What's DMC all about?

Yes, DMC incorporates the aspects of TV, radio and journalism. But is that it? What do we learn, exactly  - and what do the terms "PR' or "Advertising" mean? How is Psychology related to our course?

So. Let's take a look at what are the main categories that our course revolves around: Public Relations (PR), Advertising, Writing, Psychology, Design and Production and Integrated Marketing Communication (yes, we agree that they sound chim (: but they're essentially pretty simple to understand)

#1 Public Relations

Public relations is basically how you handle your company's image. Think of crisises that have happened, and how companies dealt with it.

Currently, if there are SMRT breakdowns, we are given free bus rides and are redirected to the right places, plus the breakdowns are announced on twitter, giving you live updates - that's good PR, because despite the crisis, they're taking steps to remedy the crisis. 

PR is basically, free, and can be done in times of peace or times of crisis.
In PR, you don't pay for your good image, like you do in advertising. For example, sometime in late 2011, there were some hot Abercrombie and Fitch models standing near Orchard (in Singapore) and you could take pictures of/with them for free? 

That's PR - because, they technically didn't pay any money for an advertisement, or to boost their image. They didn't do a feature on the newspaper. However, people took pictures of them, upload them on Facebook, Twitter etc. and KA-BOOM! You have a million people who suddenly know about Abercrombie and Fitch and are talking about it. There was news coverage of this on many sites - and A & F didn't pay for the news coverage, it was free. 

#2 Advertising

Okay, so the closest we knew of advertising before joining DMC, was …well, an advertisement on TV, like the Mocha advertisement. But, hey, we learnt that advertising isn't all about just filming some random video with a product in it. And, it doesn't just include TV advertisements. 

Posters, brochures, banners, web banners, youtube ads, SBS, SMRT ads - these are all an integral part of advertising. 

Key Point: Advertising, doesn't need to be boring.

For example:

Credits: http://www.flickr.com/photos/prosales/4219293984/

The challenge for advertising - is that it's got to be something that stands out. Doesn't that snake look real?!

#3 Writing. 

That's pretty much self-explanatory: we do report writing, article writing, and feature writing. So, it could be covering news pieces (crime, sports, politics,) or like entertainment news (celebrity gossip, interview with a famous person etc.) We also learn what kind of questions to ask, how the flow of the article should be etc.

#4 Psychology.

Why learn Psychology? Well, by understanding consumers mind-set, we can appeal to them. For example, why do people buy Nike over Adidas? It could be the same water bottle, but is it the brand that affects the purchase, or the price, or how their image will appear to be by buying a certain product? 

By knowing the answer, we can advertise or do PR more effectively, as we understand how people think and work better. Ours is a people-oriented industry, hence, understanding people is the key.

#5 Design and Production

Design and Production varies from learning photoshop, down till learning how to use profession cameras, how to edit videos, making short films, acting as the cast, learning about lighting, sound and so on and so forth. (: It's a pretty fun module to learn.
For those of you who aren't technical, this is a good time to learn some basic technical stuff, or do other stuff like script writing, or being in-charge of logistics, etc.

#6 Integrated Marketing Communication.

So, you hear this word everywhere. What is this?!

Okay, to put it simply, it means combining all these modules together to form one main massive module. It means using PR, advertising, psychology, Design and Production - all together, to create campaigns.

So, for example, your assignment is to create a campaign around a water bottle. What can you do? 

We've broken this up into the different course modules/content:

For Psychology: What are the factors that people consider when they buy a water bottle?

For advertising: What is the main selling point of this water bottle/How is it different from other water bottles? (Create an idea, and where you want to advertise)

For Design and Production: How are you going to design/produce this ad? (Video, brochures, banners? Make samples/prototypes)

For PR: Is there anything you're going to do, to create free publicity? (Like people doing a flash mob about the water bottle, or giving out free water bottles?)

So, in a nutshell, IMC combines all the modules, to create a campaign. You finally learn how all these modules sync together. (: 

With that, we hope that whoever is keen on joining DMC,  will have a clearer idea of what this course offers. 

