Digital Imaging I: Adobe Photoshop and Lightroom

 

Digital Imaging, a contemporary dark room. In this class you will learn all the skills required to assist in your workflow process as a photographer or digital imaging artist. From basic skills and tools  to more  advanced techniques that will help you create works that are based on realism or surrealism. In this course you will learn practical techniques used by photographers and digital artists to produce work for commercial or artistic purposes, from on-camera work that will set you up for success when the image is processed in Photoshop.

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Fundamentals of Photography

 

This module delves first into the history of photography and the documentation of its advancements. The technical skills needed to operate a DSLR/mirrorless camera in manual mode will then be taught through theoretical and practical means, giving students the trust and confidence to operate a professional camera. Through this course, students will also learn to develop and master the ‘eye’ for photography through assignment practice. The aim of this module is to equip students with the fundamental skills and techniques needed in order to operate a professional camera.

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Natural and Studio Lighting 

 

Photography is the practice of capturing light and shadow. In 1844, a photographic book was published titled the Pencil of Nature. The images published were entirely created without the aid of the artist’s pencil, meaning that the images, which were made with the Calotype/Talbotype technique, did not require direct intervention by human hands. Although Talbot had to position the camera obscura, prepare the light sensitive paper, and engage the shutter, the image created was indeed a product of nature, of light and shadow.

 

In this class, we will discover the various forms of light and how to manage and manipulate it to creating a body of work with both naturally occurring light and artificial light sources. Lessons also include working with studio lights to either be the main source of light or as a supplementary source for enhancement.

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Digital Marketing

 

The Digital Marketing module is a comprehensive guide to the vital aspects of digital marketing, providing insights into web analytics, SEO, SEM, email marketing, and mobile marketing. The course aims to equip students with a strong understanding of digital marketing foundations, buyer journey, and strategic use of algorithms in search engines and social media platforms. It fosters the skills to create, implement, and analyze impactful digital marketing campaigns, while adhering to global data privacy laws.

Upon completion of this module, students will be able to design effective marketing strategies grounded in a clear understanding of digital marketing fundamentals. They will be adept at using analytics and keyword strategies, executing successful SEO and SEM campaigns, and creating impactful email and mobile marketing strategies. They will also be capable of navigating the ethical and legal dimensions of digital marketing. With hands-on practice throughout the course, students will be well-prepared to handle the dynamic challenges of the digital marketing industry.

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Content Marketing and Creation (Storytelling)

 

The Content Marketing and Creation module dives into the creative aspect of digital marketing, emphasizing the potency of engaging and timely content. It shines a spotlight on the role of content marketing within an overarching digital strategy, outlining how to strategize, create, distribute, and measure content effectively.

 

By the module's conclusion, students will have honed their proficiency in creating various types of content, including short-form videos, real-time social media posts, memes, and viral content. They'll also master the art of weaving compelling narratives through storytelling and the development of persuasive content angles and hooks. Practical exercises coupled with tool recommendations equip students with hands-on experience, readying them for the industry. The module's climax — a student-developed content marketing campaign — serves as a testament to their acquired skills and strategic thinking capabilities.

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TVC (Concept + Development) 

The TVC (Television Commercial) Concept + Development module offers students a comprehensive journey through the world of TV advertising, from initial brainstorming to final execution. Prioritizing the conceptual and planning phases, students delve into the nuances of target audience analysis, scriptwriting, and storyboarding, harnessing both traditional techniques and innovative AI tools. They are also introduced to the foundational elements of production, including casting, shooting, and post-production essentials. By the course's conclusion, students emerge with a solid grasp of how to conceive, develop, and present impactful TV commercials, equipped for the modern, tech-enhanced advertising landscape.