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Undergraduate Prospectus 2014

Overview How to use this Prospectus Let WeeKee teach you all about this prospectus and how to use it

About WKWSCI Learn more about WKWSCI and what we are like as a school. Also, find out why we are named after Mr Wee Kim Wee.



Our Faculty Members


Our faculty members all have great experience in their own field. Learn more about them and see how their expertise can enhance your undergraduate learning.

Curriculum Learn more about our curriculum and the courses offered.

Concentrations 8 Learn more about our curriculum and the courses offered.

4 Years in WKWSCI



What comes after an education at WKWSCI? Look at our alumni and you will know.

By WeeKee the lil’ bird

Hello everyone! My name is WeeKee, everyone’s favourite birdie at the Wee Kim Wee School of Communication and Information (WKWSCI). I am really excited that you are thinking of coming here!

As an undergraduate, you have something new to look forward to every year. Find out what is in store for you at every step in your undergraduate studies in WKWSCI!

Alumni Talk

How to use this Prospectus


I observe the activities in WKWSCI from my nest in a corner of school. The professors and lecturers are really great. The students are lucky to have guidance from professionals who have many years of experience. The tutors come up with challenging projects to mould students into problem solvers. The students not only work hard, and play hard as well. They come up with an event to celebrate every festival possible. That is why school will never be boring for them, and also not boring for me as well. Enough of talk, my main role here is to teach you how to use this prospectus. We realised that there is too much content that we want to share with you that cannot be contained within a book. Therefore, we came up with a solution. Throughout the book, you will see QR codes. These QR codes lead you to interactive content like videos and websites. If you are reading the physical version of the book, scan the QR code using your smartphone and you will be led to a website with more information about the object that the code is beside. If you are reading the eBook version of the prospectus, just click on the QR code and it will lead you to more content. To start off, scan the code at the bottom of the page to view WKWSCI’s corporate video. It was put together by the school and our alumni from little red ants creative studio. That gives you a good introduction to what the school is like and what we do. With that, I leave you to explore all that WKWSCI has to offer. Do feel free to follow me and ask me questions on twitter @weekimwee .

P.S. Weekee has found out that i-nigma works well for iOS and QR Droid works well for Android Phones as QR code readers. Both can be downloaded for free on the Apple App Store and Google Play Store.



Our Faculty Members

About WKWSCI Established in 1992, the Wee Kim Wee School of Communication and Information (WKWSCI) has risen through the ranks to become one of the best communication schools in Asia. We have a great track record for producing media professionals with skills relevant to the industry. Students can be sure that they are receiving the best education from top professors and industry professionals The students we produce are problem solvers - they are resourceful, industrious, and can come up with solutions to any problem they face. This is an important skill to have in the dynamic media industry. The undergraduate degree is a 4-year course. Students will graduate with a Bachelor of Communication Studies with honours.

The Wee Kim Wee Legacy Fund



... looking back, I would not have wanted the slightest to change if I have to live it all over again. Journalism has given me so much and more, allowing me to meet kings and emperors, famous Hollywood actors and actresses to taxi drivers and sweet potato sellers. This moulded me into a diplomat without any training and prepared me for the duties of Head of State that I performed without difficulty.

The school was officially named the Wee Kim Wee School of Communication and Information in 2006. In naming the School of Communication after the late Mr Wee


Kim Wee, NTU hopes that students will be inspired by his noble values and ideas. With the Wee Kim Wee legacy fund, the school is able to provide more

opportunities for learning to the students. Many school trips and student projects are fully funded by the Wee Kim Wee Legacy fund.

Our faculty members have years of experience in their field. They have produced many outstanding students who have gone on to create great work of their own. Here are some of our lecturers. Professor Charles Salmon Acting Chair Prof. Salmon joined WKWSCI after 17 years at Michigan State University, during which he served as the Dean of the College of Communications Arts and Sciences. Prof. Salmon has won numerous honours for his research, such as receiving the Pathfinder Award for Outstanding Research, awarded by the Institute for Public Relations Research and Education

Ms Hedwig Alfred Lecturer, Division of Journalism and Publishing Ms Alfred has experience at the Straits Times as a reporter and was News Editor of the New Paper before she decided to teach. She is known to be a tough teacher but students love her all the same. Scan the QR code to read more about her in a feature article in NTU’s magazine, Hey!.

