The course gives students the creative and technical knowledge and skills they need to become professionals in the multimedia design industry. It first equips students with the fundamental, broad-based skills in graphic design. Following that, students learn to transform 2D graphics into 3D by creating dynamic interfaces and integrating programming capabilities. They are provided with the opportunity to research multimedia design trends and issues in order to produce integrated suites of digital design solutions that take into account aspects of culture, economics and
- Art Director
- Web Designer / Developer
- Applications Developer
- Multimedia Designer
- Video Producer
- Video Post-Production Artist
- 3D Animator
- User Interface Designer
Advanced Diploma in Digital Media Design
Duration : 2 years
• Design Fundamentals
The module introduces students to the basic elements and principles of design, their use and applications in solving various design problems. Students will gain familiarization with the visual interactions between design elements through theoretical and practical implementation of design principles and explore various media, develop critical ability and also to demonstrate an understanding of design principles through a series of visual communication exercises.
• Type and Layout
This module aims to analyze and explore the fundamental knowledge and principles of typography. Students will be required to research on history of type and develop understanding on aesthetic, structure typeface letterforms and managing hierarchy of information in typographic context. By understanding the principles of typography, students should have the ability to improve the meaning of a message, explore various aspects of digital typography, express and communicate idea to improve the quality of design thought.
• Digital Illustration
This module will introduce students to develop their conceptual skills utilize through advanced vector-based / digital illustration techniques such as; gradient meshes, blends, filters, custom brushes, symbols and masks. Concentrating on digital illustration, this module encourages students to experiment through drawing skills combined with computer illustration software to produce a dynamic body of work / vector graphics to create designs that clearly communicate ideas and information within Visual Communication and commercial context.
• Digital Photography
The module aims is to provide students on the foundations of digital photography. Throughout these topics, students will be taught the importance of photography as an important visual element of communication as a medium of expression. This module will also encompass; photographic vocabulary, framing, composition, “rule of thirds”, lighting, texture, pattern, lines, depth of field, perspective, space and color. Students will be expected to demonstrate an ability to use the digital media and tools competency in their final photographic project.
• Design Thinking
The module introduces the students the importance of creativity & problem solving in visual communication. Students will learn the necessary knowledge on how to integrate creative-problem-solving methods into the design process in order to generate effective design solution. Through key topics such as “Problem Defining” and “Idea Generation”, which includes various creativity techniques, the module will help students to approach design problem from fresh perspectives with the aim of increasing the quantity of fresh ideas. The essence of the module is to provide guidance to students on the creativity process of developing thinking patterns that foster creativity.
• Drawing Fundamentals
This module aims to provide students with a range of fundamental of analytical and observational drawing techniques to develop conceptual drawing skills for visualization. The course will introduce principles of drawing technique and personal interpretations in drawing as well as examining line, tonal value, volume, spatial relationships and composition, form, texture, perspective and basic human anatomy. This will allow students to develop confidence in their visualization drawing skills as a means of visual communication.
• Digital Image Processing
This module will introduce the fundamental aspects of image enhancement and manipulation with the Adobe Photoshop imaging software. Students will improve their visualizing technique and produce complex digital images; exploring technical and aesthetic aspects of the image manipulation processes such as digital image creation with an emphasis on photo-illustration, hybrid illustration techniques, image capture, compositing, retouching, stylistic treatments, shading, and simulated three-dimensional imagery aspects of the manipulation processes most widely used in the graphic media industry.
• 3D Techniques
This course aims to develop skills in creating 3D models, illuminating the scene, materials, creation, texturing, effects, creating camera controls and basic rendering. Students will learn advanced computer modeling skills using Maya software system and the practical component of the course will take the student through the steps and techniques required to create realistic 3D objects.
• History of Visual Communication
This module introduce students to the foundation of design history which encompasses the study, classification, and analysis of the key art movements in the early, late, and post modernism period. Student will gain familiarization with the historical background and signature visual style of some of the most influential art movements in visual communication such as Art Nouveau, Bauhaus, Art Deco, Swiss Style, Pop Art, etc.
• User Interaction Design 1
This module aims to provide students with theoretical knowledge and practical experience in the fundamental aspects of interaction design. The emphasis will be on the process of designing user interaction design by examining works of interface design from the perspective of user experiences, navigational hierarchy for usability and interactivity, graphics, and human-computer interaction conceptual frameworks.
• Screenplay and Storyboarding
The module aims to provide the students with the knowledge and skills of storytelling and storyboarding, the process of visual planning the film before shooting. The emphasis will be on the visualization skills, visual storytelling, narrative structure, rapid sketching, character development, acting, lighting and camera angles into a sequential visual story. Upon completion of the module the student will be able to develop storyboards and digital animatics to effectively illustrate the story.
• Academic Research and Communication Skills
This unit covers key aspects of research and communication studies in academic contexts relevant to students of design and marketing. Students engage in collaborative learning activities throughout the term in order to develop their teamwork skills.
