INTEGRATED MARKETING COMMUNICATIONS (IMC)
Building a brand is the cornerstone of marketing communication campaigns in the dynamic media and communication industry. This module will introduce one of the key design thinking principles – Deep User Understanding, so that students will be able to develop IMC campaigns or Media content enriched with a good understanding of the intended consumers to aid in building a brand. Students will utilize tools taught in the Research modules (Qualitative Research) to allow them to better understand the target audiences of a brand and campaign. In this module, students will develop empathy through understanding the target audiences of a brand. They will be given opportunities to approach projects as individuals, building their skill to work independently, and work on campaign briefs as a team and in the process, build teamwork skills.
Critical and Analytical ThinkingMore
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.
Education and Career Guidance 1: Personal DevelopmentMore
This module aims to help you discover your strengths, values and interests. It also supports you in making informed educational and career choices to achieve your career aspirations.
Choose 4 out of 8 taster modules.
Narrative Thinking (NAT)More
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.
The ability to think about an issue systematically and look at it across different disciplines are key skills needed in to solve complex real-world issues. PlayLab aims to cultivate these skillsets through playful and creative problem solving in order to generate, embrace and execute new and innovative ideas. In this module, students will learn how to tackle a complex issue over 3-Phases: (i) Understanding the Problem, (ii) Envisioning Solutions and (iii) Articulating the Idea. Through this process, they will develop communication and collaboration skills, a curious mindset, a willingness to experiment, and an openness to new ideas.
Principles of DesignMore
This module is part of the Foundry Programme which provides first-year students with foundational competencies needed in the media, arts and design sectors.
Design is a basic skillset in the creation of effective animations, games, videos, marketing campaigns, etc., and plays a vital role in shaping and improving the user experience across all disciplines in the creative industry. This module introduces students to the basic principles of design in the form of visual hierarchy and flow, through the disciplines of photography, digital imaging and illustration.
Students will learn how to create composition as a whole using design elements such as lines, shapes, space, colour and typography. By the end of the modules, students will be equipped with the vocabulary of the medium and basic digital skills to transform their images into meaningful methods of communication.
In this module, students will develop creative thinking skills as they learn how to create effective designs for various audiences/users and platforms.
In the media and communication industry, effective communication campaigns and messages can only be crafted when one has a thorough understanding of the target audience. Audiences are also becoming increasingly complex and fragmented. Understanding public opinion and target audience are critical for organisations to make sound and informed decisions. This module introduces students to the research tools needed to systematically study, collect data from their target audiences. Students will also learn to analyse data, understand and communicate their findings.
Sports For LifeMore
Sports for Life (SFL) is a physical education programme that has become part of the Graduation Criteria for ALL Year 1 students matriculated since AY2018/19.
During this e-learning Semester, Year 1 students can choose their preferred module from a selection of 9 sports.
SFL aims to encourage students to lead an active lifestyle by following a holistic e-learning package with videos and supplementary materials that focuses on acquiring knowledge, rules of the game, basic sports techniques and maintaining fitness. Besides physical activity, the e-learning curriculum also comprises of syllabus on Mental Wellness and Personal Leadership using 7 Habits of Highly Effective College Students.
This module introduces students to the creative writing process. Students will examine the history of storytelling and how stories are used to teach life lessons. They will learn the elements of a good story and be taken through a step-by-step journey of crafting a story from ideation to editing. Students will be exposed to writing for different audiences, genres and media platforms.
Understanding Humans & CommunitiesMore
Understanding how we think and behave as individuals and as part of a community is essential when crafting effective and memorable stories and experiences for a certain target audience. This module will introduce basic cognitive processes and examine how our behaviors are influenced by social processes. Students will also gain a deeper understanding of their community by learning about how cultural and social norms affect our behavior, and vice versa.
Video and Audio FundamentalsMore
Aims to train students in basic video production. Student will learn essential camera functions and grammar of shots. Students will plan, shoot, edit the sequence and export the video for delivery.
For audio, students will learn to select the required audio formats. They will also be taught how to edit and export audio. Students will be required to combine video and audio to produce a presentation of good quality.
Click <a href="https://youtu.be/RPnPpzTjbT4" target="_blank" style="text-decoration: underline;">here</a> to view video.
