Course Overview
The BA in Design & Communication programme has been designed in response to the growing need in India and even other parts of Asia for good professional programme in “Design & Communication”. A three year Bachelor’s Degree programme with Honors provision has been conceived to address this need. The aim of this programme is to provide the knowledge and skills necessary for becoming an Advertising Designer and to ensure students gain a holistic understanding of Advertising Design production. The programme also aims to introduce and prepare its students for a career in the Design industry and at the same time maintain the academic ethos of a graduate study. The programme seeks to achieve this by providing an environment that would foster the gaining and deployment of knowledge, technical skills, methods and critical reasoning that would enable them to take the positions of key member in this rapidly developing and changing industry.
The programme is designed for the students who want to pursue a career in the creative industries. The programme encourages student to develop their design potential, problem solving skills and develop creative thinking ability. The programme will enable students with time and skills required to develop their own individual style and visual language through the creation of a portfolio of work. Advertising Design students will experience a wide variety of learning opportunities throughout their study of programme in Advertising Design, which will include visit to exhibition, art gallery, museum etc.
Emphasis is placed on student’s personal and professional development, communication skills and entrepreneurial skills so that they are well equipped to enter a diverse and rapidly changing industry.
Visiting guest speakers/lecturers are an important feature of the programme which aids student discussion and understanding of topics. There are opportunities to produce work for real clients and enter national and international; design competitions.
Duration
3 years – 6 semesters
Career Opportunities
* Creative Director
* Art Director
* Visualizer
* Advertising Designer
* Copy Writer
* Illustrator
* Design Consultant
* Storyboard & Concept artist
* Web Designer
* Layout Artist
* Ad film Maker
* Client Servicing
* Media Buyers
Course Content
BA (Hons) Design & Communication Advertising Design Course Content
Entry Requirements: 10 + 2 or equivalent
* Year I
* Year II
* Year III
Module Code Module Title Credits Level
AND101 Foundation Studies 20 4 (1HE)
ND102 Visualisation 20 4 (1HE)
AND103 Design Fundamentals 20 4 (1HE)
DNC101 Evolution of Art, Design & Culture 20 4 (1HE)
DNC102 Visual Communication Methods & Practice 20 4 (1HE)
DMT101 Digital Media Techniques I 20 4 (1HE)
Module Code Module Title Credits Level
FMS201 Media Production 20 5 (2HE)
DNC202 Design Study 20 5 (2HE)
DMT202 Digital Media Techniques II 20 5 (2HE)
DMT202 Digital Media Techniques III 20 5 (2HE)
DMT203 Digital Media Techniques IV 20 5 (2HE)
SPE201 Collaborative Project 20 5 (2HE)
Module Code Module Title Credits Level
SPE301 Major Project 40 6 (3HE)
SPE302 Dissertation 20 6 (3HE)
SPE303 Portfolio Presentation 20 6 (3HE)
SPE304 Professional Practice 40 6 (3HE)
Foundation Studies
This module provides the foundation level Art and Design skills. Students are taught a range of creative process that will introduce them to visual enquiry and self expression. Students are encouraged to use these processes and strategies to generate ideas, design concepts and generate compositions for design briefs given to them.
You Will Learn
* Ideation through Mind map, Mood board, Semiotics, Metaphor, Themes and Styles
* Developing Visual observation through Drawing
* Exploration of Volume, perspective, structure and form
* Introduction to colour, colouring and shading methods
* Introduction to Experimental Design
* Introduction to Photography and Lighting
* Researching, Referencing and Writing
* Introduction to Reflective practice and
* Assessment process
Evolution of Art, Design & Culture
This module is part of the trans-disciplinary foundation program in nature and is intended to complement the Communications, Art Fundamentals and Design Fundamentals. This module introduces students to the history of Art with a strong focus on how it affected the development of design through major art periods. From the invention of writing to the modern day, students will gain an understanding of the relevance of advertisement arts and crafts in human history and society through a series of research projects. This course will expand on the analytical skills, ability to critique and articulate one's ideas and perspective, vocabulary and introducing other forms of artistic and creative expressions.
