The Convergence In Advertising module covers the evolved advertising 101 disciplines and practices from strategy to execution that today, converge traditional offline with online to match to the new consumer habits of digital touchpoints first. Aside from the core rooted fundamentals of sound advertising and media tried-and-tested practices strongly driven by data, students will also learn omnichannel marketing and communication.
The module also covers all forms of advertising platforms of off and online convergence in communication today. This includes Search Engines and focuses on social media advertising and optimisation. Strong emphasis on fundamentals critical to advertising on social media such as content planning, crafting and creation, will also be taught. All this will culminate in a guided exercise by an experienced industry player in pitching and presenting to a client of today in search of a converged all-in-one omnichannel solution more relevant to the advertising process of today.
The Convergence In Advertising module covers the evolved advertising 101 disciplines and practices from strategy to execution that today, converge traditional offline with online to match to the new consumer habits of digital touchpoints first. Aside from the core rooted fundamentals of sound advertising and media tried-and-tested practices strongly driven by data, students will also learn omnichannel marketing and communication.
The module also covers all forms of advertising platforms of off and online convergence in communication today. This includes Search Engines and focuses on social media advertising and optimisation. Strong emphasis on fundamentals critical to advertising on social media such as content planning, crafting and creation, will also be taught. All this will culminate in a guided exercise by an experienced industry player in pitching and presenting to a client of today in search of a converged all-in-one omnichannel solution more relevant to the advertising process of today.
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.
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.
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.
The Innovative Marketing module covers time-established marketing principles as a foundation from which to approach and integrate the latest strategies and technologies, to create novel marketing solutions in the digital age. Students will also learn from industry relevant case studies how to conduct market research and conceptualise innovative and engaging marketing campaigns to meet set objectives.
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.
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 learnt 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 a industry worthy portfolio piece.
