FC CURRICULUM - 9thseptember, 2010 PDF

Fashion Communication
COURSE CURRICULUM
UG Programme
Bachelors of Design (Fashion Communication)
Year : 2010
-1- 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

Academic Plan for Semester III
July December
Department : Fashion Communication
Programme/Specialization : Bachelors of Design (Fashion Communication)
Hour / Semester / Week
/Process (PB) /Department

Subject type- Theory (TH)
Tot al Hours / Semester

elective (DE)/ Common
Total Hours / Week

Tutorial / Seminars
Core / Non Core
Subject
Monitored Self
Subject Code
Elective (CE)
/ Field Study
Workshops
Practical /
Lecture
Credits
Study
BFC201P Core PB Graphic Design- Level I 1.5 3 4.5 72 3
BFC203P Core PB Visual Merchandising-Level I Not Uniform for all weeks 4.5 72 3
BFC205P Core PB Photography-Level I Not Uniform for all weeks 4.5 72 3
BFC207P Core PB Integrated Term Project - I Not Uniform for all weeks 1.5 1.5 24 1.5
PB Graphical Representation & Technical
BFC209P Core Not Uniform for all weeks 3.0 48 2
Drawing - Level I
BFC211P Core PB Design Methodology 1.5 1.5 3.0 72 3
BFC213T Non Core TH/CBE History of Costumes 1.5 1.5 24 1.5
BFC215P Non Core PB Publication Design 1.5 1.5 3.0 48 2
BFC217T Non Core TH/CBE Introduction to Marketing & Merchandising 1.5 1.5 24 1.5
TH/CBE Communication Concept s & Processes
BFC219T Non Core 1.5 1.5 24 1.5
Level I
BFC221P Non Core PB History & Philosophy of Design - Level I 1.5 1.5 24 1.5
Total Hours for Semester 504

Total Credits for Semester 23.5
Internship total -Hrs /Duration /credit ------------------------
Subjects may be offered on regular / modular basis based on available faculty resources at the respective centre

Evaluation Matrix
Evaluation Matrix

Mid Term Evaluation
End Term Exam/

Core / Non Core
Subject
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
Subject Code
Elective (CE)
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Total
Jury
BFC201P Core PB Graphic Design- Level I 10 10 20 20 40 100
PB
Semester : III
BFC203P Core Visual Merchandising- Level I 10 10 20 20 40 100

BFC205P Core PB Photography-Level I 20 20 20 40 100
BFC207P Core PB Integrated Term Project - I Continuous Evaluation -40 20 40 100
BFC209P Core 20 20 20 40 100
Drawing - Level I
BFC211P Core PB Design Methodology 10 10 20 20 40 100
BFC213T Non Core TH/CBE History of Costumes 10 10 20 20 40 100
BFC215P Non Core PB Publication Design 10 10 20 20 40 100
TH/CBE Introduction to Marketing &
BFC217T Non Core 10 10 20 20 40 100
Merchandising
TH/CBE Communication Concepts &
BFC219T Non Core 10 10 20 20 40 100
Processes- Level I
BFC221P Non Core PB History & Philosophy of Design - Level I 20 20 20 40 100


Academic Plan for Semester IV
January June

Programme/Specialization : Bachelor of Design (Fashion Communication)


Monitored Self Study

Tutorial / Seminars /
Total Hours / Week

Subject
Core / Non Core
Subject Code
Elective (CE)
Workshops
Field Study
Practical /
Lecture
Credits
BFC202P Core PB Graphic Design- Level II 1.5 3 4.5 72 3
BFC204P Core PB Visual Merchandising- Level II Not Uniform for all weeks 4.5 72 3
BFC206P Core PB Photography- Level II Not Uniform for all weeks 4.5 72 3
BFC208P Core PB Integrated Term Project - II 3 3.0 48 2
BFC210P Core Not Uniform for all weeks 3.0 48 2
Drawing Level II
BFC212P Non Core PB Introduction to Written Communication 1.5 1.5 24 1.5
BFC214P Non Core PB Fashion Basics 1.5 1.5 3.0 48 2
BFC216P Non Core PB Design Interpretation on AutoCAD 1.5 1.5 3.0 48 2
BFC218T Non Core TH/CBE Consumer Behavior in Fashion 1.5 1.5 24 1.5
TH/CBE Communication Concepts & Processes
BFC220T Non Core 1.5 1.5 24 1.5
Level II
BFC222P Non Core PB History & Philosophy of Design - Level II 1.5 1.5 24 1.5
Total Credits for Semester 23
Internship total -Hrs /Duration /credit --------------------------

Evaluation Matrix
Evaluation Matrix

Mid Term Evaluation
End Term Exam/

Core / Non Core
Subject
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
Subject Code
Elective (CE)
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Total
Jury
BFC202P Core PB Graphic Design- Level II 10 10 20 20 40 100
BFC204P Core PB Visual Merchandising- Level II 10 10 20 20 40 100
Semester : IV
BFC206P Core PB Photography- Level II 10 10 20 20 40 100

BFC208P Core PB Integrated Term Project - II Continuous Evaluation -40 20 40 100
BFC210P Core 20 20 20 40 100
Drawing Level II
BFC212P Non Core PB Introduction to Written Communication 10 10 20 20 40 100
BFC214P Non Core PB Fashion Basics 10 10 20 20 40 100
BFC216P Non Core PB Design Interpretation on AutoCAD 10 10 20 20 40 100
BFC218T Non Core TH/CBE Consumer Behavior in Fashion 10 10 20 20 40 100
TH/CBE Communication Concepts & Processes
BFC220T Non Core 10 10 20 20 40 100
Level II
PB
BFC222P Non Core History & Philosophy of Design - Level II 20 20 20 40 100


Academic Plan for Semester V
July to December



Monitored Self Study

Total Hours / Week

Core / Non Core
Subject
Subject Code
Elective (CE)
Workshops
Field Study
Practical /
Lecture
Credits
BFC301P Core PB Graphic Design- Level III 1.5 3.0 4.5 72 3
PB
BFC303P Core Visual Merchandising- Level III Not Uniform for all weeks 4.5 72 3
BFC305P Core PB Photography- Level III Not Uniform for all weeks 4.5 72 3
PB
BFC307P Core Integrated Term Project III 3.0 3.0 48 2
PB 3week/
BFC309CC Core Craft Cluster Initiative 3
5weeks
PB
BFC311P Core Fashion Journalism- Level I 1.5 1.5 3.0 48 2
BFC313P Non Core PB Textile Appreciation 1.5 1.5 24 1.5

BFC315P Non Core PB Multimedia & Web Design 1.5 1.5 3.0 48 2
BFC317T Non Core TH/CBE Retail & Brand Management 1.5 1.5 24 1.5
BFC319T Non Core TH/CBE Introduction to Advertising 1.5 1.5 24 1.5
Total Credits for Semester 22.5
Internship total -Hrs /Duration /credit -----------------------

Evaluation Matrix
Evaluation Matrix

Mid Term Evaluation
End Term Exam/

Core / Non Core
Subject
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
Subject Code
Elective (CE)
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Total
Jury
BFC301P Core PB Graphic Design- Level III 10 10 20 20 40 100
Semester : V
BFC303P Core PB Visual Merchandising- Level III 10 10 20 20 40 100

BFC305P Core PB Photography- Level III 10 10 20 20 40 100
BFC307P Core PB Integrated Term Project III Continuous Evaluation - 40 20 40 100
BFC309CC Core PB Craft Cluster Initiative Continuous Evaluation 20 80 100
BFC311P Core PB Fashion Journalism- Level I 10 10 10 10 20 40 100
BFC313P Non Core PB Textile Appreciation 20 20 20 40 100
BFC315P Non Core PB Multimedia & Web Design 10 10 20 20 40 100
BFC317T Non Core TH/CBE Retail & Brand Management 10 10 20 20 40 100
TH/CBE
BFC319T Non Core Introduction to Advertising 10 10 20 20 40 100


Academic Plan for Semester VI
January - June


Total Hours / Week

Subject
Core / Non Core
Monitored Self
Subject Code
Elective (CE)
Workshops
Field Study
Practical /
Lecture
Credits
Study
BFC302P Core PB Graphic Design- Level IV 1.5 3.0 4.5 72 3
PB
BFC304P Core Visual Merchandising- Level IV 2.5 2.0 4.5 72 3
BFC306P Core PB Photography- Level IV Not Uniform for all weeks 4.5 72 3
PB
BFC308P Core Integrated Term Project IV 3.0 3.0 48 2
PB
BFC310P Non Core Event Management Not Uniform for all weeks 3.0 48 2
PB
BFC312P Core Fashion Journalism- Level II 1.5 1.5 3.0 48 2
BFC314P Core PB Fashion Styling 1.5 1.5 3.0 48 2

PB Design Interpretation on 3D Max Level-I
BFC316P Non Core 1.5 1.5 3.0 48 2
BFC318T Non Core TH/CBE Public Relations 1.5 1.5 24 1.5
BFC320T Non Core TH/CBE Creative Advertising & Media Planning 3 3.0 24 1.5
Internship total -Hrs /Duration /credit ---------------------

Evaluation Matrix
Evaluation Matrix

Mid Term Evaluation
End Term Exam/

Core / Non Core
Subject
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
Subject Code
Elective (CE)
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Total
Jury
BFC302P Core PB Graphic Design- Level IV 10 10 20 20 40 100
Semester : VI
BFC304P Core PB Visual Merchandising- Level IV 10 10 20 20 40 100

BFC306P Core PB Photography- Level IV 20 20 20 40 100
BFC308P Core PB Integrated Term Project IV Continuous Evaluation - 40 20 40 100
BFC310P Non Core PB Event Management 10 10 20 20 40 100
BFC312P Core PB Fashion Journalism- Level II 10 10 20 20 40 100
BFC314P Core PB Fashion Styling 10 10 20 20 40 100
PB Design Interpretation on 3D Max
BFC316P Non Core 10 10 20 20 40 100
Level-I
BFC318T Non Core TH/CBE Public Relations 10 10 20 20 40 100
TH/CBE
Creative Advertising & Media
BFC320T Non Core 10 10 20 20 40 100
Planning


Academic Plan for Semester VII
July December

(DE)/ Common Elective
Subject type- Theory
/Department elective
(TH) /Process (PB)
Seminars / Field
Core / Non Core
Monitored Self
Subject
Subject Code
Total Hours /
Workshops
Practical /
Tutorial /
Lecture
Credits
Study
Study
Week
BFC401P Core (CE) PB Graphic Design- Level V 1.5 3.0 4.5 72 3
BFC403P Core PB Exhibition & Display Design 1.5 3.0 4.5 72 3
BFC405II Core PB Industry Internship (Between VI & VII Semester) 8 weeks 6
BFC407P Core PB Colloquium Paper 4.5 4.5 72 3
PB Not Uniform for
BFC409P Non Core Design Management & Entrepreneurship all weeks
3.0 48 2
BFC411T Non Core TH/CBE Professional Ethics & Responsibilities 3.0 3.0 48 2
BFC413P Non Core PB Design Interpretation on 3D Max Level-II 1.5 1.5 3.0 48 2
CE Common Elective
BFC415CE 1) Presentation Techniques
Non Core 1.5 1.5 3.0 48 2
BFC417CE 2) Product Photography
BFC419CE 3) Photo Journalism
Department Elective
BFC421DE 1) Prop Design
BFC423DE 2) Signage Design
BFC425DE Non Core DE 3) Traditional Folk Media 1.5 1.5 3.0 48 2
BFC427DE 4) Calligraphy
BFC429DE 5) Light, Sound & Set Design
BFC431DE 6) Non-Linear Editing
Internship total -Hrs /Duration /credit 8 weeks
- 10 - 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010


Evaluation Matrix
Evaluation Matrix

(TH) /Process (PB)
End Term Exam/

Core / Non Core
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
Subject Code
Subject
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Mid Term
Evaluation
Total
Jury
BFC401P (CE) Core PB Graphic Design- Level V 20 20 20 40 100
BFC403P Core PB Exhibition & Display Design 20 20 20 40 100
PB Industry Internship
BFC405II Core Mentor 20 80 100
(Between VI & VII Semester)
BFC407P Core PB Colloquium Paper Mentor 40 20 40 100
Semester : VII
PB Design-Management &
BFC409P Non Core 10 10 20 20 40 100
Entrepreneurship
BFC411T Non Core TH/CBE Professional Ethics & Responsibilities 10 10 20 20 40 100
PB Design Interpretation on 3D Max Level-
BFC413P Non Core 10 10 20 20 40 100
II
CE Common Elective
BFC415CE 1) Presentation Techniques
Non Core 20 20 20 40 100
BFC417CE 2) Product Photography
BFC419CE 3) Photo Journalism
Department Elective
BFC421DE 1) Prop Design
BFC423DE 2) Signage Design
BFC425DE Non Core DE 3) Traditional Folk Media 10 10 20 20 40 100
BFC427DE 4) Calligraphy
BFC429DE 5) Light, Sound & Set Design
BFC431DE 6) Non-Linear Editing

30NATIONAL INSTITUTE OF FASHION TECHNOLOGY

Academic Plan for Semester VIII
January - June


(TH) /Process (PB)
Seminars / Field
Core / Non Core
Monitored Self
Subject
Subject Code
Total Hours /
Workshops
Practical /
Tutorial /
Lecture
Credits
Study
Study
Week
(CE)
BFC402GP Core PB Graduation Project 30 18 weeks 18
Total Hours for Semester 18 weeks
Internship total -Hrs /Duration /credit -------------------


Bachelor of Design (Fashion Communication)
Evaluation Matrix
Evaluation Matrix

Semester : VIII
Core / Non Core
External Jury
Internal Jury
/Process (PB)
Subject Code
Subject
Mentor
Total
(CE)
BFC402GP Core PB Graduation Project 20 40 40 100


Bachelor of Design (Fashion Communication)
Table of Contents
Subject type-
Theory (TH)
/Process (PB) Core / Non
Subject Code Subject Page No
/Department Core
elective (DE)/
Common Elective
(CE)
BFC201P Core PB Graphic Design- Level I 21

Semester : III
BFC203P Core PB Visual Merchandising- Level I 27
BFC205P Core PB Photography-Level I 33
BFC207P Core PB Integrated Term Project - I 41

PB Graphical Representation & Technical Drawing - 45
BFC209P Core
Level I
BFC211P Core PB Design Methodology 51
BFC213P Non Core TH/CBE History of Costumes 57
BFC215P Non Core PB Publication Design 67
BFC217T Non Core TH/CBE Introduction to Marketing & Merchandising 72
BFC219T Non Core TH/CBE Communication Concepts & Processes- Level I 80
BFC221P Non Core PB History & Philosophy of Design - Level I 87

Subject type-
Theory (TH)
/Department Core
elective (DE)/
Common Elective
(CE)
BFC202P Core PB Graphic Design- Level II 97
BFC204P Core PB Visual Merchandising- Level II 102
Semester : IV BFC206P Core PB Photography- Level II 109
BFC208P Core PB Integrated Term Project - II 117

PB Graphical Representation & Technical 122
BFC210P Core
Drawing Level II
BFC212P Non Core PB Introduction to Written Communication 132
BFC214P Non Core PB Fashion Basics 139
BFC216P Non Core PB Design Interpretation on AutoCAD 146
BFC218T Non Core TH/CBE Consumer Behavior in Fashion 153

TH/CBE Communication Concepts & Processes 164
BFC220T Non Core
Level II
PB History & Philosophy of Design 173
BFC222P Non Core
Level II

Subject type-
Theory (TH)
Core /
/Process (PB)
Subject Code Non Subject Page No
/Department
Core
elective (DE)/
Common
Elective (CE)
BFC301P Core PB Graphic Design- Level III 181

Semester : V
BFC303P Core PB Visual Merchandising- Level III 187
BFC305P Core PB Photography- Level III 193
BFC307P Core PB Integrated Term Project III 201
BFC309CC Core PB Craft Cluster Initiative 206
BFC311P Core PB Fashion Journalism- Level I 210
BFC313P Non Core PB Textile Appreciation 218
BFC315P Non Core PB Multimedia & Web Design 225
BFC317T Non Core TH/CBE Retail & Brand Management 231

BFC319T Non Core TH/CBE Introduction to Advertising 238

Subject
type-
Theory (TH)
/Process
(PB) Core / Non
/Department Core
elective
(DE)/
Common
Elective
(CE)
BFC302P Core PB Graphic Design- Level IV 246
Semester : VI
BFC304P Core PB Visual Merchandising- Level IV 252
BFC306P Core PB Photography- Level IV 258
BFC308P Core PB Integrated Term Project IV 264
BFC310P Non Core PB Event Management 268
BFC312P Core PB Fashion Journalism- Level II 274
BFC314P Core PB Fashion Styling 280

PB Design Interpretation on 3D Max 286
BFC316P Non Core
Level-I
BFC318T Non Core TH/CBE Public Relations 293
BFC320T Non Core TH/CBE Creative Advertising & Media 303
Planning


Page No
Core / Non Core

Subject
/Process (PB)
Subject Code
(CE)
BFC401P Core PB Graphic Design- Level V 312
BFC403P Core PB Exhibition & Display Design 318
BFC405II Core PB Industry Internship 324
BFC407P Core PB Colloquium Paper 327

Semester : VII
BFC409P Non Core PB Design-Management & Entrepreneurship 332

Professional Ethics & Responsibilities 338
(2007-11 batch)
BFC411T Non Core TH/CBE
Professional Ethics & Responsibilities 347
(2008-12 batch) (2009-13 batch)
BFC413P Non Core PB Design Interpretation on 3D Max Level-II 356
Common Elective:
BFC415CE 1) Presentation Techniques 361
Non Core CE
BFC417CE 2) Product Photography 366
BFC419CE 3) Photo Journalism 372
Department Elective
BFC421DE 1) Prop Design 379
BFC423DE 2) Signage Design 385
BFC425DE Non Core DE 3) Traditional Folk Media 390
BFC427DE 4) Calligraphy 395
BFC429DE 5) Light, Sound & Set Design 399
BFC431DE 6) Non-Linear Editing 404

Subject type-
Semester : VIII Theory (TH)
/Department Core
elective (DE)/
Common
Elective (CE)
BFC402P PB Core Graduation Project 411

SEMESTER III

Subject
Hours / (C / NC)
Subject Code Subject Sessions Hour / Semester Credit Type(TH/ PB/
Week
DE/CE)
Lecture
1.5
Practical / Workshop
3
GRAPHIC DESIGN - Tutorial / Seminars / Field
BFC201P 72 Hrs 3 Core PB
LEVEL-1 Study
Self Study
Total 4.5
Prerequisite: FP Elements of Design I & II

Course objective:
To develop understanding of the basic Graphic design principles.