You Will Learn
* Introduction to "design" as a product of culture
* Analyze impact of design on our perceptions
* Evolution of Art & Culture
* How history of Art with affected the development of design through major art periods
* Relevance of arts and crafts in human history and society
* Development of graphic design through major art periods.
* Relevance of graphic arts and crafts in human history and society
* Development of Art & Design
* Evolution of Advertising,
* Structure of an Advertising Agency
* Fundamentals of Advertising
* Appreciation of moving images and sound
* Development of Interactive Art
* Development of the digital era
Design Fundamentals
This module is designed to provide the underpinning knowledge of graphic design, the principles of various elements of design and related applications and technologies. It includes an overview of design principles, the development of Design industry and the applications that have been developed.
You Will Learn
* Critical and contextual thinking of the various aspects of Design
* Elements and Principles of Design
* Visual perception & illusions
* Simplification of Graphic Rendition
* Symbol and Icon Design & Construction
* Basic Typography.
* Colour theory and physiology.
* Colour psychology
* Effective and creative use of various design elements
* Applications in 2D and 3D using both additive and subtractive color concepts
Visualization
The module develops drawing and design methodology and extends students awareness and technical understanding of Design and it’s relevance to art. This module creates the necessary ground work to compliment the theoretical and practical work done in other modules in year 2 in Digital Media Techniques.
You Will Learn
* To visualize ideas through the knowledge and practical experience of observation drawing
* Development of perception, memory work and reproduction of objects through drawing
* Basic drawing materials, tools and techniques
* Model drawing and its related vocabulary
* Exploring the media of communication, marker, ink and other mediums.
* Visual language, theories, techniques
* Processes of rendering different textures to objects
Visual Communication Methods & Practice
This module consists of an exploration of various styles, methods and medium of illustration in which students are encouraged to develop their own style with careful consideration of practicalities of application. Enable students to develop their research techniques and introduces the student to a range of visual research methods and practices, strategies and approaches used by Art & Design practitioners leading to the application of research competences in subject study. Visual language, theories and techniques applicable to their chosen field will also be explored.
You Will Learn
* To explore various styles, methods and media of illustration
* Ethics and social responsibility of a designer
* Understanding of the principles and processes used to create successful design for different media.
* To explore visual language, theories and techniques applicable to their chosen field
* To conceptualize and create an effective corporate identity for a company
* To successfully complete practical exercises and an integrated project
Digital media techniques I
This module is taught to link the design elements taught in Design Fundamentals and is designed to introduce students to the techniques of using computer to produce digital content. The module introduces students to Raster and Vector advertisements. It also provides essential knowledge and skills necessary for creating design layouts.
You Will Learn
* Techniques used to compose and plan vector-based images.
* To produce work, demonstrating an effective thought progression and understanding of vector-based drawing software.
* Edit and process raster images.
* To explore various functions and multiple aspects of the program, and visualize the versatility of one of the industry’s most used image editing software.
* Digital Manipulation techniques such as enlargement, reduction, transformation and reshaping
* To scan, storing and transporting Digital images
* Colour systems (RGB, grey scale, CMYK)
* Understanding Colour & Colour Correction
* Palette, mode and image attributes, file formats
* Colour depth, image size and file size
* To analyze practical problems in the design and production of annual reports and other corporate publications.
* Investigating the graphic designer’s unique role in the production of multipage publications
* Desktop publishing using page layout application
* Sophisticated page layouts integrating flexible grid systems into the page
Media Production
This module can be interpreted in a variety of directions through broad themed assignments set within subject named routes. Students will have greater responsibility for the direction of their work. It allows for in-depth study in a chosen area of communication while offering cross-disciplinary study within a multidisciplinary media environment
This module provides students an opportunity to build on their ability to analyse their own work and work of others, critically and to contextualise their studio practice in relation to historical and contemporary practice. It also consolidates the ability to direct research, to debate in well-structured discussion and to articulate ideas in writing and orally. It will stimulate an enquiry into current critical and theoretical thinking around cultural and material practices and enable them to explore defined themes. Emphasis is placed on the development of a critical understanding and awareness on the interrelationship and overarching concepts, debates and creative practices between different domains of media. Students are introduced to conceptual ideas and theories as a foundation for further discussion and research on how these encroach on their subject specialism.
