Advertising

This module gives students an overview of the advertising industry. Students are taught how to develop a strategy and a big idea in response to a brief, and implement a marketing campaign across different paid platforms. They will also be able to develop a budget and propose metrics to track the success of the campaign.

Branded Video Content I

This module teaches students how to create branded content across digital platforms (e.g. facebook, Instagram story, etc.). They will learn to analyse trends and create videos (e.g. vox pop, food videos, etc.) that respond to a client’s needs. They will also deepen their skills in filming and in audio.

Branding Fundamentals

In this module, students will understand the relationship between branding and marketing. They will be introduced to principles of branding and design thinking. Using the design thinking framework, students will be able to perform empathy studies and research to generate brand insights for companies.

Building a Brand

Building on the module on Branding Fundamentals, students will be taught how to analyse branding activities and trends across different markets. They will then be able to apply their skills in design thinking to propose strategies and tactics for a brand.

Business for Communication Professionals

In this module, students will be introduced to the media and communication landscape. They learn about the business models, organisational structures and operational aspects of a communication agency.

Critical and Analytical Thinking

This module aims to equip students with skills in critical and analytical thinking, which includes the ability to evaluate different perspectives, articulate a point of view and support it with relevant and credible evidence. The module also provides students with opportunities to practise information literacy, and critical and analytical thinking skills through the exploration of contemporary local and global issues.

Introduction to Psychology

This is an introductory module to psychology. Students will learn about the way people think and behave as individuals and within groups. They will also learn how these principles are applied in advertising and communication.

Introduction to Storytelling

In this module, students will learn the basics of storytelling (e.g. the hero’s journey, the 3-act structure, etc.) and learn how to tell a story in various ways, such as a video or a children’s story.

Narrative Thinking

This module aims to equip students with the skills to critically evaluate the elements of narratives used in a variety of contexts, and to appreciate and harness the power of storytelling in our daily life. Students will analyse narratives to connect and contextualise self to society, and learn to craft impactful personal narratives to inspire or influence others.

Professional Communication

In this module, students will learn skills in effective oral and written communication (e.g. proposal and report writing, presentation skills, etc.).

Qualitative Research

Students will learn qualitative research methods to better understand their target audiences. They will design qualitative research instruments, conduct fieldwork, analyse qualitative data and present research findings.

Visual Communication

In this module, students will learn about aesthetics and its applications in the media and communication industry. Students will learn how to use images and infographics for communication purposes, and also learn about visual branding.

Writing Across Media Platforms

This module introduces students to the different styles and forms of writing, and how to deliver key messages across different media platforms. Students will learn about journalistic writing, writing media releases and brochures, as well as writing for online platforms.

Branded Video Content II

This module builds on Branded Video Content I and teaches students advanced techniques in production (e.g. lighting, live content, etc.) and post production (e.g. using After Effects). Students will be able to create branded video content such as TVCs and live shows.

Communicating for Professional Effectiveness

We have introduced the Employability Skills (ES) WSQ Framework which aims to equip the workforce with generic and portable skills to adapt and be resilient to challenges posed by a globalised and dynamic working environment, into our curriculum. WSQ is a national credential system and more importantly, training programmes developed under the WSQ system are based on skills and competencies validated by employers, unions and professional bodies. Two ES WSQ modules which are aligned to and introduced in CPF include “Maintain Personal Presentation & Employability at Operations Level” and “Apply Emotional Competence to Manage Self and Team at the Workplace”. In the first ES WSQ module, the learner will acquire knowledge and skills to identify jobs that match their interests, capabilities and qualifications, develop career planning skills and prepare resumes that are unique and customised for job requirements. In the second ES WSQ module, the learner will understand and be able to apply self-awareness techniques including applying emotional intelligence principles to manage oneself at the workplace. Students who are deemed competent through assessments, will be awarded SOA (e-certificate) for issued by SSG.

Social Innovation Project

This module aims to equip students with a Design Thinking mindset in a social innovation context. Students collaborate in multi-disciplinary groups to apply Design Thinking tools and methods to create innovative prototype solutions for local social issues. In the process, they will develop a better understanding of themselves, and empathy for a local community in need.

Digital Analytics

In this module, students will be equipped with the skills to utilise a variety analytics tools and interpret data obtained from these sources to refine marketing strategies which will influence the overall business strategy of companies. They will have the opportunity to develop adaptability and problem-solving skills through the analysis of data to develop key insights which help create effective campaigns.

Digital Marketing

In this modern, fast-paced and dynamic digital world, digital marketing serves as an essential tool for marketers to understand users’ online behaviour to spread awareness, generate buzz and engage with their target consumers. This module equips students with the skills and knowledge to apply consumer and user empathy in digital user journey mapping, design feasible and measurable digital marketing campaigns for brands. Students will also learn to employ various concepts and strategies to effectively use social media to build a professional online presence.

Elective 1

Elective 2

News and Feature Writing

This module will deepen students’ skills in writing news and feature articles. Students will learn how to identify trends, conceptualise, pitch and package stories for different media platforms and clients.

Public Relations Fundamentals

This module teaches students how to distinguish Public Relations approaches from other communication options. Students will learn about different PR tools and formats, craft suitable PR approaches, monitor media effectively, build media lists, assess media for PR purposes, and conduct basic sentiment analysis.

Quantitative Research

Students will learn quantitative research methods to better understand their target audiences. They will design quantitative research instruments, conduct fieldwork, analyse quantitative data, and learn data visualisation.

Web Programming & Design

Building on the skills taught in Visual Communication, students will learn about user experience, as well as how to produce and design a basic website using HTML and CSS.

Art Direction for Advertising

Public Relations in Practice

Trends in Advertising

Elective 3

Final Year Project

This is a capstone module that allows students to integrate and apply what they have learnt by conceptualising and developing an integrated marketing campaign for a client.

Media Law and Ethics

In this module, students will understand and apply basic principles of media law, including defamation, law and policies affecting print, broadcast and online media, IP law, etc.

Content Marketing Strategies

Filmmaking

This 90-hour module introduces screenwriting as a distinctive media platform that requires a different set of skills and techniques, in terms of storytelling, scriptwriting and the business of moviemaking.

Total Journalism

Entertainment Content Production

There have been rapid and major shifts to the global media landscape, in terms of content distribution, as well as the way content is shared and viewed. Demand for well-crafted and enthralling Entertainment Content has thus seen an exponential increase in recent years. To capture the attention of today’s audience, the presentation of Entertainment Content requires content producers to be creative and methodical. This module guides students through the creative and production process of Entertainment Content, with the emphasis on infotainment-reality genre, for digital platforms. It exposes students to the roles and methodologies of the scriptwriter, director and producer in the production team, after an Entertainment Content concept has been green-lit. This set-up simulates conditions faced by fresh graduates and interns within the media industry, who have to carry out their roles within the parameters of either an existing, recognized Entertainment Content series, or a new series that has just been commissioned for production. Succeeding at this level is a pre-requisite for future opportunities, to pitch original concepts of their own.