(Space, Form, Visual order & movement)
To develop understanding & articulation of aesthetic principles.
To develop skill of visualization & communication.
To understand production techniques of different media.
To develop sensitivity of elements of design and its application.
Course structure:
Concept domain-
Developing concepts of visual & sensorial perception
Developing contextual dimension and approaches to visual language
Developing insight into grammar of visual language
Developing sensitivity towards basic elements of graphic design
Knowledge domain-
Introduction to elements of visual language
Introduction to type & typographic elements
Introduction to grammar of graphic composition
Knowledge of space, format, grid and layout
Skill domain-
Introduction to skill of composition
Developing basic skill and understanding of typography
Developing skill to generate feelings and emotions and to communicate through basic elements of graphic design

Course contents:
Practical/ Self
Session Hrs Content Keywords Reference Lecture
Workshop Study
Details of Total hrs

number of required for one Keywords of the chapter to detailed referencing with
Details of the contents to
sessions chapter and define the depth of the text book/ publishers/ Hrs Hrs Hrs
be taught
required per further breakup input edition with pg no
chapter/ topic per topic
Introduction to Graphic The Fundamentals of

1-4 12 Graphic Design, AVA. Pg 6 6
Design
no. 24-70
Introduction to Art or craft?,
Communication Art, industrialization, The Fundamentals of
1&2 6 Graphic Art, Components of technology, consumerism, Graphic Design, AVA. Pg 3 3
Graphic Design, Functions social responsibility, no. 24-70
of Graphic Design semiotics, vernacular
Basics of Visual Language Point, Line, Plane
3 3 1.5 1.5
Rhythm and Balance
Scale, Texture, Color
4 3 Basics of Visual Language Different roles of colour 1.5 1.5
and colour symbology
Benchmarked assignment 1- ( 10 marks)
Type in the environment
Thinking with Type: A
Critical Guide for
Designers, Writers, Edit &
5-10 18 Letter Students ,Ellen Lupton, 6 12
Princeton Architectural
Press, Pg no. 11-58
Anatomy of Type Serif , stem, X-height,

5-7 9 Pg no. 11-34 3 6
bowls etc.
Size Pg no. 36-56
8-10 9 Pica , points 3 6
Fonts & Families

Benchmarked assignment 2 - (10 marks)

Anatomy of a typeface represented a poster
Typographic, A primer to
Handwriting to Printing history, techniques &
11-16 18 6 12
Type artistry. Page No. 1-75,
146-153
Pictographs, Roman
11-16 18 Typographic Milestones alphabet , Greek alphabet , 6 12
digital type.
17 3 MID TERM EVALUTATION
Typographic, A primer to
18-20 9 Type Classifications history, techniques & 3 6
artistry. Page No.76-86
Type Classifications Black letter, decorative &
18-19 6 1.5 4.5
transitional
Type Terminology Condensed, italics, bold,
20 3 1.5 1.5
black etc.
Expressive type, emotion or words described through type
Thinking with Type: A
Critical Guide for
Text Designers, Writers, Edit &
21-23 9 3 6
Students ,Ellen Lupton,
Princeton Architectural
Press, Pg no. 61-106
Kerning
21 3 Tracking 3
Line Spacing
Alignments Heading , subheading,
22-23 6 3 3
Hierarchy body text etc.
24 3 END TERM EVALUATION

Suggested Reference Material

Jonathan Barnbrook Graphic Design: A New History Debbie Millman Stefan Sagmeister
Barnbrook Bible: The Graphic Design of Yale University Press, 2007 How to Think Like a Great Graphic Designer Things I have learned in my life so far
Jonathan Barnbrook Allworth Press, 2007 Abrams, 2008
Rizzoli, 2007 Roger Fawcett-Tang
New Typographic Design Ari Rafaeli Karen Cheng
Alan Bartram Yale University Press, 2007 Book Typography Designing Type
Bauhaus, Modernism & The Illustrated Book Oak Knoll Press, 2005 Yale University Press, 2006
Yale University Press, 2004 Marc Gob
Brandjam: Humanizing Brands Through Alex Steffen Anthony Dunne
Michael Bierut Emotional Design Worldchanging: A User's Guide for the 21st Hertzian Tales: Electronic Products, Aesthetic
Seventy-nine Short Essays on Design Allworth Press, 2007 Century Experience and Critical Design
Princeton Architectural Press, 2007 Harry Abrams, 2006 MIT Press, 2005
Rich Gold Steven Heller & Louise Fili
Helen Brandshaft & David Pankow The Plenitude: Creativity, Innovation, and Making Sherry Turkle Stylepedia: A Guide to Graphic Design
The Work of Ismar David Stuff Evocative Objects: Things We Think With Mannerisms, Quirks, and Conceits
RIT Cary Graphic Arts Press, 2005 MIT Press, 2007 MIT Press, 2007 Chronicle Books, 2006
Gordon Bruce Kenya Hara Alice Twemlow Rick Poynor

Eilot Noyes Designing Design What is Graphic Design For? No More Rules: Graphic Design and
Phaidon, 2006 Lars Muller Publishers, 2007 Rotovision, 2006 Postmodernism
Yale University Press, 2003
Alex Coles, editor Steven Heller & Mirko Ilic Arjen Van Susteren
Design and Art The Anatomy of Design Metropolitan World Atlas Rick Poynor
MIT Press, 2006 Rockport, 2007 010 Publishers, 2005 Typographica
Princeton Architectural Press, 2001
Paulus M. Dreibholz, editor Steven Heller & Gail Anderson Rob Carter
Lead Between the Lines: Generating A New Vintage Type: Classic Fonts for the Digital Meggs: Making Graphic Design History Adrian Shaughnessy
Discussion about Typography and Language Age Wiley, 2007 How To Be A Graphic Designer Without Losing
Gaffa Limited, 2007 Your Soul
Watson-Guptill, 2007 Steven Heller & Mirko Ilic Princeton Architectural Press, 2005
Kimberly Elam Harry Jamieson Icons of Graphic Design, Second Edition
Typographic Systems of Design Visual Communication: More than Meets the Eye Thames & Hudson, 2008
Princeton Architectural Press, 2007 Intellect Books, 2007
Michael Kroeger
Michael Erard S. A. Mansbach Paul Rand: Conversations with Students
Um. . .: Slips, Stumbles, and Verbal Blunders, Graphic Modernism from the Baltic to the Princeton Architectural Press, 2008
and What They Mean Balkans, 1910-1935 Zoe Ryan
Pantheon Books, 2007 New York Public Library, 2007 Graphic Thought Facility
Stephen Eskilson Art Institute of Chicago, 2008

Reference Magazines, Journals and other sources:

Communication arts
Graphix
Creative Brief
Typographics
Wallpaper
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 - - 20 40 100
Teaching Tools:
Task base assignments
Lecture and demonstration by various field experts and subject faculty
Presentation and group discussion
Review and Feedback by Subject Faculty
Learning outcome:
Understanding of Graphic Design Fundamentals
Understanding of Aesthetic Principles & Elements of Composition & Layout
Understanding of Form, Space & Structure
Understanding of Typefaces & Form integration
Skill to create effective visual communication

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
Practical / Workshop Non Uniform

for all weeks
Tutorial / Seminars / Field 72
BFC203P Visual Merchandising- Level I 3 C PB
Study
Self Study
Total 4.5
Prerequisite: Geometry-I & II & EOD-I & II

Course objective:
The proposed course in Visual Merchandising is focused to train the Fashion Communication students in the area of display and exhibit design. A thematic approach to visual merchandising, understanding of
space and support material in relation to the product to be displayed. An area of specialization requiring training in multi-disciplines. The course is geared towards imparting training more specifically in the
area of retail design.
Understanding of Visual Merchandising as an artistic activity.

"Display as art, art as display"
Taking individual elements and creating display options
Understanding materials - their usability, re-usability, practicality, costs and wastage etc.
Course structure:
Concept domain-
Consumer - merchandise - concept interplay

Conceptualization of themes
Knowledge domain-
Understanding different markets

Understanding the space
Understanding of environment perception & its Psychology / Human environment relationship
Skill domain-
Materials and their usage for props and exhibits

Interpretations of themes into a display
Execution of design idea

Course contents:
Practical / Self
Workshop Study
be taught
Introduction & Historical

1-2 3 03
perspective
Silent Selling: Best

practices & Effective
Strategies in Visual
Merchandising - Judith A
Bell & Kate Ternus
Pg: 20-23
1 1.5 Introduction 1.5
Visual Merchandising :
Window and Instore
Displays for retail-Tony
Morgan
Pg: 30-39
Visual Merchandising :
Window and Instore
Displays for retail-Tony
Morgan
Pg: 10-15
2 1.5 Historical perspective 1.5
Visual merchandising the
business of merchandise
presentation- Robert
Colborne
Pg: 303-308

3-16 21 Material Studies 3 18
Visual merchandising the

business of merchandise
Material types - properties presentation- Robert
3 1.5 & applications including Colborne Pg: 252-258 1.5
innovative uses Market Study/ Internet
Cost & sourcing

4 1.5 Market Study 1.5
MS Lab-Wood , Metal,
5-16 18 Material handling 18
acrylic, etc
Benchmarked assignment 1-
Identify various material and finishes in a space, an object, an automobile etc. & document it 10 Marks
Basics of Design in Silent Selling: Best 6
17-21 7.5 1.5
relevance to VM practices & Effective
Strategies in Visual 3
17-19 4.5 Elements & Principles Merchandising - Judith A 1.5
Bell & Kate Ternus Pg: 38-
Light, shadow, texture , 41 3
20-21 3
aesthetic & colour
Creating 2D and 3D mood board to understand theme, story, colour and materials & small assignments relevant to theory .-10 Marks
22-24 4.5 MID TERM EVALUATION (20 marks) 4.5
25-30 9 Environmental studies Design & Environment- an 6 3
introductory manual- H.
31-32 3 Introduction kumar Vyas, NID, 3
Ahemdabad
Local environment,
3
33-36 6 Consumer behaviour & VM 3
enhancing sales

Benchmarked assignment 3- Creating visual texture using light and visual impact of light- 20 Marks
37-45 22.5 Final Project 14.5 08

Study of small scale
22.5 markets e.g. a weekly 10.5 08
market, vendors, etc.
46-48 End term Evaluation : Jury for the final project- 40 Marks
Suggested references Books:
Apart from ones mentioned with the course curriculum
Visual Merchandising : Study guide and display

A practical guide to Visual Merchandising
Contemporary Visual Merchandising
Anish Kapoor by Germano Celant
Visual selling and design
Visual Merchandising : The business of presentation
Visual Merchandising and Display, 5th Edition by merchandise Martin M. Pegler
Silent Selling: Best Practices And Effective Strategies In Visual Merchandising ~ Judith A. Bell & Kate Ternus
Visual Merchandising: Windows and In-store Displays for Retail by Tony Morgan
Visual Merchandising best designs
Visual Merchandising 2 Image and identity
Visual Merchandising 3
VM&RD
VMSD (visual Merchandising & Store Design)

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
End Term
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:
The course will be workshop based and provide hands on experience to the students.
The teaching would be through:
Lectures supported by visuals

Hands on working experience with different materials
Creating 2D & 3D mood boards and installations
Field studies
Learning outcome:
Upon the completion of the course, the students shall be able to:
Demonstrate an understanding of materials, their use in various forms and kinds and techniques that make them happen.
Analyze and articulate design construction concepts
Demonstrate a practical understanding of different display environments
Strengthen presentation skills
Benchmark assignment Description
Please refer course content

Hour / Subject Type

Subject Sessions Hours / Week * Credit (C / NC)
Subject Code Semester (TH/ PB/ DE/CE)
Lecture Not Uniform for

all weeks
BFC205P Photography- Level I Tutorial / Seminars / Field Study 72 3 Core PB
Self Study
Total 4.5
* Not uniform for all weeks

Prerequisite: V & R

Course objective:
Introduction to Photography. To develop the basic competency level in photography equipment handling and understanding.
Provide the base upon which creative development in photography will take place.
Understanding about rules of photography & composition
Understanding the concept of Light & Shade throughBlack & White Photography
Course structure:
Concept domain
Photography & its relevance as a Communication medium.
Understanding Photography as a conceptual process i.e. transcending the technical.
Knowledge domain
Photography tools
Understanding & appreciating the Monochrome /Black & White
Scope of black & white photography
Exploring light & shade in the outdoor environment
Learning Composition
Skill domain
Handling & manipulation of Tools
Gaining confidence in concepts like focus, exposure, field etc.
Precision & Accuracy

Course contents: Basics of Photography , Black & white Photography

Practical / Self
Session Hrs Content Keywords Reference Lecture Study
Workshop
Total hrs
Details of
required for Keywords of the
number of Detailed referencing with text
one chapter chapter to define
sessions Details of the contents to be taught book/ publishers/ edition with pg Hrs Hrs Hrs
and further the depth of the
required per no
breakup per input
chapter/ topic
topic
Introduction to Photography
-Various Genres
1 3 3
-Introduction to Masters of
Photography
2 3 Steady Shooting 1.5 1.5
-Holding the Camera Hand Book of Photography,5th

-Shutter Speeds and Lenses Edition, by James Folts, Ronald
-Tripod Use Lovell, Zwahlen, Page No 59 to
-Cable Releases 60
Lenses
-Lens Focal Length
Hand Book of Photography,5th
-Lens Speed
3 3 Edition, by James Folts, Ronald 3
-Lens 'angle-of-view'
Lens Focal Length Lovell, Zwahlen, Page No 201
-Lens Extenders
-Special Lenses
4 3 Film vs. Digital 1.5 1.5
-Comparing film & Digital

-Exposure Latitude
-Applications for the Digital Media
-Understanding the Limitations
Introduction to Camera Hand Book of Photography,5th
-SLR Vs. Point & Shoot Edition, by James Folts, Ronald
5 3 SLR,D-SLR 3
-Parts of SLR camera Lovell, Zwahlen, Page No 5 to
13

-Various genres
-Viewfinder
-Focusing Mechanism
-Types of camera
Photography 2nd Edition by Bruce
Warren, Publisher: Delmar
Aperture, Shutter
6 3 F Stop & Shutter Speeds Cengage Learning; 2 edition 1.5 1.5
speed, Exposure
(August 21,2001), Pg no28-34
-What Are F Stops

-How the Shutter & Aperture work
-Why Both Are Needed
-Introduction to Exposure Control
7 3 Exposure Control 1.5 1.5
-Using Your Camera Meter Photography 2nd Edition by Bruce

-Different Metering Situations Camera Exposure Warren, Publisher: Delmar
-Exposure compensation Meter Cengage Learning; 2 edition
-Bracketing (August 21, 2001), Page no 33

Light Meter
-Incident Light Meter Aperture Priority
Cengage Learning; 2 edition
-Reflected light Meter Shutter Priority
(August 21, 2001), Page no 34
8 3 Introduction to Depth of Field 1.5 1.5
-How Depth of Field Works Hand Book of Photography,5th

-Selective Depth of Field Examples Depth of Field Edition, by James Folts, Ronald
-Using the Scale and Preview Lovell, Zwahlen, Page No 40
Benchmarked assignment 1 - (documented separately)
9 3 Film Media 3
-Types of Film Photography Edition by Bruce
2nd
Color/Black & white
-Advantages of Different Films Warren, Publisher: Delmar
film
-Indoor / Outdoor Films Cengage Learning; 2 edition

-Caring for Films (August 21, 2001), Page no 13

to 23
10 3 Film Speed 1.5 1.5
- Light Sensitivity is expressed with

ISO Numbers
International Hand Book of Photography,5th
- Using Different ISO Ratings
Standard Edition, by James Folts, Ronald
- Media Color is expressed in K
Organization Lovell, Zwahlen, Page No 25
Settings
- Color Temperature and Light
11 3 Digital Media 1.5 1.5
-Removable Memory Cards

-Types of Cards
Memory card
-How Much Memory is enough?
-The 'Formatting' Option
12 3 MID TERM EVALUATION (20 Marks)
13-14 6 Daylight Photography 3 3

-How to Use Available Light
-Changing Sunlight
Cengage Learning; 2 edition
-Shooting in Bright Sunlight
Digital Photography

- Creating digital Image
- Storing Digital Image
Digital Image Cengage Learning; 2 edition
- Viewing Digital Image
- Basic Photography
to 378
15-16 6 Filters 3 3

-Using Color Filters Hand Book of Photography,5th

-Skylight and UV Filters Edition, by James Folts, Ronald
Photo filters
-The Polarizing Filter Lovell, Zwahlen, Page No 208
to 213
Photography Rules
Hand Book of Photography,5th
Rule of Thirds Edition, by James Folts, Ronald
Golden Section rule Composition Lovell, Zwahlen, Page No 64
Diagonal rule
Benchmarked assignment 2 - (documented separately)
17-18 6 Photography Composition 3 3
-Pattern
-Texture Hand Book of Photography,5th
-Shape Edition, by James Folts, Ronald
Composition
-Horizontal Line Lovell, Zwahlen, Page No 65 to
-Vertical Line 69
-Balance
Students have to take photograph
based on the below rules
(Rule of Thirds, Golden Section
Rule) Based on the photographs
taken by the student between the
Chapter 13 to 14. Students have to
19-23 15 15
take photograph based on the
composition(Pattern, Texture,
Shape, Horizontal Line, Vertical
Line, Balance) Based on the
photographs taken by the student in
Presentation of Photography

Smart Photography
Better photography
Popular photography
Evaluation Matrix:
End Term Exam/

Assignment-1
Assignment-2
Benchmark
Benchmark
Mid Term
Evaluation
Total
Jury
20 20 20 40 100
Teaching Tools:
Illustrated demonstration based lectures.
Class field assignment class pattern.
Continuing assignment based. Learning through performance appraisals, discussions on compositions & Concept execution, use of available resources etc.
Exhibition visits
Learning outcome:
A well initiated and well grounded student of photography.
A student with Creative Instincts stimulated for further experimentation and exploration.
An in-depth understanding of composition and visual coherence developed.
Capabilities developed for using Photography as a means of Documentation.
Capability to venture into Color Photography and other complexities, in the field of Photography.

