Specialist Diploma in Advertising & Design Fee Central Area, Central

Course details

Creative Thinking
The creative thinking module focuses on how the human mind think, and how can we think creatively through a series of lecture that investigates different methods of getting a big idea through exciting assignments.

It discusses development of creative concepts that are designed to meet advertising and promotional 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.
Copywriting
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 Copywriter; Grammar and Usage; Styles and Target Audience; What to say (meeting creative brief); Techniques; Writing for different media.

Complemented by Typography and Communication Design module, students will be able to apply both copywriting and art direction into their very own advertising master piece.
Branding
This branding module covers the important aspects of branding. Students will learn through a series of visual-based lecture on how brand experts build branding campaign by understanding the fundamental concepts of branding and how it works.

Students can expect to learn from brand experts on topics such as Brand Foundation Values; Brand Personality; Brand Names; Brand Space, Brand Recognition, Public Relations; Brand Crisis Management and many more.

This module is complemented by the Corporate Identity and Design module, allowing students to finally understand how values are package in visual identity systems.
Marketing
The marketing overview module introduces fundamental marketing 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 particularly in consumer behaviour.

This module is complemented with the pragmatic module Packaging and Print Technology encompassing projects within the retail environment.
Television Commercial
(Concept & Development) Introduction to TV advertising medium. Understanding what it's best for, how has it developed, how has it evolved. Students will be taught on how to write a television commercial script; the importance of brief; understanding AIDA and how to apply AIDA; as well as how to get it right and use it to decide on a film approach.

Additional studies such as the Ten commonly used approaches, their merits and pitfalls will be taught. Students will benefit from pracitical assignments such as making a storyboard and presenting it effectively; developing a shooting board; and finally making a great Television Commercial with great ideas.

Additional technical studies will be complemented by Apple's iMovie and the Online Media Design module.

Mad Intergrated project
(MAJOR PROJECT)

Students embark on their final journey for advertising & design through integrating the modules learnt through a real-world inspired MAD integrated campaign project. This major project will allow students to CREATE A NEW IDEA, apply Marketing strategies, Media planning, Advertising Strategy and translate them into a final visual assembly through graphic and visual communication.

In this final lap, students' final work will gain further value through expert critics from our highly esteemed External Panel Assessors (EPA) from the industry in a pitch-inspired presentation.