STORY & CONTENT CREATION (SCC)
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.
Fundamentals of JournalismMore
This module stresses the importance of news in a globalised world and its impact on society, culture and politics. Students will be introduced to the basic elements and stages of news writing and gathering for different platforms. News research, investigation, accuracy and strong editorial skills will also be emphasised to help students navigate this era of information overload.
Introduction to ScriptwritingMore
This module introduces students to the basics of scriptwriting. They will learn the process of ‘breaking’ a story from idea generation to writing a final draft of a script in a professional format. This module will train students on how to tell a story through action and dialogue. Students will learn how to give constructive critique and apply feedback in the editing process.
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.
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.
This module is designed to enable students to develop a documentary film. Students will transform their documentary proposals into a five to seve- minute film, using the storytelling skills they have developed in the programme. This module challenges students to further refine their scriptwriting, directing, producing, and production management skills in the context of producing the documentary.
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.
This module introduces students to entertainment formats within the TV and online streaming arenas. It exposes students to the processes behind the conceptualisation, crafting and development of four key entertainment genres, namely infotainment, game shows, talk-shows, and reality shows. Students will understand the fundamental elements that drive these shows, and recognize that effective entertainment programmes not only fulfill an audience’s need for amusement, but also provide deep insights into the human condition, and social, as well as cultural, values. By the end of the module, students will be equipped with the necessary skills, to write industry-quality concept papers and scripts.
Introduction To DocumentaryMore
This module will introduce students to the documentary genre and form. Students will learn the basics of factual storytelling and filmmaking. They will research, script and film a factual short film.
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.
Scripted Concept DevelopmentMore
In this module, students will learn to craft original concepts for a scripted series for TV or digital media platforms. They will learn the different genres, forms and structure of a scripted series. Students will pitch ideas, develop a premise and create compelling characters. They will also be introduced to multi plotted episodic storytelling.
Scriptwriting for Drama & ComedyMore
In this module, students will learn the process of writing scripts for a television/web series, drama or comedy. Students will deconstruct the drama series to identify its form and structure. They will analyse why people laugh to recognise the different forms of comedy. This module challenges students to further refine their skills in telling stories visually and writing character specific dialogue.
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.
The Digital JournalistMore
This module aims to hone the skills of journalism students in the field of television and online reporting. Students will learn how to find news stories, write to pictures, use sound and visuals as well as present the news. Students will also develop scripts for soft and hard news and simulate breaking news situations.
Video Production for Drama & ComedyMore
This module is designed to enable students to direct and produce drama and comedy scripts. The students will learn the finer points of script interpretation, conceptualisation, storytelling, actor and camera direction, editing and production management, and apply these skills in the context of drama and comedy production.
This module develops the visual storytelling skills of students in both digital photography and video production. The students will learn to handle digital cameras in capturing photographs that tell stories visually. In addition, the students will learn how to form creative sequences and various video production techniques as they engage in multiple roles in the production cycle to produce video content that inform and entertain.
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.
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 & EthicsMore
Media practitioners, including content creators, need to understand and work within the legal framework for the media industry, including in an increasingly online and social media environment. A practical knowledge of the media laws and government policies will enable media professionals to appreciate the legal rights they have as content producers, and also to recognise the potential legal liabilities when such content is published or broadcasted.
This module introduces students to key media laws and examines government policies behind the media regulation, as well as the challenges. Students will also better appreciate their ethical responsibilities as media professionals, and distinguish when it might be necessary to seek formal legal advice. They will develop problem-solving skills and practice ethical responsibility, as they develop a working understanding of media laws. The skills taught in this module will be applied in Final Year Project, the Option module and Internship.
Options (Choose One of Two)
Entertainment Content ProductionMore
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.
The Integrated NewsroomMore
This is where the newsroom becomes the classroom. In this module, students will learn by doing as they help manage the Media, Arts & Design School's news and content platform. They will consolidate the knowledge and skills picked up in their earlier journalism modules. Students will not only produce news stories, but will also learn how to plan, assign and copyedit content, simulating the practices in a professional digital newsroom. In the process, they will find out how journalism values, ethics and principles are applied in the daily work of a journalist.