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

Introduces basic social science theories of media and communications to students. Starting with historical models of communication, students will appreciate how communication has changed over time and where it is positioned today in the digital world. Theories of semiotics, signs, codes and non-verbal communication will be covered. Upon completion of this module, students are expected to have a deep appreciation for the theories of media communications, and how it applies to the media communications landscape.

DCM1110 Introduction to Research Methods

Research methods are a core approach to solving problems and providing solutions in the communications industry – knowing one’s customer or client is key. This module seeks to introduce students to quantitative and qualitative methods that will provide a foundation for the rest of the degree. Case studies will range from advertising/product development to more social issues such as community building and social networks.

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 familiarize themselves with how online data is handled and managed. This module has a specific focus on the use of MySQL 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 competencies associated with media and communications. Students in this module will learn the basics of digital photography and how to use photography to tell visual narratives. Students will also be exposed to basic social theories surrounding the photograph.

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? 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. This module in particular will invite industry practitioners to come and give students real-world perspective in current innovations.

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, and 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 still 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.

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

Change is a constant in a postmodern society. In this module, students will learn and appreciate the intricacies of social and organisational change, with a particular focus on Singapore. The first part of the module focusses on social change in Singapore, including war, gentrification and health issues. The second part deals with organisational change and strategies to cope with and manage change.

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 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 surveys, oral history interviews for the purposes of storytelling and participant observation studies.

DCM2110 Quantitative Research Methods for Communications

This module builds upon the principles learnt in Introduction to Research Methods, and considers how quantitative data can be used to infer characteristics of the population. Through the use of renowned social science statistical software, students will perform various analyses to make sense of the communications field.

DCM2101 Career and Professional Development

As preparation for their Integrated Work Study Programme, students will be trained to develop their own personal brand through interview skills, comportment and resume crafting. In particular, students will learn to create their own professional online persona so as to reach out to companies.

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 war poetry, to contemporary Singaporean short films, 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
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 organization.

Year 2: Digital Web Analytics Elective
DCM2210 Creative Data Visualisation

Details on this new module will be published soon.

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 Google Analytics 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 seeks to teach students how to effectively and efficiently implement internal communications strategies in medium and large organisations. The module will cover the processes of developing an internal communications message – 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 digital techniques and in digital realms. “Ethnography” is an increasingly popular term in the creative industries, but has also been misused and misunderstood. In this module, students will learn how to leverage on the tools of ethnography to create stories and data 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 behaviors we wish to impart? In what ways do advertisers produce conceptualizations of the product-market fit? How do marketers make use of contemporary technological compulsions?

DCM2232 Innovative Interactive Media Design

Details on this new module will be published soon.

Year 3
DCM3100 Capstone Project

Students will demonstrate their skills and knowledge, taught over the previous trimesters, through this capstone project.

DCM3101 Integrated Work Study Programme

The Integrated Work Study Programme is a practical immersion into the workings of the communications industry. Here, students will be able to apply for competitive full-time jobs with industry partners, working at the capacity of a graduate hire.

DCM3102 Multidisciplinary Group Project (Strategic Communications)

The multidisciplinary group project brings together skills, theories and knowledge gathered throughout the degree to culminate in a team-effort project. Working in groups but with separate and distinct roles, students will decide amongst themselves a project related to Digital Communications and Integrated Media. This could be a full advertising campaign pitch, a community involvement project, or a brand strategy with media buys or a short digital media production.

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

Details on this new module will be published soon.

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

Details on this new module will be published soon.

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

Details on this new module will be published soon.

Campus Location
SIT@TP Building
SIT@TP Building

Temasek Polytechnic
Blk 29B Tampines Ave 1, Singapore 528694