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PROFESSIONAL
DIPLOMA IN ADVERTISING AND DESIGN
Modules Synopsis
MODULES
BRANDING
In the dynamic landscape of today's market, a brand stands as more than just a logo or tagline; it's the essence of a business, the emotional connection to its audience, and the promise of value delivered. This module is designed to navigate the intricate journey of brand creation, development, and management. Through this course, students will delve into the historical roots of branding, dissect its core components, and understand the pivotal role it plays in carving a niche in today's saturated market.
From the fundamentals of brand foundations and identity to the nuances of digital branding strategies, this module equips students with the tools to craft resonant, distinctive, and enduring brands. Whether you're an aspiring brand strategist, a business owner aiming to differentiate in the marketplace, or simply curious about the magic behind iconic brands, this course offers a deep dive into the art and science of branding. Students will not only grasp the theoretical aspects but will be well-versed in executing strategic brand decisions in real-world scenarios.
COPYWRITING
The Copywriting module dives deep into the evolving world of persuasive writing for today's digital age. Students will embark on an immersive experience, blending traditional techniques with modern tools and technologies. Through interactive discussions, hands-on exercises, and real-world examples, they'll not only master the art of crafting compelling copy but also grasp the science behind messages that resonate.
This course offers a dual advantage: for those envisioning a future in advertising, it provides a realistic glimpse into agency life. For individuals across other disciplines, it equips them with the essential skills to capture attention, evoke interest, and inspire action through the power of words.
CREATIVE THINKING
This course takes a close look at the world of advertising, from its early days to the current digital age. We'll explore how advertising has changed over the years, focusing on both the basics and the latest tools and trends. You will learn about the impact of new technologies and trends in advertising, such as AI and the metaverse and the role they play in modern day advertising.
The module aims to give students a clear understanding of both old and new advertising techniques. We'll move from traditional methods to today's best practices. Along the way, we'll stress the importance of strategy, creativity, and making ethical choices in advertising. By the end of the course, you'll know how to craft modern advertising plans, understand your audience better, and be aware of the ethical considerations in the industry.
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DIGITAL STUDIOS I (ILLUSTRATOR)
This module dives into the world of Adobe Illustrator, a leading vector design software. Whether you're an aspiring graphic designer or someone curious about creating digital art, this course is for you. Over ten interactive sessions, we'll explore Illustrator's user-friendly tools and features.
From drawing basic shapes to crafting intricate designs, you'll learn the ropes of creating sharp, scalable graphics. We'll play with colours, dabble in typography, and even transform 2D sketches into 3D visuals. By the end, you'll have a good grasp of Illustrator and a collection of designs you can proudly showcase.
EDITORIAL DESIGN
This module introduces students the digital publishing tools and techniques for publications design and gain 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 include 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.
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 organisation, 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.
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 in-depth understanding on the role, purpose and function of typography.
The aim of his 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.
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.
CONVERGENCE IN ADVERTISING
This course takes a close look at the world of advertising, from its early days to the current digital age. We'll explore how advertising has changed over the years, focusing on both the basics and the latest tools and trends. You will learn about the impact of new technologies and trends in advertising, such as AI and the metaverse and the role they play in modern day advertising.
The module aims to give students a clear understanding of both old and new advertising techniques. We'll move from traditional methods to today's best practices. Along the way, we'll stress the importance of strategy, creativity, and making ethical choices in advertising. By the end of the course, you'll know how to craft modern advertising plans, understand your audience better, and be aware of the ethical considerations in the industry.
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.
DIGITAL MARKETING
The Digital Marketing module is a comprehensive guide to the vital aspects of digital marketing, providing insights into web analytics, SEO, SEM, email marketing, and mobile marketing. The course aims to equip students with a strong understanding of digital marketing foundations, buyer journey, and strategic use of algorithms in search engines and social media platforms. It fosters the skills to create, implement, and analyze impactful digital marketing campaigns, while adhering to global data privacy laws.
Upon completion of this module, students will be able to design effective marketing strategies grounded in a clear understanding of digital marketing fundamentals. They will be adept at using analytics and keyword strategies, executing successful SEO and SEM campaigns, and creating impactful email and mobile marketing strategies. They will also be capable of navigating the ethical and legal dimensions of digital marketing. With hands-on practice throughout the course, students will be well-prepared to handle the dynamic challenges of the digital marketing industry.
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DIGITAL STUDIOS II (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.
INNOVATIVE MARKETING
The Innovative Marketing module is designed to navigate the dynamic landscape of modern marketing, spotlighting pioneering methodologies and strategic paradigms. It offers a holistic examination of strategic decision-making, in-depth customer analysis, immersive tactics, harmonized communication models, and the transformative impact of cutting-edge technologies on marketing.
This course aspires to develop in students a broad-based proficiency in novel marketing techniques, underscoring the shift from traditional to avant-garde marketing practices. A key focus of the course is to augment students' strategic aptitude, stimulate creative thinking, and instill a conscientious approach towards ethics and sustainability in marketing. Upon course completion, students will be equipped to deconstruct and utilise progressive marketing stratagems, execute comprehensive SWOT analyses and customer profiling, and gain a nuanced understanding of ethical considerations and sustainable methodologies in marketing.
TVC (CONCEPT + DEVELOPMENT)
The TVC (Television Commercial) Concept + Development module offers students a comprehensive journey through the world of TV advertising, from initial brainstorming to final execution. Prioritizing the conceptual and planning phases, students delve into the nuances of target audience analysis, scriptwriting, and storyboarding, harnessing both traditional techniques and innovative AI tools. They are also introduced to the foundational elements of production, including casting, shooting, and post-production essentials. By the course's conclusion, students emerge with a solid grasp of how to conceive, develop, and present impactful TV commercials, equipped for the modern, tech-enhanced advertising landscape.
USER INTERFACE DESIGN I
The User Interface Design I module introduces students to the theory and practical interface design for web design applications through the use of Figma. This course will provide learner the knowledge and skills to create a real-world website interface, resulting in one beautiful, streamlined user experience. At the end of the module, students should be able to learn exactly what does a UI designer do, understand the design process, online layouts, interface components and selecting the right colours and typography for creating of interface designs across different sectors.
M.A.D. INTEGRATED CAMPAIGN PROJECT
As the culminating experience of the Diploma journey, the MAD Integrated Campaign Project serves as the capstone module, challenging students to harness the myriad of skills and techniques they have acquired throughout their academic journey. The essence of this module lies in its self-initiated nature, providing students with the opportunity to conceptualize, develop, and execute a comprehensive advertising and design campaign that resonates with their personal vision and showcases their prowess. A final role-play during the final presentation aims to simulate the real working world and will test the students’ verbal skills and their ability to defend their strategies and creative executions before their EPA presentation.
COMPLIMENTARY MODULES
FUNDAMENTALS OF PHOTOGRAPHY
This module delves first into the history of photography and the documentation of its advancements. The technical skills needed to operate a DSLR camera in manual mode will then be taught through theoretical and practical means, giving students the trust and confidence to operate a professional camera. Through this module, students will also learn to develop and master the ‘eye’ for photography through assignment practice.
The aim of this module is to equip students with the fundamental skills and techniques needed in order to operate a professional DSLR.
NATURAL AND STUDIO LIGHTING
What is light; what is light in photography? Students who go through this module will fully understand the effects of light and how it can create or destroy. The various types of light sources (both natural and artificial/studio lights) and how to correctly use them to your advantage will be taught through theoretical and practical examples.
The module also aims to get students to be familiar with the different types of studio lighting & equipment and how to operate them professionally and efficiently.
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