Digital Communications and Integrated Media Modules

Year 1

Media and Communications Theory 1

DCM1000

Theories of communication(s) and media provide a foundational knowledge base for students majoring in Digital Communications and Integrated Media. This module aims to introduce students to many well-known theories. Along the way, relevant media concepts will also be introduced. Through the learning of a curated set of theories and concepts, students will gain deeper and more holistic, nuanced and critical understanding of how ‘communication’ and ‘media’ work. Students will attain the necessary experience to become critical thinkers and skilful practitioners.The module will supplement theoretical discussions with examples and case studies, from both local and global settings, so that students will know how to apply the theoretical knowledge that they have gained in a practical manner, in line with the applied learning philosophy. Students are expected to prepare for their lessons by completing the readings and/or doing online research and group discussions. The topics covered include persuasive communication, media effects, information flows, active audiences, relational & group communications, organisational communications, public relations and communications & media industries. Students’ progress and learning outcomes are assessed through individual and group assessments.


Introduction to Research Methods

DCM1010

Research is a core approach to solving problems and providing solutions in the digital communications industry – knowing the audience/client and appreciating content is key. This module seeks to introduce students to the core principles of research and apprise students of quantitative and qualitative methods that will provide a foundation for the rest of the degree. Case studies will include social issues associated with the media and communications industry.This module focuses on teaching students foundational research principles and methods such that students are able to develop relevant and cogent research plans. As Applied Learning is integral in the delivery of this module, the module will consist of a series of seminars scaffolded to help students write an annotated bibliography, and robust research proposals. Students are expected to be prepared, by completing the readings diligently, for each session. The topics covered include the principles of research, qualitative and quantitative methods of inquiry, sampling, research ethics, and development of an annotated bibliography, and research proposals. Students’ progress and learning outcomes are assessed through individual and group assessments.


Fundamentals of Digital Web Analytics

DCM1015

As online usage aggressively encroaches into the daily lives of people, large amounts of data are readily found on web systems and technologies. This module seeks to apprise students of the basic workings of computer and web architecture, in order to familiarise themselves with how online data is handled and managed.


Digital Advertising, Branding, Campaigning

DCM1020

This module considers how branding and brand positioning impacts advertising and campaigns in the digital world. Students will learn to analyse brands, engage in development of brand strategy that is to be applied to digital advertising campaigns. Through this module, student will also learn how to pitch and compete in scenarios modelled after Professional pitching and competitions.


Digital Image Making

DCM1030

In order to be visually fluent, it is important to have the technical image making competencies associated with digital media and communications. Students in this module will learn the basics of digital image making through the use of lights, lenses, camera sensors, and related image making software for the purpose of telling visual narratives with still or sequential frames. Students will also be exposed to basic social theories surrounding photography, cinematography, and the digital image.


Scriptwriting and Storyboarding

DCM1031

Visual and auditory writing produce the blueprints from which the production team constructs the images and sounds on screen. Through a project-based applied learning approach, this module immerses students in techniques of writing for the screen. This module lays an important skill-set foundation upon which other modules in Digital Media Production will be built. The module will require extensive reading and writing with support through online flipped-classroom lectures designed to guide the students through the readings and writing assessments.


Digital Competency Essentials

UDC1001

This module focuses on equipping the students with essential digital skills incorporating all the MOE Digital Competency baseline requirements.The module consists of stackable asynchronous micro-learning e-modules. The topics covered include digital and data literacy, digital safety, ethics, data management, digital learning, and fundamental technical skills.Students’ progress and learning outcomes are assessed through online assessments such as quizzes and through practical exercises and assignment (where applicable). DiCE is a mandatory 2-credit module required to be completed by all SIT undergraduates enrolled in SIT-conferred or SIT-joint degree programmes and must be completed 6 trimesters upon matriculation into SIT. Students can plan their learning path on completing the stackable asynchronous micro-learning modules within one trimester or across six trimesters.


Integrated Work Study Programme (Career Skills)

DCM3300A

The Integrated Work Study Programme (IWSP) is an integral and compulsory applied learning component, which provides students with the opportunity to integrate what they have learnt in the classroom with what is practised in the real world, and vice versa. It comprises two integrative parts: i) work and ii) study. The work component refers to a work attachment that students undergo in various organisations, whereas the study component refers to the integration of knowledge and practice, as well as the development and the application of innovation skills. The study component also includes the ongoing development of career skills. The IWSP is a key learning platform that contributes to the inculcation of the SIT-DNA in every student.

The IWSP consists of 2 parts:
1)    IWSP (Career Skills)
2)    IWSP (Work Attachment)
IWSP (Career Skills) is a prerequisite requirement for IWSP (Work Attachment). Students must complete and pass IWSP (Career Skills) before they are allowed to embark on IWSP application for the work attachment.

IWSP (Career Skills)
Students are required to complete a set of five blended “Career Readiness Micro-Modules”. They serve to impart complementary skills to prepare students in navigating the IWSP application and the workplace - to have a growth mindset and be self-directed in their career development. The micro-modules include: Zoom workshops, e-learning materials and assessment tasks that students are required to complete. 


Research Methods for Communications

DCM1011

Research is a core approach to solving problems and providing solutions in the digital communications industry – knowing the audience/client and appreciating content is key. This module seeks to build on the core principles of research and apprise students specifically on quantitative and qualitative methods of inquiry on humans, and the intricacies of interpreting sample data. Case studies will include social issues associated with the media and communications industry.This module focuses on teaching students quantitative & qualitative research and statistical, concepts and procedures, such that students are able to produce a meaningful and cogent quantitative & qualitative research report. As Applied Learning is integral in the delivery of this module, the students will be expected to conduct and experience actual data collection and work with authentic data sets. The module will consist of a series of seminars scaffolded to help students develop a robust quantitative research report. Students are expected to be prepared, by completing the readings diligently, for each session. The topics covered include the quantitative research concepts, univariate and multivariate analysis, and inferential statistics, largely through the use of a quantitative statistical software. Also, this module will include qualitative research concepts, thematic analysis and reliability statistics, largely through the use of a qualitative statistical software. Students’ progress and learning outcomes are assessed through individual and group assessments.


Marketing Communications in the Digital World

DCM1021

Marketing communications is a sub-discipline within the area of media and communications, and is primarily concerned with the effective transmission of messages for the purposes of marketing and consumption. In this module students will learn the fundamentals of marketing communications as well as the particular ways in which marketing communications has changed with the advent of digital technology to effectively develop an effective digital campaign.