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In early 2003, the Singapore Economic Development Board identified Embedded Systems as a major 'new growth area' for the Singapore economy, building upon the existing infrastructure of technological companies, and proven ability for companies both local and overseas, to conduct advanced research and development, as well as specialist production, in Singapore. In response to this, Nanyang Technological University School of Computer Engineering proposed, and deployed, a part-time graduate masters' programme in embedded systems. This paper discusses the need for such an embedded education in Singapore, the syllabus and course coverage which has been developed, and the response of students and industry to the initiative. Pitfalls and problems are identified at each stage.