CMA Design Courses - Workshop
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Professional Workshops

Professional Diploma in Advertising and Design Course

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.

Upcoming intakes
Part Time
2 Dec 2019
Full Time
20 Jan 2020

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Professional Workshop in Visual Communication
Professional Workshop in Creative Thinking
The visual communication module acts as an orientation programme for students to embark on their journey of discovery into what it takes to become a successful designer. Students will be exposed to the various forms of design, as well as understanding fundamentals such as design principles, symbols, colours etc. This module will focus mainly on the following areas:

  • Design appreciation and communication
  • Fundamentals and Principles of design
  • Colour fundamentals and theories
  • Idea development
  • Research development
  • Protocols and processes
The creative thinking module focuses on how the human mind thinks and how we can think creativity through a series of lectures that investigate different methods of getting a big idea through exciting assignments.

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.
Professional Workshop in Digital Studios I
Professional Workshop in 21st Century Advertising
(Photoshop® & Illustrator®)
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.

  • 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

  • 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)
The 21st Century Advertising module introduces students to the big picture of advertising. Topics such as key player, advertising categories, strategy and planning will be addressed in a series of lectures.

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.
Professional Workshop in Typography and Communication Design
Professional Workshop in Copywriting
The typography & communication design module will gear students to the next level of design driven skills with a greater emphasis in graphic design and typography. Students will learn how typography forms a visual unit, utilising graphic design to create an outstanding piece of work – delivering accurate information with communication design. This module will focus mainly on the following areas:

  • 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
This copywriting 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 (meetings, creative briefs); techniques; writing for different media.

Complemented by the typography & communication design module, students will be able to apply both copywriting and art direction into their very own advertising masterpiece.
Professional Workshop in Corporate Identity and Design
Professional Workshop in Branding
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. This module will focus mainly on the following areas:

  • 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.
This branding module covers the important aspects of branding. Students will learn through a series of visual-based lectures on how brand experts build branding campaigns 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.

Students understand how values are packaged in visual identity systems as the Corporate Identity & Design module complements the Branding module.
Professional Workshop in Packaging and Print Technology
Professional Workshop in Innovative Marketing
The aim of this module 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.

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
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.

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
Professional Workshop in Editorial Design
Professional Workshop in Digital Studios II
This editorial design module covers important aspects on how to structure a set of cohesive editorial content, grids and components through the use of Adobe InDesign as the technical aspects. Students not only will learn content gathering, they will also understand how to create personalities and tone for publication. This module is divided into 6 sessions for Editorial Design and 6 sessions on Adobe InDesign. This module will focus mainly on the following areas :

  • Editorial design and its objectives
  • Anatomy of a publication
  • Creating layouts
  • Essential layout skills

  • 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
Advanced Photoshop® & Illustrator®)
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.

  • Advance layers and masking features
  • Layer adjustments techniques
  • Advance color mode such as working
    with Channels
  • Working with Photoshop®
    3-dimensional features

  • 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®.
Professional Workshop in Online Media Design
Professional Workshop in TVC (Concept + Development)
This module introduces students to the broad spectrum of online media. Students will learn what is online media, the media types, channels vs social media, as well as the importance of online presence for brands and how to reach an audience through online media. Through audience profiling, planning of campaign schedules and learning the importance of storytelling, students also delve into the UI and UX aspects of online media design, as well as learn, understand the properties of different kind of web languages, in order to effectively curate and design and online media campaign.
The television commercial module is an introduction to the TV advertising medium. Understanding what it's best for, how has it developed and how it has evolved. Students will be taught how to write a television commercial script; the importance of the 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 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.
Professional Workshop in Digital Marketing
Professional Workshop in Social Media Marketing

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?

Professional Workshop in 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.

"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.

Gerry Seah

"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...
Crowbar Awards
1 Silver Award
1 Bronze Award


Joyce Tay, Trevor Chua
School: Chatsworth Medi@rt Academy
Category: Silver – Direct Category
Bronze – Integrated Campaign Category
Crowbar Awards
1 Bronze Award

"Digital Detox"

Audrey Khang, Chelsea Chen
School: Chatsworth Medi@rt Academy
Category: Bronze– Integrated Campaign
Crowbar Awards
3 Bronze Awards

"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)
Crowbar Awards

"It's Nice that / Powered by Peers"

Fuad Rahmat, Marcus Ng, Brandon Loh
and Joyce Tay
School: Chatsworth Medi@rt Academy

Crowbar Awards

"Soothe Your Stomach"

Roana Koh
School: Chatsworth Medi@rt Academy

Crowbar Awards

"Burning Point"

Ting Yu Goh, Xue Ni Yeo, Jimmy Yap, Seng Hwee Ho, Roana Koh
School: Chatsworth Medi@rt Academy
Crowbar Awards

"Pacer, Every step counts"

Joyce Tay, Trevor Chua
School: Chatsworth Medi@rt Academy
Crowbar Awards
4 Silver Awards

"Nanoblock - Small Creation, Big Stories"

Andy Xu Dexiang, Chua See Hiang, Kam Pei Wan Amelie
School: Chatsworth Medi@rt Academy
Advertising (Posters)
Advertising (Posters Non-Transit)
Advertising (Print/Press Newspaper & Magazines)
Advertising (Art Direction)
Crowbar Awards
3 Bronze Awards

"Oral B - Catch"

Idris Bin Afandi

School: Chatsworth Medi@rt Academy
Advertising (Posters Non-Transit)
Advertising (Print/Press Newspaper & Magazines)
Advertising (Illustration)
D&AD Logo
Student Yellow Pencil

"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
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