Mass Media Management

About the Course

This is for you if you love creating content and aspire to join the media industry.

Gain the right balance of business knowledge and media skills to help jump-start your career.

Learn to use the latest equipment and software in our state-of-the-art TV studio and work on exciting industry projects with companies such as MTV, A+E Networks, Warner Bros. Discovery and Mediacorp.

This diploma lets you . . .

Create engaging content for audiences across various traditional and new media platforms.
Experience both classroom and hands-on learning that will boost your portfolio. You’ll also get to work on real industry projects.
Look forward to career opportunities in different aspects of media including content creation, business management and communications.

Benefits

Be equipped with emerging digital media competencies in content creation and business management.
Look forward to exciting hands-on projects with industry players.
Start a rewarding career in the dynamic media industry after graduation.

NYP Professional Competency Model (NYP-PCM) - its unique features

This diploma will be taught using the NYP-PCM starting AY2024.

Industry Relevance

Endorsed by industry leaders.

Professional Accreditation

You gain additional industry certifications while you complete your diploma, putting you ahead of the pack.

Agile Response

The curriculum reacts dynamically and quickly to industry changes. You'll be equipped with the latest skills & knowledge.

Integrated Learning

Concurrently learn multiple disciplines.

Course Structure

The NYP-PCM for the Diploma in Mass Media Management consists of:

20 Competency Units (CmUs)
Within each Competency Unit, the skills and knowledge of different disciplines are integrated and taught holistically. This enables learners to fulfil specific work tasks upon completion.

5 Course Competencies

Each Course Competency consists of a collection of Competency Units that develops specific learning outcomes and competencies.

2 Competency Canvases

Each Competency Canvas consists of a collection of Competency Units and a Work- Integration Unit (WIU), which is a workplace-contextualised project. Competency Canvases help learners develop and demonstrate their abilities to perform work tasks at a higher proficiency.
1 Teaching Enterprise Project

1 Internship Programme

11 General Studies Modules

These modules allow you to explore other areas of interest beyond your chosen area of specialisation.

Completing the required Competency Units will equip you with five Course Competencies:

1. Business Communication & Innovation

2. Business Intelligence & Data Science

3. Content Creation & Management

4. Digital Media Communications

5. Media Design & Production

You will also need to complete Work-Integration-Unit (WIU) which can be in the form of an internship and/or project that mirror work situations where students can demonstrate their skills and competencies.

CmUs/WIUs in Year 1

Applied Statistics for Business [60 hours]

In a fast-paced business environment, employers are looking for graduates who are able to analyse, understand and apply data to make optimal business decisions. In this CmU, learners will be equipped with the knowledge and skills to transform raw data into useful information and apply the insights obtained to make informed business decisions. Specifically, learners will be taught descriptive statistics, regression and correlation analysis, discrete and continuous probability distributions, statistical estimation, hypothesis testing, and fundamental artificial intelligence (AI) concepts and tools to solve real-life business problems.

Digital Media Design [45 hours]

In a media-rich environment, it is essential for media professionals to be proficient in commonly used content creation applications. In this CmU, learners will be able to unleash their creativity while acquiring skills in the Adobe Creative Cloud suite of applications. Through practical sessions, learners will attain essential skills in digital imaging and compositing using Photoshop, create motion graphics and video effects with After Effects and design a multi-page digital publication using Indesign.

Marketing [60 hours]

Good marketing is no accident, but a result of careful planning and creative execution. Companies are constantly looking for marketing professionals who can help them to analyse the business environment, build strong brands and achieve profitable customer relationships. In this CmU, learners will be equipped with the knowledge and skills to conduct market research, glean market insights and make the best possible tactical and strategic decisions for brands based on the company’s business objectives.

Media Project Management [60 hours]

The media industry has undergone momentous change with media activities increasing in complexity; and the competency to manage complicated media operations in multifaceted environment is in high demand. In this CmU, learners will learn fundamental concepts and tools used in operations and project management and how these are applied to media activities such as content creation and event management. Learners will have the opportunities to analyse media operations of various players of the media industry and conceptualise and plan for complex media activities.

Presenting for Media [45 hours]

Video and podcast content are in great demand and the ability to present well on these media in an engaging manner and still convey your messages with clarity and succinctly is an important skillset. In this CmU, learners will learn how the visual, vocal, verbal & non-verbal elements contribute to being an effective communicator in the media environment. Through hands-on learning, learners will be able to experience emceeing, news broadcast presenting and conducting interviews on a show.