Benchmarked assignment All Black & White Photography
Assignment 1 Basics of Camera & lighting-Geometrical Lines, Patterns, Textures, Play of Light & Shadows Composition of light Rules of Third Etc
Details/ description of assignment Photography rules, Composition Exposure Control, Depth of Field
Evaluation parameter Basics of Composition, Technical Knowledge
Type of assignment Submission of Photos (HARD COPY)
Weightage 20
Assignment 2 Theme Based Assignment
Details/ description of assignment Thematic Representation of Photography
Evaluation parameter Basics of Composition, Technical Knowledge
Type of assignment Submission of Photos (HARD COPY)
Weight age 20

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
Tutorial / Seminars / Field

Study 1.5
BFC 207P Integrated Term Project- I 24 hrs 1.5 C PB
Self Study
Total 1.5
Prerequisite: FP (Semester-I&II) .Input of all subjects of semester III

Course objective:
Design Research, Compilation & Presentation
To collate learning of all courses undertaken in third semester with the intent to understand and exercise the role of a communication designer with acquired skills and knowledge.
Learning how to amalgamate the input received in the semester of varied nature, along with experiences of live projects / assignments and to consolidate it in the form of creative as well as practical
output.
Course structure:
Concept domain-
Understanding of the practice of design methodology within the purview of Communication Design as a whole.
Understanding the effectiveness of design process by revisiting the process from point of design research.
Knowledge domain-
To set up the research objective with in the context of communication.
Gathering and collation of relevant data for understanding the scope of the project.
Skill domain-
To be able to conceptualize, plan the design activity towards the feasible implementation of appropriate solution.
To achieve ability in identifying design opportunity.
Course contents:
Introduction to ITP-I (Emphasis has to be given on integrative nature of the project).

Exercise one- to research on various art movements and pioneers and there contribution.
Exercise two- To shortlist 10 topics and discuss them with the mentor.
Final Research- based on the first two exercises thorough research on the finalized topic.
Based on this create a presentation and a compilation in a form of a document.

Art, Design & Visual Culture: Malcom Barnard: St. Martins Press Inc.
Ways of Seeing: John Berger: Penguin
The image and Eye: E. H. Gombrich: Phaidon
Sense of order: E. H.Gombrich.
Design History a students handbook: Hazel Conway: Routledge.
Twentieth C. Design: Jonathan M. Woodham: Oxford History of Art.
Cognition and the Visual Arts: Robert L. Solso: Solso.
Design In the Indian context: H. Kumar Vyas: NID.
History of Modern Design: David Raizman: Laurence King
Design Issues Journel mit press.
Thinking for the next millennium: Edward De-Bono.
And any other source suggested by the expert faculty
Evaluation:
Topic Understanding & Selection
Secondary research
Data Compilation - Analysis, Interpretation & Synthesis
Presentation & articulation
Final Execution
Teaching Tools:
Lectures
Observation and analysis
Presentations and reviews
Monitored self-study
Tutorials
Learning outcome:
Development of capability to think analytically and get exposed to more topics on design.
Ability to document research processes and concluded in a defined format

- 44 -
Benchmark
Assignment-1
Benchmark
Assignment-2
Benchmark
Assignment-3
Continuous Evaluation -40
Benchmark
Assignment-4
Evaluation Matrix
Benchmark
Assignment-5
Mid Term
20
Evaluation
End Term
40
Exam/ Jury
Total
100
2010,National Institute of Fashion Technology(NIFT)-

updated_Sep 2010
Hour / Subject Type

Subject Code Subject Sessions Hours / Week Credit (C / NC)
Semester (TH/ PB/ DE/CE)
Not Uniform for

Lecture
all weeks
Graphical Representation & Technical
BFC209P Tutorial / Seminars / Field 48 hrs 2 Core PB
Drawing Level I
Study
Self Study
Total 3
Prerequisite: V&R, Geometry, EOD

Course objective:
To channelize V&R, Geometry and EOD into visual language of design.
To creatively present and represent existing and visualized environments.
To use appropriate representation tools for various modes of Fashion Communication- Graphics, VM, Photography, Journalism, Advertising.
Course structure:
Concept Domain
Graphic Representation in communication as a whole.
To understand Visual syntax, language and Visual literacy.
Knowledge domain
Representation techniques used in various communication channels.
Graphic representation techniques to be seen both as tools of visualization as well as final outcome of design.
Skill Domain
Application of EOD and Geometry in Graphic representation in communication.
Application of Graphic representation skills in all areas of specialization

Course contents:
Practical / Self
Workshop

number of required for one Detailed referencing with text
Details of the contents Keywords of the chapter to
sessions chapter and book/ publishers/ edition with pg Hrs Hrs Hrs
to be taught define the depth of the input
required per further breakup no
Visual literacy, Visual

Graphic language, visual
A primer of Visual literacy
1 3 Representation for communication, Visualization,
Donus A Donis, MIT Press
Communication visual syntax
Introduction to Graphic
1.5 Introduction representation for the 1.5
communication arts.
1.5 Visual thinking 1.5
2-4 9 Basic visualization
3(classroom
3 Memory drawing
assignment)
6(classroom
6 Measured drawing
assignment)
Benchmarked assignment 1- (20 marks)
Evaluation of the basic visualization classroom exercises(session 2-4)
Application of grids in Making and Breaking the Grid,

5-6 6 Layout, space
2D &3D Timothy Samara, Rockport
Different kinds of grids 1.0
1.5 Grids, Ambrose/Harris 1.0
used in graphic layouts
1.5 Grid in 3Dstructures Architecture, Interior, Exhibition 1.0
Identify grids in Newspapers, magazines 3(classroom
3
surroundings building elevations exercise)
Making and breaking a Creative use of grid, redesign 3(classroom
3
grid of catalogue, paving pattern exercise)
Mid term Evaluation- ( 20 marks)
8
Submission of exercises (session 6-7)

Visualizing ideas, from scribbles

to storybaords, Gregor Krisztian
9-10 6 Storyboard
and Nasrin Schlempp, Ulker,
Thames and Hudson
1.5 Time and space
Introduction to different
1.5 kinds of storyboards
and its uses
3(classroom
3 Create a story board.
exercise)
Verbalizing the visual-translating
11-12 6 Articulating the image art and design into words.
Micheal Clarke, AVA publishers
1.5 Introduction 1.5
Verbalizing static and 3(classroom 1.5
4.5
moving frames exercise)
Storyboard + verbalizing (session 9-13)
A primer of Visual literacy
13-15 9 Ordering information
Donus A Donis, MIT Press
Hierarchy of 1.5
3 information/Information 1.5
design
2D/3D, Graphic, illustration, 3(classroom
3 Mixed media
model, representation assignment)
Information Poster, catalogue, book, 3(classroom
3
communication signage assignment)
End term Evaluation ( 40 marks)
16
Submission of exercises (session 9-15)

The Art of looking sideways, Phaidon

Education of Vision, Gyorgy kepes, Studio Vista, London
Form Space and Vision, Graham Collier, IInd edition, Prentice-Hall Inc. NJ
Architecture Form, Space and Order, Francis D.K. Ching, John Wiley and Sons, Inc, IInd edition
Design Drawing, Francis D. K. Ching with Steven P. Juroszek, John Wiley and Sons
Communication Arts
Domus
International Design
Form
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 20 20 40 100
Teaching Tools:
Illustrated lectures
Explanation on visualization and execution methods
Drawing assignments with demonstration
Brain teaser puzzles

Learning outcome:
Visualization, understanding and representation of the communication media in Fashion Communication.
Skill to handle medium and tools.
Integrating skills and representation techniques to come up with effective communication.
Benchmarked assignment Description (if required to be documented separately)
Assignment 1
Evaluation of the basic visualization classroom exercises
Details/ Description of assignment
Understanding, correctness of representation
Evaluation parameter
Type of assignment Submission
Weight age 20
Assignment 2
Collect newspapers, magazines, building elevations etc and identify grids
Details/ description of assignment
Evaluation parameter Understanding of the subject, clarity of representation
Presentation
Type of assignment
20
Weight age

Hour / Subject Type

Lecture
Practical / Workshop Not Uniform for

all weeks
BFC211P DESIGN METHODOLOGY 72 3 C PB
Study
Self Study
Total 3.0
Pre-requisite: Visualization &Representation I&II, Field Studies, Elements of Design, Visual Studies

Course objective:
Understanding and application of the various tools that define the main activity of Design and development process, to develop the ability to systematically investigate and critically evaluate a given
situation, formulate design criteria, conceptualization, realization and communication of the same.
To develop the ability to anticipate strategies and plan design activities within the context of market forces and consumer aspirations.
Course structure:
Concept domain
Understanding the concept of Design process categorized into three stages of Analysis, Synthesis and evaluation
Understanding the structure of the Design Process and the need for context building to effectively apply the same
Recognizing the influence of material and non- material aspects in the Design Process.
Knowledge domain
Understanding the need to follow a systematic approach and of the various tools that facilitate in defining the main activity and defining opportunities.
Gaining new insights through analysis, formulation of design criteria, realization of concepts and communication of Design Connect.
Understanding of Design Process & Activities.
Skill domain
Ability to articulate and plan design activity towards target market and consumer segments.
Identification and articulation of design opportunities.
Ability to collate structures and analyze information and to form contextual conclusions.
Application of skills acquired earlier to be demonstrated in presentations and communication of design concepts.
Effective research and collation of information, & In-depth analyses and synthesis.

Course contents:
Practical Self
Session Hrs Content Keywords Reference Lecture Workshop/ Study
Studio

Introduction to Design
An Illustrated dictionary of
Methodology
Twentieth century designers-
Introduction to the basic
Introduction by Peter Dormer
Design Theories in the
Understanding the historical (Pgs 20- 25)
1&2 6 context of Design 3 3
perspective of Design Design- The Indian Context H.
Methods Understanding
Kumar Vyas
the differentiation
(Pgs 13-33)
between the domains of
Art, Craft & Design
Understanding the The Fundamentals of Graphic
scope of different Understanding the role of a Design- G. Ambrose & P. Harris
3-4 6 design disciplines, the Designer/ Communication Design- The Indian Context H. 3 3
role of the designer & Designer Kumar Vyas
the design process. (Pgs 13-20)
Benchmarked assignment 1- (10 Marks)
Group Assignment : To trace and understand the scope of work of Designers in various Design Disciplines like Graphic Design, Industrial Design, Fashion design, Accessory
Design and Visual Merchandising etc. and to map the role of Fashion Communication Designer
Type of Submission: Class Presentation & Submission of CD ( Power point with supportive Paper work)
Design Methods- John Chris
Jones The Fundamentals of
To devise a
Graphic Design- G. Ambrose & P.
methodology to
Task Analysis & Activity Harris( Pgs 9-74)
5-6 6 investigate a given 3 3
Mapping
Scenario to define
Design Methodology- Christopher
design intervention
Alexander


Group assignment: Presentation of Initial research, Mind maps and Identification of Stakeholders and Secondary Research
Type of Submission: Class Presentation (Spot Evaluation)
To investigate the
given scenario and
identification of Secondary Research and Design- The Indian Context H.
7-8 6 3 3
Stakeholders, analysis Kumar Vyas
inherent problems
Study & research of Design Methods- John Chris

market scenario, Jones
User/Consumer, and Co-experience( understanding
Primary & Secondary
analyze the same in User experiences in Social
9-11 9 Research/ Study of the User 3 6
the context of Interaction) Katja Batterbee (
Initial Design Brief
product/ service Pgs38-74)
categories. Designing Design- Kenya Hara(
Pgs23- 101)
Mid term Evaluation (20 Marks)
Group Assignment: Presentation of Contextual Research of given Scenario, Consumer Profile/Mood board and Initial Design Brief
Articulation & Planning
Mind maps & Analysis of the
of the design activity
above mentioned data for The Fundamentals of Graphic
based on research,
13-15 9 opportunity mapping Design- G. Ambrose & P. Harris 4.5 4.5
consumer aspiration,
Redefinition of design Brief (Pgs 74 -79)
opportunity mapping etc
Application of Lateral Thinking- Edward de

Conceptualization tools: Brainstorming, Analogy & Bono
16-18 9 3 6
Workshop on Creative Lateral Thinking Design Methods John Chris
Thinking Techniques Jones
To conduct an in-depth analysis to formulate Design Directions with reference to Design Brief & Design Criteria
Type of Submission: Presentation of Primary Research, Redefined Design Brief and initial design directions.
To formulate design
directions and possible The Fundamentals of Graphic
Design Intervention Design- G. Ambrose & P. Harris
Articulation of different design
19-21 9 based on Identification (Pgs80 -109) 3 6
directions
of Scenario, articulating
design opportunity.

Articulation of Design
Final Outcome and Process
22 3 Solutions & alternatives. 1.5 1.5
Documentation
Final Class
Presentation &
23 3 3
Interaction of entire
Design Process
End term Evaluation - ( 40 Marks)
Presentation of Charts, Mood boards, research etc. mapping the entire Design Process with possible Design Solutions
Type of Submission: Presentation and Documentation of the Design Process

Designing Design- Kenya Hara
Design Matters
Teach yourself how to think- Edward de Bono
Designs of the Times Lakshmi Bhaskaran
Design History: A students handbook. Edited by H. Conway

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 -- -- 20 40 100
Teaching Tools:
Audio Visuals
Case Studies
Presentations
Group Discussion & Feedback
Learning outcome:
Ability to articulate and plan activity towards target market and consumer segments
Identification and articulation Design Opportunities

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5 hrs.
-
BFC213T History of Costumes Tutorial / Seminars / Field 24 hrs. 1.5 NC TH
-
Study
Self Study
-
Total 1.5 hrs.
Prerequisite:
Introduction to World Art and Culture

Fashion Orientation

Course objective:
To provide a historical understanding of world costume and its development from prehistoric to the modern age.
To enable students to make relevant connections and offer critical analysis of textual and visual information.
To draw inspiration form historic costume for developing a personal design philosophy.
To demonstrate creative and effective presentation techniques.
To provide reference to the students
Course structure:
Concept domain-
Understanding of fashion through the centuries.

Seeing the development through historical socio-cultural, political, economic context
Knowledge domain-
Fashion Theories & Principles.

Fashion from pre-historic to modern age
Building a visual vocabulary
Sensitivity & appreciation of various influences & factors which constitute the cultural dynamics of fashion
Skill domain-
Demonstrate effective use of research methods for understanding development of Costume

Ability to make relevant connections
Draw inspiration for developing a potential design

Course contents:
Practical / Self
Workshop Study
Total hrs required Hrs Hrs Hrs
Details of number of Keywords of the chapter detailed referencing with
for one chapter and Details of the contents to be
sessions required to define the depth of the text book/ publishers/
further breakup per taught
per chapter/ topic input edition with page no
topic
Fashion Theories & --

17 10.5 Costume in the Antiquity 12 --
Origin of clothing theories

& evidence Origin& functions of Fashion Costume & Culture
clothing, theories of The Ancient World
Costume in ancient origin of clothing. Volume I Sara --
civilizations Mesopotamia Pendergast and Tom
1 1.5 1.5 --
Political, social, Pendergast, 2004 Pg 1
economic influences on 13
the costumes & textiles
of the ancient period. Same Book Pg 49 - 67
--
2 1.5 Egypt Same Book Pg 13 47 1.5 --
Political, social,
economic influences on
the costumes & textiles
of the ancient period. Costume and Fashion A --
Concise History James
3 1.5 Crete 1.5 --
Laver 2002 Pg 21 23
Fashion Costume & Culture

The Ancient World --
Volume I Sara
1.5 Greece 1.5 --
4 Pendergast and Tom
Pendergast, 2004 Pg 113
158

--
5 1.5 Rome Same Book Pg 159 204 1.5 --
Ancient Indian Costume --

Roshen Alkazi 1983
6 1.5 Indus valley & Mauryans 1.5 --
Pg 15 25
7 1.5 Kushans & Guptas 1.5

Same Book Pg 97 155 -- --

Review of a periodic film based on the understanding of the textile & costume of that period.
CEB Mid - term exam ( 20 marks)
Development of Western and
Indian Costume from
9 13 7.5 7.5 - -
Medieval Period to 19th
Century.
The Ancient World
Byzantine & Feudal 1.5
Middle Ages Volume 2 Sara
9 1.5 ages
Pendergast and Tom
Pendergast, 2004 Pg 255 - -
273, 291 326
French & Italian
The Ancient World
Renaissance & Renaissance, 14-16th - -
Volume 3 Sara
10 1.5 Elizabethan Age century 1.5
Pendergast and Tom
Fashion in European
countries.
504
Victorian Era & Industrial 17th-19th centuries, Fashion Costume & Culture
11 1.5 Revolution inventions & industrial The Ancient World 1.5 - -
upheavals. Volume 3 Sara

Pendergast and Tom

645
Islamic Influence on Costumes and Textiles of

Costumes in Mughal Period clothing & textiles of Royal India Ritu Kumar
12 1.5 1.5 -
the period. Edited by Cathy Muscot -
1999 Pg 38 51
Costumes and Textiles of
British Raj in India Swadeshi movement, Royal India Ritu Kumar -
13 1.5 1.5 -
Khadi revolution. Edited by Cathy Muscot
1999 Pg 52 81
Quiz based on the understanding of the external influences on the costume & fashion of the period
14 15 4.5 20th Century Fashion 4.5 - -

Political, social,
economic & cultural
factors influencing
throughout the
century Edwardian
Opulence, Wars,
Photographers,
Movies, subcultures.
Factors leading to the

Influences on fashion industry, emergence of the
14 1.5 Emergence of designers. designers in the west- 1.5
Calvin Klein, Donna
Karan, Dior, Chanel,
YSL,
Charlesworth, Karl
Lagerfeld, Alexander
Mcqueen, Hussain
Chalayan, Issey
Miyake, Gaultier, John
Galliano, D&G, Zandra
Rhodes, Paul Poiret,

etc.
Post independence
era, Influence of
cinema dressing ,
emergence of
designers in India etc.-
Rohit Khosla, Ritu
Influence of western world on
15 1.5 Beri, Ritu Kumar, JJ 1.5 - -
Indian fashion
Valaya, Rohit Bal,
Manish Arora, Tarun
Tahiliani, Sabyasachi,
Ranna Gill, Reena
Dhaka, Meera &
Muzaffar Ali etc.
The study of sociological changes in each decade from 20th century and its impact on textile & fashion of those times.
CEB End - term (40 marks)

Suggested reference Books:
Assailly, G.D. Age of Elegance 5,000 years of Fashion & Frivolity:1968

