Convergence in Advertising

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.

Advanced Critical Thinking

Creatives work in a fast pace environment and face many tough problems – problems that require them to solve critically and creatively while addressing users context. This module will equip learners the ability to think clearly and rationally, understanding the logical connection between ideas and see a bigger picture. Learners will learn the skills to observe, question, analyse, reflect, synthesis and evaluate gathered information even before they start the creative process.

Content Marketing and Creation (Storytelling)

Content is king, conversation is Queen. It is science to understand your audience, it is an art to make them follow you. You will learn what content marketing is and how to engage your online community through storytelling. ​ Effectively relate your brand story to your audiences and keep them engage with meaningful videos that drives the right messages through different platforms. From the technicals of knowing how to use technology efficiently to going through the design thinking process (planning, conceptualization, visualization to development & execution) to generate more innovative content ideas & topics that will drive traffic, this workshop aims to allow participants to leverage on data available and ancient principles in our modern digital platforms to become a more effective digital storyteller.

Copywriting

The Copywriting workshop 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 writing concepts that sell. For those interested in pursuing a career in advertising, in particular professional copywriting, 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.

Corporate Identity and Design

This workshop 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.

Creative Thinking

The Creative Thinking workshop 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.

Customer Behavioural Insights with Data Intelligence

One of the most underrated skill of digital marketing, and often not talked in depth about enough, will be the knowledge of harnessing raw data and knowing how to use it. ​ Understanding how digital is changing a buyer's purchase decision and being able to use collected data to come out with actionable outcomes has become the most important skill for almost every hiring manager. ​ Interestingly, everyone talks about data but nobody can confidently say that they are using it the best way possible. As one of the participants of the survey put it, "3 marketers can look at the same set of data and come out with 3 different conclusions". ​ Too many marketing managers are making decisions based on gut feeling and using data only to justify their actions, instead of the other way round.

Editorial Design

This workshop 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, book design, 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 workshop 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.

Digital Marketing

The Digital Marketing workshop 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.

Digital Studios I

This workshop 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 presentation. The aim of this workshop 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.

Digital Studios II

This workshop 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 workshop 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 workshop 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 on how to conduct market research and conceptualise creative and engaging marketing campaigns to meet set objectives.

User Interface Design I

The User Interface Design I module introduces students to the theory and practical interface design for web and mobile applications through the use of Adobe XD. This course will provide learner the knowledge and skills to create a real-world website interface and mobile app, 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.

Packaging and Print Technology

This workshop 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 workshop 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.

Social Media Marketing

Social media is dominating our mode of conversation with one another. What is social listening? How can you leverage on social communities such as Facebook, Twitter, LinkedIn, Instagram etc. to create a positive and influential digital presence? Learn about the ever-changing social media landscape and how you can use it to your advantage from personal branding to creating a social media marketing strategy for your company. This course will also touch on the difference between using social media for the usual corporation and for a non-profit organisation.

Strategic Digital Marketing for Senior Management

Critically appraise the changing digital landscape coupled with the demands of today’s ever changing consumer needs. This professional workshop challenges participants to always be armed with a flexible strategic framework that continually extracts value from the brands and products we market in an uncertain digitally data-centric environment.

TVC (Concept + Development)

The Television Commercial (TVC) - Concept + Development workshop 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. The participants will also learn to craft a storyboard, basic shooting and video editing in order to present their idea effectively to their clients and target audiences.

Trending Technologies for Marketers

Are you able to put together a sound digital marketing strategy with the emergence of new technologies? Do you know how these new technology can disrupt your business or marketing campaigns? ​ Students will be learning about trending topics and technologies like Internet of Things (IoT), Machine Learning, Blockchain, Data Intelligence etc. and how they can affect the behaviour of consumers and business.

Typographic and Communication Design

This typography workshop 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 this workshop is to provide participants 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 workshop 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 workshop is to provide students an insightful experience on the role of visual communication design, purpose, function, process and contemporary practices of visual communication.

Branding

The Branding workshop 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.

User Experience Design

Everything a designer does affects user experience. From the addition of bold lines, or the omitting of a pop up box, there is no such thing as 'non communication'. Since one of the primary roles of a designer is to successfully communicate an intended message, the best way to reach their target audience is by designing a system that offers them a great user experience. In this module, students will learn to conduct proper research, information architecture, habit and feedback loops and basic project management to equip them with the skills to be a UX designer.

User Interface Design II

The User Interface Design II delves deeper into UI Design. This advanced module introduces students the theory and best practices on how to enhance engagement, optimise on-screen experience, user experience and developing potential customers' confidence for companies and brands. At the end of the module, students should be able to apply best industry practices, skills and techniques of a UI design practitioner, making well-informed choices on visual and brand elements, visual stylings to effectively create user interface designs across different sectors.