Production Fundamentals [60 hours]

In the ever-changing world of content creation, it is important that learners are equipped with the fundamental theories and practical skills in the pre-production, production and post-production processes of video production. Through practical sessions and group work, learners will learn the overview of processes involved in video production in the fast-changing media landscape. Learners will acquire basic video and audio editing skills, and understand the functions, potentials and limitations of video equipment, editing software and facilities. This will prepare learners to enter the media industry with a good knowledge of content production and hands-on experience in the operation of recorded production.

Professional Business Communication [60 hours]

Professional business communication that is driven in companies determine the success of their operations and business. Strong communication skills are needed in AI-driven and sustainable workplaces. In this CmU, learners will master must-have business communication skills to achieve professional success. This CmU builds learners' communication competencies in applying effective business writing strategies and persuasive presentation techniques to influence and win over co-workers and customers in person and online. Learners will also sharpen their communication proficiencies to enhance personal branding and workplace relationships that advance careers. Learners will also master the art of business storytelling to better connect with audiences, especially for sustainability.

Storytelling & Story Development [45 hours]

In this ever-evolving media landscape, employers are looking for content developers who are skilled in crafting compelling stories. In this CmU, learners will learn to build tension and drama into their story ideas whilst applying the guiding principles from the 3 Act Structure and 36 dramatic situations to their story design. Specifically, learners will develop competencies in audience and topic research, story design, storyboarding and scriptwriting. Learners will apply their skills to script non-fictional and fictional stories for social media platforms across a variety of genres.

User-Centred Design [45 hours]

Companies need to thrive in a business environment often termed as VUCA - volatile, uncertain, complex and ambiguous - and to survive and thrive in this world of disruption, the name of the game is "innovation". Companies value employees who can innovate and develop solutions that meet the needs of its users. This CmU will provide opportunities for learners to practise and experience the key stages of Design Thinking, such as being empathetic to users, identifying pain-points, generating creative ideas, prototyping and testing the innovations, as learners apply the various tools and methods through collaborative learning.

Writing for Media [60 hours]

In a diverse media landscape, the audience has a greater choice of media avenues. However, great content will always be the key to driving audience interest and engagement. In this CmU, learners will acquire the fundamentals of creating written content for digital, print, social media and the broadcast platform. Learners will have opportunities to conceptualise, research, sequence and visualise their own stories. Learners will acquire skills in the characteristics of feature writing, techniques of getting facts and feelings from interviews, ethical issues in journalism and creative writing for advertisement headlines and body copy. Through working in groups, learners can also look forward to collaborating on a copywriting campaign.

CmUs/WIUs in Year 2

Advanced Production [45 hours]

In the media landscape, high quality video content is a pivotal part of any marketing strategy for businesses and content strategy for media companies. In this CmU, learners will learn advanced-level theories and practical skills of professional video production, with an emphasis on content ideation, scripting, project management and post-production techniques. Through practical sessions and group work, learners will gain competencies to manage more complex production scenarios utilising advanced lighting, audio and camera equipment. For post-production, learners will enrich their video editing skills through the use of more advanced workflow and functions. In addition, learners will also learn the art of producing interesting and exciting promotional trailers.

Content Crafting Strategies Project (WIU) [30 hours]

In a fast-paced media landscape, it is important for media professionals to be savvy with online content creation and delivery. In this WIU, learners are required to apply the knowledge and skills gathered from previous CmUs to produce content for an online channel. Learners are also required to be the hosts for the channel and create a channel branding. Learners will apply knowledge in production, design, storyboarding & storytelling, presenting for media, and social media strategies to conceptualise and launch this online channel for a specific target audience.

Data Science Fundamentals and Analytics [60 hours]

As businesses move toward a digitalised future, data will be gathered in ever greater quantity and variety. The skill to understand and make sense of data therefore becomes ever more important. In this CmU, learners will gain an awareness of the concepts of data science, with a specific focus on business analytics. Learners will be able to analyse data using exploratory data analytics through the application of data visualisation and will also be able to create a basic machine learning model for predictive analytics. These skills to organise and prepare data and apply data analysis techniques will allow learners to gain insights from data, aid business functions and support business decision making.

Digital Journalism [45 hours]

In a competitive workplace, employers are looking for individuals who are dynamic and adaptable to digital technology, including news reporters. In this CmU, learners will learn news writing and reporting for digital media that includes competencies in interviewing and storytelling techniques, creative writing, self-editing and publication. Learners will learn ethics of accurate and fair reporting.

Digital Marketing & Analytics [60 hours]

New digital marketing technologies have propelled myriad businesses to new heights as they evolve and optimise the ways they measure, plan and implement digital marketing campaigns to steer ahead of competition and capitalise on business opportunities online. Savvy marketers proficient in the latest digital marketing platforms and technologies are well sought after by companies seeking hypergrowth in the emerging digital metaverse. In this CmU, learners will leverage marketing analytics tools to uncover valuable consumer insights and deepen their marketing skillsets with content marketing through emerging digital marketing platforms.