Batterberry, M & Ariane Mirror Mirror Asocial History of Fashion: New York: Holt, Rinenart and Winston: 1983
Black A & Garland, M A History of Fashion: 1975
Boucher, Francios 20,000 years of Fashion: Thames and Hudson: 1987
Laver, James a) Costume and Fashion : London: Thames & Hudson:1995
b) Costume in Antiquity: London, Thames & Hudson: 1964
c) Concise History of Costume: London, TH & Hudson,1992
Payne, Blanche History of Fashion, from the Ancient Egyptians to Twentieth Century, New York: Harper and Row
Publishers: 1965
Tortora, P & Eubank K Survey of History Costume: New York, Harper and Row Publishers : 1965
Buck, A.M. Victorian Costume and Costume Accessories
Cumming, Valerie Exploring Costume History:1500 19 1981
Contini, Mila Fashion: 1965
Gemsheim Alison Victorian and Edwardian Fashion: 1981
Moore, Langley Fashion through : Fashion Plates: 1971
OHara, Georgina The Encyclopedia of Fashion: London: Thames & Hudson
Peacock John Chronicle of Western Costume: London: Thames and Hudson 1991
Roshan Alkazi Ancient Indian Costume
Sachidanand Sahay Indian Costume Coiffure and Ornament
A Biswas Indian Costumes
Dr. Moti Chandra Costume, Textiles, Costumes and Coiffure in Ancient and Medieval India
G. S. Ghurye Indian Costume
J. Brij. Bhushan The costumes and Textiles of India
Martin, Richard, Harld Koda The Historical Mode: Rizzali, New York: 1989
Tolkien, Tracy Vintage; The Art of Dressing Up, Pavilion
Calasibetta C. Tortora The Fairchild Dictionary of Fashion: Laurence King Publishing
Mendes, Valerie ,A Haye 20th Century Fashion: Thames & Hudson
FILMS: ( western)

Cleopatra
Ben Hur
Julius Ceasar
Gladiator
Spartacus
Ten Commandments
Elizabeth
Shakespeare in Love
Gone with the Wind
Sense & Sensibility
War & Peace
Marie Antoinette
Less Miserables
The Scarlet Express
Hamlet
Joan of Arc
Dangerous Liaisons
Robin hood: King of Thieves
Saturday Night Fever
FILMS: (Indian)
Chanakya
Bharat Ek Khoj
Mughal e Azam
Garam Hawa
Gandhi
Regional Films
Charulata
Ghare Baire

Evaluation Matrix:
Assignment-1
Assignment-2
Assignment-3
End Term
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:
Illustrated lectures (slides & videos)

Sessions need to be more interactive and presented with more visual material than continuous lecture
Library Reading & Research: museum web sites
Presentations & Reviews
Film shows (if required and available)
Learning outcome:
At the end of module the students should be able to:
Broaden and intensify ability to research & synthesize information
Develop sensitivity & understanding towards historic design

Negotiate a self-initiated project for personal research & formulate a personal design philosophy.
Correlate various issues & draw inspiration for designing.
Realize the potential of team work & develop creative presentation skills.

Assignment 1
Review of a periodic film based on the understanding of the textile & costume of that
period.
Methodology, content analysis & overall presentation skills.
Type of assignment Written report
Weight age 10 marks
Assignment 2
Quiz based on the understanding of the external influences on the costume & fashion
of the period.
Understanding the fashion environment of the period with reference to terminology,
influences & major developments in textile.
Spot evaluation
Type of assignment
10 marks
Weight age
Assignment 3
The study of sociological changes in each decade from 20th century and its impact on
textile & fashion of those times.
Evaluation parameter Methodology, research, content analysis & overall presentation skills.
Research, Presentation & documentation

Type of assignment
20 marks
Weight age
Pattern for mid term/ final term examination paper: CEB Written exam

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
1.5
Publication Design Tutorial / Seminars / Field
BFC215P 48 2 NC PB
Study
Self Study
Total 3 / Week
Prerequisite: Computer Graphics

Course objective:
Publication design for effective report generation, layouts and documentation of projects with Graphics and Print Media and to create Brochures, Newsletters, Posters, Flyers & Magazine.
Course structure:
Concept domain
Understanding of Print Media as a concept.
Knowledge domain
Understanding of various paper types and layout designs and printing techniques.
Skill domain
Sharpen cognitive skills & develop sensitivity towards communication

Course contents:
Practical / Self
Workshop Study
be taught
Illustrator cs4 in simple
1 3 Introduction to illustrator 1.5 1.5
steps
Menus,
Toolbox, View,
Preferences,
Creating documents,
rulers and measurement
units,
Workspace,
2&3 6 Grids, Using ADOBE INDESIGN 3 3
Layout
pages and spreads, CS4
Master pages Pg (19-96)
Layers,
Frames,
page numbering,
text variables
Format text, Using ADOBE INDESIGN
4& 5 6 type attributes, CS4 3 3
Typography
Using fonts Pg (221-267)
Newspaper article layout / Flyer Design using various fonts & formatting styles.
Embed,
Using ADOBE INDESIGN
Importing, 1.5 1.5
6 3 CS4
Tables graphics to a table,
Pg (268-267
text to a table,
headers and footers
Benchmarked assignment 2 (10 Marks)
Design a two page Advertisement (centre spread) for a Lifestyle magazine.
Understanding paths and
3 Drawing, CS4 1.5 1.5
7 shapes,
pg(317- 345)
line or shape tools

8 Mid term Evaluation

graphics format, Importing
CS4Pg (346-377)
files,
9 3 Graphics Placing graphics 1.5 1.5
links and embedded
graphics,
snippets
Blending colors, Using ADOBE INDESIGN

1.5 1.5
10 3 Flattening transparent CS4
Transparency effects
artwork Pg (378-434)
spot and process colors,
Blending colors, Using ADOBE INDESIGN
Color, 1.5 1.5
11 3 color settings, CS4
Color management,
Adjusting ink neutral Pg (461-495)
Trapping color
density values
Benchmarked assignment 3- assignment description with weight age (20 Marks)
Create a A-4 size Newsletter (4 pages) showcasing work of various designers on India Fashion Week.
Export a book to PDF,
About PDF print publishing 1.5 1.5
12 3 CS4
Exporting to Adobe PDF tools,
Pg (496-517)
Adding structure to PDFs
Printers marks and bleeds,
Printing oversized
documents, Using ADOBE INDESIGN
1.5 1.5
13 3 Printing, Printing graphics and fonts, CS4
Color separations color management when Pg (582-632)
printing,
Printing booklets
14 3 Visit to a Printing unit
15 Live Project to design a 24 Page Magazine based on Theme.
3
3 End Term Evaluation
16

In design CS4 in Simple steps, dream tech press

Bible In Design Cs4, Willey Publications
Using ADOBE INDESIGN CS4
Vogue
Elle
Harper Bazaar
Marie Claire
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:
Lectures
Demonstrations
Presentations
Hands-on exercises
Practical sessions
Learning Outcome
Students would be able to design Newsletters, Flyers & Magazine

Hour / Subject Type

Lecture
1.5 hrs.
-
Introduction to Marketing & Tutorial / Seminars / Field
BFC217T 24 1.5 NC TH
Merchandising Study -
Self Study
-
Total 1.5 hrs.
Prerequisite: Overview of Fashion & Principles of Management

Course objective:
To sensitize Communication students towards the marketing and merchandising functions of the fashion business.
To enable students to gain better understanding on markets and marketing concepts.
To familiarize them with the distinctive aspects between fashion and generic marketing.
To enable them to classify markets.
To familiarize them with the concepts of merchandising.
Course structure:
Concept domain
Understand the Concept of a marketing mix and merchandise mix for a brand.
To relate market and consumer studies towards evolving effective marketing strategies.
To be able to relate product, place and price towards deriving an effective form of visual communication.
Knowledge domain
Knowledge of fashion marketing techniques and methodologies.
Knowledge of merchandising techniques and methodologies.
Planning and allocation of merchandise as per consumer demand.
Overview of marketing activities and techniques for basic and fashion products.
Skill domain
Merchandise planning activity and documentation.
Designing and selecting marketing techniques as per the identified target market.
Range development and its co relation to brand identity.
Pricing strategies as per various fashion categories and target markets.
Using merchandise as a tool for effective marketing and promotion.

Course contents:
Practical / Self
Workshop

Principles of marketing-
Introduction to Definitions, need for marketing
1 1.5 ( Philip Kotler and Gary 1.5 - -
marketing , need, want & demand etc.
Armstrong) (page no.1-30)
2-5 6 Markets 6 - -
Markets & their
2 1.5 Classification, size & structure. ( Philip Kotler and Gary 1.5 - -
classification
Armstrong)
Micro environment, macro
3 1.5 Marketing environments ( Philip Kotler and Gary 1.5 - -
environment & market trends.
Create a repository of ads (preferably for one brand/product) which are targeted at different markets.
Types, bases of segmentation,
Market segmentation & market positioning &
4 1.5 ( Philip Kotler and Gary 1.5 - -
positioning perceptual mapping.
Armstrong) (page no. 194-226)
Identifying the right consumer,
5 1.5 Identifying target market ( Philip Kotler and Gary 1.5 - -
consumer behaviour.
Components of
6-7 3 3 - -
Marketing mix
Product classification,
attributes, branding,
Marketing mix ( Philip Kotler and Gary
6 1.5 packaging, labeling, lifecycles, 1.5 - -
Product & Price Armstrong) (page no.236-266 ,
range planning. Pricing
303-319)
decisions approaches etc.

Fashion distribution, retailing, Principles of marketing-

Marketing mix Place advertising, sales promotion, ( Philip Kotler and Gary
7 1.5 1.5 - -
& Promotion PR, online & direct marketing Armstrong) (page no.388-416,
etc. 450-531)
8 MID TERM EXAM ( 20 marks)
9 1.5 Methods of marketing ( Philip Kotler and Gary 1.5 - -
Armstrong)
Identify a promotional strategy/plan for a new product in the market. Develop collaterals (e.g. an advertisement, pamphlet, packaging etc.) to help the product promote itself in the
market.
Understanding Retail
10 15 9 9 - -
Merchandising
Fashion buying & -
merchandising (Sidney Packard,
Arthur A. Winters, Nathan
Merchandising, benefits & Axelrod) - ( 46- 74)
Introduction to
10 1.5 techniques, role of 1.5 -
merchandising
merchandiser Mastering fashion buying &
merchandise management (Tim
Jackson, David Shaw) (page
no. 26- 37)
Retailing ( Kent & Omar) (page -
no. 269-296)
Fashion seasons & timelines, Retailing management ( Levy &

merchandise categories, Weitz) (page no. 362-399)
Merchandise planning
11-13 4.5 assortment plans and factors 4.5 -
for retail
affecting it. Fashion Lifecycle Mastering fashion buying &
and Promotion merchandise management (Tim
Jackson, David Shaw) (page
no. 90- 113)
Benchmarked assignment -3 ( 20 marks)
Comparative study & research of retail spaces wherein VM is incorporated as a promotional tool and the spaces where VM is not important in promoting the image of the brand &
the merchandise

VM as promotion, VM as
marketing, Relationship of
Visual merchandising Retailing management ( Levy &
merchandise mix to VM (Co-
14-15 3 and display Weitz) (page no. 586-615) 3 - -
ordinates, sell through
maximizing sales per sq feet).
16 END TERM EXAM ( 40 marks)
Suggested reference Books
Fashion Retailing, A multi channel approach -- by Ellen diamond (Pearson Edication)

Fashion, from concept to consumer-- by Gini Stephens Frings (Pearson education)
Reference Magazines, Journals and other sources
Harward Business Review

Business World
Business India
Business Today
Advertising and Marketing
Economic Times
Inside fashion
WWD
DNR
Vogue

Evaluation Matrix:
Assignment-1
Assignment-2
Assignment-3
End Term
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:
Lectures
Case study analysis
Group discussion, debates and crossfire
Tutorials
Games
Role-playing
Learning outcome:
Understanding the marketing and merchandising functions of the fashion business.

Understanding the relation between merchandise/ product range of a brand/retailer to consumer requirements and perceptions.
To understand the basics of marketing and merchandising techniques for fashion products towards maximizing sales.

Assignment 1
Create a repository of ads (preferably for one brand/product) which are targeted at
different markets.
Type of assignment Documentation of ads targeting different markets
Weight age 10 marks
Assignment 2
Identify a promotional plan for a new product in the market. Develop collaterals (e.g.
Details/ description of assignment an advertisement, pamphlet, packaging etc.) to help the product promote itself in the
market.
Promotional material (prints)
Type of assignment
10 marks
Weight age
Assignment 3
Comparative study & research of retail spaces wherein VM is incorporated as a
Details/ description of assignment promotional tool and the spaces where VM is not important in promoting the image of
the brand & the merchandise.
Written comparative analysis
Type of assignment
20 marks
Weight age

Pattern for mid term/ final term CEB examination paper

For CEB subject (theory) suggested format of CEB question paper to be mentioned
Heading/header of question paper should be as instructed by COE-HO.
The paper setter will ensure confidentiality of the question paper.
The paper setter must submit two distinct sets of question papers and the answer key strictly question wise. Each question paper should strictly be accompanied by its respective key.
Proper care must be taken to make question papers as lucid and clear as possible, addressing all expected queries of students.
For theory papers, the question paper may include objective type, short answers for essay type questions and numerical etc. however in case of essay type and short answer type papers the word limit
may be clearly prescribed as follows-
- Short answers 50 - 250 words
- Essay type maximum 1000 words.
The questions must be designed to assess conceptual and analytical understanding as well as application of the concept.
The paper setters may submit an indicative brief describing the expectations from the students in a separate envelope. Material requirement any may also be indicated in a separate envelope.
The paper setters may ensure representation of all units of the ratified curriculum for the subject, the question paper. The weight age and maximum marks to be mentioned in the question papers should
conform to the evaluation matrix for the respective Programme.
While preparing the question paper, paper setter is instructed to ensure the following font size: FONT: Arial, SIZE: 12

Hour / Subject Type

Lecture
1.5
-
Communication concept & Tutorial / Seminars / Field
Processes-1 Study -
Self Study
-
Total 1.5
Prerequisite: none

Course objective:
To understand the meaning and scope of communication & mass communication.

To comprehend the course and flow of communication & understand it as a structural process.
To learn about the various modes & means of communication.
To understand the need and importance of communication.
Learn to apply effective communication skills in all aspects of communication design.
Course structure:
Concept domain
The omnipresence of Communication as a concept.
Knowledge domain:
Earlier & contemporary studies in Communication.

Theories & models of Communication and Mass Communication.
Understanding the Structure & Function of the Communication Subsystem in any organization or the society as a whole.
Skill domain:
Sharpen cognitive skills & develop sensitivity towards communication.

Course contents:
Practical / Self
Workshop
Details of
number of Total hrs
sessions required for one Detailed referencing with text
Details of the contents to Keywords of the chapter to
required chapter and book/ publishers/ edition with pg Hrs Hrs Hrs
be taught define the depth of the input
per further breakup no
chapter/ per topic
topic
Fundamentals of Introduction to the concept,
1 -5 7.5 7.5 - -
communication types, elements & patterns.
Importance of communication,
scope & functions,
commandants of
Communication as a communication, methods of
1 1.5 1.5 - -
concept communicating, stages of
Mass communication in India (
development of communication
K.J.Kumar)- (page no.-1-40)
over the years, effective
communication & its barriers.
Types of communication
Verbal, non-verbal, formal & Mass Media IV
2 1.5 based on channels & 1.5 - -
informal communication (page no. 17-20)
purpose
Types of communication Interpersonal, intrapersonal,
3 1.5 1.5 - -
based on audience Group & Mass communication.
Message, audience, receiver,
Elements of source, destination, reception,
4 1.5 1.5 - -
communication process feedback, encoding, Decoding
& noise.
Benchmarked assignment -1 (10 marks)
Identify various communication processes from the simple to the complex from the study of the environment of the students. Illustrate the same with examples of print
advertisements.
Mass Communication Theory,
Patterns of information Allocution, conversation,
5 1.5 Denis Mc Quail (SAGE)-
traffic consultation, registration.
(page no. 145-146)

Introduction, early models,

Models in Mass 10.5
6 - 12 10.5 mass communication - -
communication
models.
What are models, importance
6 1.5 Introduction to models & significance of models, Mass Communication Theory, 1.5 - -
theories of models Denis Mc Quail (SAGE)-
Transmission model, ritual (page no. 68-75)
7 1.5 Models of communication /expressive, display & attention 1.5 -
model & reception model. -
8 1.5 MID TERM EXAM ( 20 marks) 1.5 - -
9 1.5 Harold Lasswells model 1.5 - -
Shannon & Weavers
10 1.5 Mass communication in India ( 1.5 - -
model
George Gerbners model & K.J.Kumar)
11 1.5 1.5 - -
Wilber Schramms model
12 1.5 SMCR Berlos model 1.5 - -
Benchmarked assignment -2 ( 10 marks)
Identify the various examples of Bad communication and how it affects the audience. Based on the understanding of these, develop a model to overcome the problem.
Theories in mass Sociological, psychological,

13-15 4.5 4.5 -
communication personal influence theories. -
Sociological, cultivation
13 1.5 theory, agenda setting 1.5 - -
theory.
Psychological /individual
Mass communication in India
difference theory, selective
14 1.5 ( K.J.Kumar) 1.5 -
exposure & selective
retention theory. -
Personal influence theory,
multi-step flow, two-step
15 1.5 1.5 -
flow, hypodermic needle -
theory.
Quiz on the basic understanding of the mass communication theories.
16 1.5 END TERM EXAM ( 40 marks) 1.5 - -

Understanding Mass Communication, De fleur & Dennis

Indias Media Scene (SAGE)
Communication concepts & processes, Joseph A Devito
Communication Facts & Ideas in business , L. Brown (Prentice Hall)
The process of communication , David K. Berlo
Communication Arts
Communicator, IIMC
Journal of Mass Communication
Newspaper Articles on the Media
Evaluation Matrix:
Assignment-1
Assignment-2
Assignment-3
End Term
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:
Illustrated lectures (faculty & domain experts)

Faculty guided group discussions & brainstorming
Field visits / observation studies
Analysis & interpretation of external environment
Individual & group presentations
Review & feedback from faculty
Learning outcome:
Develop cognitive skills to identify, segregate, understand the process of communication as it exists among the various sub-systems that maintains an organization or the society.
Develop sensitivity towards effect of any action, which as communication at its base.
Develop the urge of theory construction, thereby creating a science of communication and also vice-versa.

