Digital Communications and Integrated Media

Digital Communications and Integrated Media

Programme Overview

The Bachelor of Science with Honours in Digital Communications and Integrated Media degree programme prepares students for excellence in Communications, Media, and Information work across a range of industries, where graduates have the skills to be hired as managers and account executives. Graduates will be able to work in a wide variety of fields, leveraging on skills gained in three core areas — Digital Web Analytics, Integrated Media Management and Digital Media Production.

Curriculum Highlights

  • Digital Innovations for Integrated Media
  • Marketing Communications in the Digital World  Producing 'Reality' — Documentary Production Social Media Analytics
  • Strategic and Public Communications 
  • Eight-month Integrated Work Study Programme (IWSP)

Career Opportunities 

Graduates can look forward to careers in these areas:

  • Digital Strategy
  • Data Analytics
  • Corporate Communications
  • Public Relations
  • Advertising

Eligibility and Exemption

Diploma holders from any of the five local polytechnics, A level / NUS High School Diploma / IB Diploma graduates are welcome to apply.

Subject to approval, diploma holders may apply for appropriate module exemptions on a voluntary basis. SIT will deliberate the exemption requests based on educational considerations.

Qualification

English Subject

Minimum Grade Required

GCE O Level

English as First Language

B4

International English Language Testing System (IELTS Academic Module)

International English Language Testing System (IELTS)

7.5 for all components (Listening, Reading, Writing and Speaking)

Polytechnic Foundation Programme (PFP)

English Modules

B

GCE A Level

General Paper/Knowledge & Inquiry

C

International Baccalaureate (IB)

SL ‘English A: Language & Literature’ OR
SL ‘Literature & Performance’

5

NUS High School Diploma

EL4101 or higher (EL5101, 6103) modules

C

Please refer here for additional requirements.

MODULE SYNOPSIS

Year 1
DCM1100 Media and Communications Theory

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 of the 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 who are beginning their academic journey in this degree will attain the necessary experience to become critical thinkers and skilful practitioners (though this is eventually depend on mastery in other modules as well).

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 – applied learning. Students are expected to prepare for their lessons by completing the readings and/or doing online research. The topics covered include semiotics, framing theory, persuasion theories, active audiences, uses and gratifications theory, media effects, agenda-setting theory, cultivation theory, knowledge gap hypothesis, spiral of silence theory, two-step flow model, diffusion of innovations theory, group communication and relational communication theories, theories of the network society and communication power, theories of the information society. Students’ progress and learning outcomes are assessed through individual assignments, and a group project to be presented in the second half of the module.

DCM1110 Introduction to Research Methods

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 a relevant and cogent research plan. It is designed for students in their first year of undergraduate studies and assumes familiarity with basic research methods. As Applied Learning is integral in the delivery of this module, the module will consist of a series of seminars and workshops scaffolded to help students write a robust research proposal. 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 a research proposal. Students’ progress and learning outcomes are assessed through individual and group assignments.

DCM1111 Fundamentals of Digital Web Analytics

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. This module has a specific focus on the use of MySQL and NoSQL in storing and accessing data online.

DCM1120 Marketing Communications in the Digital World

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.

DCM1130 Digital Image Making

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.

DCM1131 Scriptwriting and Storyboarding

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 assignments.

DCM1102 Digital Innovations for Integrated Media

What are the digital innovations that are transforming the media and communications landscapes, and how can individuals and companies capitalise on them to create interesting and engaging content, messages and stories? Drawing from theories of media and communication, this module intends to introduce students to the professional uses of digital media, going beyond personal consumption to see how companies leverage on technology to engage with users and consumers. Students in this module will hear real-world perspectives in current innovations from industry practitioners.

DCM1112 Data Visualisation Fundamentals

This module covers the fundamentals of visualising quantitative data. Whilst data collection is becoming increasingly sophisticated, the ability to successfully translate that data into something usable and consumable remains elusive. Students will work with a wide variety of data – consumer, social, financial, medical and scientific. Students will also be exposed to the social and cultural circumstances surrounding such data.