It's an amazing course - because we learn varying modules, and learn to put them to practical application and meld them together.

So, any questions about DMC? 

Tweet us, Facebook us, or just leave a comment below. (:

For more info, on the specific modules for DMC, check out our SP DMC official website.

See ya later!

Who wants to be a DMC student?

What is DMC?

Always know what you're getting. That's the advice that is closely followed by everyone.
Nobody likes to get something and then realise that it is not what they wanted.

 This is especially true when it comes to our education. So who better to ask about the Diploma in Media and Communication course than our very own lecturer Ms Trudy Lim? Before joining the School of Communication, Arts and Social Sciences, Ms Trudy has been working as a journalist in the New Paper.
Now, she is known as a caring lecturer who always ensures that her students are doing well in school and will not hesitate to offer advice.


Q: So Ms Trudy, Why is our course called ‘Media and Communication’ and not ‘Mass Communication’?

While I'm not quite sure where the term had its origins, I know that we don't just consider ourselves as a Mass Communication Course. Mass communication generally refers to the traditional media such as TV, newspapers and radio, wheras our course goes beyond that. We go into digital media, social media, and the disciplines of advertising, public relations and events management. While mass communication courses touch on these areas, our course is broader-based because we focus a lot more on all the different areas, rather than specifically TV, radio and newspaper. Our target is to expose them to all the different areas. Yes you can have a career in TV or radio. Yes, you can have a career in PR or advertising. But first you need to know what it's all about and we want to expose our students to what we call 360 degree communication, which is how all the areas work together.


Q: So, in DMC we offer 360 degrees communication (which integrates all the different aspects of PR, Advertising, Events Management, etc. together), and expose students to all these different areas. But, what if a student comes in only wanting to learn about a certain area, like journalism? Would he be forced to learn other things as well?

I prefer to look at it as the student getting exposed to things he hasn't been exposed to before and he may like it, and find a new passion. I think students who have a closed mind, a narrow view, will suffer in this course. Being able to learn what you enjoy, and being exposed to other areas that you may enjoy, I think that is the advantage of education. The point of education is to expose you to new things and open up your mind - not allow you to have a closed mind to new things.

Q: Do you feel that there are common traits DMC students share?

Yes, let me put it this way: we are looking for a certain type of student when we open up our doors to applicants. The type of student who would excel at this course would be a student who is vocal, very willing to speak up and very willing to write. They have strong views, are creative, willing to step out of their comfort zone, willing to step out and try new things.

Q: What kind of careers have graduates actually gone on to undertake?

 Generally, we'll be looking at the communications industry, which is very wide anyway. We have graduates in the field of public relations and advertising. You could also go into journalism, corporate communication, and events management. But we also had students who go into areas that are less directly related. Some go into teaching and social work. In fact, one of our graduates is in the Family Service Centre doing outreach for programs to families. There are other bits and pieces as well. From here you can go on to the faculty of arts and social sciences to study, say, social work or history or political science or any number of courses. We also have students who study business and end up more on the business side of the fence, so to speak. But a large majority would be in communication related industries. That means the production side or writing side or accounts management for PR, or advertising or other communication-based agencies.

Q: What are some of the internships that DMC students can look forward to?

Okay, first of all we have two ways that you can get an internship. One way is to look for a company that you really want to work for and apply directly, and then let us know and we will facilitate the necessary paperwork. Another way would be for you to let us assign the internships. So you fill in your preferences in a form (and we have a lot of large companies that come to us with a list of interns that they require) and then we do a matching. So we have interns at SPH, MediaCorp, at top PR companies like Edelmen, Hill and Knowlton, as well as at top advertising companies at Ogilvy and Mather, BBDH, and others. We also have interns at large companies doing corporate communications such as advertising or public relations. These companies actually include Capital Land and DBS bank. Far East organization has also accepted our students before. So, there is a very wide range of options available for our internships.

 Q: Which universities can DMC graduates study at, to further their studies?