Students learn to locate, understand and critically evaluate information from books, journals, the Internet and primary sources in order to do effective research. Using these sources of information, students then produce an extended piece of analytical writing and give oral presentations to their peers. Skills in doing primary research (i.e. conducting focus groups and surveys), accessing and evaluating information, paraphrasing, using established referencing systems, applying the principles of effective communication and the professional presentation of documents are all covered during the module.
• Semiotics and Mark Making
The module provides students with an opportunity to develop a solid foundation in mark design.
With emphasis on meaningful communication, students will be guided to explore semiotic studies and
creative application of mark making techniques in areas of visual communication such as interface
graphics, signage system, and visual identity. The guidance will take the form of lectures,
demonstrations, practicals, and critique sessions. The components of the module include semiotics in
mark making, visual simplification and abstraction, pictogram and ideogram, signage system design, logo design approach in visual identity, etc.
• Motion Graphics and Effects 1
The module provides participants with the knowledge and skills to create compelling, functional, engaging interactive and digital media design. Students will build interactive HTML animations for web, digital publishing applications and rich media advertising, reaching both desktop and mobile browsers. This module will also enable the students to develop design thinking skill, user interaction experience and critical sensibility with emphasis on the roles and responsibilities of an multimedia/ graphic designer in this ever-changing industry.
• Web Design 1
This module aims to introduce the basics principles of Web Design. The Students will be provided with the necessary knowledge and skills through practical exercises, lectures, demonstrations and examples. This module will also enable students to explore the process of Web Design from drafts to uploading of finalized design to the server (FTP). It will also encompass the implementation of the interface design to HTML, CSS and web standard. Upon completion of this module student will be able to understand and develop a Web Design Project.
• Visual Identity System
The module introduces the students to the function of visual identity system as part of the brand image development. Students will learn the basic approaches and essential knowledge of creating effective visual identity system, which contributes to generating and sustaining positive brand image. Students will also examine the relationship between visual identity system and the strategic brand development by means of research, study and analysis, which will culminate in the form of a brand manual.
• Digital Videography
This course focuses in the technical aspects of video production, editing and display. Students will begin by understanding how the human detects motion and light, relates to the technical concepts of frames and movies. Students will also gain a basic understanding of digital sound production for video as well as audio composition, synchronization and recording. This course will request the students to produce a short film; using transitions, multiple subtitling, multi-camera shooting and sound editing.
• Web Design 2
This module aims to provide students with advanced techniques and skills to create standard-compliant webpage design for the World Wide Web by hand-coding using HTML & CSS and uploading of finalized design to the server (FTP). Students will be expected to demonstrate the ability to implement CMS (Content Management System), Responsive Web Design, basic SEO (Search Engine Optimization), database and applying jQuery to create a dynamic web design focusing on usability, accessibility, interactivity and web standards. Upon completion of this module student will be able to create an advanced dynamic Web Standard Design Project with Adobe Dreamweaver.
• Creative Media
• Motion Graphic and Effects 2
This course provides an opportunity for students to further analyze and explore the techniques and technology of experimental video editing effects and motion graphics genre through the application of theory and practice. The student will study the principles and practices and learn how to develop creative concepts, redefining the boundaries of visual effects video, sound editing and engage an audience through video as a means of creative expression.
• Portfolio and Show reel
This module aims to provide students with the opportunity to conduct an intensive investigation of their design projects and develop a personal portfolio that reflects their understanding of design principles and both creative & visual communication problem solving abilities. This module will emphasize on review and revision of assignments, creative self- assessment, portfolio preparation, resumes writing, presentation skills and job interview in the digital media design / games design / animation industry. Upon completion of the module, students will have acquired the necessary training and portfolio to job seeking opportunity for an internship position in the digital and media design industry.
• User Interaction Design 2
• Design Studio 1 – Digital Media Project
This module aims to provide students with a practical platform to experience the pace and demand of an actual digital media design studio. Students will produce a comprehensive interactive media design project by strictly follow the standard professional practice that includes design process such as research, analysis, project planning, critical thinking, concept development, presentation, production execution and implementation. The emphasis of the module is on fulfilling the brief requirement as well as developing relevant creative design solution to engage an intended user / viewer / audience during the design process on a given project specifications and each stage of the design approval by the lecturer within a projected timeline.
• Industrial Attachment
This module aims to provide students with the opportunity to gain real-world industry experiences and professional practices in their chosen discipline. It allows students to establish connections, develop useful contacts, and gain industrial skills and an overall perspective of the discipline. The industrial attachment is intended to enhance students’ educational experience and prepare them for their careers.
