Diploma in Media and Communication (DMC) JAE Code: S86

What You'll Study

 

First Year

Module Code Module Name Total Hours
LC8001 General Education 1
Aims to equip students with critical reasoning skills and provide them with opportunities to practise critical thinking through the exploration of contemporary social issues. It also provides a platform for students to learn the basics of arguments through the formal argumentation structure.
30
LC8002 General Education 2
Aims to equip students with the skills to critically analyse the elements of persuasion in narratives used in a variety of contexts to appreciate the power of storytelling in our daily life. Students will also explore the history of discrimination in societies and craft their responses through their own narrative.
30
SC770Y/Z Integrated Marketing Communication in Action
Introduces students to the world of Integrated Marketing Communication (IMC) through activity-based learning, field trips, guest lectures and case studies to give students an idea of what IMC is about, the careers that await them when they graduate, as well as to give them the opportunity to interact with industry professionals.
90
SC771Y/Z Professional Communication
Focuses on communication in the workplace, with special emphasis on the marketing communication industry. Students will have hands-on practice with different forms of writing, from professional writing, including memos and reports, to media writing, such as writing for the print media, for broadcast and for promotional purposes. Students will also learn to make good presentations and pitches, and perform well at an interview.
120
SC772Y/Z Visual Communication
Aims to provide students with practical design skills for different media applications with emphasis on clarity of communication and the importance of consistent visual branding. Students will also learn to create, refine, implement and present their concepts.
120
SC773Y/Z Video Production & Digital Post
Introduces students to the theory and practice of video production and digital post production techniques for communication purposes. They will also be able to perform the different tasks in the video production process, learn to create a story and pitch the concept. They will learn to produce and edit their videos in digital format.
120
SC7744 Introduction to Business
Aims to acquaint students with basic business concepts and practices such as marketing. At the end of the module, students will have an understanding of the business environment they will be operating in.
60
SC7745 Social Psychology
Aims to provide students with an overview of theories, methods and ethical concerns related to social contexts of an individual’s behaviour. Having taken this module, students will be able to describe and discuss social phenomena of social perception, social influence, and social interaction. In addition, students will be able to apply social psychology theories and concepts to interpret and explain individual human behaviour across social situations.
60
SC774Y/Z Human Mind and Behaviour
Offers an introduction to psychology as a discipline that explores different approaches to the scientific study of human behaviour. At the end of the module, students will be able to evaluate different perspectives on human behaviour. They will demonstrate an understanding of the major areas of psychology, namely the biological, cognitive, developmental, social and abnormal. In addition, they will gain an insight into how the knowledge of psychology can be useful in everyday life.
90
SP101A Education and Career Guidance 1
A compulsory module for all first year students, ECG 1 aims to develop an understanding of personal interests, strengths, values and life goals. With greater knowledge and understanding of self, planning and decision making in choosing a future career can be better developed. Some topics covered in ECG 1 include ‘Defining My SP Life’, ‘Personal Branding’, ‘Discovering My Interests’, ‘Planning for Success – My Personal Action Plan’ and more.
15
Integrated Marketing Communication In Action