Mr Tim Clark Lecturer, Division of Public & Promotional Communication Mr Tim Clark is an advertising veteran, with more than 30 years of experience at various international advertising agencies in London, New York, South Africa and the Southeast Asian region. During his career, he won numerous creative awards in all categories of advertising including print, radio and TV. After retiring from his full time job in 2004, he became a full time educator, enabling students to benefit from his years of experience in the industry.

Ms Lau Joon-Nie Lecturer, Division of Broadcast and Cinema Studies Before NTU, Ms Lau spent over 15 years in broadcast television as a reporter, interactive producer, current affairs producer and news editor at Mediacorp’s Channel NewsAsia. She also heads Newsplex Asia at WKWSCI. The Newsplex is a fully-convergent training newsroom and media lab that was inducted in partnership with the World Association of Newspapers and Publishers.


Curriculum General Overview Academic Unit System NTU’s academic structure for undergraduates is based on the Academic Unit (AU) system. Under this system, each course is assigned a certain number of AUs, which is a measurement of the workload that a particular module entails. For WKWSCI, 1 AU is allocated to one hour of lecture/tutorial per week. Lower level modules are allocated 3 AUs, while Upper level modules are allocated 4 AUs.This means that the classes take up 3 or 4 hours a week respectively.

Major Requirements Core Core courses are compulsory courses required to satisfy programme requirements. Students will have to take these courses regardless of the track they choose to pursue. These classes include foundation courses that are prerequisites for the upper level courses. Major Prescribed Electives Major Prescribed Electives are courses for specialisation in a particular degree programme. In WKWSCI, these modules are classified by concentrations so students can have a better idea of the modules they can take for the career path they are intending to pursue. Students are not restricted to the modules from their concentration. Scan the QR code to see the different courses that are available to students in WKWSCI.


General Education Requirements (GER) GER Core

These are courses relating to Communication, Singapore Studies and Environmental Sustainability. For students in WKWSCI, these modules will be: CS2005: Speech and Argumentation CS0900: Communication Strategies for Sustainability and Social Change CS0203: Media in Singapore

GER Prescribed Electives (GER-PE)

GER-PEs are courses designed to ensure that students choose classes from a wide range of subjects. Students from WKWSCI are required to take classes from 4 sub-areas, namely AHSS, BM, LS and STS (see above). Scan the QR code to see the modules offered in the various categories.

Unrestricted Electives (UE)

These are courses chosen by students to broaden their learning experience. The Unrestricted Electives may cover any area offered by the various Schools. They can also be fulfilled through pursuing a minor programme. Scan the QR code to see a list of modules available as UEs.

Other Pursuing a Minor Minor programmes equip students with multiple skills and broader knowledge, beyond what their major disciplines may provide. Courses will have to be read as UEs and the AUs earned will count towards the requirements for UEs. Course Exemptions Polytechnic students can apply for up to 32AUs worth of course exemptions. Approval will be given on a case-by-case basis.


Concentrations Students from WKWSCI are encouraged to declare their concentration according to their interests. This not only gives the student a guideline on the modules to take so as to push them towards their career goals, but also gives the school a better idea of what courses to offer so as to meet with the demand of each individual cohort. There are 6 different tracks available, namely Journalism, Broadcast and Cinema Studies, Advertising, Public Relations, Communication Research and the Interdisciplinary track. Students have the flexibility to specialise in one or more concentrations, or decide not to specialise, developing themselves instead as broad-based communication graduates. To view the modules offered classified by concentration, scan the QR code on the right. We get some of our students to talk about the concentration they are pursuing, as well as their favourite module in that concentration.

Journalism I have always wanted to be a journalist. The lecturers in the journalism department are all veterans with years of experience under their belt. I feel that I have much to learn from them. My most memorable project was for my photojournalism class. My class took on this project in Benjamin Lim partnership with the National Heritage Board. Our photo stories will be showcased a photo exhibition at Taman Jurong Community Museum. Do feel free to check out our work by scanning the QR code on the left.

