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!

Where Do I Fit In?

First off, CONGRATULATIONS! You have made it through the misery of waiting for your dreaded results. So if you are right here, right now reading this, it shows you are considering Singapore Polytechnic’s Diploma in Media and Communication (DMC) as one of your choices. Great!

DMC is the most broad based communication course amongst the polytechnics. It provides a unique platform for almost anyone out there who is passionate about living the Integrated Marketing Communications experience (also known as IMC!). This will definitely set you apart from the rest as you become an all-rounder. Wondering exactly where you fit in DMC?

Here we present to you, five DMC students with different strengths and interests, and how exactly DMC was the perfect platform for them to further develop their passion. Read about how each individual might be similar to you!

The Writer

Do you always bury yourself in books trying to gain new inspirations and enjoy the sweet writings of other authors? Do you find penning down the flow of ideas to a white sheet of paper, a work of art? How about those times when you were looking for interesting contents to publish on your blog? You would definitely love to hone and refine your linguistics ability.

Look no further because DMC might just be the course for you! Modules such as Professional Communication and Feature Writing serve as platforms, for budding writers like yourself, to build your passion for writing and journalism! Not only that, you will be able to improve your writing skills and possibly publish your work to the media. In this course, a command of English is not only needed in different writing modules. It is also required in other communications modules, such as Public Relations or Integrated Marketing Communications, in order to reflect a clear and consistent message to readers. With that, DMC prepares us for the workforce.

Amal Lina Abdul Rahim, a Year 2 DMC student, definitely showed her love and flair for writing when she willingly took on a ‘special’ project to write about a successful student enterprise for The New Paper on behalf of Singapore Polytechnic. Her article titled “Convenience In A Cup” was published on 18 December  2012. Let’s hear what Amal Lina has got to say!

“Being in DMC has allowed me to improve my writing skills, as it exposes me to ample opportunities to showcase my capabilities...the skills that I learnt in IMC has helped me to view things differently, and much more creative ways.”

-Amal Lina

Check out her article here: http://spbuzz.sp.edu.sg/wp-content/uploads/2012/12/181212-TNP.jpg

The Designer

Are your creative juices bursting at the seams?  Each time you pick up your pen, do you create a world of doodles? Do you love designing, creating and being original?  You’re always full of ideas but you have no idea where to place them? Well, let us help you to express yourself through art and design.

Always wondered how your art can speak to others? Here in DMC, we offer modules that integrate visuals and communication together. In Year 1, we offer Visual Communications as a year-long module to provide students with the necessary design skills, understanding of the art of creation and the importance of clarity in their visuals. In Year 2, let your creativity flow in greater capacity as your design skills will be used in several modules, (such as Integrated Marketing Communications, Public Relations and Advertising) to help market events or products through your visuals. Your skills are vital in this industry because the images are the ‘face’ of a marketing campaign, which will be the first element to catch people’s attention.

You might think we are just fluffing things up! So let Belicia Lim, a Year 3 DMC student, tell you more about her take on our course.

‘DMC provides a wide variety of materials for inspiration. As a designer, I believe it is truly important to garner as much exposure as possible in order to churn out your own flavor within the competitive design industry.’

-Belicia Lim

Art work by Belicia

The Analyser

We know you! Somehow there's this inquisitive part of you that's always considering the details and meanings of everything. Something very deep, like the significance of life right? You’re also a curious individual that's attracted to studying materials and establishing insightful conclusions. In truth, people like you play a crucial role in the communications industry!

Our course comprises of a comprehensive range of modules that will help you to develop that analytical personality of yours into a career you love! With Mass Media Research, Media Psychology and Introduction to Business, you will learn to understand audiences on a personal level and identify their needs and wants. This is essential in coming up with effective marketing campaigns so as to cater to various types of consumers. F.Y.I, this sector brings in big bucks too!

Kar Jin is a DMC Year 2 student who has worked on various brands such as NIKE+, Samsung and Mentholatum. He knows how they operate and how they reached out to the consumers through analyzing their behaviors. Here’s his take on the course:

‘’DMC gave me the ability to understand the underlying way of how consumers’ work. Through research and theories, I am able to adapt marketing campaigns that appeals to different groups. It’s very enriching to know how all these comes to play unexpectedly in IMC.’’