You Will Learn
* About print production
* Technology used for various media and application.
* To write copy for various specialist advertising media
* A variety of non Digital approaches of making images so as to widen the scope of a visual research base.
* To analyse and explore forms of communication and media
* through a variety of design disciplines and techniques such as Direction, Cinematography,
* Introduction to Film production
* Introduction to Cinematography
* Camera Movements
* Basic Composition
* Introduction to Direction
* Designing of the scene
* Setting, Costumes and Make-up
* Lighting Styles
* The role of sound in direction
* Screenplay
Design Study
This module is taught to link the design elements taught in Design Fundamentals and is designed to further extending student’s knowledge on the same. The module introduces students to the layout design from design brief and provides essential knowledge and skills necessary for creating design layouts. This module further develops design methodology and extends student’s awareness and technical understanding of areas of their chosen area of study. It aims to complement theoretical and practical work throughout other modules of level 6.
You Will Learn
* Effective and creative use of various design elements
* To deal with advanced typographic briefs where higher emphasis is placed on experimentation.
* Interpreting & responding to a brief
* Research and apply the history and theory of design to design practice.
* Apply the design process to 2 - dimensional & 3-dimensional work in response to a brief.
* Utilize effectively relevant technical concepts and theories
* Demonstrate practical understanding of required skills and techniques within chosen subject area
* Create Design(s) based on deployment including mock up/ prototype
* Demonstrate the value of experimentation and exploration in relation to evaluations, judgments and decisions
* Project planning and implementation
* The development of technical and compositional skills in photography.
* The history of photography,
* Light metering and specific assignments dealing with still life action and portraiture.
Media Production II
This hybrid - theory and practical module will provide students with the opportunity to investigate and practise rendering, editing and compositing the three essential parts of Post Production. Students will learn both the theoretical and practical aspects of editing, compositing and rendering in order to understand the cultural, social and cognitive effects of the editor's/compositor's art on the cinematic form.
You Will Learn
* Introduction to Editing
* Principles of Editing
* Types of Editing
* Video Capturing
* Understanding Tools and concepts
* Introduction to Compositing
* Compositing Techniques
* Tracking and Stabilization
* Colour Correction
* Game testing
* Game book making
Digital media techniques II
This module further develops the computer assisted design and development knowledge, and extends the students awareness and technical understanding of their specialized skill as applied in the Advanced Layout and Production and Advertisement Production.
You Will Learn
* Advanced Layout and Production for Corporate Identity
* Skills in conceptualization,
* Layout and production techniques.
* To create a sophisticated portfolio piece
* To further your skills in creating materials pertaining to corporate identity.
* To create a more sophisticated portfolio piece.
* Design & Production of Print Ad/Ads
* The tools, techniques, procedures and presentation skills necessary to produce professional design for print advertisement
Digital Media Techniques III
This module is linked to the Digital Media Techniques III module and is designed to extend the students study of the development process. This module develops the student’s awareness and technical understanding of the principles of their chosen area of study and its adaptation for the computer.
You Will Learn
* Brands & Brand Communications
* How to ensure that advertising practitioners understand the role of branding from a corporate and consumer perspective
* Developing a critical understanding of brands and their management.
* Advertising Design
* The principles and processes used to create successful advertising campaigns.
* Interpreting and writing a creative brief
* Visual language, theories and techniques applicable to this field
* Web Advertisement
* The process of making successful advertisement for web
* web search mechanism
* Web Design Principles
* To create unique web solutions by analyzing different project requirements and needs.
* Practical skills to create web pages by designing
* Programming with markup languages
Digital Media Techniques IV
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This hybrid - theory and practical module will provide students with the opportunity to investigate the rendering editing and compositing craft as an essential part of the process of production. Students will consider both theoretical and practical perspectives of editing, compositing and rendering in order to understand the cultural, social and cognitive effects of the editor’s/compositor’s art on the cinematic form.