Students who graduate from DMC can go on to local or overseas universities. The Diploma in Media and Communication course has been around for 13 years, so we have quite a lot of graduates. In terms of local universities, SMU, NUS and NTU do take in our students.

Q: Lastly, is there anything you would like to say to students who are thinking about joining DMC, but are sitting on the fence?

I would say you need to know yourself. You need to know if you have an ability to communicate and a desire to communicate. This course is basically about communication. But if you do have a passion for communication, and you want to learn as much as you can about all the different areas, we are definitely the best choice. That wraps up our interview with our very own lecturer Ms Trudy.

So if you do have a passion for communication, then all of us here at Singapore Polytechnic’s Diploma in Media and Commuication would hope to see you studying here with us soon!

 If you would like to know more about our course, please do follow our DMC twitter @CassyDMC or like our facebook page at www.facebook.com/spmediacomm.

Until then, see you!

In The Shoes of A DPA Student

Ever wanted to apply for a course but you are afraid that your grades weren’t good enough? At Singapore Polytechnic (SP), we strongly believe in the holistic development of an individual so there are definitely other alternatives to get into your dream course, e.g. DMC!

Meet Mandy Chng, a Year 2 student of the Diploma in Media and Communication (DMC), who went through the Direct Poly Admission (DPA) route to get into the course that she is currently in.

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Hi Mandy! Can you tell us more about yourself?
I am someone who loves listening to music, reading and writing. I really enjoy attending gigs when my favourite bands such as Two Door Cinema Club and Alt-J are performing. I feel that music and writing are mediums for me to express myself.

So Mandy, can you tell us how you got to know about DPA?
I happened to be on the SP’s website one day when I came across the banner talking about how I could sign up for DPA. SP’s website was able to inform me about what DPA is all about as well as the criteria that needs to be fulfilled.

Why did you choose to enter SP DMC through DPA? 
With my passion for music and writing, it sparked an interest within me to pursue a career in the media industry. I decided to enter through DPA to secure a better placing in SP DMC. DPA reassures that I would get into the course I am passionate about. You’ll never know if you will perform well during ‘O’ levels.

Did you feel like there were a lot of expectations being a DPA student? 
Not really. I had to sit through interviews and a test that required us to write about an interesting news article that I have read. The lecturer in-charge who took me through was Ms. Trudy, she was very patient and encouraging. I was fortunate to have Ms. Trudy as the lecturer in-charge of my class in Year 1.

Were you given a head start to DMC as compared to other students? 
Yes! The DPA students and I attended camps. Through the camps, I made a lot of friends from different courses before school even started. I felt more exposed to poly life and it definitely prepared me for school. I also attended a Design Thinking and Video Production course, which helped me greatly in the modules of DMC.

How did you feel about your whole experience as a DPA student?
It was indeed a very enriching experience. I learnt a lot and I think it has made me a better equipped student with more knowledge. I also enjoyed being able to meet all sorts of people from the different courses.

Would you encourage students to apply for DPA?
I would recommend students to apply for DPA if you are absolutely sure of the course you are interested in. It gives you a much better chance of being able to enter the course you want. It exposes you to other opportunities, and you’ll learn things that you might not necessarily get to learn in your course.

Are there any advice for potential DPA students out there?
Be sure that you’re applying to a course that you’re serious about and interested in. During the selection process, don’t be afraid or shy to show off your skills, be impressive, and be open to meeting new people and experiences. There is really nothing to lose through this application, just give DPA a shot!

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The Mass Media Research Press Conference Team!

Mandy has been actively involved in recent DMC events such as the Mass Media Research Press Conference: Impact of Social Media on Youth Well-Being and Happiness, where her group emerged as one of the top two research teams in the cohort.

She is also involved in Singapore Polytechnic Integrated Marketing Communications Plus (SP IMC+), an inaugural event that is organized by students for students. Before the SP IMC+ planning process, the whole Year 2 cohort had IMC tutorials taught by the lecturers. After which, the students were put through the application process when the students were tasked to organize the event. For SP IMC+, Mandy is in the Design and Marketing Team where she has to come up with design concepts for the event. With the photoshop skills acquired in her first year, Mandy is able to apply them to use.