Assignment 1
Identify various communication processes from the simple to the complex from the existing
environment based on the categories for classifying communication processes.
Illustrate the same with atleast 5 examples each from day-to-day lives.
Type of assignment Written report + presentation
Weight age 10 marks
Assignment 2
Identify the various examples of bad communication and how it affects the audience. Based
on the understanding of these, develop a model to overcome the problem.
Written assignment + presentation
Type of assignment
10 marks
Weight age
Assignment 3
Quiz on the basic understanding of the mass communication theories.
On spot evaluation
Type of assignment
20 marks
Weight age

Pattern for midterm/ final term CEB examination paper

- short answers 50 - 250 words
While preparing the question paper , paper setter are instructed to ensure the following font size: FONT- Arial , SIZE- 12

Subject Type
(C /
Subject Code Subject Sessions Hours / Week Hour / Semester Credit (TH/ PB/
NC)
DE/CE)
1.5
Lecture
BFC221P History & Philosophy of Design Level I 24 hrs / Semester 1.5 NC PB
Field Study
Self Study
Total 1.5
Prerequisite:
Introduction to World Art and Culture,
Art and Design Aesthetics

Course objective:
To initiate the students into the contextual study for the rise of design in India and the West.
To become aware of the evolution of design.
To provide an overview of design movements history from ancient till medieval period.
To analyze critically the design philosophies of west and east.
Note: The term design has not been used purposely in the first part because this term came into use namely after the industrial revolution.
This way, it would help the students to understand the evaluation of this category. This course should be seen as run-up towards design as a formal field of study which was initiated
Post Industrial Revolution.
Course structure:
Concept domain
To understand the evolution of design and the different related professions

To see the evolution of design
To have an overview of Art and Design movements
To gain an understanding of Indias position with respect to the design philosophy of other cultures.
Knowledge domain
To gain an overview of the different design movements in the world.
To gain an overview of the different design philosophies and their expressions.
Skill domain:
To visually appreciate the stylistic elements of the different design movements.
To visually and conceptually find parallels from art movements.
To develop the ability to recognize the style and inspiration behind designed products.

Course contents:
Practica Self
l/ Study
Worksh
op
Details of Total hrs required for Details of the contents to be taught Keywords of the Detailed referencing with text Hrs Hrs Hrs
number of one chapter and chapter to define the book/ publishers/ edition with pg
sessions further breakup per depth of the input no
required topic
per
chapter/
topic
15 7.5 SOCIOLOGY AND HUMAN NEED 7.5
1 1.5 Nature and the Cosmos and their Metaphysics, Story of Art E.H Gombrich 1.5
interrelations Epistemology, and 1995 Pg 39 53
logic
Ritual, Religion and expression, Art and
aesthetics as means of expression
2& 3 3 Sociology & Artifacts (How art and design Art Design and Visual Culture: 3
evolves from the An Introduction. Malcolm
sociological Barnard, 1999 pg 10 30,
conditions)
4 1.5 Culture, Art and Aesthetics Importance of History of Art H.W. Janson 1.5
context for design 1995 Pg 37 43
Thinking Design S. Balaram

1998 pg 3 13
Research based visual diary on the life and culture of any primitive tribe
5-8 6 PERIODS IMPORTANT FOR ART 6
AND ARTISTRY IN WEST AND EAST
5&6 3 Ancient and Medieval Western world Touching upon the Story of Art E.H Gombrich 3
major turning points 1995 Pg 99 185
to explain the
concept.

7 1.5 Ancient and Medieval Oriental world Brief on the Oriental Indian Art Partha Mitter 2001 1.5
Context and Pg 7 85
Emphasis on India
Main periods of
Indian History which
are important for art
and artistry relating
them to the sociology
of the period
8 3 MID TERM EVALUATION Oriental Context and
Emphasis on India
Main periods of
Indian History
9 1.5 Ancient and Medieval Oriental world Continued from Indian Art Partha Mitter 2001 1.5
Pg 7 85
10 11 3 CONCEPT OF ART AND 3
AESTHETICS: WEST AND EAST
10 & 11 3 Art and Aesthetic of the West and the Reasons for the An Introduction to the Philosophy 3
Oriental world differences and differences in the of Art Richard Elridge 2003 Pg
similarities philosophies 25 96
Principles of Art and Beauty
Benchmarked assignment 2 ( 20 MARKS)
Group discussion based on Visual clues / open book test on the understanding of the topics taught.
12 & 13 3 Science, Art & Commerce

12 & 13 3 Renaissance the movement Literal meaning of History of Art H. W. Janson 3
Renaissance what 1995 Pg 406 503
is it, its cause, its
impact on different
aspects of art,
artifacts and
aesthetics, guilds,
patrons, liberal and
mechanical arts,
Science, commerce
14 1.5 Revision 1.5
End term Evaluation: Jury 40

Culture and Society by Raymond Williams 1999

Encyclopedia of Articles on the Artist, Craftsman and Designer
Ways of Seeing by John Berger 1977
History of Art by H. W. Janson 1995
Story of Art by E. H. Gombrich 1995
Indian Art Partha Mitter 2000
The earthen Drum an introduction to the ritual arts of rural India Pupul Jayakar 1980
The earth mother Pupul Jayakar 1990
Design: The Indian Context: Learning The Historical Rationale Of The Indian Design Idiom H. Kumar Vyas 2000
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 20 20 40 100

Teaching Tools:
Illustrated Lecturers (Faculty and other specialized topic experts)

Case studies
Faculty guided group discussions and brainstorming
Visual diaries to be maintained throughout the semester
Film clippings
Interpretative exercises to relate the concepts to the practice of fashion
Self learning and research
Audiovisual material to be prepared
Case studies and collection of study materials
Books as prescribed
Field trips to be arranged
Learning outcome:
Awareness of the context of the evolution of the Art and design.

Awareness of the fact that discussing the context and rise of design in India is a complex issue quite different from its rise in the West.
To understand all the examples of art and artistries that we see around have their histories.
Understanding the art and design philosophies of western and the eastern world.


Assignment 1
Details/ Description of assignment Research based visual diary on the life and culture of any primitive tribe
Research and understanding of the student

Type of assignment Submission in the form of visual diary
Weight age 20
Assignment 2
Group discussion based on Visual clues / open book test on the understanding of the
Details/ description of assignment topics covered
Evaluation parameter Understanding, participation (in case of GD), presentation
Type of assignment Group discussion / Open book test

Weight age 20
Pattern for mid term/ end term evaluation
Presentation on any of the topics studied (Can be a group work) (Mid Term)
Students can design a space based on any art period (Can be a group work) (End Term)

OUTBOUND DESIGN FUNDAMENTAL WORKSHOP
Objective
To encourage team building, trust, motivation among students and faculty, a outbound workshop for students have been conducted every year for students of Fashion Communication as part of the Academic
Plan.
Brief
Students entering the field of Design immerse themselves into learning the requisite skills to become successful designers without really being given an understanding of the subject in its macro sense. It is
therefore imperative to see design in its broader perspective, and understand its relation with technological, sociological and ecological issues.
Introspection and deeper understanding of the subject and an exploration into what they would like to do with the know-how aspect will ensure a much more directional and meaningful approach to their entire
forthcoming design education. The Design Fundamental Workshop (DFW) aims to put the bigger picture in front of the students and help them individually to find their own place and co-relation with it. The
DFW aims to:
Provide a wholistic understanding of design (as a participatory process) and its relation with sociological and ecological issues.
Provide requisite behavioral training to complement classroom skill-based inputs to maximize learning. This includes issues like teamwork, planning, communication, stretching limits and recognizing
ones potential, lateral thinking, accepting feedback, self exploration, co-ordination, and sensitivity building.
Updates participants on important global issues, which will have a direct impact in their profession and will give them a competitive edge.
Build a better rapport / understanding / trust between in-house faculty and students.
The outdoor sites are carefully chosen to take participants to a setting different to their regular environment (a campsite in the midst of natural surroundings) to put them in a resourceful state of mind. The
facilitators use the campsites and other tools like adventure activities, camp games, natural settings and local people and their habitat to provide qualitative and lateral experiences to the participants from
which they can derive universal learnings applicable to their work. This fun-filled outing also provides the space and environment to de-stress and introspect, allowing participants to understand themselves
and others better. The result is positive behavioral and attitude changes that greatly help the student in his/her future education and life

Deliverables
The workshop is recommended within the first year or towards the middle of the design education. This enables students to apply the learnings from the DFW to make the most of their forthcoming design
studies. The duration of the workshop is 3-day residential outbound component and 3-hour indoor sessions. It also includes:
A presentation to the Department and in-house faculty to brief them on the nature and objectives of the workshop and their involvement in it. Their input is also used to assess any specific needs/problem
areas that could be addressed through the DFW.
An introductory discussion with the students to introduce them to the workshop. This interaction is to set a base and create enthusiasm and also take their needs and inputs.
A feedback report to the Department and discussion for maintenance/assimilation of learnings.
A feedback session with the participants within a month of workshop completion.
Before the workshop: Introductory discussion with the students (1.5 hrs)
Days 1, 2, 3: Residential Outdoor Component.
After the workshop: Feedback session with faculty. (1.5 hrs)
Feedback session with students. (2 hrs)
Areas Explored in the Workshop
Design definition and exploration.

Contemporary design education.
Design v/s art. Form and Function in design.
Design and Consumer; social aspects of design.
Design as a participatory process.
The role of ecology and link with design.
Ecological accounting.
Fair trade movement.
Team dynamics and maintenance.
Co-ordination and Communication
Seeing the bigger picture.
Leadership and role-play.
Trust and being trustworthy.
Real development; design for development.

SEMESTER IV

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
3
Graphic Design Tutorial / Seminars / Field
BFC202P 72 Hrs 3 Core PB
Level-2 Study
Self Study
Total 4.5
Prerequisite: Graphic Design I

Course objective:
To explore the avenues of interaction between ideas, audience and visual design and thus communicate more effectively
To understand the advantages disadvantages of new media and processes
Course structure:
Concept domain

To develop skill of visualization &communication
To understand production techniques of different media
To develop sensitivity of elements of design and its application.
Knowledge domain
Introduction to grammar of graphic composition- Layout

Formats & paper standardization
Understanding the Graphic layout process
Skill domain
Introduction to skill of composition
Developing basic skill and understanding of page layouts
Developing skill to generate feelings and emotions and to communicate through basic elements of graphic design
Application of tools, techniques and processes of visual communication

Course contents:
Practical/ Self
Workshop Study

number of required for one detailed referencing with text
Thinking with Type: A Critical

Guide for Designers, Writers,
1-16 48 Grid Edit & Students ,Ellen Lupton, 15 33
Princeton Architectural Press, Pg
no. 111-160
Brief History of Grids inThe golden section,
1-2 6 Modern Graphics Tschicholds diagram, A 3 3
ISO & Paper sizes sizes, B sizes, C sizes
Anatomy of a page Column, rows, gutter space,
3 3 margins, spine width, 3
Hierarchy of Information
heading, sub-heading
Benchmarked assignment 1- Division of space through grids(10 marks)
Elements of a Grid Single column grid, double
4-10 21 column grid, division of 6 15
Types of Grid
space, grid table
Benchmarked assignment 2- Grid explorations(10 marks)
Combining Grid, Type, Harmony, structure, balance,
11-12 6 1.5 4.5
Image visual balances, contrast
13-16 12 Breaking the Grid Ideation 1.5 10.5
17- Mid term Evaluation
18-23 18 Print in the 21st Century 6 12
Benchmarked assignment 3- Thematic explorations of grids(20 marks)
18 3 The historical perspective 3
19-23 15 Print and the environment 3 12
24- End term Evaluation

AIGA, editors Ladislav Sutnar

Fresh Dialogue 7: Making Magazines Visual Design in Action: Principles,
Princeton Architectural Press, 2007 Purposes
Five Ties Publishing, 2006
Graham Davis Steve Taylor
Designer's Toolkit: 500 Grids and Style 100 Years of Magazine Covers
Sheets Black Dog Publishing, 2006
Chronicle Books, 2007
Jessica Helfand
Rex Ray Screen: Essays on Graphic Design,
Art + Design New Media, and Visual Culture
Chronicle Books, 2007 Princeton Architectural
Press/Winterhouse Editions, 2001
Phaidon Editors
Area 2 Layout Workbook: A Real-World Guide
Phaidon Press, 2008 to Building Pages in Graphic Design by
Kristen Cullen
toltze Design
1,000 Music Graphics: A Compilation of Making and Breaking the Grid: A
Packaging, Posters, and Other Sound Graphic Design Layout Workshop by
Solutions Timothy Samara
Rockport Publishers, 2008
Steven Heller & Louise Fili

Stylepedia: A Guide to Graphic Design
Mannerisms, Quirks, and Conceits
Chronicle Books, 2006
Richard Hollis
Swiss Graphic Design: The Origins and
Growth of an International Style, 1920-
1965
Yale University Press, 2006

Communication arts
Graphix
Creative Brief
Wallpaper
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 - - 20 40 100
Teaching Tools:

Case study
Group discussion
Presentations and critiques
Learning outcome:
Understanding of Aesthetic Principles & Elements of Composition & Layout

Understanding of Form, Space & Structure
Understanding of different Graphic production & post production processes
Skill and knowledge of Layout & Composition Design

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
Not Uniform
Practical / Workshop for all weeks
BFC204P Visual Merchandising- Level- II Tutorial / Seminars / Field 72 3 C PB Formatted: Font: 9 pt

Study
Formatted: Right: -3.95 pt
Self Study
Total 4.5
Prerequisite: VM-I & GRTD-I
Course objective:
The proposed course in Visual Merchandising is focused to train the Fashion Communication students in the art of display design for show windows, in store displays, exhibit design, display graphics and
signage system. An area of specialization requiring training in multi disciplines.
To introduce the visual and display properties of presentation. Functional and decorative units for display and exhibits are designed and critiqued. Production material and techniques are introduced and
reviewed.
Broad Course Outline
Inputs on Visual Merchandising and display and exhibit - Principles of Visual Merchandising
Thematic approach to visual merchandising
Perception of visual Merchandising
Connection between Visual merchandising and fashion and lifestyle
How is Visual Merchandising and exhibitions operated in India and abroad
Organizational importance of Visual Merchandising
Budgeting for Visual Merchandising
Visual Merchandising calendar
Scope of visual Merchandising

Course structure:
Concept domain
Consumer - merchandise - concept interplay
Conceptualization of themes
Knowledge domain
Understanding the client brief and market position
Understanding and creating space
Skill domain
Materials and their usage for props and exhibits
Interpretations of themes into a display
Execution of design ideas

Course contents:
Practical / Self
Workshop Study

number of required for one Keywords of the chapter to Detailed referencing with
be taught
1. Visual merchandising:
Introduction & The business of
connection between Merchandise
1-2 03 Chapter heading 03
visual merchandising presentation- Robert
and fashion Colborne
Pg: 275-281
Principles of VM,
3-12 15 Chapter heading Material, Display systems 09 06
& Anthropometric data
Creating mood boards to 1. Silent Selling: Best
depict different thematic practices & Effective
presentations for lifestyle Strategies in Visual
and fashion products. Merchandising - Judith
A Bell & Kate Ternus
3-4 3 Sub topics 1 03
Understanding colour and Pg: 38-41, 208-209
their visual language for 2. Visual Merchandising :
display and exhibit. Window and Instore
Displays for retail-
Tony Morgan

Understanding of materials
for creating display props
and display design.
Developing props for

6 Sub topics 2 specific theme.
03 03
Understanding emotive
5-8
value of the prop. Field
visits to understand
manufacturing process of
props.
Study of display systems.

Understanding material 1. Catalogues
and their use for display 2. Time Saver Standard
and exhibit by creating 3D for Interior design &
9-12 6 Sub topics3 mood boards. space planning 03 03
Pg: 387-395, 401-422
Understanding 3. Architectural Graphic
anthropometric data. Standards, 10th edition
Benchmarked assignment 1- Material exploration for display props and display design: an assignment based on this &
Exploration for display systems and study of anthropometric data: an assignment based on this- 10 marks
13-19 10.5 Chapter heading Light 4.5 06
1. Silent Selling: Best
13 1.5 Sub topics 1 Introduction 1.5
Understanding light, light
design, light fixtures etc. as
Merchandising - Judith
14-16 4.5 Sub topics 2 the most important aspect 1.5 03
of display and exhibition,
Pg: 213-220
followed by field trip
17-19 4.5 Sub topics 3 Vendor dealing with 1.5 03
materials flex, printing,

wall papers, lights, wall
finishes, floor finishes
Malls- different types of
exterior
Benchmarked assignment 2 : Creating visual texture using light and visual impact of light-10 marks
20-21 03 Chapter heading Window display 1. Silent Selling: Best 03

Creating a window in foam A Bell & Kate Ternus
core Pg: 274-285
20-21 03 Sub topics 1 2. Visual Merchandising : 03
Window and Instore
Tony Morgan
Pg: 68-73
22-24 Mid term Evaluation : Creating a window in foam core
Project - Merchandise study, Theme/ concept development, Mood board, prop design / selection, light effects, scaled down model of a window
25-30 09 Chapter heading Window display 1. Silent Selling: Best 03 06

Creating life size window to
Pg: 274-285
present a fashion or 2. Visual Merchandising :
25-30 09 Sub topics 1 03 06
lifestyle product Window and Instore
Tony Morgan
Pg: 68-73
Benchmarked assignment 3- Creating life size window to present a fashion or lifestyle product-20 Marks
31-45 22.5 Chapter heading Final Project 9.5 13

Creating life size window to
31-45 22.5 Sub topics 1 12.5 10
present a fashion or

lifestyle product
Project - Merchandise
study, Theme/ concept
development, Mood board,
prop design / selection,
light effects, Technical
drawings, measurement &
specification sheets, cost
sheet, for Full size window.
46-48 End term Evaluation : 40 marks
1. Boutique
2. The New Boutique: Fashion And Design (Design New Titles) by Neil Bingham
3. Prop Design Basics Technical Drawing~ Bert Bielefeld
4. Times Saver Standards
5. Architectural Graphic Standards, Tenth Edition
6. Lighting design basics By Mark Karlen, James Benya
7. Visual Merchandising and Display, 5th Edition by Martin M. Pegler
8. Silent Selling: Best Practices And Effective Strategies In Visual Merchandising ~ Judith A. Bell & Kate Ternus
9. Visual Merchandising: Windows and In-store Displays for Retail by Tony Morgan
10. Store windows that sell Display Design: An Introduction to Window Display, Point-Of-Purchase, Posters, Signs and Signage, Sales Environments, and Exhibit Displays (Art & Design Series) by
Laszlo Roth
1. Architecture & Design

2. Elle Decor

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:

Hands on working experience on hypothetical projects
Classroom assignments
Final live project guided by the faculty
Learning outcome:
Upon the completion of the course, the students shall be able to:
Demonstrate an understanding of materials, techniques and design concepts of visual merchandising and exhibit industry
Demonstrate a practical understanding of lighting in a retail and display environment
Demonstrate a practical understanding of technical / construction drawings that convey visual merchandising and exhibition design concepts

Hour / Subject Type


all Weeks

BFC206P Photography- Level II 72 3 Core PB
Study
Self Study
Total 4.5
Prerequisite: Photography Level I

Course objective:
Introduction to Color Photography,

Studio Lighting & portrait lighting
Understand the behavior of natural light, artificial light, reflectors & other light modifiers.
Understanding the aesthetics, meaning and manipulation of Color in Photography.
Understanding composition
Portraiture
Course structure:
Concept domain
Conceptual clarity in light, shade, colour, attention, composition.