Broadcast and Cinema Studies My favourite module in WKWSCI would have to be Documentary Film & TV. I had a lot of fun in that module. My group really challenged ourselves in the final assignment. I am really happy that I am in a course that I like, and potentially making a career out of doing the things that I love. 8

Advertising As a kid, I was always attracted to advertisements on television. As I grew older, I discovered that was where my interests were. The first advertising module I took was Creative Strategies. I loved this class. My group and I had to come up with an advertising campaign every week. Loh Han Le I loved the process of idea generation, failing, and then realizing that you know less simply because you learnt more. I hope to produce one of those great advertising campaigns that people talk about in the future.

Public Relations I have always been interested in how a company brands itself and how it portrays its image to the public. After taking PR modules, I am fascinated at how theory is congruent with things I experience in real life. Peh Yuxin


I chose the research track because I am interested in how people think and act. This track may seem boring for some but I think that it is a rewarding experience. For one class, I had to step out of my comfort zone to talk to foreign workers who were strangers to me in order to find out about their situation. Contrary to popular belief, this track Suzanna Tang does not just entail becoming a professor and producing research papers. Many industries (e.g. advertising) are hiring people who are trained in research.

Interdisciplinary I chose the Interdisciplinary track for one reason - I was interested in too many things. I am attracted to the creative ideas behind advertising, storytelling techniques in broadcast and cinema studies, as well as the speak-up-forthe-weak attitude of journalism. This track has is the best for me as it allows me to choose modules to hone skills in areas I want to develop.

Reshma 9

4 Years in WKWSCI As an undergraduate in WKWSCI, you have different things to look forward to every year, both in terms of school activities and academic activities. Let us take you through the different things you can experience in each year.

Year 1

School Events Year 1 is the best time to participate in school events. The Communication and Information (CI) Club is the official faculty committee of WKWSCI. They are in charge of planning events for the school so that the school can bond over activities.They have planned events for every imaginable festival, from Night Cycling, Halloween,Talenttime to Valentine’s Day. All events are chronicled on the official WKWSCI blog. Scan the QR code to view the range of student events that the school has!

Things got bloody at the WKW Halloween event... Scan to see more school events!

Orientation: Because you are only a freshie once Orientation is where you get your first impression of the school, and it is not going to be a bad one. The Year 2 seniors give their all in planning the best orientation that they can give, simply because they got the best orientation they had when they were freshmen. You meet the friends where you are going to hang out with for the 4 years in your undergraduate life, who are potentially the friends that you are going to know for life.

Magnus showing off his moves at the inter OG games.

Photobooth time at Homecoming’13!

All dressed up in uniform for theme week at WKWSCI!


Catherine looking happy with her copy of Comma, WKWSCI’s annual publication by the CI Club.


Year 3

Exchange Program

Students in NTU are given the option to spend one semester overseas on exchange. This experience is encouraged as traveling and immersion in different cultures gives students a different perspective. Students from WKWSCI can apply for the Eddie Kuo Scholarship to fund their exchange expenses. Successful applicants will be awarded up to S$5,000 or 50% of projected expenditure for their exchange programme.


Through RSCM, I learnt about the warmth and compassion of the Philippine people and that inspired me to do good in the world. Er Qi Jian

Exchange was the best time I had in my life. I got exposed to different cultures and learnt things that I would not have learnt in Singapore. Travel really opened my eyes to the world.

trip was organized for the students to Davao, Philippines, a place greatly affected by flooding. This programme is fully funded by the Wee Kim Wee Legacy fund.