Writing Across Media PlatformsMore
Introduces students to the various platforms in the media world and how
they have evolved to dominate the present way of communication. Students will be
able to recognise the changing identity, preferences and habits of the consumer
of the different media platforms. They will learn to craft stories and content for each
medium and platform. The module will also take the student through the processes of
conceptualising, crafting and developing an idea into media content that can cross
different platforms, for the evolving media consumer.
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.
Building A BrandMore
This module will deepen students’ foundations in brand building and managing a brand, through Design Thinking principles – Ideation, Prototyping & Co-Creation and Strategic Business Framework- as well as other principles essential to building a brand. Students will learn the mechanics/tools necessary for formulating a winning and sustainable brand.
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 Content DevelopmentMore
In the current business landscape, digital content is one of the driving forces behind marketing communication and brand building. Digital marketers create engaging content to connect with their audience and achieve their business objectives. Digital content also allows brands to create the desired disruption that brings attention to the business. This module introduces how digital content can be an important tool to create brand image and sell a product or service. Students will apply what they learn in this module to strategically plan, create, deliver and optimise digital content in the most strategic manner.
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.
Education And Career Guidance 2More
This module helps you to discover and develop the skills, knowledge and attitudes needed for work effectiveness. Upon completion of the module, you should be able to develop professional skills and build interpersonal relationships, acquire the skills to seek and secure work, develop the ability to adapt and respond effectively to changes at work, and appreciate and respect the diversity of individuals, culture and work environment. You would also learn to be financially savvy consumers.
MAD Studio ProjectMore
The MAD Studio Project aims to build on the interdisciplinary practices taught in PlayLab in order to further develop students’ ability to generate new ideas and contribute to innovations. Students will work in mixed groups and take on complex, real-world industry projects. They will draw on the domain knowledge and skills from their own tracks, as well as those of their peers from other tracks, in order to gain a deeper understanding of an issue, and transform them into new knowledge which confronts the challenges of the present world. This module is a facilitated time and space for students to explore across the disciplines of creative perspectives, which necessarily includes research and design, problem-solving and communication of ideas. The teaching facilitation will also embrace the design inquiry cycle that enables learners to mind shift and lead into a convergence of viewpoints.
Every business needs to communicate with the various publics that they engage with: customers, community, government, employees, and so on. This module equips students with the fundamentals of public relations practice (also otherwise known as ‘Owned’ and “Earned” media in the POE framework), as well the skills required to handle the changing nature of public relations taking into account digital and social media. They will use problem-solving, empathy and creativity to connect with different groups, and build mutually beneficial relationships.
Social Innovation ProjectMore
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.
In this module, students will learn the basics of design, as well as front-end development for web. Students will begin with a practical understanding of information hierarchy and interface design, which escalates into the planning and production of multi-page web projects. The module focuses on web content management with the emphasis on user needs analysis.
Writing for News, Features and Branded ContentMore
Creating written journalistic content is an integral part of the media and communication industry. Our graduates would need to be proficient in the various types of journalistic writing such as news, features and branded content in order to be effective media professionals. This module will equip students with the basic writing skills to handle the various forms of writing necessary in integrated marketing communications.
Final Year ProjectMore
The Final-Year Project is an opportunity for students to integrate, apply and deepen the knowledge, skillsets and competencies (both technical and general) they have gained over the course of their study. Building on the skills taught in PlayLab and the MAD Studio Project, students will work in mixed groups to tackle complex real-world issues through industry projects. They will learn how to research and generate new, innovative solutions that go beyond a single domain, while considering other factors such as meeting a business-end, dealing with resource constraints, as well as taking advantage of social, cultural and economic trends. They will also learn how to communicate with their stakeholders and manage a project. By the end of this module, students will deepen their skills in acquiring and synthesising knowledge from across disciplines and develop resilience and an entrepreneurial spirit in tackling complex problems.
IMC Studio ProjectMore
This module serves as a platform for students to reinforce their skillset and knowledge in order to develop effective and creative integrated communication strategies and campaigns based on provided ‘live’ clients’ briefs. Students will craft their integrated communications proposals for their clients – from situation analysis, conducting quantitative, qualitative interviews, creating personas of key target segments, ideation/prototyping/co-creation, to the selection of various communication strategies, promotional tools and evaluation of what constitutes to be successful campaign measuring metrics.
This module aims to immerse students with the real-world industry experience. This programme comprises a 22-week enhanced internship programme integrating a structured learning outcome which facilitates authentic learning.
Media Law and EthicsMore
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.