This Specialist Diploma is designed for those who are interested to acquire the relevant industrial knowledge and skills in communication & graphic design. Participants will undergo comprehensive training in communication design, advertising design and the widely used computer graphic software for creative design. This Specialist Diploma consists of 7 core modules and 1 major project. Upon successful completion of this program, participants will be considered professionally equipped with knowledge and skills in Communication Design. In addition, the portfolio they have created will provide credentials for their future career pursuits and educational advancements in design related programs.
Modules Description (Specialist Diploma in Advertising & Design)
The marketing overview module introduces fundamental marketing and advertising concepts. Students will understand how advertising fits into the marketing process and the strategic relationship between the two concepts. The importance of market segmentation and how market segmentation influences message development will be emphasized. Students will learn to appreciate the importance of research and learn to carry out research and formulate findings that will be used in Advertising strategy development.
The creative thinking module focuses on translating the advertising strategy into a memorable creative execution. How the creative process fits into the planning process and how to distinguish the difference between strategy development and execution (design), what comes first and why. It discusses development of creative concepts that are designed to meet advertising objectives. Ways of generating the big idea across the media (below-the-line, above-the-line and new media) and how to evaluate those ideas strategically will be emphasized. Students will learn to understand the difference between effectiveness and creativity. Creative ads that won awards are not necessarily effective.
AD207 MAD Integrated Campaign Project Students embark on their final journey for advertising & design through integrating the modules learnt with a MAD integrated campaign project. This major project will allow students to implement the TEN-STEP model from selection of agency roles and group formation; through developing the advertising (creative) strategy by setting communication objectives arising from situational analysis and survey; creative execution to evaluation of campaign for effectiveness. This project will consist of 12 sessions within a 12-week period culminating in a competitive pitch. Roleplaying is encouraged to simulate the real world. This will test the students’ verbal skills and their ability to defend their strategies and creative executions.
The advertising overview 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 how it supports marketing. Students will learn to understand the difference between marketing planning and advertising planning. The focus is on advertising planning and the processes involved. Students will learn the difference between strategy and execution (design) and the relationship between the two concepts. Who are the 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!
This copywriting & art direction module covers the two pillars of creative advertising – crafting and writing a good ad. Students will learn the techniques, concepts and purposes of copywriting and art direction. The module will focus mainly on the following :
- Copywriting
- The Copywriter
- Grammar and Usage
- Styles and Target Audience
- What to say (meeting creative brief)
- Techniques
- Writing for different media
- Art Direction
- The Art Director
- Design to Communicate
- Typography and Craft
- Pre-production
- Production
- ...and It’s all about the idea
This 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?
- The worth of a Brand
- Business side of Branding
- Creative side of Branding
- Brand Building
- Strategic Branding
- Brand Image
- Brand Personality
- Brand Identity
- Branding Campaign
- Brand Equity
- Measuring a Brand
Introduction to TVC advertising medium. Understanding what it's best for, how has it developed, how has it evolved. Writing a TVC script. The importance of brief. Understanding AIDA, 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. Making a storyboard and presenting it effectively. Developing a shooting board. Making a great TVC with great ideas.
Upcoming Intakes
Part-time:
15th Feb 2012 Full
21st May 2012
Full-time:
06th Mar 2012
04th Jun 2012