The RSCM is a course that allows students in WKWSCI to apply the skills they learn in school to a real world problem. The school partners different non-profits every year to develop collaterals so as to raise funds or build awareness for their cause. In 2013, the school partnered Gawad Kalinga, a Philippinebased organization that is dedicated to poverty alleviation and nation building. A 9-day fieldwork

Hariz Baharudin Went on exchange at University of Jönköping, Sweden

Professional Internship (PI) As part of the WKWSCI curriculum, Year 3 students are required to go on a compulsory 22 week internship. Students can choose to do their internship locally or overseas. Due to the close links the school has with the industry, students can choose from a wide range of companies for their internship. The number of internship openings often exceed the number

of students we have by a substantial amount. These companies include many reputable companies like Reuters, AFP, Edelman, Ogilvy and many more. The internships are carefully monitored by our tutors, who serve as the bridge between students and the company. They do on-site visits and maintain in contact with the student for the duration of the internship to ensure the welfare of our students.

I chose to come to WKWSCI as there was a structured 22-week internship built into the curriculum. This way, we have work experience in relevant industries before entering the workforce. A reputable internship with a good company will increase my employability. Chua Yuxuan

Spotlight: My Internship in China

For my internship, I was attached to Radio Beijing AM 744. I was working as an intern broadcast journalist. I chose to do my PI overseas as I wanted to broaden my perspective on what a media job really entails. I also wanted to try something new. I jumped at the chance to work as a broadcast journalist in the country I had envisioned myself working in - China. I was attached to two shows: Touch Beijing and Listen to the World. I got to cover many different stories for these two shows, ranging from movie premieres and concerts, to stories of epic backpackers.

I also did live reports, voicing and guest hosting for various talk shows. I was not willing to leave by the end of my internship. In fact, my supervisor gave me a return offer and I am considering it. Working in China has been great exposure for me and it has sharpened my skills as a journalist. I think WKW provides many chances for its students to go abroad and live out their wildest dreams, and for that I am more than grateful. I think my juniors should make full use of this opportunity to have this global experience. My internship helped me to grow as a person.

Regional Strategic Communication Management (RSCM)

Year 2

I really treasure the friendships I have forged there and all that I have learnt.

Grace Chew


Short Overseas Journalism Experience (SOJOURN)

trip. The 4-7 day trip is fully packed with site visits, interviews and intensive reporting. Students are required to understand the culture of a country and convey it to the reader in a way that they would empathize with. This practicum is fully funded by the Wee Kim Wee Legacy fund.

Scan the QR code above to read the articles written by the SOJOURN team who went to North Korea in 2011. The students shared their experiences about being in one of the world’s most secretive states. They also provided insights on the lives of ordinary North Koreans. These articles were published in The Straits Times as a seven-page Special Report.

International Strategic Communication Management (ISCM)


with campaign ideas based on briefs given by the client. The teams will get a chance to visit the country to gather insights. They will then compete to win the case by pitching their idea to the client in a closeddoor presentation.

My greatest takeaway from ISCM was the realisation of how future agency work would be like. It gave me a platform to hone the skills I learnt in class in a real world situation.

In this practicum, students from the advertising, public relations and research tracks get to work together to develop a comprehensive campaign for a real-life client. In past years, clients were from tourism boards in countries like Sri Lanka and Spain. Students selected for the practicum are broken up into groups. They work in their teams, like in a realworld agency, to come up

GO-FAR is an advanced journalism programme that allows WKWSCI students pursuing the journalism track to carry out a major assignment overseas as a foreign correspondent. This assignment can be done in any medium, be it print, radio, video or photography. This practicum is fully

supported by the Wee Kim Wee Legacy Fund. Led by a supervising professor, our students have been to places such as Timor Leste, Nepal, and most recently, Japan. In 2013, the GO-FAR team headed to Ishinomaki, Japan, the worst-hit area in the 2011 tsunami. The

debris has been cleared, and the city is rebuilding its city back from the pieces they have left. Our GOFAR team told the stories of the people who helped build back the city in one way or another. The stories were published into a book - Picking up the Pieces.

What have you done to make life better?

SOJOURN is a journalism practicum that exposes students to the experience of overseas reporting. Students are involved in the whole planning process,. They find out information about the destination, plan their stories prior to the trip and also assist in making arrangements for their

Going Overseas for Advanced Reporting (GO-FAR)

The GO-FAR team interviewed locals in Ishinomaki to find out what they have done to make life better. (clockwise, from left) Mr Takao Onoki moved out of the temporary housing complex after 10 days and set out to rebuild his house from scratch. Dr Miyagi set up ‘Karakaro Station’, Professor Mamoru Oike invented a portable water filtration device after the water supply in Ishinomaki was cut off after the tsunami. Mrs Suda Hidemi gave out sae to keep her neighbours warm. To see the rest of the stories by the team, scan the QR code below.

