Hi
@Spectacular207 I am a Kingston third year student that studies art direction! I couldn't recommend it more.
Like you, a few of my friends originally applied to graphic design and were offered places in the creative and cultural industries (art direction or design marketing). They were confused at first but once they started the course they are really enjoying it like I am.
For the first year it is generic for all of us (art direction students with the design marketers). This year is for developing our graphic design skills, getting to know more about the creative industry and developing ourselves to be all rounders and highly skilled within graphic design, marketing, UX, coding, VR, pitching and working with clients. Art direction is more specifically graphic design, ideation for campaigns and pitching compared to design marketing that is VR/UX based.
I have friends studying graphic design that are interested in my course as we do cross over with our skills and projects. I think it is also good to highlight at the end of third year we have a final project to present rather than a dissertation. I much prefer this as I can add this to my portfolio to show directly my skills and what I can do. I would say the course is more practical as we constantly are in communication with clients, getting to know the industry while still at uni. The course also offers a year in industry which you can then choose to take a graphic design role in combination.
I would really recommend joining our offer holder day on the 16th April (you should receive an email as it is invite only for offer holders). This day is what finalised my decision for choosing this uni and this course. You can speak to the lecturers, speak to one of us (ambassadors) about our experience, and receive campus and accommodation tours. It is definitely worth while and will provide you with a better insight.
I really hope this helped and I would be more than happy to answer any questions you may have

-Yasmin (Kingston Rep)