Diploma in Digital Advertising

Course Overview

Think of brands, advertisements and marketing campaigns. Does any come to mind? If you can remember a specific one, then it has served its purpose. Keeping up with trends, creating unique concepts and finding new ways to impress consumers - the world of marketing and advertising is incredibly exciting and fast-paced. Are you interested in the ways companies and businesses choose to advertise and market their services or products? Do you always have ideas of how certain campaigns and advertisements could improve? 

As one of the most established advertising diplomas in the country, this programme is fully accredited by the Malaysian Qualifying Agency (MQA).​

Learning Outcomes

• Hone your interest in the field.
• Develop your skills in marketing and advertising.
• Become a versatile professional in the creative industry.
• Gain access to advance standing into Year 2 of the BA (Hons) in Advertising and Design or Year 3 of other degree programmes offered by the University of Sunderland.
• Gain access to advance standing into the BA (Hons) in Marketing Management or Year 3 of the BA (Hons) in Advertising & Digital Marketing offered by the University of Northampton.
• Upon completion, gain a Diploma from the International Advertising Association (IAA), New York.

COURSE MODULES

Year 1

Principles of Advertising

You will get the chance to study basic advertising concepts and the roles that advertisers, advertising agencies, the media and other related professional bodies play in the industry, as well as how the industry works to reach its target audience.

Communication English

This subject aims to help you express your opinions and views in English and to further improve reading comprehension as well as write academic essays confidently. 

Marketing Research

This module's focus area brings you up to speed on research terminology, the basic principles of statistical methods and sampling theories, as well as various types of research applications in the marketing communications field. 

Media: Research Strategy, Planning and Buying

You will explore the nature and scope of media research available and set media objectives and their rationales. This module also teaches you how to plan and execute a media strategy. 

Computer Graphics

You will be introduced to the most basic design software used today and taught to handle simple and basic computer design functions and applications.

Creative Thinking

This module invites you to change your creative mindset by helping you to understand creativity, what it takes to be creative and how to be a creative thinker. Besides developing your creative thinking, it also helps in honing your analytical skills.

Introduction to Sociology

This module will expose you to the discipline of sociology, theories and its research methods. It discusses the relationships between individual cultures and society, and how social and cultural forces influence personal experiences and group behaviours. 

Mass Communication

This module encourages reflection upon the relationship between mass communication and our society. You will be taught the various communication elements and processes in order to better understand media messages and the impact of media content on audience attitudes and behaviour.

Marketing Principles

This module gives you the opportunity to analyse the role of marketing, managing markets from the perspective of information system management, analysis of markets, managing products, promotions, as well as pricing and distribution strategies. 

Presentation Skills

This module exposes you to the skills needed for effective presentations. It also encourages you to think critically about your audience and the purpose of presenting while planning for and delivering a presentation.

Year 2

Advertising Campaign Management

This module introduces you to the business of advertising through the critical role of an account manager. It follows the logical progression of account-planning tasks from start to finish. It equips you with the knowledge and practical aspects of how to formulate an advertising campaign. You will also be introduced to the essentials of executing a campaign based on a client’s brief. 

Brand Management

A company’s most important asset is its brand. This module focuses on honing your understanding of the importance of branding, creating and enhancing brand value as well as managing the brand. It blends theory, concepts and the practice of brand management through lectures, exercises and case study discussions. 

Consumer Behaviour

This module helps you look at the modes by which consumers obtain information and make decisions about products. It also helps you perceive how consumer opinions and attitudes are formed. You will develop a better appreciation of values, beliefs, prejudices and persuasion adopted in consumers’ lifestyles. 

In-Company Practical Training

This module helps you develop strategies which will extend your learning beyond the educational institution, into the industry. The Internship Reflection exposes you to the critical and analytical thinking of industry practice, communication skills and identification of professions that may be of interest. A thorough analysis will be documented in the form of a comprehensive report and presentation.

Digital Marketing

This module reflects on the current interactive media prevalent in our society today, especially pertaining to internet technology (but not limited to this medium). You will cover the basic fundamentals required in this form of direct marketing, as well as the strategies and practices of interactive marketing such as social networking. 

Creative Concept Development

This module focuses on hands-on assignments, where you will learn the ideation processes in which creative thinking is carried out and developed into advertising concepts. This process teaches you to become an advertising idea generator. 

Creative Process and Execution

This module looks at the creative process, its basic disciplines and applications, creative thinking, creative approaches and styles, art direction and execution. 

Cross Cultural Studies for Advertising & Marketing Communication

You will be provided with an overview of the different aspects of culture and its relationship with marketing and advertising strategies. 

Final Semester

Contextual Studies

You will explore the history, theories and contexts of advertising, design and media. This module investigates the causes and influences of advertising and design-related practices in broad cultural and contextual frameworks, which are fundamental. You will learn to analyse stereotypes, notions, value, class, race, gender, spectatorship, psychology and art movements, through application of critical theories and media theories. 

Portfolio Building

This module will focus on building a great Book (the creative portfolio) customised to your strengths, though creating on-strat and conceptually grabbing campaigns from various briefs. 

ELECTIVE MODULES

Choose any 2 modules below:

Visual Communication

You will delve into a cultural analysis of visuals and their meanings. Workshops/studio time will be used to experiment with these relationships and further explore your technical skills and knowledge.

Copywriting

This module will cover areas on effective copywriting and copywriting for various media, such as print, radio, TV, billboards, etc. 

Integrated Marketing Communications

This module synergistically blends various marketing communications aspects (advertising, sales promotion, public relations, direct and interactive marketing, and personal selling) to effectively promote a product. You will be required to apply this knowledge in planning and developing a relevant and effective IMC campaign.

International Marketing

This module provides a deep understanding of international business and how marketing relates to other businesses in serving the needs of overseas consumers. It also develops curiosity on the dynamics of a fast-changing environment.

MPU MODULES

Bahasa Melayu Komunikasi 1 or Pengajian Malaysia 2

Bahasa Melayu Komunikasi 1 teaches international students the basics of the Malay language to help in their daily communication. You will also learn to read, write and understand simple sentences and paragraphs in Malay. Pengajian Malaysia 2 discusses history and politics, the Constitution, administrative systems and structures, community and unity, nation-building and religious beliefs. You will foster a strong sense of national identity and patriotism

Study of Religions

This module aims to develop your understanding of living religions of the world with emphasis on fundamental doctrines and beliefs, historical development, institutions, teachings and also practices.

Bahasa Kebangsaan A or Problem Solving and Decision Making

Bahasa Kebangsaan A helps in grasping the national language to effectively communicate, and express thoughts clearly and creatively through verbal and written communication. Problem Solving And Decision Making introduces you to the concepts and strategies in problem solving and decision making. Students are expected to apply these concepts and processes to a variety of problems and scenarios within the creative communications industry.

Serving Our Society (S.O.S.)

S.O.S  is a student-run society that supports both local and international community work, as well as strengthens the bond between students and staff through community activities.