Immersive Media Application [45 hours]

Immersive content offer audiences better experiences and higher engagement through greater interactivity and better realism. The infusion of immersive content technology is transforming the whole content creation industry. In this CmU, learners will learn the fundamentals of immersive content production through in-depth knowledge of the Unreal Engine environment and its application. Learners will apply the knowledge to create virtual environments, integrate pre-recorded media into virtual world and produce real-time visual effects for live Virtual Production.

Innovation & Viable Business Development [45 hours]

Studies have shown that although products and service innovation are essential for the initial success of a business, business model innovation can deliver more lasting competitive advantage, particularly in this disruptive era. This CmU aims to develop learners’ capability in business model innovation by applying Lean Business Model Canvas (LBMC) methodology on a business case. By analysing the evolving business models in terms of the integrated components of LBMC, learners develop in-depth knowledge and skills in enhancing business competitive advantage and value creation.

Media Content Strategies [45 hours]

The media landscape is an exciting mix of traditional media and digital media and is ever evolving. In this CmU, learners will acquire the principles and practices to analyse the audience and strategise media contents effectively in complex scenarios. There will be opportunities for learners to take on the role as a media content strategist to perform the key job functions in selection, scheduling, promotion, evaluation and sale of content for different audience markets.

Media Entrepreneurship Project (WIU) [30 hours]

As Singapore progresses further into the knowledge economy, the ability to innovate and bring forth new products and solutions quickly will be even more important. This WIU offers learners the canvas to apply previously acquired competencies to innovate, prototype and test the viability of a new media product, service or business model. Through exposure to real-life business issues, learners will also develop entrepreneurial attributes such as perseverance, resilience and risk-taking.

Multi-Camera Production [45 hours]

Many of today’s professional productions are filmed in a live studio environment with multiple cameras to allow for greater coverage and creation of varied and interesting shots, all of which helps make the production more appealing to viewers. In this CmU, learners will be equipped with the knowledge and skills to organise and create various genres of productions in a live studio setting. Learners will acquire the concepts and key processes required for live studio multi-camera production and the technical skills in the use of various studio technologies and equipment. Through practical sessions, learners will gain competency in the various roles in a multi-camera production, which will prepare them for work in the media industry. Learners can also look forward to opportunities to produce different genres of shows, including interviews and magazine programmes.

Public Relations & Communications [60 hours]

In a rapidly changing business environment, Public Relations (PR) is viewed as one of the top tools to grow a business and lead communication between the organisation and the public. In this CmU, learners will gain knowledge about the principles behind the practice of PR, how to carefully manage the various ‘publics’ that are of importance to an organisation and supporting a brand's business strategy on social media. Learners will master critical skills that every PR practitioner needs to know, such as planning a PR campaign, cultivating relationships with the media and managing crises.

Social Media Strategies [45 hours]

In a fast-paced and dynamic digital world, social media serves as an essential tool for marketers to understand users behaviour and to spread awareness, generate buzz and engage with their target consumers. Through this CmU, learners will gain the skills and knowledge to conduct social media audit, perform digital user mapping, and curate evergreen & user-generated content. Learners will also have the chance to create original social media content and learn how to facilitate/moderate authentic conversations to build tribes and strengthen advocate communities.

CmUs/WIUs in Year 3

Teaching Enterprise Project (Practicum) (WIU) [840 hours]

In an ever-evolving media landscape, employers are looking for graduates who possess generic skills and 21st century competencies that are developed through practice-based and application-oriented approach. In this WIU, learners will acquire technical knowledge and skills that are centre-specific and foster the essential work attitude and mindset. Under the supervision of experienced lecturers, learners are attached to various specialisations that provide a hands-on, real-world media business environment where the learners practice and apply skills that are relevant to their fields of specialization. Learners will have the opportunity to experience an industry work environment, while executing projects that enable them to experience the entire value chain of Digital Content conceptualisation, curation, and production.

Internship Programme (WIU) [960 hours]

Internship provides valuable work experiences and opportunities to develop learners' competencies in a real work environment. This internship programme comprises a 21-week attachment to a local or overseas business, public or governmental organisation. The attachment provides learners with real-life working experiences and develops in them the right work attitude, a practice-oriented and hands-on mindset, and the ability to work with diverse people in an organisation. The learners' performance during their attachment is graded. Participating organisations will provide a detailed training programme, which may include project assignments and/or rotational on-the-job training.

The following list reflects the Competency Units and Work-Integration Units mapped under each Competency Canvas.

