Media Communication

The objective of this unit is for Students to develop a broad understanding of media practices, current events, media content and pop culture. This unit requires Students to have a studied understanding of communication as a social science. It is critical during this course, and particularly in this unit, that Students keep up to speed with current affairs, media trends, and public opinion. This unit is assessed based on research work, a major essay and class presentations.

Learning Objectives:

• Develop a keen sense of media events, pop culture, and industry practices
• Understand communication theory in the media like the hypodermic needle theory, spiral of silence, critical theory and cultivation theory
• Present research work into academic papers in correct formats

Digital Graphic Manipulation

This unit has a strong focus on digital image manipulation software and their application in various design disciplines. This includes both print and screen based outcomes. Students will explore the use of vector based graphic software for page layouts, respecting grid systems, guides, and competent image ranking. Extensive coverage of raster based applications for screen and print graphic design, will be explored through industry standards technically, theoretically and conceptually.

Learning Objectives:

• Demonstrate competent use of vector illustration, lens based photography and digital imaging software
• Demonstrate ability to digitise primary source material for manipulation and high-level design outcomes
• Demonstrate technical understanding of digital imaging terminology, and industry practices
• Creative application of imaging skills for design according to brief specifications

Digital Sound Design

Sound design is often neglected by inexperienced designers, but it is an element that cannot be ignored. A great movie can be easily destroyed by bad audio. In animation, voice overs are recorded first, and music edited before 2D or 3D synchronisation occurs. In this unit, Students will experience digital multi-track recording practices for various outcomes like television, radio, interactive content and animation.

Learning Objectives:

• Analyse audio content for balance, optimum gain and flow
• Demonstrate an understanding of audio equipment in a mixing desk and audio setup
• Use stereo and multi-track applications competently
• Understand music technology in theory and practice

Website Design and Multimedia Publishing

This unit provides Students with essential skills required for internet publishing and understanding interface development for other display and storage devices. Technical issues involved in website design will be discussed in detail while focusing also on the overall design. This includes typography, the lack of a fixed dimension on the right and bottom of a page layout, vast differences in ppi (pixels per inch) application and optimisation methods, and of course GUI (graphical user interface) standards.

Learning Objectives:

• Demonstrate a clear understanding of Internet publishing technologies and innovations
• Give due consideration to technical and design limitations on web publishing
• Conceptualise and complete websites with appropriate mastheads, consistent visual styles, coherent flow of information, and creative expression
• Apply video, motion, audio and visual feedback where and if required to communicate client briefs to specified target audiences

Interactive Games Programming and Design

In this unit Students will use multimedia scripting languages and moving visual techniques to create interactive games for the internet or offline media. Although scripting, debugging, testing and audio-visual design is important, Students will also be required to conceptualise storylines, plots, characters and game play deeply.

Learning Objectives:

• Use audio-visual feedback to communicate feedback to users in real-time
• Generate creative scripts, visuals and audio effects to create atmospheres and game environments
• Produce creative and engaging content for distribution on appropriate media
• Demonstrate competence in using scripting languages for gaming interfaces

Typography and Design

Typography applies to all levels of design. Text exists on television, magazines, the Internet, mobile phones and even ATM machines. Legibility is an issue that needs to be considered whenever and wherever you work on a layout space. This unit will require Students to understand basic typographic terminologies, and their practical applications in print, and screen base outcomes. This should be evidenced through research, documented processes leading up to creative work.

Learning Objectives:

• Critically analyse others’ work in traditional and contemporary practice
• Understand and articulate typographic terminology
• Implement typography principles professionally in own creative work

Music Production

The unit will provide Students with the necessary skills to produce digital music without any prior musical experience. Students will use sequencing software to create original drum loops, bass lines, organ key chords and melodic leads. The ideas will be layered into musical arrangements at various tempos, time signatures, and influences

Learning Objectives:

• Conceptual understanding in routing and setting up a mixing desk
• Demonstrate the ability to develop new and original drum and bass tracks
• Produce royalty free music for radio and TV commercials or other media
• Understand MIDI sequencing techniques and software instruments
• Use software synthesizers and virtual effects competently

Motion Graphics for the Internet

With the advent of interactive innovation, many possibilities have opened up for moving visuals on the Internet that was previously only available for offline content. This has resulted in a highly competitive industry with dynamic visuals, animated type and layout components, and integrated video. The graphical user interface environment has become an extravagant playground for creative artists, and demanding users. This unit will focus on the front-end aesthetics of interface design, but it will also require basic programming to achieve publish complete products for distribution.