Visit http://www.sp.edu.sg/dpa for more information on Singapore Polytechnic’s Direct Poly Admission!

Also, if you have any questions, please do not hesitate to:

- Tweet to us at http://www.twitter.com/CassyDMC

- Post them at http://www.facebook.com/spmediacomm

 

Friday Blues - Contest

Hi guys, stand to win a $50 H&M gift card by taking part in our Friday Blues contest! Follow us on twitter @cassyDMC to find out more! The rules & regulations are as follows!

Rules and regulations for Friday Blues:

• All photos uploaded have to be hash tagged with #FridayBlues or it will not counted as a contest entry.

• Photos can be uploaded on any platform, however, the link has to be in a tweet.

• The photo tweet has to be tweeted to @CassyDMC.

•  Twitter accounts have to be unlocked or we will not be able to see the entry.

• The contest will end on 19 Jan so all photos have to be tweeted to us by then.

• The winner will be announced on our Twitter and Facebook account by 19 Jan and will be notified via Twitter.

Learning with DMC - Contest

Wondering where students of SP’s Diploma in Media and Communication study everyday in school? Curious to know what our classroom looks like? Learning with DMC will bring you sneak peeks into our classrooms and learning environments this week through our Twitter account: @CassyDMC!

We would also like to know what sort of learning environment you have! Want to win a $40 Kinokuniya Bookstore voucher? Simply tweet (mention) us a photo of YOUR learning environment of the day from 14^th to 18^th January 2013 with the hash tag #LearningwithDMC! With some creativity, you might just become our lucky winner!

Rules & regulations for Learning With DMC:

• Contest will start from 12:01AM on 14^th January 2013 and end at 11:59PM on 18^th January 2013.

• Participants with locked twitter accounts will have to unlock their accounts in order to participate ,as we are unable to view locked account tweets.

• Winner will be notified through Twitter at 12PM on 19^th January 2013.

Note: Prize voucher has its own set of Terms & Conditions, which is set by Kinokuniya Bookstore.

Perks of Being a DMC Student

Diploma in Media and Communication (DMC) boasts a whole range of awesome perks that our students really fancy, benefits that are exclusively yours when you join DMC. DMC provides anything from excellent working environment to value-added education. Here are the 'Top 10 Perks' that you would love to get your hands on. Moreover, if you have been following @cassydmc (DMC's very own Twitter account) you would have been equipped with more than 10 perks. In any case, read on!

1. The Agency

Really trust DMC when it says that it will equip you work-ready! This space is exactly how a professional communication agency in the industry looks like, from the entrance all the way to the workspaces. Working here daily makes you feel like an industry professional. You can easily draw inspirations from materials such as our very own student-made advertisement. Still not impressed? Whenever you get too stressed up with work, there are games such as Boggle, Pictionary and Tetris, which help you relax. Catch this video to find out more about our Agency:

2. Fully-furnished Radio & TV Studios (SPace)

Go on air, host a show and get noticed! Produce, direct and record your very own TV show! DMC provides you these spaces fully equipped with up-to-date technology that is of industry standards. You will have everything you need - be it the latest camera equipment or the latest songs for your listeners – to create your quality show.

Our very own DJ booth.

Our recording studio.

3. Run your own events, be your own boss

Take charge and be your own boss! In DMC, we prepare you for the industry by letting you run your own real-life events. Much time and effort would be invested, but the experience makes it all worth it! The abundant opportunity ranges from executing events to conducting workshops. A notable example is the annual student-run conference by DMC Year 2 students on the Media and Communications industry, which attracts over thousands from all over Singapore.

 IMC+ 2013 (An Integrated Marketing Communications Event) - Planned and Prepared by our very own DMC Year 2 Students

 Have you spotted our advertisements yet?

 SPMCC 2012 (Singapore Polytechnic Media and Communications Conference) was also organised by our DMC Year 2s in 2012!

Wouldn't it be nice to see your work up on MRT Advertising spaces?

