Kerry ETB – Digital Media Production – C&G

Digital Media Production

City & Guilds Diploma in Media Techniques 7601-03.


54 Weeks (Starts September)

Course Aims

This Digital Media Production course will provide you with the opportunity to learn and develop real-world production skills in a broad range of media disciplines. The content of the course covers design, digital imaging, photography, sound, video, digital publishing and media project management. The emphasis is always on project-led, hands-on practical training. While you will learn the theoretical elements of media production in a classroom environment, the majority of your time will be spent developing practical skills while undertaking an extensive range of project work. You will often work as part of a production team and regularly produce media content to a deadline for real-world clients. Undertaking these media projects will also allow you build an extensive portfolio of work. As this body of work develops, it becomes compelling evidence of your abilities and practical skills and proves hugely valuable when looking for work.


1. Induction – The planned outcomes and conditions attached to attendance on the course; good safety, health and hygiene practices; the basic principles involved in environmental issues; and the meaning of equal opportunities.

2. Media Industries: Organisation Regulation & Practice – *
Investigate organisations, regulations and working practices in the media industries in order to understand how the media operates, the main legal constraints involved and professional working practices. Focus on health and safety practices within the work-place environment.

3. Research Recording & Presenting Information – *
Develop an understanding of different sources of information to suit differing situations, describe the methods used to carry out and record research whilst being aware of legal, ethical and representational content considerations. Present information in a professional and effective manner.

4. Video Production Techniques – *
Covering the pre-production, production & post production areas of the video production process, on this module will learn how to devise, plan and produce video items to a design brief. You will, individually and as part of a team, develop basic practical skills in relevant areas such as researching, scripting, storyboarding, camera, lighting, sound, logging, editing and digital publishing.

5. Sound Recording Techniques – *
Understand the technical terminology and theoretical issues related to digital audio production. Generate programme ideas and research, develop and implement these ideas in order to produce audio to a professional standard. Set up and operate digital audio hardware and software and develop the ability to record, digitise, edit, manipulate and output audio to a professional standard for integration across multiple media platforms.

6. Photography–*
Explore and develop basic skills in photography and layout. Learn how to research and develop story ideas. Operate a range of cameras and lenses to produce professional quality imagery. Develop technical skills to take well composed and exposed images. Learn how to digitally retouch an image in order to re-enforce the message or alter the perspective of a story. Understand the ethical, representational and legal considerations surrounding the taking of journalistic images. Produce a photographic portfolio that includes portrait, product and journalistic images.

7. Digital Image Manipulation – *
Understand the theoretical issues relevant to digital image processing. Operate digital stills cameras, image scanners, photographic lighting and other associated equipment, in order to source, create and capture digital imagery. Use digital imaging hardware and software in order to manipulate digital imagery to a professional standard.
Devise, plan and produce digital imagery using digital image manipulation tools and techniques to given brief. Understand and appreciate the technical attributes and terminology of digital image imagery. Produce a portfolio of digitally manipulated images.

8. Media Project Management *

The Project Management module provides the learner with an introduction to the theory and practice of project management for the planning and production phases of media products. Learn how to link knowledge of project management techniques to the effective and efficient production of well-designed media artefacts, that are meaningful and legal, delivered on time and within budget.

9. Design *

You will be introduced to concepts of visual communication and concept development for the pre-production phase of media development. You will become familiar with the techniques and processes used when designing visual information and graphic design artwork. Conceive and develop identities and brands and implement their design for delivery across multiple media.

10. In Company Placement (8 Weeks on a full-time basis) –

Supervised work experience placement with a company within the media sector

11. Career planning and job seeking skills –

Plan and achieve realistic employment goals.


  • Have reached the current statutory school leaving age
  • Have Leaving Certificate Standard of education or equivalent. (Additional certification in media or computing is also an advantage.)
  • Have a good verbal and written command of the English language
  • Have the ability to think logically and analytically. Have good special aptitude and form perception and possess excellent problem solving skills and a high level of literacy and numeracy.
  • Must be a self-starters and have the ability to undertake self-directed learning. Demonstrate a positive outlook, be adaptable, and have the ability to work on your own initiative, to take direction and to work with others as part of a team.
  • Have high standard of personal presentation.
  • Basic computer skills are essential. Previous experience in media production through education, work or hobby is an advantage. Ideally candidates will demonstrate such experience through the presentation of examples of work at interview. (eg: Design, Photography, Imaging, Video, Sound, Painting, Sketching, Writing etc.).
  • Demonstrate an awareness and knowledge of the media sector and have a significant interest in working within it.
  • Applicants who aspire to starting their own business should have previously completed a business course and must have a full business plan/proposal that supports their idea.

Full colour vision and hearing is required. Not having photo-sensitive epilepsy is also essential.