Learning Objectives:

• Analyse industry work and influences for creative outcomes
• Demonstrate competency in GUI (graphical user interface) design with audio-viual feedback and overall layout compositions
• Visually communicate objectives to fixed target age groups with motion graphics and type elements
• Publish outcomes in correct resolutions and specifications for the Internet and other digital storage devices for mass distribution

Desktop Publishing

Media communications is a broad study of different media, and print is a crucial elements in media communications, press kits, advertising materials, news and feature articles require professional treatment and strong concepts to achieve the right results. Industry professional will take you through the entire print process from ideas, to finished product. Students will need to understand prepress technicalities but also achieve creative results.

Learning Objectives:

• Competently use desktop publishing applications to achieve desired outcomes
• Creative execution of ideas for industry standard outcomes
• Demonstrate the ability to conceptualise a complete editorial, respectful of legibility, pagination, mastheads, and other DTP requirements
• Prepare outcomes for repress

Motion Graphics for Television

With the rapid increase in broadcast channels on cable TV and digital table around the world, the demand for motion graphic designers has steadily risen and professionals are needed to fill this demand. The unit, Motion Graphics for Television focuses on generating specific skills involved in the creation of animated titles, program trailers, cinematic sequences, and TV commercials. Students will be introduced to colour correction for television, synchronised moving type elements, special effects, and industry formats and resolutions

Learning Objectives:

• Analyse industry work and influences for creative outcomes
• Understand and articulate industry terminology in practical applications
• Visually communicate objectives to fixed target age groups with motion graphics and type elements
• Render outcomes to correct resolutions and specifications for international broadcast standards

Television Production I

This unit will introduce Students to the key concepts involved in filming video according to storyboards, scripts, and direction. An understanding of the different camera movements and framing terminologies are critical in achieving the desired footage for editing later. Students will be deeply involved in the operation of technical equipment used in digital video for television, the setting up and use of lighting systems, reflectors, boom microphones, filters and gels. Students will also need to capture video footage into workstations for postproduction.

Learning Objectives:

• Demonstrate logistical competence in managing location shoots
• Demonstrate competency in the use of technical audio video equipment and lighting systems
• Coherently interpret scripts storyboards for visual communication on screen
• Produce edited video in correct formats, standards and specifications

3D Modelling and Animation

To really take advantage of the different motion graphics applications in the industry, you must master the use of different digitally rendered graphic components. Thus far, you would have understood how to create and manipulate 2D graphics like vector and raster components. This unit will add a powerful tool into your arsenal of tools to generate dynamic visuals for television and the Internet. Visual components you see on TV that rotate in a 3D space are not created from filters or effects within a time-base animation editor. They are created separately in 3D modelling computer applications. You will learn how to create these complex objects either for standalone animation or for export to other motion graphics packages.

Learning Objectives:

• Demonstrate competent use of 3D applications in creative work for different media
• Demonstrate competent understanding of 3D space in motion graphics and applications
• Apply observational skills in the modelling techniques
• Create synchronised animated outcomes with created objects according to brief specifications

Motion Graphics for Visual Effects

This unit specialises in creating advanced visual effects and moving visuals with computer graphics. Students will be exposed to a wide range of techniques and industry practices that produce quality visuals for broadcast television. This will need to be synchronised edited sound effects, music and voice overs. In order to fully exploit the skills taught in this unit, Students are advised to complete ‘3D Modelling and Animation” first.

Learning Objectives:

• Effectively utilise 3D components in motion graphics and time-based applications
• Explore techniques in creating fully synchronised moving visuals for television standards
• Apply special effects techniques according to brief requirements
• Use acquired skills to take creative concepts from ideas to finished products in correct formats

Television Production II

Students participating in this unit will have completed all the requirements of “Television Production I”. This is to ensure that the basic operation of technical equipment is understood. A much higher level of conceptual creativity will be required to achieve the necessary outcomes of this unit. Students will be shooting on high definition cameras at 16:9 aspect ratios with correct lighting setups for short story film production. This will require both indoor and outdoor scenes, and logistical coordination within tight deadlines.

