Modules

Visual Communication

This module allows students to explore and embark on their creative journey to discover and cultivate what it takes to become a successful visual communication designer. Students will learn the importance of how to integrate basic design elements, principles of design, visual composition and relationships to develop and resolve visual problems. Specifically, this course focuses on the design process, function, exploration of various media, graphical experimentation, theoretical and practical skills of visual communication design.

 

The aim of this module is to provide students an insightful experience on the role of visual communication design, purpose, function, process and contemporary practices of visual communication.

Digital Studios I (Illustrator)

This module introduces students to the essential vector drawing tools to unlock their creative potential with Adobe Illustrator while learning useful shortcuts to enhance their design workflow. Students will learn from fundamental to the advanced techniques of adobe illustrator to create and construct logo design, 2-dimensional and 3-dimensional graphics, special visual effects, typographical graphics, realistic illustrations, perspective drawing and 3D packaging mock up presentation.

 

The aim of this module is to equip students with the industry professional skills and techniques to edit and create vector visual graphics and special visual effects in the world of visual culture and highly visual saturated society today.

Digital Studios I I (Photoshop)

 

This module introduces students to the professional practice and experts’ choice of digital image editing, manipulation and photo retouching tools for graphic design and multimedia with Adobe Photoshop. Students will learn from fundamental to the advanced skills and techniques of Adobe Photoshop to create special visual effects, artistic interpretation of images and enhance digital photography. The emphasis includes design process, exploration of advanced Photoshop techniques by integrating raster and vector graphics with Adobe Illustrator to maximizing the creative potential of the tools to create appealing visuals to effectively engage the audiences.

 

The aim of this module is to provide students, graphic designer, web designer, multimedia designer, photographer as well as special effects artist with the professional skills to digital image edit, retouch, process digital image confidently and professionally in your respective profession.

Typography and Communication Design

This module provides students with the theoretical and practical experiences of typography as a visual language and its application in visual communication design. Students will learn the history of type, anatomy, terminology, type classifications, principles of typography, typographic layout, type aesthetic and type choices consideration. The emphasis includes an in-depth understanding of the role, purpose, and function of typography.

 

The aim of this module is to provide students with the understanding of how typographic elements such as letter structure, legibility, readability, tone of voices, type personality, characteristics, mood, selection of type choices, integration of other design elements and visual compositional relationships can create a visual impact in visual communication design today.

Corporate Identity and Design

This module will provide students the science behind every corporation’s ‘persona’. Besides creating the corporate personality, the module also explores the components of a corporate identity programme that will promote consistency in both discipline and application. Students will learn about the coming of corporate communications, the story, visual and package, science of symbols, logos and colours, logotype and semiotics, supporting devices and applications, corporate design mandatories and the corporate identity system and why is it so important.

Packaging and Print Technology

 

This module offers students an in-depth study of the principles of packaging design and the design process from concepts to three-dimensional forms. Not only will students explore key concepts of the packaging design development process, aesthetics, and visual composition organization, they will also learn about structural construction, technicalities, print production, packaging material and its properties, mechanisms and the overall presentation of the packaging design. The emphasis includes the sustainability and environmental issues associated with packaging design.

 

The aim of this module is to provide students with the necessary skills to analyse and comprehend how packaging design elements (size, shapes, colour, material, graphics, typography, visual images, graphical treatments), choices of material and appropriate printing options can be integrated together as an effective marketing tool, creating impact and influence on consumers’ perception and buying decisions.

Editorial Design

 

This module introduces students the digital publishing tools and techniques for publications design and gains insights into the professional practice of publication designers. Students will learn the anatomy of publication, design principles of page layout, grid systems, visual elements, and the organization of editorial content through Adobe InDesign software. The emphasis includes conceptual development, design process, choosing appropriate paper stocks, print production, and finishing.

 

The aim of this module is to provide students with the essential publication software, page layout skills, design considerations and practical publishing skills to create the personality and tone for publication to engage defined target audiences.

Online Media Design

This module introduces students to the broad spectrum of online media. Students will learn what is online media, the media types, channels vs social media, as well as the importance of online presence for brands and how to reach an audience through online media.

 

Through audience profiling, planning of campaign schedules and learning the importance of storytelling, students also delve into the UI and UX aspects of online media design, as well as learn, understand the properties of different kind of web languages, in order to effectively curate and design and online media campaign.

Innovative Marketing

 

The Innovative Marketing module introduces fundamental but industry relevant marketing concepts and framework. 

Students will learn to perform accurate consumer research through qualitative and quantitative research paradigms, the importance of market segmentation and how it influences message development. Students will also learn about Omni-channel marketing, inbound marketing and how analyzed data plays a strategic role in the new world marketing.

21st Century Advertising

 

The 21st Century Advertising module will be covering on advertising concepts & theories and the world of advertising & ad agencies; and account management that will include presentation sessions on getting clients to buy into the strategy. Students will be taught the fundamentals of advertising and what are the difference between marketing planning and advertising planning. The focus is on advertising planning and the processes involved. Students will also learn from the perspective of key players in the advertising industry and how do they contribute to the advertising process. Does advertising lie? What are the control mechanisms to ensure ethical practice in the advertising industry?

Creative Thinking​

 

The Creative Thinking module is a place where students are taught the methods to construct, create and develop ideas, which can be applied across all mediums and platforms. Students will learn how the creative process fits into the planning process and how to distinguish the difference between strategic development and execution (design). It discusses the development of creative concepts that are designed to meet advertising objectives. Students will also learn to understand the difference between effectiveness and creativity.

Copywriting​

The Copywriting module is a dynamic and highly collaborative class that gives students plenty of discussion and practice opportunities. Not only will they master the different techniques of copywriting, students will learn creative concepts that sell. For those interested in pursuing a career in advertising, it will introduce them to life working in an agency. For others, this is a chance to pick up the skills of creating attention, stirring interest, prompting desire and inducing action with their persuasive writing.

Branding

 

The Branding module covers the important aspects of branding. Students will learn how to build a branding campaign by understanding the fundamental concepts of branding and how it works. This module will focus mainly on areas such as what makes a brand, its worth, the business and creative sides, brand image, personality, identity and equity.

Digital Marketing

The Digital Marketing module offers a complete coverage of what it takes to become a successful digital marketer. What is digital marketing in today’s marketplace? Understanding Owned, Earned and Paid Media. Techniques for search engine optimization (SEO) and how to measure the success of search engine marketing (SEM). Using a framework of profiling digital audiences in strategising your digital plan.

TVC (Concept + Development)

 

The TVC (Concept + Development) module is an introduction to TV advertising medium. Understanding what it’s best for, how has it developed, how has it evolved. Students will learn to write a TVC Script, the importance of brief, understanding AIDA model, how to apply AIDA and how to get it right and use it to decide on a film approach.  The ten commonly used approaches, their merits and pitfalls. They will also learn to craft a storyboard and present it effectively to make a great TVC with great ideas.​

M.A.D. Integrated Campaign Project

 

The M.A.D. Integrated Campaign Project is the final major project for all Professional Diploma in Advertising and Design students. Students will have to integrate everything they have learned from the past modules with a self-initiated project, combining elements of marketing, advertising, and design. This full-fledged project allows students to implement their design methods, communication design, marketing, and advertising strategies into a solid campaign that can be used as an industry worthy portfolio piece.

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