Second Year

Module Code Module Name Total Hours
LC8003 or LC8006 Social Innovation Project or Overseas Social Innovation Project
Aims to equip students with the Design Thinking mindset, methods and tools to conceptualise innovative solutions for real life problems. Students will explore a social cause, go through the practical rigour of the Design Thinking process and apply suitable tools to fulfil the objectives of the project. Students will also be exposed to trends and issues related to themes, such as Healthcare, Active Ageing, Environment, and Social Integration. In the process, they will develop a better understanding of themselves and the world, as well as the positive impact they can make.
30
LC8004 General Education 3
Aims to enhance students’ knowledge and appreciation of a broad range of social, political and economic issues. Students will learn about the importance and relevance of information literacy skills as well as develop their ability to assess the validity and reliability of information from different sources, consider diverse perspectives, and put forward a convincing point of view.
30
SC7746 Mass Media Research
Students learn about the different types of research methodologies as well as the fundamental processes involved in conducting research in the context of communication and mass media. The module examines the role of research in the formulation of communication strategies and programmes. It teaches students to use primary and secondary research methods, select sampling techniques, develop questionnaires as well as analyse data and present the research findings.
60
SC7747 Public Relations
Introduces students to how relationship building in the PR profession extends to Integrated Marketing Communication. Students learn and understand the importance of building and managing relationships with the various publics such as government, investors, employees and customers. Students will plan, manage and evaluate PR programmes as part of the Integrated Marketing Communication process.
45
SC7748 Advertising
Introduces students to the knowledge and skills required for two key areas in the advertising profession: account management and advertising campaigns. Students are given an overview of the advertising industry and are taught client servicing as well as account management skills. Students also learn to produce and manage successful advertising campaigns as part of Integrated Marketing Communication, in order to build and manage brands.
45
SC7749 Consumer Psychology
Students will analyse consumer behaviour from a psychological perspective. Students will be given an opportunity to explore habits and preferences of various consumer groups. The role of psychological processes (such as attitudes, needs, personality) in influencing one’s reaction to consumer goods and services as well as the implications for advertising, marketing research, and public opinion polling will also be addressed.
60
SC7750 Radio & TV Production and Management
Introduces students to advanced production and recording techniques for television and radio, including TV studio recording and multi-track audio recording. Students will also be introduced to the basic concepts for television and radio programming, promotions and broadcast operations.
60
SC7751 News and Feature Writing
Trains students to write news and feature articles for print, broadcast and online media. Students will learn the principles of good writing, information gathering and interview techniques.
45
SC7752 Social Media
Provides students with a strategic overview of social media and how it can be used effectively in Integrated Marketing Communication. It introduces students to cutting-edge social media platforms. Students will discover how social media can be used to spread awareness, generate buzz and shape perceptions of both individuals and brands. Important skills such as search engine marketing, social media optimisation, tagging, linking, monitoring online conversations and traffic building will also be highlighted.
60
SC7753 Media Psychology
Students will gain an understanding of how people perceive, interpret, use, and respond to a media-rich world, so as to identify potential benefits and problems and promote the development of positive media. The focus of this module will be on the impact of media (radio, television and the Internet – especially the new media) on society. Issues covered will include conflict in media, media effects on self and society, communication and cross-cultural issues.
45
SC775Y/Z Student Integrated Marketing Communication Agency
In the Student IMC Agency, students take on the role of IMC practitioners. They will work on a real-life project and will be guided in the process of IMC strategy development, from research and situation analysis to the implementation and evaluation of an IMC campaign. This module lays the foundation for students to understand and apply Design Thinking to the IMC challenge in order to develop solutions enriched with deep user insights and strong concept visualisation. At the end of the module, students will also be able to build a portfolio of their works.
120
SC7762 Media Law and Ethics
The module teaches the basic concepts of media law and ethics applicable to the media and communication industry. At the end of the module, students will be able to demonstrate an understanding of the Singapore legal system; freedom of expression; defamation law; law and policy on print media, broadcast media, Internet and film; advertising law and policy; and intellectual property law.
60
SP201A Education and Career Guidance 2
ECG 2 is taken by all second year students. This module aims to develop professional skills necessary to seek and secure work. It also guides the students on how to discover and develop skills, knowledge and attitudes needed for work effectiveness and changes related to work. Topics covered in this module include ‘Job Search and Market Trends’, ‘Discovering Your Unique Selling Point’, ‘Resilience’, ‘Work Place Values’ and more.
30
The Agency

Third Year

Module Code Module Name Total Hours
SC7754 Final Year Project
This is a capstone module that allows students to integrate and apply what they have learnt by conceptualising, developing and executing an Integrated Marketing Communication campaign.
120
SC7760 Internship Programme
Students gain professional experience through attachments in media/communication-related organisations.
756
 

Practicum (Choose one)

Module Code Module Name Total Hours
SC7755 Centre for Social Media
Provides students with hands-on experience in leading the Centre for Social Media. Students will have opportunities to develop strategies for building the Centre’s online presence, conduct and publish original research related to youth and social media, and organise events related to the Centre. Throughout the module, students will be exposed to the latest social media trends and learn to write compelling content for various social media channels.
90
SC7756 SPACEmedia
This practicum provides an opportunity for students to further explore and apply their skills in content development, production, post-production, on-camera presentation, and visual design to create a series of video podcasts (vodcast) highlighting news, issues, and trends relevant to Singapore youths.
90
SC7757 Writing Lab
An advanced writing practicum, students will gain hands-on practice writing for various platforms in the form of real projects. They will write articles for online media, magazines, newsletters or brochures.
90
SC7758 Agency Start-up
The Agency Start-up provides the platform for entrepreneurial students to start their own communication agencies, source for clients, pitch for projects and execute campaigns. The Agency Start-up will create a challenging environment for students to hone their skills as Integrated Marketing Communication practitioners while developing a portfolio of client projects.
90
SC7759 Independent Study Project
Develops students’ critical understanding of a field of study and their capacity to pursue independent research, culminating in a research assignment which will demonstrate their knowledge and competence in the chosen field of specialisation.
90

Please note: Course structure subject to change

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Corporate Social Responsibility Project (FYP)