You Will Learn
* Preproduction of TV advertisement
* production of TV advertisement
* To develop creative and strategic thinking and learn how to use different techniques to generate ideas and concepts
* To create a TV advertisement from briefs to execution
* Preproduction & production of animated advertisement
* To use different techniques to generate ideas and concepts
* Create an animated advertisement from briefs to execution
* To develop and refine the level of conceptual thinking within approaches to multimedia or design problems
Collaborative Project
This module provides an opportunity for the student to engage in an extended self managed or group project and to demonstrate the ability to integrate the various elements of the course. It forms a major element in the final stage assessment for the year. The Project will require the student to identify a topic relating to a problem or an issue in an area of interest developed through studies in the specialist pathway.
You Will Learn
* Business Practice in Art and Design
* Marketing and project management strategies pertaining to a graphic design project
* Independent Research
* Project Design, Implementation and Evaluation
* To develop a major advertising design project.
* Research methodologies, time management and problem solving.
* To prepare a professional presentation of findings to guest lecturers and/or industry professionals.
* To create a professional level design output individually/collaboratively
* Design development and use of appropriate visual language skills
Major Project
This module extends knowledge of media, methods and process development within the individual to form an informed and critical approach to specialist practice. Students must excel in the production of their individual programmes of work using a range of media and techniques and by researching conceptual/technical aspects and contexts at the leading edge of the subject study.
You Will Learn
* To initiate assignments
* To manage own learning
* To investigate appropriate research methodology and reflective practice
* Independently to analyse and evaluate own work and the work of others
* To show extensive knowledge within a specific area of subject study
* Investigating concepts and practices involved in sustaining individual areas of specialist practice
* To prepare for career as practicing artists and designers, as is appropriate to your needs
Dissertation
This module is intended to provide students the opportunity to undertake a substantial research project in an area of their interest and prepare them to work independent of tutors.
You Will Learn
* To develop own individual approach to research
* Planning and writing a Dissertation
* Developping the capacity for study independent of tutors
* Independently to analyse material from a range of sources, primary as well as secondary, relevant to the topic undertaken
* To organise the material in a well structured, logical way in order to present a well informed argument
* Methods and conventions of scholarly research, with accurate paratextual information, correct presentation and documentation
Portfolio Presentation
This module is intended to provide students the opportunity to undertake a substantial research project in an area of their interest and prepare them to work independent of tutors. This module prepares student's ability to communicate their work and progress in a professional manner. Students prepare a portfolio of their work. This is intended to be reviewed by their peers and potentially sent to production houses as an elegant and sophisticated digital portfolio for their comments.
You Will Learn
* To demonstrate ability to understand and articulate, through drawings, concepts sketches, design documents
* To present an understanding of the design elements of the medium of your specialisation
* To demonstrate the critical aspects of development of a media professional in the medium of your specialisation.
* To respond effectively to questions following oral presentation
Professional Practise
This module provides an opportunity for students to work for an external client in the creation of Digital Media content to address a real world problem. Students will intern collaboratively in a Digital Media development team and apply or further develop their problem solving, design, development and evaluation skills.
You Will Learn
* Professional approach in developing good working relationship with Clients
* To develop a clear understanding of the relationship between design, production and commerce in various aspects of a business organisation
* Methods and techniques to review, consolidate and extend the application of knowledge and understanding in solving real world problems
* To deal with external parties appropriately and professionally (e.g. client, users) and to use the input gathered from them in a useful way
* Making trade-offs during design and development process (including understanding of various parameters such as technical quality, aesthetic quality, conceptual quality, quality of media asserts, quality in terms of content and in interface design etc)
* To develop a multitude of creative concepts as possible solutions to a real world problem
* To report and present work that has been done, appropriately and professionally
* To work collaboratively in a small development team (i.e planning and organising project work, managing intra-group conflicts and developing negotiation skills)
* Further developing skills in terms of problem-solving, design, development, testing and evaluating