Use of light to create effect, compose & manage mood.
Knowledge domain
Understanding color photography in both outdoors & studio

Exploring light & shade in the outdoor & studio environment
Skill domain
Handling & manipulation of lighting tools

Gaining confidence in handling location, props, and studio equipments.

Course contents:
Practical / Field
Session Hrs Content Keywords Reference Lecture Trip
Workshop

number of required for one Keywords of the chapter Detailed referencing with text
Details of the contents to be
sessions chapter and to define the depth of the book/ publishers/ edition with Hrs Hrs Hrs
taught
required per further breakup input pg no
Introduction to Color Christopher Grey's Studio

1-2 6 Photography Lighting Techniques for 6
Photography: Tricks of the
-The Principles of Lighting Trade for Professional Digital
-The Physics of Light Photographers (Kindle
Principle of light
- Electromagnetic spectrum Edition)by Christopher Grey
- Angle of Incident Page 9 to 10
The Properties/ Qualities of
Christopher Grey's Studio
Light
Lighting Techniques for
- Color temperature Photography: Tricks of the
- Direction Trade for Professional Digital
- Quality Light Properties Photographers (Kindle
- Contrast Edition)by Christopher Grey
- White Balance Page 11 to 12
Light Positions and
3-5 9 3 6
functions
Christopher Grey's Studio
- Key light /Main light
Photography: Tricks of the
- Fill light
Trade for Professional Digital
- Kicker light Light Direction
Photographers (Kindle
-Background Light
Edition)by Christopher Grey
- Light Ratio
Page 14 to 15
6-8 9 How Light Behaves 3 6

- Reflection Lighting Techniques for
- Absorption Photographing Model

Porfolios by Billy Pgram

Published by Amherst Media,
Inc Page 32
Quality of the Lighting
Benchmarked assignment 1 - ( 10 MARKS)

Photographing Model
-Size of the Lighting Source
Porfolios by Billy Pgram
-Natural Light
Published by Amherst Media,
Inc Page 32 to 34
Introduction to Studio
9-10 6 Lightings & Studio 3 3
Facilities, Light Modifiers
- Backdrop Supports
Studio Lighting Techniques for
- Large softbox
Photography,
- Medium softbox
Photo Light Modifiers ChristopherGrays, Published
- Small softbox
by Amerst Media, Page no 20
- Screens
to 25
- Strip Lights
11 3 Light Modifiers 1.5 1.5
Studio Lighting Techniques for
- Umbrellas Photography,
- Reflectors Photo Light Modifiers ChristopherGrays, Published
- Grids by Amerst Media, Page no 20
to 25
Benchmarked assignment 2 - (10 MARKS)
12 3 MID TERM EVALUATION
6
Portrait Lighting in practice
- versatile Portrait Lighting
13-14 6 Master Lighting Guide for
Setup
Portrait photographers by
- A single subject Lighting for portrait
Christopher Grey, Published by
with two subject & More
Amherst Page no 52 to 53
lights

Hair Light for Portrait

Studio Lighting by
- Parabolic Reflectors
ChristopherGrays, Published by
- Beauty Dishes-Maxi, Mini
15-16 6 Amerst Media, Page no 50 to 52 1.5 4.5
soft
- Grids
The four Qualities of Light

- Color
- Contrast
- Direction Studio Lighting by
- Quality ChristopherGrays, Published by
Portrait Lighting Amerst Media, Page no 11 to 19
- High key Posing for portrait Studio Lighting by 3
17-18 6 3
- Low key ChristopherGrays, Published by
Amerst Media, Page no 89 to 92
- Other Lighting Techniques
for Portraiture
19-21 9 9
Students have to take
photograph based on the
above sessions
22-23 6 3 3
Based on the photographs
taken by the student between
the Session 1 to15. Brief on
how to make the photography
portfolio
Benchmarked assignment 3 - ( 20 MARKS)
24 3 END TERM Evaluation

Christopher Grey's Studio Lighting Techniques for Photography: Tricks of the Trade for Professional Digital Photographers (Kindle Edition)by Christopher Grey
Lighting Photo Workshop by Chris Bucher
Sculpting with Light: Techniques for Portrait photography by Allison Earnest
The Complete Guide to Light & Lighting in Digital Photography (A Lark Photography Book) Michael Freeman
50 Lighting Setups for Portrait Photographers by Steven H. Begleiter
Lighting for Photography: Techniques for Studio and shoots by Glenn Rand
Light: Science and Magic: An Introduction to Photographic Lighting by Fil Hunter,Steven Biver, Paul Fuqua
Master Lighting Guide for Portrait Photographers by Christopher Grey

Better photography
Popular photography
Smart Photography

Evaluation Matrix:
End Term Exam/

Assignment-1
Assignment-2
Assignment-3
Benchmark
Benchmark
Benchmark
Mid Term
Evaluation
Total
Jury
10 10 20 20 40 100
Teaching Tools:
Assignment based
Class field assignment class
Teaching through performance appraisals, discussions on compositions, use of available resources etc.
Exhibition visits
The subsequent classes will involve the students with various fields of color photography. Composition Study at every stage and sensitizing students to the variables that contribute into making a good
picture.
Learning outcome:
A well grounded student of photography.

A student with Creative Instincts stimulated for further experimentation and exploration.
An in-depth understanding of composition and photography lighting.
Capability to venture into Portrait Photography/ Product Architecture and other complexities, in the field of Photography.

Assignment 1 Basics of Color Photography Color Play in Photography

Details/ Description of assignment Light Position , Hard Light , soft light
Basics are right, Composition, Technical Knowledge

Type of assignment Submission of Photos on CD or PPT
Weight age 10
Assignment 2 Portraits in Available Light

Light Modifiers
Evaluation parameter Basics are right, Composition, Technical Knowledge
Submission of Photos on CD or PPT

Type of assignment
10
Weight age
Assignment 3 Portraits in Studio Light
Portrait Lighting, Basic main light Position
Basics are right, Composition, Technical Knowledge
Type of assignment
20
Weight age
Mid Term ( Subject Faculty to decide the topic based on the input provided) 20
40
End Term Evaluation ( Jury)

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture

Study 3
BFC 208P Integrated Term Project II 48 hrs 2 C PB
Self Study
Total 3 hrs
Prerequisite: All subjects of semester IV

Course objective:
To collate learning of all courses undertaken in fourth semester with the intent to understand and exercise the role of a communication designer within the sphere of fashion industry.
Learning how to amalgamate the input received in the semester of varied nature, along with experiences of live projects / assignments and to consolidate it in the form of creative as well as practical
output.
Developing Communication Design solutions for a Fashion Design event, Designers collection or for a fashion, textile or handicraft design brand promotion.
Course structure:
Concept domain-
Understanding of the practice of Communication Design within the needs of any one sector of Fashion industry.
Understanding the effectiveness of communication design process by revisiting the process from point of view of practical implementation of communication design solutions based on real time brief.
Knowledge domain-
To understand and identify the various needs of Fashion promotion within product promotion or brand promotion or event promotion which focuses on communication within domain of Fashion.
To be able to interpret the brief or identify the need from the given design situation.
Skill domain-
To be able to conceptualize, plan the design activity towards the feasible implementation of appropriate solution.
To achieve ability in identifying design opportunity and articulation & implementation of the same in the area of promotion of a any sector of fashion industry.

Course contents:
Introduction to ITP-I (Emphasis to be given on integrative nature of the project)
To research on Avenues of Fashion Business promotion. Identification of the project - allotment / selection of the topic.
Mapping of the designer or institute / company or nature of an event. Understanding of the needs and the market scenario.
Theme development- based on the first two exercises through brainstorming and associative keywords.
Suggestive deliverables- Image, target customer profile/ Logo, store windows and layouts, packaging, styling, PR kits, exhibition stall etc etc.
A stall window in the Exhibition area. Must include mood board/ theme board etc, layout, props, costing, technical drawings, and final sketch.
Brochure and CD (in a docket) with a profile of the Designer/ Organisation highlighting current collection, pictures, addresses etc.
(The deliverables may vary as per the brief/ requirement of the project)
A Historical mela The ABC of India, The Artbook of Cinema: Curetted by: Neville Tuli
Raja Ravi Varma and printed Gods of India: Oxford
Thinking for the next millennium : Edward De-Bono.

Learning outcome:
Well-planned design execution with understanding of all aspects of communication design.

To give form to creative as well as practical output through designing.
To get trained to critically analyze a design solution and know its limitations and strengths.
Benchmarked assignment Description
The main task in ITP-II is to Develop design solutions for the promotion of a Fashion Design event, Designers collection or for a fashion, textile or handicraft design brand promotion. (Any one or more could
be chosen on the basis of the competency of the centre and local requirement, since it is essential to have a real life project.)
Project: Options for the project:
a) Promotion of any national or international fashion event, eg. Lakme Fashion week)
b) Promotion of Fashion designers collection or design enterprises or any area of Fashion and Lifestyle (well known designer or upcoming, FD student of 8th semester).
C) Promotion for un-organized sector in Fashion, textile or handicraft sector. (in this case it could be designing for an event like an exhibition/ display.)
The deliverables:
Design the following:

a) Display, space design (in case of store)
b) Appropriate graphic collaterals.
c) Appropriate PR solutions
d) Writing and photographing for appropriate media to provide publicity.
Study of the designers profile, past and present collections, communication devices
The students have to study new and upcoming in the area of Fashion and Lifestyle to understand their communication needs and design accordingly. They can study any one of the following:
The broad structure for conducting the course as following.
Survey / research on promotions of above mentioned sectors of fashion and design.
Mapping of the designer or institute / company or nature of an event. Understanding of the needs and the market scenario.
Theme development- based on the first two exercises through brainstorming and associative keywords.
Based on this theme, design the identity for the event, brand, craft or designer.
(The Project must be indicative of learning from all subjects of Semester IV)

- 121 -
Benchmark
Assignment-1
Benchmark
Assignment-2
Benchmark
Assignment-3
Benchmark
Assignment-4
Evaluation Matrix
Benchmark
Assignment-5
Mid Term
20
Evaluation
End Term
40
Exam/ Jury
Total
100

updated_Sep 2010
Hours / (C / NC) Subject Type(TH/ PB/

Subject Code Subject Sessions Hour / Semester Credit
Week DE/CE)
Lecture Not Uniform

for all weeks
Graphical Representation Tutorial / Seminars / Field
BFC210P & Technical Drawing Study 48 hrs 2.0 C PB
Level II Self Study
Total 3.0
Prerequisite: V & R I/II, Geo- I/II, GRTD - I
-122 - 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010

Course objective:
To study principles of form & space through construction in generating two dimensional forms & 3 Dimensional space.
Application of principles of two dimensional geometry in exploring and generating three dimensional structure & form & space
Capability and construction of complex three-dimensional forms and space.
To understand the properties and relation of scales in three-dimensional space.
To understand material abilities / specifications and represent the same to facilitate fabrication / construction.
To learn about the various presentation techniques.
Course structure:
Concept domain-
Understanding & representation of three-dimensional objects & space in two-dimensions & vice versa
Linkages between drawings & scaling, Linkages between drawings & fabrication.
Knowledge domain-
Isometric & Perspective - scale, Axes, lines & Planes
Understanding of measurement & volume
Co-relations of orthographic & isometric views, Orthographic & perspective views
Skill domain-
Methods of use of instruments, nomenclature, dimensioning and communication modes in technical drawings.
Analysis & Synthesis of complex three-dimensional objects & space.
Model making skill

Course contents:
Practical / Self
Workshop Study

number of required for one Keywords of the detailed referencing with text
sessions chapter and chapter to define the book/ publishers/ edition with Hrs Hrs Hrs
be taught
required per further breakup depth of the input pg no
Multi view Drawings Pictorial systems Design Drawing by Francis D.

Orthographic Projections - Projection system K. Ching with Steven P.
Reading orthographic Orthographic Juroszek.
projections to visualize & projections - Published by John Wiley &
represent three dimensional Interpretation of Multi Sons.
structures. view drawings (Graphic Pg. no.- 132 to 133
language) Importance
of all orthographic Machine Drawing by
projections / ambiguity N.D.Bhatt.& V.M.Panchal
in visualizing 3-D Published by R.P.Patel.
structure for Rupali Publication.(29th edition)
1 3 hrs. 1.5 hrs 1.5 hrs -
incomplete drawing Pg. no.- 37 to 60 & Pg.no.- 93
details. to 112
Engineering Drawing Planar

and Solid Geometry by
N.D,Bhatt.
Published by R.P.Patel.
Rupali Publication.(36th edition)
Pg. no.- 182 to 205 &
Pg. no.- 250 to 262
Presentation Drawings - Graphic Image, graphic Design Drawing by Francis D.

Presentation elements & symbols, lettering, etc. K. Ching with Steven P.
Presentation sequence. With visual balance, Juroszek.
visual weight Published by John Wiley &
2 3 hrs. 1.5 hrs 1.5 hrs
Sons.
Drawing relationships, Pg. no.- 326 to 329
sequence & alignment
of drawings,

orientation, scale in
drawing / objects /
space. etc.
* Classroom assignment 1 Drawing sheet & 5 models

Assignment description (Suggestive)
Drafting isometric views for 5 subtractive / additive forms of a cube, from given orthographic projections & making models for all objects. Presentation drawings should be made.
Multi view Drawings Plan, elevations, Engineering Drawing Planar

Orthographic projections. sections, true sections and Solid Geometry by
/ auxiliary views for N.D,Bhatt.
complex objects. Published by R.P.Patel.
Pg. no.- 207 to 249
Machine Drawing by
3 3 hrs. N.D.Bhatt.& V.M.Panchal 1.5 hrs 1.5 hrs
Pg. no.- 61 to 91
Additional reference material

Informative manual of a
company supplying Retail
Fixtures.
Design Drawing by Francis D.
Presentation Drawings -
K. Ching with Steven P.
To make/represent a
Juroszek.
Design proposal in a
Published by John Wiley &
Graphic manner for the
Sons.
audience. Communicating
Pg. no.- 322 to 325
three- Dimensional Quality
of Design with clarity &
Rendering with Pen & Ink by
accuracy.
Gill
Exploring communication
tools for Presentation
Drawings.

Collective
characteristics of Design Drawing by Francis D.
effective Presentation K. Ching with Steven P.
Drawing- Juroszek.
Communicating Information
Point of view, Published by John Wiley &
efficiency, clarity, Sons.
accuracy, unity, Pg. no.- 322 to 325
continuity etc.
*Classroom assignment - 1 Drawing sheet & 1 model.
Drafting orthographic projections, isometric view of a specific product/ object & making a model for the same. e.g. Retail Fixtures, Props, Furniture, Complex objects, etc
*Benchmark Assignment No 1 Total Marks 20

(class room assignments 2 sheets & 6 models)
Juroszek.
Plan, elevations, Sons.
sections, reflected Pg. no.- 134 to 163
plans for flooring,
ceiling etc for Interior Rendering with Pen & Ink by
Orthographic projections.
spaces/ Exterior Gill
spaces. Rendering
techniques for making Architecture Form, Space
presentation drawings. & Order Second Edition by
Francis D.K. Ching.
4-5 6 hrs. Published by John Wiley & 1.5 hrs 4.5 hrs
Sons, Inc.
Grouping, Spacing, Design Drawing by Francis D.

Similarity, Tonal value, K. Ching with Steven P.
etc. Juroszek.
Graphic symbols - Published by John Wiley &
Size, visual weight, Sons.
Visual sets of information Placement, etc. Pg. no.- 330 to 335
Lettering legibility,
consistency, spacing,
serifs, distance of
viewing, emotive value
of type face, etc.

Drawing Titles
position, drawing fields,
layouts, alignment, etc.
#Classroom assignment - Drawing sheets.
Making a plan, elevation, section, reflected floor plan, ceiling plan with rendering techniques, for the interior/exterior space of a shop, Stall, Exhibition design, set design, visual
merchandising, etc.
Isometric view, Design Drawing by Francis D.
Diametric view for the K. Ching with Steven P.
interior layout / plan. Juroszek.
6 Para line Drawings
3 hrs. Rendering techniques Sons. - 3.0 hrs
Isometric view
for making Pg. no.- 173 to 183
presentation drawings.
Gill
Making a isometric / diametric view for the any one prop from the space referred above, with proper rendering techniques.
Juroszek.
Sons.
Elevation oblique, Plan Pg. no.- 185 to 191
oblique.
7 Paraline Drawings - Rendering with Pen & Ink by
3 hrs. - 3.0 hrs
Oblique Projections Rendering techniques Gill
for making
presentation drawings. Architecture Form, Space
& Order Second Edition by
Francis D.K. Ching.
Sons, Inc.

Making a elevation oblique or plan oblique with rendering techniques for the interior space referred above.
Mid Term Evaluation - (Submission)
8
Submission of all assignments (Drawing sheets) / project completed during session no. 5, 6, 7.Total Marks 20 Marks

Design Solutions, Design Drawing by Francis D.

