PROFESSIONAL WORKSHOP IN
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.
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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.
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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 a 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.
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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.
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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.
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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.
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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.
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WEB INTERFACE DESIGN
This module introduces students to the industry standard of web design using basic HTML (Hyper text Markup Language) and CSS (Cascading Style Sheets). Throughout the course, students are introduced to the planning, designing and publishing of effective webpage designs through writing HTML and CSS code and Adobe Dreamweaver. The emphasis includes web page interface design, layout techniques, wire-frame, flowchart, integrating graphics and images, file management, web design development and web publishing through FTP software.
The aim of this module is to provide students with the relevant industry skills to plan, design, develop and publish their multi-page website portfolio for online media.
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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 analysed data plays a strategic role in the new world marketing.
PROFESSIONAL WORKSHOP IN
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.
PROFESSIONAL WORKSHOP IN
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.
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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.
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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.
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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.