P.G. Diploma - Advertising Design

PG Diploma in Digital Media - Advertising Design

Course Overview

The PG diploma is designed to equip the students with professional expertise in Advertising, Graphic Design, Corporate Branding and Web & Multimedia. The program integrates theory and practical assignments to provide a range of professional skills to meet the changing needs of the Advertising and Design Industry. The program emphasizes on Design, Color theory, Typography, Creative thinking, Advertising, Communication Media, Drawing techniques and Digital Media.

The student will acquire skills to develop a campaign for a product which includes market research, trends, product benefits, alternative creative strategies, brand positioning, corporate identity, packaging, interactive and web design. On completion of the program the student will be qualified to pursue a bullet in Advertising Agencies, Web and Interactive Multimedia industry, Design Studios and other Media Industry.

Duration

1 Year

Career Opportunities

  • Creative Director
  • Art Director
  • Visualizer
  • Graphic Designer
  • Illustrator
  • Design Consultant
  • Storyboard & Concept artist
  • Web Designer

Course Content

Code Module
AND401 Pre Visualization
ADV401 Foundation Study
AND402 DesignStudies
ADV411 Advertising & Communication
DMT411 Digital Media Techniques
ADV412 MediaProduction

Pre VisualizationTop ▲

This module begins by introducing the student to the broad concept of visualization in terms of Shapes and Forms, Light & Shadow, Perspective and Composition. Later student learn to apply these skills for Visual exploration, Expression of moods, create Concept Art, Composition of a scene.

You will learn

  • Developing Visual observation through Drawing
  • Exploration of Volume, Perspective, Structure and Form
  • Colour, colouring and shading methods
  • Sketching and Composing a layout/scene
  • Visualizing and story boarding
  • Character Development
  • Gesture
  • Concept art
  • Material & process

Foundation Study Top ▲

This module introduces the Students to a range of creative process that will aid them in their visual enquiry and self expression. Using these processes and strategies student generate ideas and concepts to design briefs. Students also learn a series of Digital Media Techniques which are deployed to generate Digital Media output.

You will learn

  • Ideation through Mind map, Mood board, Semiotics, Metaphor, Themes and Styles
  • Researching, Referencing and applying the history and theory of design to design practice
  • Elements and Principles of Design
  • Symbol and Icon Design and Construction
  • Digital Manipulation techniques such as enlargement, reduction, Transformation and reshaping
  • Understanding Colour & Colour Correction
  • Creating Digital Painting / Matte painting
  • Design project, Developing Concept
  • Basic Photography
  • Basic composition
  • Preparing a creative Brief,

Design StudiesTop ▲

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

  • Fundamentals of Design-
  • Design –Introduction
  • Elements and Principles of Design
  • Process of Design – Design Brief, Research, Idea Generation, Pre Production, production, Post Production
  • Understanding Colour-
  • Properties and Psychology of Colour
  • Typography-
  • History and evolution of Type.
  • Anatomy of a Typeface,
  • Type Classification/selection
  • Rules of Typography
  • Designing with Type
  • Layouts and Grids
  • Understanding and working with Basic Grids.
  • Grid systems in Design
  • Using grids to create effective layouts
  • Hierarchical Development
  • Compositional Factors

Advertising & CommunicationTop ▲

This module consists of an exploration of various styles, methods and medium of illustration with careful consideration of practicalities of application. Enable students to develop their communication methods, 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

  • Introduction to Advertising
  • Evolution of Advertising, Structure of an Advertising Agency, Fundamentals of Advertising,
  • Various Advertising Media, ATL, BTL Advertising,
  • Campaign Planning.
  • Case studies
  • Creative Thinking & Reasoning
  • Introduction to Copy Writing,
  • Copy Writing
  • Writing for different Advertising Media,
  • Copy editing, Proof Reading
  • Marketing and Branding Strategies
  • Overview of what is Product life cycle, product Positioning, 5 P ‘S of marketing,
  • Introduction to brand positioning and management, Developing Brand/ Corporate Identity
  • Legal Implications of Advertising Case studies.

Digital Media TechniqueTop ▲

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 graphics. It also provides essential knowledge and skills necessary for creating design layouts. 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

  • 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
  • Brands & Brand Communications
  • Advertising Design
  • The principles and processes used to create successful advertising campaigns.
  • Web 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

Media ProductionTop ▲

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

  • Print and Production
  • Evolution of Printing Technology
  • Stages Processes and Techniques of printing for various media and applications
  • Print Ad - Project & Internship
  • Web Ad project
  • Radio ad or Jingle for TV ad /animated ad project
  • Photography
  • Making of a TVC & Film language I
  • Preparing a creative Brief,
  • Developing Concept & Film language II
  • Script writing.
  • Direction
  • Basics of Ideography
  • Types of Camera/ video formats/Camera angles/editing etc