-Kar Jin

The Superstar

Feeling comfortable in the limelight and always wanted more opportunities to shine? Moreover, the radio and television industry has always interest you, because you believe those are areas that you can excel in. However, being in front of the camera is not all about your eloquence or appearance, it is also about understanding what works for your audience and in DMC we tell you why.

Our course offers modules like Radio and Television Production and Management and Video Production and Digital Post, where we get to learn about the television and radio industry. You will not only be able to appear in front of cameras, you will also understand the production process. Get the chance to be a deejay and record your own radio show, or you could also be a director, scriptwriter, editor or even act in your own short film. All these are part and parcel of understanding how to create interesting content for you audiences. Who knows, you may even create a viral video! Gangnam Style anyone?

Alvin Tan, a Year 2 DMC student, enjoys performing at live gigs and speaking in public.

DMC improved the quality of his self-produced YouTube performance videos. Becoming a SPace Radio DJ has also gave him another platform to express himself and put to practise what he learnt.

“I personally like to be in front of the cameras but DMC has taught me to take the backseat and have a greater view of the production process. The modules fueled creativity by letting me understand behind-the-scenes better, thus producing awesome content!”.

-Alvin Tan

The Social Butterfly

You are the life of the party, the social lubricant that handles every social situation with ease. All your friends refer to you as the charming and approachable one, and you feel that it is a skill and potential you can leverage on for your career. DMC has the right concoction to bring out the social butterfly in you!

In DMC, we provide a wide range of modules that can bring out the best in you. With modules such as Public Relations and Social Media, you are given endless opportunities to interact in various contexts and platforms. One day you would take on the role as a PR Practitioner, liaising with various industry partners, and on the next, a Social Media Executive, engaging hundreds and thousands of audience with your own Facebook campaign. You become the voice in Integrated Marketing Campaigns, reaching out to the public and media.

Jazelle Tan, a DMC Year 2 student, is an extrovert who makes friends just about wherever she goes! She loves the process of getting to know new people and a party is never dull with her presence.

“DMC has provided me with endless of opportunities to work with different people from our course and the industry, widening my network of friends and other possible career paths.”

-Jazelle Tan

To end off, let us leave you with one quote.

'Remember you are absolutely unique. Just like everyone else.' - Margaret Mead

All of us are different. You need not be exactly like the five DMC Kids that we have mentioned above. Just remember, do what you like and you will love what you do! So if you feel DMC is for you. COME AND JOIN US! All the best for your school choices guys! Hope to have you here at DMC :)

For more information and queries, do follow us on our Social Media platforms and we will gladly answer you guys! :) It's just a click away! 

Twitter: @CASSYDMC

Facebook: http://www.facebook.com/spmediacomm

Day In the Life of an Intern

DMC aims to let every student have the opportunity to put into action what they have learnt through the course, and one of the ways is through internships. Just like most courses in all polytechnics, internships are an essential part of a student’s poly life, where students get to spend a few months in actual companies, applying what they have learnt in Media and Communication to the working world.

Internships are a real eye-opener for students, as it opens their eyes to the reality of the working world, and prepare them for their working life in future. Students can also have the chance to decide between doing their internships locally or overseas.

Here are two interviews from two DMC year 3 students, Mohammad Adib and Dexter Lee respectively, giving their accounts of what their internship experiences have been like for them so far.

Our first Year 3 intern student is Mohammad Adib. He is currently doing his internship overseas at Bangkok, attached to the digital marketing subsidiary of Starcom Mediavest Group, which works closely in partnership with DMC.

How did you feel when you were posted to Bangkok with Karmaine (a fellow DMC Year 3 intern student)?

I did not know what to expect really. It was my first time in Bangkok and being away from Singapore for so long. While I was at the airport, the feeling did not sink in until a few days later. I have Karmaine here as a room mate, so I have company and it is great to stay with someone you know and close with. At the same time I do miss my family and friends after being used to see them everyday. There is Skype, Facebook and Twitter so we can constantly keep in contact so it is not that bad.

What is the job scope that you have in Starcom Mediavest?

I am attached to Zenith Optimedia, it is the digital marketing subsidiary of Starcom Mediavest Group. We do research and strategizing for clients who want to buy advertisement space online.

The work I do is a balance of art and science. There is a lot of data analyzing involved, so you have to be comfortable with numbers. I have to say that I now have a deeper appreciation of the work that goes behind the advertising space, it is very understated and not focused much in our school modules.