DCM1121 Digital Advertising, Branding, Campaigning

This module builds upon the principles learnt in marketing communications, and considers how branding, image, advertising messages and advertising campaigns are carried out in the digital world. Students will engage in real-life case studies surrounding digital advertising, branding and campaigning, to build and manage an advertising campaign pitch. This module will source heavily from industry partners for case studies and pitch mentors.

DCM1103 Introduction to Interactive Media Design

Design is an increasingly important aspect of the communications message. While not primarily designers, communications professionals are an integral part of the design process. In this module students will learn the basics of interactive media design, including User Interface/User Experience Design for websites, apps and other interactive devices.

Students will be introduced to a range of fundamental concepts and core basic technical skills for User Interface/User Experience Design, and the production of functional and aesthetically pleasing outcomes. With design aesthetics, facilitation for ease of use, clear and concise communication, functionality, and messaging as core production aims, students will engage in applied learning of design software to produce creative outputs for use across platforms.

Drawing on course readings and the expertise and experience of industry professionals, students will learn to articulate and communicate concepts of UI/UX design clearly and concisely with stakeholders.

DCM1133 Introduction to Collaborative Digital Media Production

This module immerses students in a hands-on, project-based approach to developing knowledge and skills in media production collaboration through crew-based media practice. Applied learning through engagement in hands-on practice with tools and techniques of contemporary media production is central to the module. Via flipped-classroom on-line mini-documentaries, industry ‘guest speakers’ will share about and demonstrate essential collaborative skills and roles in various areas of the rapidly transforming industry.

DCM1101 Writing for Digital Communications

Co-delivered with the Centre for Communication Skills, this module introduces and prepares students to write for the remainder of the degree. It will cover aspects of writing in the communications profession, including press releases, journalism, copywriting, screenwriting and public relations writing.

Year 2
DCM2100 Change Management

Through this module, students will develop an understanding of the challenges and opportunities presented by changes in science, technology, society and organisations. Through a focus on three themes of “Social Change”, “Organisational Change” and “Individual Change”, students will develop an understanding of how change occurs, why it occurs, and what we can do to anticipate, encourage and manage change. Students will think about and discuss a range of benefits that managing and understanding change may contribute to their lives, the organisations in which they work, and society as a whole.

Organisational change theories, and concepts regarding resistance to change will be introduced and discussed. Students will also develop knowledge of individual change. Through exploring their individual strengths and concepts of occupational identity, students will identify individual coping mechanisms and mindsets that may be employed when dealing with change. Students will discuss the potential ways of becoming both a change recipient and agent for an organisation and society.

DCM2120 Qualitative Research Methods for Communications

Good research methods allow for good ideas and good stories. In this module students will learn intermediate methods in gathering, analysing and interpreting qualitative data, with an emphasis on finding and interpreting social and cultural information. In particular, students will look at more complex forms of qualitative studies on media artefacts and human behaviour/responses.

DCM2110 Quantitative Research Methods for Communications

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 methods of inquiry, 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 research and statistical, concepts and procedures, such that students are able to produce a meaningful and cogent quantitative research report. It is designed for students in their second year of undergraduate studies and assumes familiarity with foundational research principles. 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. The module will consist of a series of seminars and workshops 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 Statistical Package for the Social Sciences (SPSS). Students’ progress and learning outcomes are assessed through individual and group assignments.

DCM2101 Career and Professional Development

The first component of the module provides students with the experience of going through the process of the job search, from submitting their job application letter and resume, to attending a mock job interview. Knowledge and skills acquired through this module are designed to strengthen students’ career planning and post-graduation job search.

Lessons are conducted via group workshops and e-learning, and guided practice with constructive critique. The topics include:
• Career Planning & Management
• Job Search Strategies
• Cover Letter and Resume Writing
• Interview Skills

The second component of the module focuses on professional ethical communication within the workplace. Lessons are designed to foster the development of audience-focused, goal-centred communication strategies, with an emphasis on written communication at the workplace. Students will engage in critical analyses of communicative texts and events, and the applications of principles of effective communication through a variety of communication activities.