Chrystal Ng Media Planner ISCM Team 2013


Year 4

Public Relations & Advertising

Final Year Project (FYP) Its the fourth and final year of undergraduate studies at WKWSCI. Many students cannot bear to leave the school, and choose to leave their mark with an unforgettable FYP. The FYP provides students with the opportunity to showcase the abilities and talents that they have developed in their time at WKWSCI. Students devote a year to a cause or topic that is close to their hearts. These FYPs are not just projects- they often have an impact and garner widespread attention. For example, films by our students have appeared at international film festivals. Campaigns garner widespread media reach, while research papers are presented at international forums. Here are some of our students’ past FYP projects:


Broadcast & Cinema Studies

Get Your Sexy Back This campaign promoting responsible drinking was done in partnership with Asia Pacific Breweries (APB). The campaign was very well received by the public, Launched in 2007, APB continues running the campaign today due to its huge success.

Youth Hawkerprise Singaporeans love their hawker food. However, it is at risk of dying out because youths do not perceive being a hawker as a viable career. This campaign aimed to change negative stereotypes of hawkers so that youths would consider that career option.

Research To view our Final Year Project Catalogue for the Class of 2013, scan here:

Growing Up with Less This is an online interactive documentary about the plight of children in low-income families This documentary garnered widespread media coverage, with donations pouring in for the children featured in the documentary


Tadpoles An unusual monsoon threatens to flood the eastern part of Singapore. Two families are forced to stay indoors and repair their fractured relationships. This short film obtained a jury prize at the 66th Lorcano International Film Festival.

The Anonymous Chatter This research project aimed at testing the effects of social anonymity on the spiral of silence. This paper was presented at the Association for Education in Journalism and Mass Communication 2011 Conference in St. Louis, Missouri.


Alumni Talk At WKWSCI, we have produced talented individuals who are currently working in various disciplines. Here’s who they are, and what they are doing today.

Diana Ser

TV Personality

Diana Ser is a former journalist, news presenter, actress and host for Mediacorp. She now runs a communications consulting and media training company.

Esther Tan

Senior Copywriter OgilvyOne

Esther joined Ogilvy as a copywriter the day she graduated from NTU. Over the course of 7 years with Ogilvy, she has worked with brands such as Google, American Express and Milo. She was also part of Singapore’s Women Everest Team.

Pearlyn Tseng

Deputy Director, Corporate Marketing Health Promotion Board (HPB)

See anti-smoking or other health campaigns around Singapore? That might very likely be the work of Pearlyn and her team of marketers.

Sam Kang Li

Co-Founder little red ants creative studio

Sam graduated from WKW as valedictorian and went on to pursue a career in photojournalism. He later went on to set up little red ants with 4 other WKWSCI alumni.

Adlena Wong

Managing Director Platform Public Relations

Before entering the field of public relations, Adlena was a lifestyle journalist at two of the media houses in Singapore. Her past and portfolio covers big names such as Unilever, L’Oreal and Universal Networks International. 18

Alvin Lim

Social Media Manager, SE Asia and Japan News Corp

Alvin is a passionate advocate of online and social media. He worked with many brands such as Panasonic, LG, DHL and American Express. He is also the blog owner of popular social commentary blog

Parting Words

By WeeKee the lil’ bird

All good things come to an end, and our short time spent together ends here as well. If you find WKWSCI suitable, do remember to apply to this school! I hope that this book provided you with all the information you needed to know. Before you fly off, I am going to send you off with a Wee Kim Wee cheer: Who are who are who are we? We are we are Wee Kim Wee! Who are who are who are we? We are we are Wee Kim Wee! WEEEEEEEEEE~ Love, weekee


Wee Kim Wee School of Communication and Information Nanyang Technological University 31 Nanyang Link Singapore 637718 +65 6790 4577

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