Material Specifications, K. Ching with Steven P.
Dimensioning, Working Juroszek.
drawings, Detail Published by John Wiley &
9 - 10 6 hrs. Working Drawings - drawings, estimation & Sons. 1.5 hrs 4.5 hrs 9
Quantities.
Gill
Execution/ assembling Design Drawing by Francis D.

details, Model making K. Ching with Steven P.
etc. Juroszek.
Rendering techniques Published by John Wiley &
Working Drawings -
for making Sons.
presentation drawings.
11 - 12 6 hrs. 1.5 hrs 4.5 hrs 9
Gill
Different formats
Juroszek.
Presentation layout Symmetrical,
Centralized, Grid, etc
Sons.
Pg. no.- 336 to 337
Classroom assignment -
Giving a design solution for any specific use. (e.g. Special fixture) from various design areas. e.g. Retail space/ Visual Merchandising/Exhibition Design area, etc. Making working
drawings & a model for the manufacturer & Client With rendering techniques.
Bench Mark Assignment No 2 (Class room assignments- Drawing sheets & a Model/Project completed in session no 9 to 12) Total Marks 20
Perspective elements, Design Drawing by Francis D.

Importance of stand K. Ching with Steven P.
point, angle of vision, Juroszek.
distance of vision, eye Published by John Wiley &
level etc in perspective Sons.
13 - 14 6 hrs. Perspective Drawings - drawings. Making Pg. no.- 200 to 251 1.5 hrs 4.5 hrs 9
presentation drawings
for clients for approving Rendering with Pen & Ink by
the design idea. One Gill
point perspective, Two
point perspective. Engineering Drawing Planar


N.D,Bhatt.
Pg. no.- 263 to 284
Making perspective drawings of the space. From various design areas e.g. Retail space/ Visual Merchandising/Exhibition Design area, etc. for Client With rendering techniques.
Juroszek.
Sons.
Pg. no.- 185 to 191
Presentation drawings
for clients for approving Rendering with Pen & Ink by
the design idea. One Gill
15 3 hrs. Perspective Drawings - - 3.0 hrs
point perspective, Two
point perspective. Engineering Drawing Planar
N.D,Bhatt.
Pg. no.- 263 to 284
Making perspective drawings of the space. From various design areas e.g. Retail space/ Visual Merchandising/Exhibition Design area, etc. for Client With rendering techniques.
End Term Evaluation
16
Submission of assignments (Drawing sheets) / project completed during session no. 9 to 15
Total Marks 40 Marks

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 20 - - - 20 40 100
Teaching Tools:
Lecture / Demonstration / Presentation
Learning outcome:
Comprehensive skills that facilitate concept to presentation & fabrication of design

Visualization, understanding & representation of three-dimensional form
Skills to handle medium & tools

Assignment 1
Details/ description of assignment Drafting isometric views for 5 subtractive / additive forms of a cube, from given
orthographic projections & making models for all objects. Presentation drawings.
Drafting orthographic projections, isometric view of a specific product/ object &

making a model for the same. e.g. Retail Fixtures, Props, Furniture, Complex
objects, etc
Evaluation parameter Understanding of the Topic & assignment, Content, Design Concept, Creativity, Systematic
thinking.
Skills: Neatness, Accuracy, Precision,
Type of assignment 2 Drawing sheets & 6 models.
Weight age 20 Marks
Assignment 2
Details/ description of assignment Giving a design solution for any specific use. (e.g. Special fixture) from various
design areas. e.g. Retail space/ Visual Merchandising/Exhibition Design area, etc.
Making working drawings & a model for the manufacturer & Client With rendering
techniques.
Evaluation parameter Understanding of the Topic & assignment, Content, Design Concept, Creativity, Systematic
thinking.
Skills: Neatness, Accuracy, Precision,
Type of assignment Drawing sheets & a model Project
Weight age 20 Marks

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
Introduction to Written Tutorial / Seminars / Field

BFC212P 24 Hrs 1.5 Non Core PB
Communication Study -
Self Study
-
Total 1.5
Prerequisite: NA

Course objective:
To reiterate the elements of English grammar and language.

To explore thinking and writing strategies.
To achieve effective communication of ideas through Writing.
To understand the impact of different writing styles.
Course structure:
Concept domain:
Appreciation of Writing as a medium for effective communication.
Knowledge domain:
Assimilate knowledge pertaining to Elements of English language.

Assimilate knowledge pertaining to thinking and writing strategies.
Skill domain:
To develop skills for effective communication of ideas through Writing.

Course contents:
Practical / Self
Workshop Study
Details of Details of the contents to Keywords of the chapter to define Detailed referencing with Hrs Hrs Hrs
Total hrs
number of be taught the depth of the input text book/ publishers/
required for
sessions edition with pg no
one chapter
required
and further
per
breakup per
chapter/
topic
topic
WRITE better, SPEAK 0.5 Hrs - -
Introduction to Good
better/ Readers Digest/ Pg
Writing
No 3-6
1 1.5 Hrs Hallmark of Good Writing Brief introduction to 0.5 Hrs - -
Prominent writers/ authors to
Writing for an audience 0.5 Hrs - -
understand the impact of different
styles of writing.
Revisiting the rules of Verb Agreement; Tenses; Active & WRITE better, SPEAK 1.5 Hrs 1.5 Hrs -
English grammar Passive Voice; Reported Speech; better/ Readers Digest/ Pg
Prepositions; Conjunctions; No 320-337
2,3 3 Hrs
Effective Sentence Construction
Oxford Grammar Builder,
John Eastwood
Expanding vocabularies Word power; Word play; Word WRITE better, SPEAK 1.5 Hrs 1.5 Hrs -
choice better/ Readers Digest/ Pg
No 293-319
4,5 3 Hrs
Online (word building)
board games
Punctuation & Apostrophe; Comma; Colon; WRITE better, SPEAK 1.5 Hrs -
pronunciation Semicolon; Exclamation better/ Readers Digest/ Pg
6 1.5 Hrs etc.(phonetics) No 338-356
Online talking dictionary

Benchmarked assignment 1 (Description & weightage documented separately)
Thinking How to develop ideas & themes; The Writers Idea Book, 0.5 Hrs 1.0 Hrs -
Strategies- Components of an idea; Mind Jack Heffron
7 1.5 Hrs Bending & Stretching; maps; Flowcharts; Pros & cons
Exploring; Finding form; arguments; comparisons; facts& Readers Digest, Archives
Assessing & developing evidence; deductive reasoning
8 1.5 hrs MID TERM EVALUATION

Writing strategies- Thought pyramid; cues, connectors Readers Digest, Archives 0.5 Hrs 1.0 Hrs -
Structure & form; the & keyword links; information
9 1.5 Hrs
beginning, the middle, distribution & paragraph structuring;
the end schematic outline
Elements of - Schematic structuring; proofreading McGraw-Hills Proofreading 0.5 Hrs 1.0 Hrs -
Outline symbols & what mistakes to look Handbook, Laura Anderson
10 1.5 Hrs Drafting out for
Editing
Proofreading
Introduction to writing Letters; invitations & WRITE better, SPEAK 1.5 Hrs 1.5 Hrs -
genres announcements; corporate better/ Readers Digest/ Pg
communication press release, No 7-88
11,12 3 Hrs
news letter; Pg No 193-232
(Crafting a Resume)

Introduction to writing Fiction; essays; poems; stories; Creative Writer's Handbook 1.5 Hrs 1.5 Hrs -
genres (continued) reports; (5th Edition), Philip K.
New media: blogs, podcasts Jason & Allan B. Lefcowitz/
Pg No 157 278
13,14 3 Hrs
Creative Writing, Portable
MFA, New York Writers
Workshop/ Pg No 11-135
Interview; French entirevior; The Craft of Interviewing, 1.5 Hrs 1.5 Hrs -
Introduction to Interviewing
interviewee; interviewer; John Brady, A Division of
15 3 Hrs &
Random House, New York,
Reviewing
Pg No 5-81
16 1.5 hrs END TERM EVALUATION

Suggested references/ books:
The Right Word at the Right Time, Readers Digest

Unjournaling: Daily Writing Exercises that are NOT Personal, NOT Introspective, NOT Boring!, Dawn & Thurston
English Grammar & Composition, Wren & Martin
Advanced English Grammar, Martin Hewings
English in Twenty Minutes a Day, Readers Digest
Dictionary of Modern English Usage, G Davidson
The Everything Creative Writing Book, Wendy Burt-Thomas
Dazed & Confused

The Little Magazine
Time
DNA
e- pages from:
New York Times

Wall Street Journal
The Guardian
The Sunday Telegraph
Mint (Lounge)

Evaluation Matrix:
Benchmark Assignment-1
End Term Exam/ Jury

Mid Term Evaluation
Total
10 10 20 20 40 100
Teaching Tools:

Cross critiquing & review of assignments by students
Media (writing) appreciation
Learning outcome:
Effective implementation of thinking and writing strategies

Balance of expression and structure, along with control
Developing different writing styles towards creating varying impacts
Lucid expression of ideas


Assignment 1
In about 500 words, write about the changing face of sports wear with specific
Details/ Description of assignment relevance to Womens Wimbledon Championships. Title the piece effectively. No
visual material to supplement the writing.
Research & Information; Structure & Form; Clarity in writing; Word choice; Word play;
Impact of the Title; Originality in writing; Overall impact.
Type of assignment Individual submission.
Weight age 10 Marks
Assignment 2
As a buddy student attached to an incoming foreign student from London College of
Details/ description of assignment Communication, write a Letter to the foreign student before he/she departs for India.
No specific word limit.
Structure & Form; Word choice; Word play; Clarity in writing; Originality in writing; Overall
impact.
Individual submission.
Type of assignment
10 Marks
Weight age
Assignment 3
In about 700 words write about Alexander McQueen, spanning his career highlights
and his signature style.
Research & Information; Structure & Form; Clarity in writing; Word choice; Word play;
Impact of the Title; Originality in writing; Overall impact.
Individual submission.
Type of assignment
20 Marks
Weight age

Hour / Subject Type

Subject Code Subject Sessions Hours / Week Credits (C / NC)
1.5
Lecture
1.5
BFC214P Fashion Basics Tutorial / Seminars / Field 48 Hrs 2 Non Core PB
-
Study
-
Self Study
Total 3
Prerequisite: History of Costumes

Course objective:
To develop an understanding of fundamentals of fashion
To understand market influences via fashion designers, fashion centres and brands.
To understand the relevance of forecasting in the fashion business.
Course structure:
Concept domain:
Concepts of Elements and Principles of Design and its application to Fashion.

To introduce the concept & nature of fashion.
Concept of apparel categorization.
Apparel market segmentations.
To introduce the activity of fashion forecasting as an integral component of the fashion business.
Familiarization with the process and tools of fashion forecasting (as a design activity).
Knowledge domain:
Assimilate knowledge on the fashion perspective with relation to Elements & Principles of Design.
Assimilate knowledge pertaining to fashion basics.
Understand concepts related to aesthetics and its application to design.
Understanding of market segmentation for apparel and lifestyle.
Understanding of fashion centers and its influencing factors.
To understand various steps and sources & tools in the process of fashion forecasting.
Skill domain:
To develop skills for understanding the interpretation and application of the Elements and Principles of Design.
To develop analytical skills for understanding the nature of fashion.
To develop analytical skills towards understanding of design details, apparel classifications and market segmentations.
To effectively use skills in identifying, analyzing and applying trends to relevant markets.

Course contents:
Practical / Self
Workshop
Total hrs Details of the contents Keywords of the chapter to Detailed referencing with text Hrs Hrs Hrs
Details of to be taught define the depth of the input book/ publishers/ edition with pg
required for one
number of no
chapter and
sessions
further breakup
required per
per topic
chapter/ topic
Introduction to Fashion - From concept to 3 Hrs - -

1,2 6 Hrs fundamentals of consumer/ G.S. Frings/ Pearson
Fashion Education/ Seventh Edition/ Pg
Fashion & Fashion Fashion; Style; Trend; Change; No 71-78
Terminology Acceptance; Classic; Fad;
Silhouette; Haute Couture; Prt
a Porter; Avant-garde.
Fashion Cycle, Length Bell shaped fashion curve; - 3 Hrs -
of Cycles, Consumer fashion leaders & innovators;
identification with fashion followers.
fashion cycles,
Fashion Adoption Trickle down theory; Trickle up Fashion - From concept to 3 Hrs - -
Theories theory; trickle across theory. consumer/ G.S. Frings/ Pearson
Education/ Seventh Edition/ Pg
3,4 6 Hrs No 79-80
Necklines, Collars, Sleeves,
Garment vocabulary Armholes, Blouses, Skirts, Fashion Sketch Book, Bina
Dresses, Pants, Jackets Abling,Pg No.358 - 373
Fashion Categories Womens Wear; Mens Wear; Fashion - From concept to 3 Hrs - -
(Apparel classification Kids Wear consumer/ G.S. Frings/ Pearson
in terms of gender, age, Education/ Seventh Edition/ Pg
size, styling, occasion & No 83-92
pricing)
Size ranges - Womens
Wear Mens Wear &
Kids Wear
Elements & Principles Point; line; shape; space; Fashion - From concept to 3 Hrs - -
of Design: Its colour; texture; balance; consumer/ G.S. Frings/ Pearson
5 3 Hrs understanding and rhythm, proportion; variety; Education/ Seventh Edition/ Pg
application in apparel harmony No 200-209
and lifestyle products.
Understanding 21st Century Design New

Aesthetics. The role of Design Icons, From Mass Market
aesthetics in Design & to Avant-Garde/ Marcus Fairs/
Environment. Carlton Books
Benchmarked assignment 1 (Description & weightage documented separately) - 3 Hrs -
6 3 Hrs
7 3 Hrs Fashion development
- France: The center of Dress makers; sewing Fashion - From concept to 3 Hrs - -
fashion machine; couture; business consumer/ G.S. Frings/ Pearson
- Effects of Industrial suit Education/ Seventh Edition/ Pg
Revolution on fashion No 28-36
- Mass production of
clothing Fashion A history from the 18th
- The first department to the 20th century, The collection
store of the Kyoto Costume Institute,
- The first fashion Volume I &II
magazines
- Effects of World War I Bursting of the Credit Bubble; Fashion - From concept to
on the status of women Hollywoods influence on consumer/ G.S. Frings/ Pearson
and fashion fashion; American fashion Education/ Seventh Edition/ Pg
- Effects of Depression innovators; London emerges a No 37-49
on fashion leader in youthful fashion;
- Effects of World War II Revival of mens fashion Fashion A history from the 18th
on fashion to the 20th century, The collection
- Reactionary Postwar of the Kyoto Costume Institute,
Fashion Volume I &II
- The youth directed
1960s
- Antifashion of the late
1960s and 1970s
- The 21st Century
Mid Term Evaluation - 3 Hrs -
8
Major International Major designers from France, Fashion - From concept to 3 Hrs - -
Fashion Centers Italy, United Kingdom, The consumer/ G.S. Frings/ Pearson
9 3 Hrs France, Italy, United United States Education/ Seventh Edition/ Pg
Kingdom, The United No 171 - 189
States
Leading fashion Fashion A history from the 18th
designers, Mega to the 20th century, The collection
Brands & their of the Kyoto Costume Institute,
influences Volume I &II

10 3 Hrs Benchmarked assignment 2 (Description & weightage documented separately) - 3 Hrs -

11, 12, 13, 14 12 Hrs Introduction to Fashion Consumer research Fashion Forecasting, Evelyn L. 3 Hrs 9 Hrs -
Forecasting: The Branon, Pg No 219-256
concept & its relevance
in the Cultural indicators Pg No 289-310
present day scenario
Windows on the future: Media Pg No 345-375
Fashion forecast scans& competitive analysis
services
Silhouette, Trend, Mega Fashion Forecasting, Kathryn
Trend/s McKelvey& Janine Munslow/ Pg
Trend Spotting No 09-122
Silhouette cycle/s Fashion forecast services

subscribed at NIFT Resource
Centre such as Promostyl,
Doneger.
Online Services WGSN,
www.fashioncapital.co.uk,
www.style.com
Trend Stories from Fashion

Magazines Issue of W/ Harpers
Bazaar/ Vogue/ Elle/ Femina/
Marie Claire/ GQ
Guided benchmarked assignment 3 (Description & weightage documented separately) - 6 Hrs -
15 3 Hrs
16 3 Hrs End Term Evaluation - 3 Hrs -

Beyond Design, Sandra Keisner & Myrna Garner, Fair Child publication
Dynamics of Fashion, Ellaine Stone, Fair Child publication
Inside Fashion Business, Jeanettle Jarnow & Kitty Dickenson
The World of Fashion, Jay & Ellen Diamond
The Fashion Business, Nicola White & Ian Criffits
The End of Fashion, Teri Agnis
Fashion Forecasting, Evelyn Brannon

Evaluation Matrix:
End Term Exam/

Assignment-1
Assignment-2
Assignment-3
Benchmark
Benchmark
Benchmark
Mid Term
Evaluation
Total
Jury
10 10 20 20 40 100
Teaching tools:
Faculty guided brainstorming & group discussions
Individual and group assignments
Review and feedback from faculty
Learning outcome:
An understanding of the concepts of fashion and the various factors associated with it.
Identifying, analyzing and applying trends to relevant markets.

Assignment 1
Research reflecting the interpretation and application of Elements & Principles of
Design in apparel and lifestyle products.
Understanding of the Topic; Research; Presentation skills
Type of assignment Presentation in student pairs.
Weight age 10 Marks
Assignment 2
Research on major fashion designers of the world, reflecting their highlights &
signature style.
Evaluation parameter Understanding of the Topic; Research; Presentation skills
Presentation in student pairs.