What aspects of DMC have you applied in your current internship? 

Quite a mix actually. A lot of what I do here is not taught in any specific module. I have used stuff learnt from Social+Media, MMR, Consumer Behaviour, Marketing, Integrated Communications Management (FYP), New Communication Technologies, Advertising and Brand Management.

How has your internship experience in the company been like for you so far?

It has been challenging so far. I am doing something new which I have no experience or knowledge in. Most of the time I am working independently without much help or resources. I had to use many software and tools, which I have never used before so I had to learn on the job and figure things out at the same time.

But I am enjoying the assignments given to me as I am handling real life clients and it forces me to think differently from what we are taught in school.

My supervisor is nice and helpful. She pushes me to think out of the box. She also constantly asks for my input and to give suggestions for the projects.

How is it like working with people of a different nationality? (Eg. Communication barrier and so on) 

Language and culture is the main hurdle here. I do not speak Thai at all and my colleagues have varying fluencies in English. It is difficult to communicate with them at times and the message gets lost in translation. They are very nice and helpful and they love it when you try to speak Thai to them. They will also teach you how to speak and pronounce the words properly.

What are the working hours like and what do you do when work is over?

Work for me starts at 9.30 a.m. to 6 p.m. with an hour lunch break. We have a shuttle bus from the apartment that sends us straight to our office. After work I would usually go home and relax. Once in a while we head out to have dinner somewhere but it is a difficulty to travel away from the office in the evening as the road is very congested. Most of the time I would head home, go for a swim, cook dinner and watch TV.

How would you describe your life in Bangkok to be like now?

I am having the time of my life, and I am very grateful for this opportunity. I am glad I made the choice to come to Bangkok to do my internship. It has not been smooth sailing but I need to make the most of my time here. I would not get another chance like this, to work and experience life in another city. I wouldn’t say it is like a holiday, since I have work on weekdays but I make sure I go out and explore the city on weekends. I am meeting new people and making new friends everyday. It has been a real eye opener and a humbling experience.

What is one take away you’ve gained through your time in Bangkok?

I have learnt to be independent and more responsible. I am so far away from home with a roommate here. I used to be quite carefree and not bother about things in Singapore. But now I have to plan my time wisely and strike a balance between work and play.

Would you recommend students to go for the overseas internship programme like yourself? Why?

Most definitely! But you have to be prepared for it. For me, internship is about learning something new and stepping out of your comfort zone. If you think you can come here and just have fun and do anything you want then this internship is not for you. It is more difficult than it seems and I admit, I was caught off guard initially.

Sure there will be no lecturer to supervise you and all but at the same time, you have no one to help you but yourself. You will need to do the chores yourself and look after yourself. At the same time, you need to know how to manage your expenses and live within the allowance given.

Adib and his friend from his sightseeing adventure. 

Adib and Karmaine's apartment.

One of the many traffic jams that occur everyday in Bangkok.

Adib's lunch: Phad Thai and papaya salad.

Adib caught the AFF Suzuki Cup 2012: Singapore vs. Thailand live!

We also have our very own DMC Year 3 intern student, Dexter Lee. He is currently interning at the Civil Aviation Authority of Singapore (CAAS), a statutory board under the Ministry of Transport.

How did you first feel when you were posted to that Civil Aviation Authority of Singapore (CAAS)?

Personally, I decided to let the school choose my internship company for me, as I was not sure what I was really good at. I figured my lecturers would know me best and know what would be perfect for me. Hence I left it up to them to decide.

After knowing my posting, I felt like I knew nothing about aviation, I was slightly apprehensive. I feared that my lack of knowledge would be a hindrance. But at the same time, it served as a bigger challenge as I had more to learn than others.

What aspects of DMC that you have learnt that you need to apply?

I am in the Corporate Communications Division hence there are many skills that I apply which I learnt over the years in DMC. This includes writing skills on various platforms emails and letters for fellow colleagues, superiors and external clients.

Designing and illustrations skills I picked up in DMC has also been essential as I contributed to the different forms of corporate branding which required some designing work.

The most valuable aspect DMC have taught me is definitely communication skills. Being in a whole new environment, it is important to know how to carry yourself and bring forth your message accurately to the different target audiences. This has helped me be more confident and prove my capabilities to my supervisor.

How is it like working in a company, working with adults and such?

Being the only intern, it is hard to not have someone of you age to talk to. But I am glad that my colleagues are very welcoming and have never failed to make me feel like a part of them.

