Question 1

Creative Thinking

Accepted Answer

The Creative Thinking module 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.

Question 2

Convergence in Advertising

Accepted Answer

The 21st Century Advertising module will be covering on advertising concepts & theories and the world of advertising & ad agencies; and account management that will include presentation sessions on getting clients to buy into the strategy. Students will be taught the fundamentals of advertising and what are the difference between marketing planning and advertising planning. The focus is on advertising planning and the processes involved. Students will also learn from the perspective of key players in the advertising industry and how do they contribute to the advertising process. Does advertising lie? What are the control mechanisms to ensure ethical practice in the advertising industry?

Question 3

Copywriting

Accepted Answer

The Copywriting module 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 concepts that sell. For those interested in pursuing a career in advertising, 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.

Question 4

Branding

Accepted Answer

The Branding module 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.

Question 5

Innovative Marketing

Accepted Answer

The Innovative Marketing module 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 how to conduct market research and conceptualise innovative and engaging marketing campaigns to meet set objectives.

Question 6

Digital Marketing

Accepted Answer

The Digital Marketing module 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.

Question 7

TVC (Concept + Development)

Accepted Answer

The TVC (Concept + Development) module 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. They will also learn to craft a storyboard and present it effectively to make a great TVC with great ideas.​

Question 8

M.A.D. Integrated Campaign Project

Accepted Answer

The M.A.D. Integrated Campaign Project is the final major project for all Specialist Diploma in Advertising Design students. Students will have to integrate everything they have learned from the past modules with a self-initiated project, combining elements of marketing, advertising, and design. This full-fledged project allows students to implement their design methods, communication design, marketing, and advertising strategies into a solid campaign that can be used as an industry worthy portfolio piece.

Specialist Diploma in Advertising Design

Course Modules

M.A.D. GURUS

Kenji Choo

Chelsea Chen

Rob Gax

Chris Frost

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Singaporean / PR

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