Bachelor of Communication (Hons)
Branding &
Digital Marketing (Conventional)

COURSE MODULES

Year 1

Mass Communication Fundamentals

This module examines the role of mass media in society, the history and roles of different media, their societal functions, process, and effects. You will also discuss and evaluate the policies that guide and shape the mass media and news media.

Principles of Advertising

This module includes a comprehensive survey of basic principles and practices of advertising, providing a foundation for advanced advertising modules. You will learn about basic advertising concepts and the roles advertisers, agencies and other professional bodies play in the industry.

Principles of Marketing

This module discusses the role of marketing, and focuses on market analysis. You will be taught about product management, promotion, pricing, and distribution strategies.

Critical Thinking

You are challenged to change your mindset about creativity. Besides developing your creative thinking, you will hone your analytical skills, and learn the basic principles of critical and creative thinking skills.

Creative Idea Conceptualisation

Conceptualising fresh ideas for any medium needs you to be able to think creatively, and out of the box. This module challenges your mindset by helping you understand the idea of creativity, and how to visualise an idea into actual product/project.

Popular Culture

This module examines popular culture from various sociological perspectives, which appears in many forms in our daily life. You will explore the roles and influence popular culture has upon daily life focusing on: cinema and television drama, literature, popular music and celebrity, food, shopping, and street culture, and cyberculture and new media.

Photography

In this module, you will learn the basics of photography and digital imaging, covering display design to how to use a DSLR, and study the works of famous photographers.

Digital Image Creation for Visual Branding

This module will give you the experience in publication or editorial task includes grid techniques, advance typography, image manipulation and designing multi-page documents. You will learn to become more practiced in constructing page layout and designing skills. You will also learn the process involved in creating visual branding and identity for brands, and how visual branding plays an important role in making a brand stand out and recognized by the target audience and industry.

Consumer Behaviour

Through this module, you will have a better understanding of consumers – and learn to appreciate values, beliefs, prejudices, and persuasion in the consumer’s lifestyle that impacts their thought process and decision making.

Copywriting across Media

This module will cover effective copywriting for traditional, digital, and new media covering Print, Radio, TV, Billboards, Internet, and various other alternative mediums.

Digital Branding and Business Strategies

This module taps into the sphere of the connected world and takes branding into the digital dimension, enabling you to develop business-related skills by analyzing and assessing how businesses today need to brand their products, services, organisations, and experience online as a form of competitive advantage.

Year 2

Applied Branding Strategy, Planning and Management

This module examines brand strategy from a customer based brand equity perspective. You should be able to define and analyse the key elements that goes into creating a brand. You will also be able

to critique the use of different elements of marketing in creating, maintaining and developing brand resonance with consumers. You will learn both to handle the administrative aspects of branding through brand audits and to execute the design of brand identity and branding elements relevant to the clients.

Video Production

In this module, you will learn how to maneuver video equipment from pre, to post-production, and how to employ the right techniques in field production.

Media Ethics

This module touches on media ethics and media standards, and is specifically designed to emphasize on responsible and ethical behaviors of practitioners. It is also geared towards meeting up with public demand of honest and fair reporting.

Media and Communication Theories

This module explores critical and theoretical approaches to understanding contemporary media - television, radio, and internet streaming media. You will examine the meanings, pleasures and practices associated with production and consumption of media content, where you will understand the application aspects of communication theories in research.

Creative Execution

This module looks at the creative process - basic disciplines of creative and their applications, creative thinking, approaches and styles, art direction and execution.

New Media Technology

The New Media module will introduce you to critical concepts and hands-on skills related to so-called “new social media”. Study how new media phenomena such as the World Wide Web and Multimedia communication modify the user’s experience of text, and explore emerging new media specifically for the broadcast industry.

E-Commerce

At the heart of marketing lies the consumer and their marketing journey through the stages of awareness, intent, conversion and finally retention. In this module, students will learn how digital has revolutionized the interactions between firms and consumers along this journey.

Social Media and Content Marketing

This module will provide an overview on effective social media marketing techniques and strategies to cultivate high user engagement on the internet and mobile devices.

Media Strategy

This module describes the nature and scope of media research available, media objectives, and the rationale behind their objectives. You will be taught how to select, plan, and execute a media strategy, useful to broaden your career particularly in the communication industry.

SEM and SEO

This module will provide an overview of effective web marketing techniques which includes search engine marketing and search engine optimization.

Year 3

Research Methodology

This module introduces you to the importance of research in today’s world. You will be taught to articulate your thoughts, formulate the right questions, and determine the most effective method of research to answer your questions about the world that you live in.

International Branding Strategies and Execution

This module taps into the branding criteria of transferability and adaptability in taking the brand into the global marketing environment. You will be taught to assess the readiness and suitability of the brand into the international arena by examining existing case studies, taking into consideration the aspects of culture, economic conditions, consistency of brand elements, and the legal and ethical aspects of branding.

Web Analytics

This is an overview of the digital analytics world that introduces you to the platforms, tools, and apps available in the industry. You will be learn the key concepts of web analytics in the digital marketing discipline and how web analytics can build knowledge of online customer behaviour and campaign effectiveness.

Final Year Project

This module allows students to be exposed to the process of project planning and researching. Students need to start planning from the idea conceptualization, and to propose a project. Students will present a written and fully designed proposal explaining with critical thought and analysis, background research and initial visual ideas, their plan for their creative work, including the expected outcomes.

Internship

This module helps you apply your learning beyond the classroom, develop strategies which will extend your learning and merge with the industry. The Internship Reflection helps you develop critically analyse industry practices, hone communication skills and identify professions that may be of interest to you. You are required to submit a thorough analysis via a comprehensive report and presentation.