Bachelor of Communication (Hons)
Branding &
Digital Marketing (ODL)

COURSE MODULES

Year 1

Learning Skills for Open Distance Learning (ODL)

This module will help you develop the learning skills required to pursue your studies through open and distance learning It is divided into three units - Managing Learning Environment (learning management skills, learning styles and ICT skills), Information Retrieval and Consolidation (information selection and handling, and information consolidation), and Study Skills (reading and marking modules, classroom participation, taking notes, improving memory, presenting, and preparing for examinations). 

Creative Idea Conceptualisation 

Conceptualising fresh ideas for any medium needs you to be able to think creatively, and out of the box. This module challenges your mindset by helping you understand the idea of creativity, and how to visualise an idea into actual product/project. 

Mass Communication Fundamentals 

This module examines the role of mass media in society, the history and roles of different media, their societal functions, process, and effects. You will also discuss and evaluate the policies that guide and shape the mass media and news media. 

Photography 

In this module, you will learn the basics of photography and digital imaging, covering display design to how to use a DSLR, and study the works of famous photographers. 

Principles of Advertising 

This module includes a comprehensive survey of basic principles and practices of advertising, providing a foundation for advanced advertising modules. You will learn about basic advertising concepts and the roles advertisers, agencies and other professional bodies play in the industry. 

Principles of Marketing 

This module discusses the role of marketing, and focuses on market analysis. You will be taught about product management, promotion, pricing, and distribution strategies. 

Consumer Behaviour 

Through this module, you will have a better understanding of consumers – and learn to appreciate values, beliefs, prejudices, and persuasion in the consumer’s lifestyle that impacts their thought process and decision making. 

Branding Strategy and Planning 

This module discusses the role of brand narratives and imagery, as a key tool for brand strategy. You will be able to define and analyse the key elements that goes into creating a brand, and learn to design and create your own brand narrative through a film or video. 

Creativity and Entrepreneurship 

You will learn the basics of creative entrepreneurial skills, while learning how to craft and propose a simple business plan. 

Digital Image Creation 

This module equips you to become more practiced in constructing page layout and designing skills. You will be introduced to publication and editorial tasks, including grid techniques, advanced typography, image manipulation and designing multi-page documents. 

Video Production 

In this module, you will learn how to maneuver video equipment from pre, to post-production, and how to employ the right techniques in field production. 

Year 2

Media and Communication Theories 

This module explores critical and theoretical approaches to understanding contemporary media - television, radio, and internet streaming media. You will examine the meanings, pleasures and practices associated with production and consumption of media content, where you will understand the application aspects of communication theories in research. 

Popular Culture 

This module examines popular culture from various sociological perspectives, which appears in many forms in our daily life. You will explore the roles and influence popular culture has upon daily life focusing on: cinema and television drama, literature, popular music and celebrity, food, shopping, and street culture, and cyberculture and new media. 

Critical Thinking 

You are challenged to change your mindset about creativity. Besides developing your creative thinking, you will hone your analytical skills, and learn the basic principles of critical and creative thinking skills. 

Media Ethics 

This module touches on media ethics and media standards, and is specifically designed to emphasize on responsible and ethical behaviors of practitioners. It is also geared towards meeting up with public demand of honest and fair reporting. 

New Media Technology 

The New Media module will introduce you to critical concepts and hands-on skills related to so-called “new social media”.  Study how new media phenomena such as the World Wide Web and Multimedia communication modify the user’s experience of text, and explore emerging new media specifically for the broadcast industry. 

Motion Graphics 

In this module, you will be introduced to approaches and techniques appropriate to the creation of motion graphics – from the theory and practice of planning, designing, editing, and creating time-based motion graphics. 

Applied Branding Management 

This module bridges the branding gap between theories and practical applications, and you will be taught how to execute visual communication for a branding or rebranding exercise. 

Visual Branding and Identity Systems 

You will understand the process involved in creating visual branding and identity for brands, and how it plays a significant role in making a brand stand out and recognized by the target audience and industry. 

e-Commerce 

At the heart of marketing lies the consumer and their marketing journey through the stages of awareness, intent, conversion and finally retention. In this module, students will learn how digital has revolutionized the interactions between firms and consumers along this journey.

SEM and SEO 

This module will provide an overview of effective web marketing techniques which includes search engine marketing and search engine optimization.    

Year 3

Research Methodology 

This module introduces you to the importance of research in today’s world. You will be taught to articulate your thoughts, formulate the right questions, and determine the most effective method of research to answer your questions about the world that you live in. 

Media Strategy 

This module describes the nature and scope of media research available, media objectives, and the rationale behind their objectives. You will be taught how to select, plan, and execute a media strategy, useful to broaden your career particularly in the communication industry. 

Internship

This module helps students to apply their learning beyond the educational institution, develop strategies which will extend their learning beyond the educational institution and merge with the industry. The Internship Reflection exposes students with critical and analytical thinking of the 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.

Web Analytics 

This is an overview of the digital analytics world that introduces you to the platforms, tools, and apps available in the industry. You will be learn the key concepts of web analytics in the digital marketing discipline and how web analytics can build knowledge of online customer behaviour and campaign effectiveness.

Final Year Project Research 

You will be exposed to the process of project planning and researching, from idea conceptualisation to project proposal. You will present a written and fully designed proposal explaining critical thought and analysis, background research and initial visual ideas, detailing your creative work, and expected outcomes. 

Final Year Project Execution 

You will build on skills and knowledge to be more engaging, and constructive in the development of ideas for an original portfolio project. Start the application process by using creative approaches and styles, and the art direction in the project execution. You will also be expected to formulate, plan, and co-ordinate your own research methodology and hypothesis.  

ELECTIVE MODULES

Year 3

Choose any two:

Copywriting Across Media 

This module will cover effective copywriting for traditional, digital, and new media covering Print, Radio, TV, Billboards, Internet, and various other alternative mediums. 

Creative Execution 

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

International Branding Strategies and Execution 

This module taps into the branding criteria of transferability and adaptability in taking the brand into the global marketing environment. You will be taught to assess the readiness and suitability of the brand into the international arena by examining existing case studies, taking into consideration the aspects of culture, economic conditions, consistency of brand elements, and the legal and ethical aspects of branding. 

Digital Content Marketing 

Reflecting the current interactive media prevalent in our society today, this module covers the understanding of fundamentals required in the form of direct marketing to the strategies and practice of interactive marketing such as social networking methods. 

Digital Branding and Business Strategies 

This module taps into the sphere of the connected world and takes branding into the digital dimension, enabling you to develop business-related skills by analyzing and assessing how businesses today need to brand their products, services, organisations, and experience online as a form of competitive advantage. 

Social Media Marketing 

You will get an overview of effective social media marketing techniques and strategies to cultivate high user engagement on the internet and mobile devices.