Design disciplines contain a range of tacit knowledge that is difficult to articulate and deliver, such as the professional practices in the advertising design field. The research study examined the acquisition of tacit knowledge among advertising design students, focusing on the challenges of articulating and transmitting professional practices within the industry. The research seeks to improve students' understanding of advertising design professions and practices by utilizing Case-based Learning theory. A qualitative methodology was adopted, utilizing observations, documentation, and interviews for data collection. The study comprised 37 fourth-year advertising design students who conducted case studies with industry professionals on the theme of professionalism. The collected research data include class syllabi, pedagogical documentation, semester-long observation notes, participant-initiated case studies, project reports, and interview transcripts with the participants. The research seeks to enhance instructional strategies for facilitating tacit knowledge acquisition through Case-based Learning, identifying key elements and effective methodologies associated with this approach.

The results are anticipated to provide valuable insights and recommendations for educators regarding the effective instruction of tacit knowledge using Case-based Learning. By comprehending the elements that facilitate the acquisition of tacit knowledge through this method, educators can enhance their ability to provide impactful education in advertising design. This study enriches the broader understanding of tacit knowledge transmission in design education and offers practical implications for developing curriculum and pedagogies that could be extended to other relevant fields.

Authors:
Ka Yan Chung, The Hong Kong Polytechnic University, Hong Kong
Henry Ma, The Hong Kong Polytechnic University, Hong Kong
KC Tsang, The Hong Kong Polytechnic University, Hong Kong
Yuet Kai Chan, The Hong Kong Polytechnic University, Hong Kong

About the Presenter(s)
Ms Fafa Chung is now a project assistant working in the Design and Education Lab, School of Design, Hong Kong Polytechnic University.

See this presentation on the full schedule – Wednesday Schedule

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