Learning Objectives:

• Demonstrate logistical competence in managing indoor and outdoor location shoots
• Use high definition video equipment competently
• Conceptualise creative ideas for production of short stories
• Produce edited video in correct formats, standards and specifications

Principles of Advertising

This unit requires Students to formulate coherent creative advertising campaigns that communicate client messages to specific target audience groups. This involves skilful identification of target audience groups with industry terminology. Understanding advertising methods through research, analysis, case studies, and practice. Students will be given simulated and commercial design briefs for practical study and creative brainstorming. These ideas will be taken to studio based sessions where the concepts can be realised into final artwork for review.

Learning Objectives:

• Interpret advertising briefs into critical components
• Generate creative ideas and evaluate them against market, demographical, psychological, lifestyle and behavioural research of target audience groups
• Develop ideas and concepts into professional artwork
• Demonstrate ability to pith ideas to clients professionally

Digital Content for Mobile Devices

This unit focuses on practical and theoretical studies into digital content for mobile devices, like cellular phones, smart phones, PDAs (Personal Data Assistants), and portable media players. This involves research and analysis into runtime requirements, operating systems, and display resolutions for multiple publishing over network and hardware technologies.

Learning Objectives:

• Competent understanding of existing mobile network and hardware technologies
• Ability to conceptualise dynamic content that encourages repetitive access periodically
• Develop creative content respecting visual aesthetics and legibility
• Content management, testing, and troubleshooting processes

E-Commerce Theory and Practice

With a firm understanding of visual and creative concepts in website design, you can now take your online publications to the next level, by integrating backend technologies to electronic businesses or organisations. Full processes in e-commerce theory and practice will be explained through case studies, practical assignments, and research

Learning Objectives:

• Competent understanding of e-commerce technologies
• Evidence of understanding of e-commerce strategies through proposals and reports
• Able to integrate backend technologies to websites with due consideration to functionality, visual aesthetics, and practicality
• Content management, testing, and troubleshooting processes

Professional Practice and Portfolio

It is critically important that Students prepare themselves for job interviews and portfolio reviews in searching for a job in digital media design. In this industry, or the industries in chosen specialist field, a portfolio review is compulsory, and this subject will prepare you for it. Students will compile their projects into coherently structured presentations of themselves in the form of printed artwork, digital CDs, or online portfolios. Students will also have to create their resumes and attend a simulated job interview, as part of the requirement of the unit.

Learning Objectives:

• Ability to organise and structure your work into coherent presentations
• Produce a resume according to job requirements
• Produce a visually expressive and experimental presentations of yourself
• Demonstrate ability to present and communicate yourself professionally, in formal or semi formal contexts

Specialist Project

In this unit, Students will be required to negotiate a specialist brief for a final major project. This project will require Students to demonstrate competency in a chosen specialisation, which may include 3D modelling and animation, video for television, multimedia authoring, motion graphics, or a combination of any of the above. This project will be assessed on final outcomes and also research work leading to decisions in the concept, visual style, and communication.

Learning Objectives:

• Develop a creative brief, timeline, and action plan with fixed objectives to communicate to a specified target audience group
• Document the process of developing creative ideas, analytical ideas, analytical research, exploration and experimentation
• Show clear understanding of media influences and factors affecting your concept and overall approach
• Evaluate your creative solutions against the negotiated brief
• Extend your communication skills through appropriate audio and visual language
• Select the appropriate media solutions to meet your brief
• Realise final outcomes accurately and professionally

Studio Practice

This unit will require Students to either acquire an internship with a company based on a portfolio review and job interview, or studio practice within a media and design company affiliated with ‘First Media Group of Companies’. This component of the advanced diploma programme is meant to provide Students with real studio experiences and a great starting point for commercial projects for Students’ portfolios

Learning Objectives:

• Develop Students’ experience at the workplace
• Encourage teamwork in real situations
• Experience real project briefs and client servicing
• Work under supervision of creative art directors, project and accounts executives