DCM2121 Digital Storytelling

Digital Storytelling is the process by which stories are created, produced and delivered via digital channels. Rather than focusing entirely on the technical aspects of digital storytelling, students will learn the fundamentals of good stories through the study of literature and the practice of creative writing. From 20th Century poetry, contemporary Singaporean short films, and song lyrics, to anthologies of South-East Asian stories, students will be exposed to a wide range of storytelling techniques.

DCM2130 Producing “Reality” – Documentary Production

This module engages students in the critically reflexive practice of producing documentary media. Students will be immersed with both learning the craft, and developing a familiarity with existing bodies of thought on documentary practice, and the subjectivity of producing recorded ‘reality.’ The module blends theoretical reflections with film screening, critique, and hands-on team-based production.

DCM2102 Media Law and Ethics

In preparation to be media practitioners in Singapore, one must be cognizant of the legal environment in which one operates it. As such, this module seeks to apprise students of the legal issues associated with the media industry, specifically in the domains of journalism, broadcasting, advertising and Internet. Armed with an appreciation of various operating ethical principles, students would also have the opportunity to apply it to certain case studies specific to the media industry.

DCM2111 Web Metrics with Analytics Platform

The media communications industry adopts various web analytics tools to observe consumer online trends and generate insights for media companies. Tools such as Google Analytics, Adobe Analytics etc. are commonly associated with advertising and branding initiatives. This module seeks to teach students how to use a web analytics platform and explain online user behaviours.

DCM2122 Project Management for Creative Industries

Developed as a response to industry needs, this module educates students in the complexities and strategies to manage projects in the creative industries, including but not limited to development of websites and apps, account planning for media/advertising campaigns and the use of tools and techniques in more general project management.

DCM2131 Public Service/ Educational Media Production

This project-based applied learning module engages students in the study of behavioural change and learning through the use of digital media. Students will explore successful educational media programming and behaviour change campaigns from around the globe as they collaborate in teams to develop educational public service messages for a local or international non-governmental organisation.

Year 2: Digital Web Analytics Elective
DCM2210 Creative Data Visualisation

This module seeks to further hone students’ skills in working and visualising datasets in creative, innovative and insightful ways. Students will deal with presenting data in various fields, through the use of case studies.

DCM2211 Predictive Analytics

Predictive Analytics encompasses use of statistical processes to extract and analyse current trends and/or activities, in order to predict future events. Such processes help practitioners forecast consumer trends in the media industry. This module will teach students data mining and predictive modelling skills and will allow students to apply them in real life studies.

DCM2212 Social Media Analytics

Social Media Analytics is widely used to analyse social media channels. This module is similar to the concepts of web metrics on analytics platform except that it is specific to observing social media information, such as data gleaned from blogs and social media sites. This module seeks to teach students how to interpret social media data and perform network analysis.

Year 2: Integrated Media Management Elective
DCM2220 Internal Communications

As organisations grow and develop, so too does the need for better communication between individuals and departments. This module engages students in effectively and efficiently implement internal communications strategies in medium and large organisations. The module covers the processes of developing internal communications messages – planning, audiences, message and channels.

DCM2221 Digital and Visual Ethnography

In this advanced qualitative methods course, students will learn how to conduct ethnographic research using digitally enabled techniques. Derived from the field of Anthropology, “ethnography” is an increasingly popular approach to social science research in the creative industries. In this module, students will learn how to leverage on the techniques and tools of ethnography to research and develop understandings of their chosen subject (individual, community or industry).

DCM2222 Strategic and Public Communications

An increasingly complex society demands an increasingly sophisticated way of communicating public policy, messages and campaigns. In this module, students will learn about the intricacies of public communications, and the specific problems and solutions to communicating messages to the public, especially in the area of health, science, policy and crisis. Drawing on local, regional and international case studies, we will consider how messages are best distributed fairly and effectively.

