FMDS Advanced Diploma in Digital Media Design

"Design is a formal response to a strategic question." - Mariona Lopez

Programme Overview


Design Fundamentals

This module teaches students about the role of visual communication within a context and explore design problem through historic and contemporary precedents. Students will be taught how to critically analyse and how these has been communicated to the intended audience. Students will also learn about various modes of communication, characteristics of communication and communication contexts and technologies. Students will get to experiment with various techniques, styles, materials and processes. Students will also learn about pre-post production process. They will be exposed to the various process techniques and issues covering pre-post production in visual communications.

At the end of this module, Learners should be able to

Learning Objectives:

  • Conduct research to understand Visual Communication fundamentals
  • Craft drawings and sketches to communicate ideas or designs
  • Create informed design work based on principles of visual communication.
Design Studies

This module teaches students how to analyse and evaluate a piece of design work in terms of Purpose, Message, Audience and Image. Students will be taught with contextual awareness of graphic design practices, appreciation and exploitation of design constraints, working with a broad spectrum of materials and technology, applying reflection and testing within the development stage through the traditional and computer means. Students are required to generate visual communication ideas to fulfil complex visual arts objectives involving typography, composition and colour. Students will be taught awareness of techniques and processes of typography in both print and digital forms, to understand and apply the current terminology and to creatively explore skills within graphic design. Students will be taught the fundamental principles of managing text, material and images; using traditional skills to complement and inform digital editorial design. Students will be taught the principles of colours that can be applied to design work. Colour terminology, colour legibility, contrast & harmony, colour management and colour association will also be covered. Students will be taught the various types of printing process and various types of paper and ink as well as finishing process. Students will also learn the use of relevant design software to design and develop a print design.

At the end of this module, Learners should be able to

  • Understand and apply Visual Communication Components
  • Develop visual communication ideas to enhance visual formats of design in terms of typography, composition and colour
  • Propose suggestion to enhance visual communication outputs by integrating media, materials and processes
Music Production And Desktop Publishing

This module teaches Learners how to record, mix and master audio tracks using an audio interface and digital audio workstation

Learning Objectives

  • Apply EQ and filters to specific audio tracks
  • Bounce tracks into new audio tracks
  • Mix down audio tracks for archiving
3D Modelling And Animation

This module teaches students on user interaction for various platforms to provide desirable user requirements, needs, emotional and values. This module aims to enhance students with the understanding with various methodology, terminology and benefits of Interaction design. Through Human-computer Interaction (HCI), Students will learn to create and develop low and high-fidelity prototypes. Upon completion of this module Students will developed and present a multimedia prototypes with a specific end user in mind and conduct meaningful feedback to evaluate the success or failure of the interface design.

Learning Objectives:

  • Conduct user research to identify intended user experience
  • Create low and high-fidelity prototypes to enhance positive user interaction
  • Develop interaction designs using software tools
  • Design and develop multimedia prototypes
Principles of Advertising

This course teaches Learners the basics of advertising. They will learn the differences between traditional and digital advertising. They will also learn how to execute advertising campaigns.

  • Explain the basics of advertising
  • Describe traditional forms of advertising
  • Describe digital forms of advertising
  • Plan and execute advertising campaigns
E-Commerce Theory And Practice

This module teaches Learners about document specification and technical standard of website design. These include objective, goals, project scope, target audience, website content structure, technical requirements, project requirements and design requirements. Learners will explore the design and technical aspect of digital design. Emphasis is placed on the creative combination of aesthetics and technical skill to produce engaging user experiences, backed up by an awareness of how different devices and platforms meet user needs. Leaners will explore mark-up language such as HTML and CSS for generating and styling content, basic scripting languages for creating dynamic content and advanced interactivity, media optimisation techniques and the process of acquiring, uploading and managing server hosting to produce live web-based prototypes for the purposes of designing interfaces, digital content delivery systems, and the practical coding skills which is required to implement high fidelity functional prototypes. Finally, Learners will test the prototypes to gather user experience pain points and are required to debug for any design and technical issues to optimise and validate live-based prototypes to achieve effective and efficient user experience.

  • Develop blueprints, document specifications and technical standards of web interface prototype design.
  • Develop prototypes’ visual web specification for evaluation
  • Develop high fidelity functional website prototype
  • Debug prototype with stakeholder to gather feedback improvement usability and design
Design Major

In this module, students will work on a project for a start-up or an existing business. They will apply everything that they have learnt in the previous modules to create a branding strategy for the chosen business. They will also execute the branding strategy through crafting brand collaterals and creating a digital and multimedia communication. They will also craft a strategic plan encompassing a management plan to execute business innovation products, a business development plan to scale up successful business model innovation projects, a risk management plan and a marketing plan.

Professional Practice/ Live Project

Students will have to find an internship position with any creative agency or organisation that employs designers. They would have to serve in that agency or organisation for 3 months. They would need to submit a report to FMDS at the end of the 3 months regarding what they learnt, the work they did and how the internship has helped them understand the industry better.

Entry Requirements

Direct Entry
Applicants will be enrolled directly into Advanced Diploma programmes if they meet the following criteria:

  • Singaporean and Singapore PR applicants: Completed a Diploma in any discipline OR
  • 3 GCE A Level subjects including General Paper with a D grade for each subject, or equivalent OR
  • Completion of an FMDS Diploma with a minimum Credit grade
  • Foreign applicants: Completed a Diploma taught in English or completion of Diploma not taught in English with minimum IELTS score of 5 or minimum TOEFL score of 55, or equivalent OR
  • 3 GCE A Level subjects including General Paper with a D grade for each subject, or equivalent OR
  • Completion of an FMDS Diploma with a minimum Credit grade


Conditional Entry
Applicants will be given conditional entry into Advanced Diploma programmes based on the following criteria:

  • Submission of a design portfolio subjected to assessment by FMDS Academic Team AND
  • Submission of resume and Letter(s) of Identity from employer(s) for matured candidates of minimum 25 years of age with a minimum of 2 years of working experience in a related field AND
  • Completion of an FMDS Diploma with a minimum Credit grade

Course Duration

Full Time: 24 months, 5 days a week, 3 hrs a day
Part Time: 24 months, 3 days a week, 3 hrs a day

Career Opportunities

Graphic Designer. Freelance Graphic Designer. Graphic Design Manager. Art Director. Creative Director. Marketing Manager. Product Designer. Book Designer. Journalist Graphics Creator. Instructor. Brand Consultant / Manager. Web Designer, Packaging Designer. Designpreneur. Design Studio Manager.

*Module information is tentative and will be subjected to changes as determined by First Media Design School at its discretion.

Advanced Diploma is conducted on both Day and Evening classes.

All information listed are indicative and subject to change as determined by First Media Design School at its discretion.

First Media Design School reserves the right, at its discretion, to change, modify, add, or remove portions of the Course Information without prior notice. Information accurate as of 29 May 2019.

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