Professional Workshops

Do you feel a void in your life? Do you feel that the skills & knowledge that you have is inadequate? Our workshop is tailor-made to cater to your needs. It offers a perspective on the theory and practice of advertising, as well as its promotion and role in contemporary marketing. It will also expose the students to the processes behind writing creatively, the media and merchandising strategies.
MODULES DESCRIPTION




- Design appreciation and communication
- Fundamentals and Principles of design
- Colour fundamentals and theories
- Idea development
- Research development
- Protocols and processes
It discusses the 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.




In this module, students will be introduced to the fundamentals of computer-aided-design with industry standard applications - Adobe® Photoshop® and Adobe® Illustrator®. The objective of this module is to equip students with the skills necessary to stay relevant in the digital age. This module is divided into two equal parts, with 6 sessions for each application.
ADOBE® PHOTOSHOP®
- Understanding Adobe® Photoshop® tools and
work area - Working with Adobe® Photoshop® layers and masking features
- Understanding colour modes, color correction
- Working with transparencies, blending mode, paths and clipping paths
- Filters and plug ins
- File formats, smart objects, etc
ADOBE® ILLUSTRATOR®
- Understanding the workspace of a
vector-based environment - Basic layout techniques
- Drawing with Adobe® Illustrator®
- Working with layers, transparencies,
graphic styles - Precision drawing with Adobe® Illustrator®
- Path operations, masking and filters
- Creating proofs (draft, print, press)
Students will also benefit from forum-styled discussions on effectiveness of advertising and explore various methods in both visual and message strategy, with pragmatic and strategic assignments. This module also provides an in-depth coverage on advertising through traditional and new/alternate media of the industry today.




- Type evolution and history
- The graphic designers' layout grid
- Typography as a visual language
- Working within a given space and a body
of information - How typography affects graphic design
- Type anatomy, measurements, classifications, styles, weights
- Type spaces (kerning, tracking, leading, etc)
- Applying variations in layouts and identifying common mistakes
- Creative research, how to get inspiring ideas and applying through Art Direction
- Choosing the right photo or cropping the
wrong photo - File Formats
Complemented by the typography & communication design module, students will be able to apply both copywriting and art direction into their very own advertising masterpiece.




- The coming of corporate communications
- The story, the visual, the package
- The science of symbols and colors
- The logotype and the semiotics
- Supporting devices/ applications
- The corporate design mandatories
- The corporate identity system, why is it
so important?
This module is further complemented by the Branding module, allowing students to fully comprehend the science and visual behind brands and identity.
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.
Students understand how values are packaged in visual identity systems as the Corporate Identity & Design module complements the Branding module.




This course comprises of the below essential skills for packaging & print professionals:
- Understanding colors and inks for press
- Understanding dpi, ppi and lpi.
- The different forms of lithography with emphasis on offset lithography
- Pre and post press. Managing the workflow
- Color separation
- Understanding packaging as an extension of a brand
- The corporate identity system, why is it so important?
- Choosing the right stock
- Creating prototypes for packaging
- Techniques in performing really nice mockups
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.
This course comprises of the below essential skills for conceptualising & carrying out marketing strategies across different platform.
Apart from being trained to become a strong marketer, some useful skills which you can expect to acquire from this course are:
- 6Cs
- SWOT
- AIDA
- Marketing Research
- BCG Matrix
- Analysing Consumer Behaviour
- Social Media




EDITORIAL DESIGN
- Editorial design and its objectives
- Anatomy of a publication
- Creating layouts
- Essential layout skills
ADOBE® INDESIGN®
- Working with Adobe InDesign's® features such as master pages and section markers
- Creating paragraphs and character styles
- Working with Adobe InDesign's table feature
In this sequel to the digital studio I module, students will be introduced to the next level of computer-aided-design with industry standard applications – Adobe Photoshop and Adobe Illustrator. This module is divided into two equal parts, 6 sessions for each application.
ADOBE® PHOTOSHOP®
- Advance layers and masking features
- Layer adjustments techniques
- Advance color mode such as working
with Channels - Working with Photoshop®
3-dimensional features
ADOBE® ILLUSTRATOR®
- Gradient Mesh
- Advanced symbol techniques
- Creating 3-dimensional graphics
Students will also be exposed to advanced techniques of how to integrate vector and rastor graphics into applications such as Dreamweaver®, Flash® and InDesign®.