Year 2: Digital Media Production Elective
DCM2230 Historically and Globally Informed Digital Media Production

Beginning with a look back at the first early experiments with the principles of optics and concluding with contemporary practices of digital media production, this module draws references from around the globe to help students understand the historical and geographical roots behind the development of the medium. This is an applied learning project-based module in which students will develop understandings through replication of techniques in their collaborative projects. The module will require extensive lecture and media viewing outside of class hours.

DCM2231 Media Production for Marketing

This module immerses students in applied learning through the production of media for marketing. Students work will be guided through a series of important questions including: How do ideas catch on in the 21st Century? How do we use stories to get others to adopt behaviours we wish to impart? In what ways do advertisers produce conceptualisations of the product-market fit? How do marketers make use of contemporary technological compulsions?

DCM2232 Innovative Interactive Media Design

In their first year of study students were provided an Introduction to Interactive Media Design, and here at the end of Year 2 students are afforded an elective enabling them to apply to the interactive media design process the techniques and knowledge accumulated through two years of study. Through flipped-classroom lessons and recorded interviews with industry professionals, students will be exposed to advanced techniques and issues of Interactive Media Design. Lessons learned from course readings and flipped-classroom content are to be reflected in the project the students develop throughout the course of the module.

Year 3
DCM3100 Capstone Project

Capstone Project is to provide students with an opportunity to explore and investigate a research topic/problem of interest that is relevant to the digital communications and media industry. It is expected that students will conduct a reasonably detailed, rigorous piece of original research in three consecutive trimesters.

DCM3101 Integrated Work Study Programme

The Integrated Work Study Programme (IWSP) is a practical immersion into the workings of the communications and media industry. It is an applied learning experience nurturing the development of skills-ready graduates through the students’ engagement as legitimate peripheral participants in ongoing communities of practice in the communications and media industries. The IWSP is designed to:

1. Equip students with career and professional skills.
2. Afford opportunities for students to apply knowledge to practice through engagement in industry work.
3. Foster opportunities to develop industry skills in situ within the industrial workplace.

DCIM IWSP students will be employed as full- time employees with industry partners for two consecutive trimesters.

DCM3102 Multidisciplinary Group Project (Strategic Communications)

In this module students will develop and undertake a multidisciplinary group project, bringing together skills, theories and knowledge gathered throughout the degree programme, to culminate in a collaborative team-effort project. Working in groups (with separate and distinct roles), in consultation with the module leader, academic faculty, and industry professionals, the students will develop a project related to Digital Communications and Integrated Media that demonstrates a synthesis and understanding of the interrelated aspects of the programme across the three spheres (IMM, DWA, and DMP). This project may take multiple forms, for example, it may be a full advertising campaign pitch, a community involvement/public service media project, a brand strategy with media buys, or a short film.

Year 3: Digital Web Analytics Elective
DCM3210 Contemporary Topics in Digital Web Analytics

This is a placeholder module that seeks to update students with the latest developments in the Digital and Web Analytics sphere of excellence in the programme. Novel and innovative items in this sphere will be introduced and taught here.

Year 3: Integrated Media Management Elective
DCM3220 Contemporary Topics in Integrated Media Management

This is a placeholder module that seeks to update students with the latest developments in the Integrated Media Management sphere of excellence in the programme. Novel and innovative items in this sphere will be introduced and taught here.

Year 3: Digital Media Production Elective
DCM3230 Contemporary Topics in Digital Media Production

This applied learning module will expose students to aspects of the latest developments in Digital Media Production Industry as they relate to the subjects of the DCIM programme. Specific topics will evolve and change with the aim of providing students opportunities to develop understandings of contemporary topics and practices in digital media production. Topics for the module will be developed through research into the changing practices of the industry, and conversations with innovative and insightful industry professional.

Campus Location
SIT@TP Building
SIT@TP Building

Temasek Polytechnic
Blk 29B Tampines Ave 1, Singapore 528694