1. Content Crafting Strategies

· Advanced Production

· Content Crafting Strategies Project (WIU)

· Presenting for Media

· Social Media Strategies

· Storytelling & Story Development

2. Media Entrepreneurship

· Data Science Fundamentals & Analytics

· Innovation & Viable Business Development

· Marketing

· Media Entrepreneurship Project (WIU)

· Media Project Management

· User-Centred Design

Why Our Industry Partners are On Board

Jean NgCluster Director (Media Industry Cluster), IMDAThe media industry is dynamic and ever changing, with new business and career opportunities abound. With the Professional Competency Model (PCM), the Nanyang Polytechnic (NYP) Diploma in Mass Media Management will equip media students and professionals with the requisite, practical competencies (such as data analytics, story development and marketing) to prepare them for the media jobs of the future and capture opportunities in this fast-changing space. NYP’s plans to upgrade the Media Studio with Virtual Production capability will provide learners with critical hands-on experience in media industry’s latest technology and support its emerging demand for immersive media content developers and broader vision for Singapore to be a vibrant media hub.

Simone LumHead, Growth & Audio, MediacorpThe comprehensive diploma delivers core competencies that will equip graduates with the practical skills, real-life applications and portfolio of work required of the next generation of industry professionals. The transdisciplinary course structure offers valuable insights into various facets of our content creation and production. We look forward to welcoming graduates into the Mediacorp family.

Fiona McKayCEO, Asian Academy of Creative ArtsWith the PCM, learners will benefit from the extended on-the-job skills training. This is essential in preparing learners to face the real working environment. The collaboration between Asian Academy of Creative Arts and NYP, through the virtual production of the Producers Summit and Masterclass, as well as the Asian Academy Creative Awards Show, has been a great learning experience for the learners. I am glad that under the new model, industry collaborations will continue to be carefully calibrated and infused into the diploma’s curriculum to provide authentic, industry-relevant training for the learners.

Alvin LimBusiness Development Director, CgangsThe NYP-PCM not only helps the learners to gain more exposure and hands-on experience, it also better prepares them for the future, knowing what the industry expects and requires. The new curriculum is carefully planned with consultation from industry partners and in alignment with the industry needs. This helps media companies hire graduates with more relevant core competencies and skills and address the manpower issues that the industry is facing.

Did You Know?

A day in a life of a Production Director

Learn through hands-on training at this mediahub and undertake exciting projects with industry partners.

DMMM students get a star-studded opportunity to co-produce the AAA Producers Summit and Masterclass

Final-year students from SBM’s Diploma in Mass Media Management were behind the cameras, lighting, autocue, audio and just about everything in the studio as they worked behind the scenes of the Asian Academy of Creative Awards (AAA) Producers Summit and Masterclass. The webinar sessions, conducted via Zoom this year, is a second-year partnership between SBM and AAA and was attended by media professionals and students from some 20 countries around the world.

Speakers came from far and wide such as Tokyo, Melbourne, New Delhi and included representatives from Disney, Facebook, Mediacorp, Viacom, Elevate Broadcast, Method Studios. These experts covered topics such as content creation, the new integrated newsroom in the age of Covid-19 and special effects. In the studio, the students worked closely with the two hosts, local celebrities Bobby Tonelli and Yvette King.

Peter Skandarajah, who was assigned the role of Floor Manager during the live webinar said the experience was eye-opening and memorable. “For me, the experience was exhilarating because as the Floor Manager, I had to ensure that everything on the studio floor was up to speed as there were many speakers during the sessions. That forced me to be extra diligent in all aspects of my job ,” he said.

Securing a SAF Scholarship

Congratulations to Mahendra Prasad from SBM’s Diploma in Mass Media Management (DMMM) for being the recipient of this prestigious scholarship. The SAF (Singapore Armed Forces Scholarship) is awarded to outstanding candidates who see honour in serving and defending the country through a military career. He has done SBM proud by being the first NYP student to be awarded this overseas scholarship. Inspired by close family members who are frontline workers in the healthcare industry, he was stirred to follow a similar path in in the current affairs or national defence sector.

"I want to be at the forefront of the nation 24/7 and be able to directly contribute to it. To me, it’s a very noble job and I can see myself staying in it for a very long time,” Mahendra says.

An accomplished student at SBM, Mahendra is grateful for the opportunities presented to him at NYP. He interned at Fox Network Group and was also part of the Temasek Foundation Specialist Community Action and Leadership Programme. Keen to develop himself holistically, Mahendra was also an active member of the hockey team in NYP and was President of the SBM Media Club. He managed these commitments well, maintained a GPA of 3.99 and was admitted onto the Director’s List four times. Wishing him the best as he pursues a degree in International Relations at King’s College London.

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