But of course the working style is different. No longer are we laughing at jokes as we work on our projects back in school but instead everyone is focused on their own work and completing it before meeting up to discuss further.

It may get boring but sometimes when everybody is a little tired, we would all start talking for a while over our cubicles and take a break before getting back to work. All in all, it is still quite fun.

What is enjoyable about your job?

The events I get to participate in are definitely the most enjoyable thing. I participated in a mock crisis exercise, a signing ceremony in Ngee Ann Polytechnic and also a media briefing for the press. There are still more upcoming activities and I look forward to them.

What do you miss most about school now?

I miss everything! My friends, my lecturers, the food and even all the pressing deadlines! SP DMC has given me an unforgettable experience and I wouldn’t mind doing it all over again for sure! I am fortunate to be in such a loving atmosphere hence I really do miss everything!

The entrance to CAAS that Dexter walks past every morning.

Student Feature 1: Kelvin Wang

Hello and welcome to heardatdmc’s first student feature of the year! Every two weeks or so, we will showcase one of DMC’s many bright and promising students. The DMC Student of the Week is Kelvin Wang, year 2 DMC student.

DMC STUDENT OF THE WEEK: KELVIN WANG

Kelvin is a Design & Illustration student who boasts an impressive portfolio of visual creations. He is the head of One Degree, SP’s very own advertising agency. One Degree’s clients include SP’s School of Electrical and Electronic Engineering. The agency is also working on a campaign for DMC’s very own GOMAD project. 

The design works of this artistic youth are sighted all over the CASS block. Besides visual and graphic design, Kelvin is also interested in photography.

KELVIN SPEAKS

“Hi, I’m Kelvin. Like many of my friends, I spend too much time watching TV shows and films. What’s worse is that I love to eat while I watch them. Actually I eat all the time and often too much for my own good.

I secretly hope to become an actor and maybe even win an Academy award. If that doesn’t work out, I guess I’ll then get into advertising! I am really interested in taking pictures too. I try my best to learn a little more about photography every time I have a camera on hand. 

 I love traveling (even though I haven’t been to many places). I can’t wait to the see the world.

Oh, and I love my friends & family (I’m only including this so that when I get them to read this feature they’ll feel included in my tiny little success of getting featured)”

KELVIN’S WORKS

The colourful CASS Inspiration Wall for which Kelvin had a hand in designing

 

A poster created for DMC Connect, an annual event. We loved the cosmic theme!

Collage created by Kelvin for a class project

Screenshots of Kelvin’s online portfolio

Kelvin has even created work for external organisations! This is an outdoor ad for the ‘愛 CARE I RUN’ campaign

Interesting snapshots Kelvin has taken

Kelvin is a good example of the kind of creative talent SP DMC produces. However he has stood out as a DMC student even in less artistic conquests. Once a week, he moonlights as a DJ for SPACE Radio, SP’s very own radio station. Kelvin is the co-host of an entertaining radio show called ‘Forking Fridays’! 

On top of that, he was part of the student group who conceptualised the theme for this year’s SPMCC, Click to Connect. Kelvin was also a member of the top research group in a project investigating the practice of Citizen Journalism among Youths. He and his group mates will have the chance to present their findings to the media during SPMCC itself (stay tuned to find out more!)

MORE ABOUT KELVIN

Alma Mater:

Queenstown Secondary School

Favourite thing about DMC:

“It has definitely got to be the wonderful people who I’ve gotten to know thus far!”

Favourite SP Food Stall:

“Food Court 3’s Japanese stall! Simply because the ramen tastes really good (most of the time)”

Favourite SP Hangout:

“I don’t spend much time studying in school but my favourite hangout would be Food Court 5! It’s one of my favourite places in school because my friends and I have conquered many projects together there”

QUOTE OF THE WEEK

“There might always be people around who make you feel inadequate or like you are worth less. There could even be people who make you ask yourself why you even bother. I FEEL THAT WAY EVERDAY! But you know what? It’s completely fine. What’s most important is that you never give up working towards what you want!”

With such optimism and drive, it’s no wonder Kelvin is heardatdmc’s very first featured student.

Those interested in pursuing creative direction like Kelvin should definitely find out more about SP’s Diploma in Media and Communication. Keep reading to find out more about the outstanding students of our course!

Written by:

Nicole Loh