospects]

1. Animation production technology:

Graduates can engage in copy writing and planning, creative design, post-production, film and television packing at movie and television media companies; they can engage in computer animation, copywriting planning at 2D and 3D animation companies; they can engage in graphic editing and production and animation production in visual communication design at all kinds of art and culture (print and advertising) design companies; and they can also engage in indoor and outdoor scene design and dynamic browsing design at decorative design companies (including landscape enterprises).

2. Game production technology:

Graduates can work for computer games enterprises as game art designers, 3D game engine development programmers, game animators, game 3D scene designers, game testers, and game designers; they can work for game management and related market planning and marketing enterprises as game operation engineers, game operation managers, game website engineers and game technical support engineers; they can work for artistic visual communication companies as animation art designers; and they can also work for architectural environment design companies as computer animators.

5. Environmental Art Design

[Educational Objectives] This major aims to train high-quality skilled personnel with good comprehensive quality and superb interior design, graphic image and architectural animation technologies as well as basic theoretical interior design knowledge for design companies or the design department of various kinds of enterprises and institutions. Graduates should be competent in interior design, exhibition design, environmental landscape design, construction management and other relevant work.

[Main Courses] Residential Space Design, Exhibition Space Design, Office Space Design, Public Space Design, Environmental Landscape Design, Architectural Dynamic Browsing and Production, Creative Practice and Entrepreneurship, Construction Organization Management, Architectural Model Design and Production, etc. Related design software: Photoshop, AutoCAD, 3DS MAX and SketchUp.

[Employment Prospects] Graduates can work as clerks, designers, decoration designers, draftspersons, budgeters and construction managers for decorative design companies and real estate companies in the construction industry. They can work for professional drawing companies as designers and draftspersons. They can also work as clerks, designers, decoration designers, draftspersons, budgeters and construction managers in the art and design industry or industries related to this profession.

[Additional Information] According to the statistics of the Shenzhen Decoration Association, Shenzhen now has more than 3,500 architectural decoration design enterprises including more than 70 enterprises with Level I construction and Class A design qualification. There are nearly 200,000 people working in this industry. The annual interior design output value is more than 25 billion yuan with an average annual growth rate of more than 20%. There are 37 enterprises in Shenzhen that have been selected as one of the top 100 decorative enterprises in China, accounting for one-third of the country. With a good industrial background, the Environmental Art Design major has signed cooperation agreements with the Guangdong Decorative Association, the Shenzhen Association of Interior Designers, Shenzhen Wenye Decoration Design Engineering Co., Ltd., Shenzhen Haotian Decorative Design Co., Ltd., Shenzhen Buyouyou Network Technology Co., Ltd. and other decoration and design companies and jointly established more than ten off-campus training bases, providing many internship and employment opportunities for graduates. So far, this major has provided a large number of outstanding graduates to many well-known decoration and design enterprises in Shenzhen.

[Excellent Graduate] Hu Te, enrolled in 2013 and the Decoration Class 3-1, is now working as an assistant designer for Shenzhen Haotian Decorative Design Co., Ltd. He maintains a good partnership with his colleagues and is appreciated by his leaders. Through unremitting efforts, he has developed his business capabilities and achieved business innovation, rapid business improvement and continuous professional development. During his time at school, Hu Te served as the class monitor due to his strong organizational and communication skills. In 2015, he participated in the Guangdong “Lingnan Cup” Design Competition and won the First Prize with his "New Chinese Style" home design work.

[Excellent Teacher] Chi Shiwei is the Director of Environmental Art Design, a project leader for provincial-level Class II brand-name majors and the standing director of the Guangdong Designers Alliance. He has led or participated in 4 national-level projects including the construction of the “Residential Space Design” of the National Resources Database for the Digital Media-related majors and completed 12 teaching and research projects. He won 7 design competition awards, published 11 papers and compiled 2 textbooks as editor-in-chief. He directed the construction projects of the school-level demonstration training base, the municipal level off-campus training base and the provincial level training base. He has completed 610 class hours in the past three years, including Design of Living Space, Presentation of Computer Effect Picture and other courses. He won the Excellent Teaching Quality Award from 2010 to 2014 and was evaluated as excellent in the annual assessment in 2014.

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