Additional studies such as the Ten commonly used approaches, their merits and pitfalls will be taught. Students will benefit from practical 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 Web Interface Design Module.




What is digital marketing in today's marketplace? Understanding Owned, Earned and Paid media. Techniques for search engine optimisation (SEO) and how to measure the success of search engine marketing (SEM). Using a framework of profiling digital audiences in startegising your digital plan.
Social media is dominating our mode of conversations 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?


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.
"Marketing is no longer about the stuff that you make, but about the stories you tell." - Seth Godin
You will be taught the effects of advertising on society, the economy and the consumer. Also covered are the advertising regulation framework, the enforcement of ethical standards, and the interdependent relationships between the advertising industry, media, government and consumer groups.
You are free to select what you want to learn and would be slotted into each class accordingly.

"I used not to believe what I could have done, it's the burning desire that drove me to make this decision. I knew I need to be true to my passion in creativity, even though I had no related experience, I decided to take up this 3-in-1 professional Diploma in Marketing, Advertising and Design in CMA as I find it truly the place that lives up to the spirit of transforming creativity into execution! My career path changed since then"
Gerry Seah
CMA Graduate
Creative Director of AirLab Design
What other students say...
1 Silver Award
1 Bronze Award
Campaign:
"Electricise"
Joyce Tay, Trevor Chua
School: Chatsworth Medi@rt Academy
Category: Silver – Direct Category
Bronze – Integrated Campaign Category
1 Bronze Award
Campaign:
"Digital Detox"
Audrey Khang, Chelsea Chen
School: Chatsworth Medi@rt Academy
Category: Bronze– Integrated Campaign
3 Bronze Awards
Campaign:
"Breathing Life into Stories"
BrandonLoh, Jimmy Yap
and Seng Hwee Ho
School: Chatsworth Medi@rt Academy
Category: Bronze (Posters, Transit)
Bronze (Posters. Non-Transit))
Bronze (Print/Press)
Finalist
Campaign:
"It's Nice that / Powered by Peers"
Fuad Rahmat, Marcus Ng, Brandon Loh
and Joyce Tay
School: Chatsworth Medi@rt Academy
Finalist
Campaign:
"Soothe Your Stomach"
Roana Koh
School: Chatsworth Medi@rt Academy
Finalists
Campaign:
"Burning Point"
Ting Yu Goh, Xue Ni Yeo, Jimmy Yap, Seng Hwee Ho, Roana Koh
School: Chatsworth Medi@rt Academy
Finalists
Campaign:
"Pacer, Every step counts"
Joyce Tay, Trevor Chua
School: Chatsworth Medi@rt Academy
4 Silver Awards
Campaign:
"Nanoblock - Small Creation, Big Stories"
Andy Xu Dexiang, Chua See Hiang, Kam Pei Wan Amelie
School: Chatsworth Medi@rt Academy
Category:
Advertising (Posters)
Advertising (Posters Non-Transit)
Advertising (Print/Press Newspaper & Magazines)
Advertising (Art Direction)
3 Bronze Awards
Campaign:
"Oral B - Catch"
Idris Bin Afandi
School: Chatsworth Medi@rt Academy
Category:
Advertising (Posters Non-Transit)
Advertising (Print/Press Newspaper & Magazines)
Advertising (Illustration)

Student Yellow Pencil
Campaign:
"Peace One Day"
Amelie Kam Pei Wen, Andy Dexiang Xu,
Fleur Vella, Goh Ting Yu, Violaine Hemery
School: Chatsworth Medi@rt Academy
Category: Open Brief