• Major Project
This module aims to prepare students with a broad range of interactive media production skills combined with an appreciation of emerging possibilities of the new media. The course will equip graduates with an understanding of how the media works and to recognize the place it occupies within the Advanced Diploma Course in Digital Media Design context. Student will select to create a project either in Web, Interactive Media, or Digital Video applications and should be of an advanced level in scope and function. In order to simulate a professional multimedia production, students will be encouraged to work individually to cultivate independence and management skills. Expected Learning
• Design Studio 2 – Digital Media Project
This module aims to provide students a practical platform to experience the pace and competitive demand of an actual digital media design studio. Students are required to produce effective comprehensive design independently and to follow strictly the standard professional practice that includes design process such as research, analysis, project planning, brief generation, concept development, production execution and implementation with professional presentation. In such simulation of the real-world design environment, students will play the role as the design studio (designer) while the lecturer will act as the client who will give the project specifications and approvals to each of the design project. The emphasis of the module is on fulfilling the brief requirement as well as making conscious and relevant creative design solution during the design process within a projected time line independently.
Bachelor of Multimedia Design (Honours)
Duration : 1 year
• Introduction to Multimedia Technology
This module provides the most essential skills in handling multimedia tools and designing multimedia content in a development environment. Furthermore, it provides an overview of the interactive multimedia industry, the profession and career options, the market, and production, forming the basis for the study of digital arts and technologies.
• Law for the Creative Industries
The aim of this subject is to examine the legal environment in which local and international contemporary design oriented professionals operate. It is designed to equip students with knowledge of the basic legal principles, and more generally common law systems. The module focuses on contract law and dispute resolution, duty and standard of care, tort and negligence, copyright, and personal indemnity insurance.
• Project Management
This module covers topics which include project management processes, tools of project management, project resources management, roles and responsibilities of the project manager, project risk assessment, project scheduling, cost estimation and performance analysis, and budgeting.
• New Media & Interactive Environment
New Media And Interactive Environments will encourage students to extend their multimedia knowledge and practice to include time based, spatial and instillation work. Utilising new and emerging approaches to digital art and design, students will apply their multimedia skills to less conventional applications. In addition to this, students will experience and incorporate a range of design methodologies and approaches from a range of other design disciplines including fashion, interior and product design.
• Sustainable Design
The aim of this subject is to give students an awareness of the importance of designing for sustainability in addition to providing a valuable knowledge of current sustainable technologies, materials, design innovation and practitioners.
• Entrepreneurship and New Business Development
This module is designed to provide students the theoretical concepts and practical tools for entrepreneurship and new business development. It aims to encourage students’ interest in starting own firm, and also to provide the skills and knowledge in managing, influencing and stimulating entrepreneurial activities. Students will engage in the entrepreneurial process, from the idea generation stage to the collection of information, further refinement of the original idea to produce business plan and idea pitching. Student will develop competencies, techniques, and skills about entrepreneurship, set within a reflective and critical approach to study business development in the modern economy.
• Professional Attachment
This module provides students with the opportunity to experience significant time working in a professional design studio/ workplace. Students will contribute to the studio production at their level and establish working relationships with professional designers and potential employers as well as gaining a working knowledge of the practice of design and production. Students will negotiate a learning contract with their placement supervisor and subject coordinator.
• History and Critical Studies
Students will research and analyze the historical events and movements in graphic design history and how they have significantly influenced contemporary graphic design works such as corporate identity and visual system design, advertising design, motion graphics design, packaging design, poster design and so on. The development of the phonetic alphabet-letterforms, writing and typefaces will be equally examined with particular reference to the impact of technological developments such as the printing press, mass media reproduction and the digital revolution. Students will then demonstrate their knowledge through the research, design and presentation of a piece of work, which is inspired by the historical events or movements in graphic design history.
• Visual Exploration
This module is the advanced version of Visual Studies. Through a series of studio-based assessment tasks and in-class studies, students will learn critical and conceptual problem solving techniques in addition to ‘traditional’, non-digital, technical graphic design creation skills and techniques. Within this module students will also begin to develop their own visual language and style, resolve key issues of visual representation and gain better knowledge in graphic media
• Digital and Applied Illustration
This module will introduce students to develop their conceptual skills utilize thro’ advanced vector-based / digital illustration techniques such as; gradient meshes, blends, filters, custom brushes, symbols and masks. Concentrating on digital illustration, this module encourages students to experiment through drawing skills combined with computer illustration software to produce a dynamic body of work / vector graphics to create designs that clearly communicate ideas and information within Visual Communication and the commercial context.
• Environmental Graphic Design
The project covers all phases of a design project from inspiration, through conceptualization to production. Students will learn the basic approaches and essential knowledge of creating effective visual identity system, which contributes to generating and sustaining positive brand image. Students will also examine the relationship between visual identity system and the strategic brand development by means of research, study and analysis, which will culminate in the form of a brand manual.
• Advertising Design
This module introduces students to the field of advertising design studies. Students will be exposed to the different theories, design and principles of advertising, the techniques and approaches practiced by advertising agencies also and the practical skills required while planning and developing a successful advertising campaign. Students will explore media across a range of both print and digital. Students are encouraged to challenge and explore the possibilities on the relationship among “big Idea”, “media” and “target audience” by emphasizing on the creative aspects of advertising.
• Game Design
Students in this module learn about the history of the classic 2D video game and the state of 2D development today, to understand commonly used gaming terms and plan a video game production, understand the basics of the game design, and how to create their own art assets to be synthesized into a unique interactive video game of their own design.
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