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.
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.
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
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.
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
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.
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.
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.
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.
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.
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.
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.
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.
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
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.
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
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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