4. Tweeting during lessons and be graded for doing something you love

Tweeting! Blogging! Working on any topic of your interest! It is so amazing that DMC gives you space to do what you love and be graded for it, and it is #sopossiblewithSP.

Love fashion? Why not express your area of interest onto Social Media and be graded for it. Check out Deedee Durrani, a Year 2 student who blogs about her interest in fashion on her Tumblr webpage:

Dee Dee shows off her passion for fashion on this blog. It's also part of her assignment in school!

5. Working with real life clients

You won't be treated as a mere student here. You will officially be regarded as an 'Agency Executive' that allows you to work on real-time projects. Our students are given the responsibility to work with big names in the industry to create a marketing campaign for them and more. Yahoo!, Samsung, SMRT and Mentholatum are some of the companies that we have worked with. Such chances come by only in DMC.

2011 - Year 1 Marketing Project

6. Be Starstruck

Did we hear a scream for Jack Neo and Bobby Tonelli? Be prepared to be starstruck in DMC! Through frequent special visitations and field trips, you will get plenty of opportunities to learn and exchange ideas with famous industry experts and media personalities. Not forgetting, you get to rub shoulders and take pictures with them. Even one of lecturers was a famous radio DJ at HOT 98FM, Mario Lajarca, you will get to see him almost everyday!

Bobby Tonelli and Divian Nair in our very own SPace DJ Booth!

Mr Mario Lajarca

7. Field Trips & Overseas Study Trips

Ever been inside a MediaCorp recording studio? Yes, we have been and done that, to witness George Young (Yes, George Young!) in action hosting ''Million Dollar Money Drop''. How about the bustling capital city of Thailand, Bangkok? Our students will be visiting the Headquarter Office of Starcom Mediavest Group, DMC’s mentor partner to gain knowledge from media experts. Starcom Mediavest Group is one of the largest communications agency, and the trip will equip you with experience that is essential in understanding the processes of this industry.

Admission Tickets to Million Dollar Money Drop. (SCREAMS) Yes, George Young right before our very eyes.

And yes! We had free admission to the Hermés Exhibition back in October 2012.

8. First Hand Lecturer Knowledge & Experience

Don't ever doubt the powers and ability of our lecturers! With years of experience under their belt working with big corporations such as The New Paper, Straits Time and Mediacorp, they wield broad and deep understanding of the different aspects in the media industry. Not only that, every week, students welcome the top-notch industry experts to come in for lectures on Integrated Marketing Communications (IMC).

Some of you might know her from SP+U Open House! Our very friendly Lecturer cum Course Councillor, Ms Trudy used to work at The New Paper.

9. DMC - Family

It's not all about grades and projects in DMC. As course mates, we share, we care and we play as a family. How do we achieve such friendly environment? Through our CASS events, we invite everybody to unwind and take time off work. With events such as Movie Fright Night and Lepak Friday, we bond through eating food and watching movies. It doesn’t get any better than this.

The Agency ain't just for work, it's for fun too! :)

10. Showcasing your talents through many platforms

If you can talk the talk and walk the walk, DMC has all the platforms for you to strut your stuff! We even have our very own famous rapper, Shigga Shay! Every year we give our talents an opportunity to showcase through 'CASS Factor'. SPace, our very own student initiative platform, encourages sharing of videos, pictures, writing and even your own music. 

Our CASS Family's very own talent time. If you have what it takes, join us and be our Star!

We not only have one stage for you to perform. We present you, OUR VIRTUAL STAGE. Upload all your videos of your special talent here on SPace. (Yeap, we're not only a Radio Station, we have a Talent Portal too! Run by students, for students.)

We proudly present to you our top ten perks of being in DMC. Well, there are a lot more of perks and if you want to find out more follow our Twitter account - @cassydmc and our facebook page . For students that are already students of DMC tweet us about what you think are the perks of being in DMC.

As students of DMC, we're just telling you what we experience here in this course. So, to all of you making your last minute choices of Tertiary/JC studies, we wish you luck. Make wise choices!