Type of assignment
10 Marks
Weight age
Assignment 3
Trend Research based on a specific season and category (eg: Spring Summer 2011,
Womenswear).
Understanding of the Topic; Research; Presentation skills
Presentation in student pairs.
Type of assignment
20 Marks
Weight age

Hour / Subject Type

Lecture
1.5
1.5
BFC216P Design Interpretation on AutoCAD 48 2 NC PB
Study
Self Study
Total 3
Prerequisite: GRTD

Course objective:
To give a working knowledge and skill on AutoCAD in relation to the different drawing & modeling usages Fashion Communication
Concept Domain
Understanding of AutoCAD as a tool for technical drawing & interpretation.
Knowledge domain
Understanding of Graphic Representation & Technical Drawing
Skill domain
Sharpen cognitive skills & develop sensitivity towards communication

Course contents:
Practical / Self
Workshop Study
Total hrs
Details of
required for
number of detailed referencing with
one chapter Details of the contents to Keywords of the chapter to
sessions text book/ publishers/ Hrs Hrs Hrs
and further be taught define the depth of the input
required per edition with pg no
breakup per
chapter/ topic
topic
AutoCAD's Cartesian
Workspace, various
coordinate systems
Auto CAD 2010 Bible(Pg1-
1 3 Introduction to Auto CAD (Absolute, Relative & Polar) 1.5 1.5
105)
Opening an Existing
Drawing File Viewing Your
Work Saving Your Work
Drawing Lines Erasing
Objects Drawing Lines with
Basic Drawing & Editing Polar Tracking Drawing
Auto CAD 2010 Bible(Pg
2&3 6 Command, Rectangles Drawing Circles 3 3
107-160)
Drawing Precision Undo and Redo Actions
Object Snap Tracking
Drawing with Snap and Grid
Selecting Objects for

Editing Moving, Copying
Making Changes & Rotating, Scaling Auto CAD 2010 Bible(Pg
4& 5 6 Organizing Drawing with 3 3
&Mirroring Objects. Editing 135-196)
Layers
with Grips Changing an
Object's Layer
Make 5 drawings each using various coordinate systems i.e Absolute, Relative & Polar coordinate system.
(10 marks)

Drawing Arcs Drawing

Advanced Object Types
Polylines Editing Polylines
6 Auto CAD 2010 Bible(Pg 1.5 1.5
3 Drawing Polygons Drawing
507-531)
Ellipses Object Properties
Measuring Objects
Trimming and Extending

Advanced Editing Objects Stretching Objects
7 Creating Fillets and 1.5 1.5
3 Commands Pg 417-450
Chamfers Offsetting
Objects Creating Arrays of
Objects
Mid term Evaluation
8
Inserting Blocks Working
with Dynamic Blocks
Inserting Blocks
Inserting Blocks Using Auto CAD 2010 3 3
9&10 6 Setting Up a Layout
Design Center Printing Bible(Pg107-196)
Printing
Concepts Working in
Layouts Printing Layouts
Benchmarked assignment 2
Make 2D Drawing based on Real Measurements of an existing space of the campus (10 marks)
Working with Annotations

Adding Text in a Drawing
Modifying Multiline Text
Formatting Multiline Text Auto CAD 2010
3 Text , Hatching Adding Hatching Dimensioning Bible(Pg289-317,197- 1.5 1.5
11
Dimensions Concepts Adding Linear 237,337-377)
Dimensions Adding Radial
and Angular Dimensions
Editing Dimensions Adding
Notes to Your Drawing

Creating a Custom
Workspace Using the
Keyboard Effectively
Working in Multiple
Working Effectively with Drawings Copying and Auto CAD 2010 Bible(Pg
12 & 13 6 Pasting between Drawings 3 3
AutoCAD 379-556)
Using Grips Effectively
Additional Layer Tools
Coordinate Entry Locating
Points with Tracking
Construction Lines Placing
Reference Points
Types of 3D Models,
3dface, Hide, Vports
Rulesurf, Tabsurf, Revsurf,
Edgesurf Box, Cylinder,
Wedge, Cone, Sphere,
Torus, Extrude, Revolve
UCS, Ucsicon, Union, Auto CAD 2010 Bible(Pg
Introduction to 3D 3 3
14&15 6 Subtract, Intersect, Interfere 557-740)
3darray, Mirror3d,
Rotate3d, Slice, Align,
Fillet, Chamfer, Solidedit
Render, Rmat, Rpref, Light,
Scene, Lsnew, Lsedit,
Export, Import
Student to create 2D & 3D design of Exhibition Space & create 5 Props for Visual Merchandising (20 marks)
End Term Evaluation
16

Harnessing AutoCAD 2010 by Thomas A Stellman, G V Krishnan

AutoCAD 2010: Quick Reference by Ralph Grabowski
Mastering AutoCAD 2010 by George Omura
Using AutoCAD 2010 : Basics by Ralpha Grabowski
AutoCAD 2010 Bible by Ellen Finkelstein
AutoCAD 2004 : a problem solving approach by Sham Tickoo
AutoCAD 2004 for Dummies by Mark Middlebrook
AutoCAD and its applications : Basics 2004 by Terence A Shumakes & David Madsen
AutoCAD 2004 : No Experience Required by David Frey
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100

Teaching Tools:
Lectures
Demonstrations
Presentations
Hands-on exercises
Practical sessions
Learning Outcome
Students would be able to make 2D technical drawing of Spaces

Hour / Subject Type

Lecture
1.5 hrs.
-
BFC218T Consumer Behavior in Fashion 24 Hrs. 1.5 NC TH
Study -
Self Study
-
Total 1.5 hrs.
Prerequisite: Introduction to Marketing

Course objective:
To provide an introduction to consumer characteristics and behavior concepts.

To generate a sensitivity to the role of society, culture, and personality in context of consumer behavior.
To equip students with skills to analyze the complexities of consumer motivation and values.
To effect comprehension of the consumer decision making process.
To understand fashion communication design within the framework of consumer behavior and motivation.
Course structure:
Concept domain:
To understand the consumer as an individual and as a socio-cultural being.

To understand the complexities of consumer behavior.
Knowledge domain:
To understand consumer motivation and the process of decision making.
To recognize the significance of consumer research in fashion communication design.
Skill domain:
Research related to consumer behavior in context of the communication domain (visual merchandising, written, and advertising).
Analysis of consumer reactions.
Application of above to communication design.

Course contents:
Practical / Self
Workshop

Consumer Behavior (Schiffman,

Consumer behavior,
Leon , G., Kanuk L.L.) (page
importance of studying
Introduction to consumer behavior, role of no. 4-26)
1 1.5 Consumer consumer research, application 1.5 - -
behavior of consumer behavior in Consumer behavior : Concepts
fashion marketing. and applications (Louden,
David, Bitta, albert J. Della)
(Page no.1-26)
Understanding
environmental
2-6 7.5 7.5 -
influences on
consumer behavior -
Consumer Behaviour
(Schiffman, Leon , G., Kanuk
Age, race, ethnicity, income -
Demographics, groups, social class, L.L.) (page no. 31-60)
2 1.5 psychographics & personality, attitudes & 1.5 -
lifestyle segmentation lifestyle. Consumer behaviour :
Concepts and applications
(Louden, David, Bitta, albert J.
Della) (Page no.29-78)
Consumer Behaviour
Culture; characteristics of
culture; cultural change. Sub- (Schiffman, Leon , G., Kanuk
cultural and cross-cultural L.L.) (page no. 473 -549)
Influence of culture and aspects of consumer behaviour
3 1.5 Consumer behaviour : 1.5 - -
sub-cultures - what is sub-culture, types
national, religious, geographic, Concepts and applications
racial, age, sex etc; sub- (Louden, David, Bitta, albert J.
cultural interaction; cross- Della) (Page no.82-194)

cultural consumer analysis.

group; classification of groups-
primary/ secondary, formal/ Consumer Behaviour
informal, large/ small,
symbolic/ membership, stages
of group development, L.L.) (page no. 368- 393, 397-
advantages of group decision 428)
Consumer groups, making, consumer properties
4-5 3 relevant groups, family (status, norms, role, Consumer behaviour : 3 -
and family life cycle socialization, power) consumer Concepts and applications
relevant groups family, (Louden, David, Bitta, albert J.
friendship, formal social, Della) (Page no.197 -204, 221- -
shopping, consumer action and
259)
work groups; types of family
decision making, consumer
socialization model etc.
Reference groups, types of Consumer Behaviour
reference groups, and (Schiffman, Leon , G., Kanuk
consumer conformity, L.L.) (page no.374-393 , 554-
promotional applications of the 581 )
reference group appeal
Reference groups & concept- celebrity, expert, -
6 1.5 Consumer behaviour : 1.5 -
opinion leaders common man etc; Opinion
leadership process and Concepts and applications
environment, Profile of an (Louden, David, Bitta, albert J.
opinion leader, Interpersonal Della) (Page no.205-218 , 261-
flow of communication, market 271 , 283-292)
mavens.
Understanding the
individual
7 1.5 1.5 - -
determinants of
consumer behavior
Consumer Behaviour
What is personality; its nature; (Schiffman, Leon , G., Kanuk
personality and market L.L.) (page no. 108-132)
segmentation consumer
7 1.5 Personality innovators and non-innovators; Consumer behaviour : 1.5 - -
cognitive personality factors, Concepts and applications
personality and store choice. (Louden, David, Bitta, albert J.

Choose two brands within the same lifestyle-product category (e.g. Nike & Bata) that appear to be projecting different images. Characterize each image by comparing and
contrasting them & What methods or techniques are being used to project these images.
MID TERM EXAM ( 20 marks)

8 1.5
Consumer behaviour :
Self-concept- how it develops; Concepts and applications
its components; consumption
9 1.5 Self concept (Louden, David, Bitta, albert J. 1.5 -
and self-concept. -
Della) (Page no.309- 318)
Decision making
10-14 7.5 7.5 -
process -
Consumer Behaviour
Consumer needs Dynamic
nature of needs & goals, (Schiffman, Leon , G., Kanuk
Maslows hierarchy of needs, L.L.) (page no. 66-102)
-
Motivation; motive arousal; the
Understanding Consumer behaviour :
10 1.5 motivation process; positive 1.5 -
consumer motivation
and negative motivation, Concepts and applications
rational and emotional motives; (Louden, David, Bitta, albert J.
implanted hidden persuasion Della) (Page no.321- 339)
techniques, motive conflict.
Consumer Behaviour
L.L.) (page no. 253-261)
Levels of involvement: from Consumer behaviour :

inertia to passion, dimensions Concepts and applications
11 1.5 Consumer Involvement 1.5 - -
of involvement, and marketing
implications.
Della) (Page no. 340-347)
Consumer Behaviour in
Fashion (Michael R Solomon &
Nancy J Rabolt (page no. 118-
126)

Consumer Behaviour
L.L.) (page no. 269- 286, 291- -
Attitudes, their characteristics
and functions, attitude 312)
12 1.5 Consumer Attitudes development, attitude 1.5 -
dynamics and attitude Consumer behaviour :
changes, theories & models. Concepts and applications
Benchmarked assignment 2 - ( 10 marks)

Choose any lifestyle product category (e.g. T-shirts). Based on Maslows hierarchy of needs, create advertisements (using visuals & copy) for the given product category to attract
consumer at different levels of need satisfaction (e.g. - physiological need, safety needs etc.)
Perception; dynamics of Consumer Behaviour
perception selection, (Schiffman, Leon , G., Kanuk
organization, and L.L.) (page no. 171- 221)
interpretation; consumer
13 1.5 Consumer perception imagery and self-image; Consumer Behaviour in 1.5 - -
relevance of synectics Fashion (Michael R Solomon &
(symbols). Nancy J Rabolt (Page no.289-
315)
What is a decision, types of Consumer Behaviour
decisions, and views on (Schiffman, Leon , G., Kanuk
consumer decision making
Consumer decision L.L.) (page no. 625-648)
14 1.5 economic man, passive man, 1.5 - -
making
emotional man, cognitive man,
factors influencing decisions.

A product, common for the whole class, will be identified (e.g. eyeglasses). Simultaneously, groups of 3-4 students will identify an existent sub-culture (e.g. - musicians, foodies,
sports-persons, bookworms, artists, designers, gamers, tech-savvy etc.) and study its demographic and psychographic characteristics. Based on this information, an advertisement
has to be created for the print media, appropriate for the sub-culture with a detailed report of the researched demographics & psychographics.
15 1.5 Innovation & 1.5 - -

consumer behaviour

Consumer Behaviour
L.L.) (page no. 587 - 618)
What is innovation; adoption Consumer behaviour :

process; profile of consumer Concepts and applications
innovator; role of innovation in
Adoption and diffusion (Louden, David, Bitta, albert J.
15 1.5 motivating consumer 1.5 - -
of innovation Della) (Page no. 271- 273)
behaviour, AIDA model
(diffusion of innovation)
Consumer Behaviour in
Fashion (Michael R Solomon &
Nancy J Rabolt (page no. 93-
101)
END TERM EXAM ( 40 marks)

16 1.5 1.5

Engel, James F., Blackwell, Roger B., and Miniard, Paul W. - Consumer Behaviour
Mowen, J.C. - Consumer behavior
J Paul Peter & Jerry C Olson consumer behavior & Marketing Strategy
Harward Business Review
Business World
Business India
Business Today
Advertising and Marketing
Economic Times
Inside fashion
WWD
DNR
Vogue

Evaluation Matrix:
End Term Exam/ Jury

Mid Term Evaluation
Total
10 10 20 20 40 100
Teaching Tools:
Lectures
Case study analysis
Tutorials
Games
Role-playing
Learning outcome:
Understanding of consumers and factors that influence their behavior
Understanding of consumer behavior and consumer motivation
Understanding of the decision making process
Consumer-research and its analysis
Application of the above to the communication design

Assignment 1
Choose two brands within the same lifestyle-product category (e.g. Nike & Bata) that appear
Details/ Description of assignment to be projecting different images. Characterize each image by comparing and contrasting
them & What methods or techniques are being used to project these images.
Type of assignment Research document
Weight age 10 marks
Assignment 2
Choose any lifestyle product category (e.g. T-shirts). Based on Maslows hierarchy of
needs, create advertisements (using visuals & copy) for the given product category to attract
consumer at different levels of need satisfaction (e.g. - physiological need, safety needs
etc.)
A4 advertisements
Type of assignment
10 marks
Weight age
Assignment 3
A product, common for the whole class, will be identified (e.g. eyeglasses). Simultaneously,
groups of 3-4 students will identify an existent sub-culture (e.g. - musicians, foodies, sports-
persons, bookworms, artists, designers, gamers, tech-savvy etc.) and study its demographic
Details/ description of assignment and psychographic characteristics.
Based on this information, an advertisement has to be created for the print media,
appropriate for the sub-culture with a detailed report of the researched demographics
& psychographics.
Sensitivity towards the role of segmentation, culture & personality in context of consumer
Evaluation parameter behavior and its application to communication design + aesthetic layout design for
advertisements + research.
A3 Advertisement + Research document

Type of assignment
20 marks
Weight age



While preparing the question paper , paper setter are instructed to ensure the following font size: FONT- Arial , SIZE- 12

Hour / Subject Type

Lecture
1.5 hrs.
-
Communication Concept & Tutorial / Seminars / Field
Processes-2 Study -
Self Study
-
Total 1.5 hrs.
Prerequisite: Communication Concept & Processes-1

Course objective:
To gain an advance level understanding of the of the Communication process.

To gain understanding of the qualitative aspects of the Communication process.
To comprehend the various elements of communication in detail i.e. media, media content, codes, audience, effects etc. with reference to the Fashion & Lifestyle industry, however at the same time not
interfering with the pure & open understanding of the subject.
To understand Communication Traffic in a variety of settings (Political, Social & Economic).
Course structure:
Concept domain:
Advance level understanding of the communication process.

Understanding qualitative aspects of communication content.
Knowledge domain:
Knowing the various variables surrounding the communication process.
Understanding the dynamic relation between communication content and the society.
Understanding the text & the audience.
Skill domain:
Sharpen cognitive skills & develop sensitivity towards communication.

Course contents:
Practical / Self
Workshop

Normative Theories of
13 4.5 1.5 - -
Media Performance
Authoritarian, libertarian,
Denis Mc Quail (SAGE)
development media &
1 1.5 Theories of the press (page no. 161-187) 1.5 -
democratic participant media -
theory.
Mass communication in India (
Social responsibility
2 1.5 K.J.Kumar) 1.5 -
theory -
(page no. 41-51)
Everyday theory v/s normative
3 1.5 Operation theory 1.5 - -
theory
Theory of media &
46 4.5 4.5 - -
society
Mass society, Marxism
4 1.5 1.5 -
& mass media. -
Functionalist theory of
media & society, Critical
5 1.5 political economic 1.5 - -
(page no. 77-109)
theory, media &
development theory
Communication
technology
6 1.5 1.5 - -
determinism, the
information society.
Benchmarked assignment 1- ( 10 marks)Media review & analysis (films, news, hoardings, TV programmes, print media etc.)
Studying Media
7- 9 4.5 4.5 - -
Content Mass Communication Theory,
The concept of text & Denis Mc Quail (SAGE)
Polysemy. (page no. 339-367, -
7 1.5 1.5 -
Open & closed text, 384 392)
differential encoding.
8 1.5 MID TERM EXAM (20 marks) 1.5

Differential readings of
9 1.5 Connotation & denotation. Denis Mc Quail (SAGE) 1.5 - -
texts, Semiology
(page no. 339-367)
Mass Media IV
Inter-textuality of Media, codes
10 1.5 Codes (page no.102-129) 1.5 - -
of interpretative communities.
Mass & Popular Introduction, rise of post-
11 1.5 Denis Mc Quail (SAGE) 1.5 - -
culture modern culture.
(page no. 111-134)
12-13 3 Critical perspectives 3 - -

on Media Content
Marxist approach ,
12 1.5 1.5 - -
commercialism Mass Communication Theory,
(page no. 339-367)
-
Cultural quality &
13 1.5 1.5 -
gender based critique.
Benchmarked assignment 2 ( 10 marks)

Develop a communication strategy to disseminate any of the following messages:
Mass awareness against Eve Teasing, Mass awareness against global warming, Cast your Vote, Wear Seat Belt; Helmet is for your own safety, Against Drink and drive, Any
current issues.
(page no. 393-451)
Mass Media IV
(page no.195-212) Mass
Understanding Introduction to audience, types
14 15 3 communication in India ( K.J. 3 - -
Audience & role of audience.
Kumar)
(Page no. 299-323)

Develop a communication strategy to promote any of the these NIFT ,Kindergarten school, Market (in locality) etc.

Audience as an active Mass Media IV

14 1.5 social group, types of (page no.195-212) Mass 1.5 - -
audience. communication in India ( K.J.
Gratification Kumar)
1.5
15 /entertainment of (Page no. 299-323) 1.5 - -
audience.
16 1.5 END TERM EXAM (40 marks) 1.5
Understanding Mass Communication, De fleur & Dennis

Indias Media Scene (SAGE)
Communication-concepts &process , Joseph A Devito
Lectures on mass communication , S Ganesh
The process of communication , David K Berlo
Communication facts & ideas in business , L Brown (Prentice Hall)
Communication Arts
Communicator, IIMC
Journal of Mass Communication
Newspaper Articles on the Media

Evaluation Matrix:
End Term Exam/ Jury

Mid Term Evaluation
Total
10 10 20 20 40 100

Teaching Tools:

Field visits / observation studies
Analysis & interpretation of external environment
Media presentations like film shows, field visits, minor researches
Learning outcome:
Develop cognitive skills to identify, segregate, and understand the process of communication as it exists among the various sub-systems that maintain an organization or the society.
Ability to understand the society and its processes as an organic and interactive system
Develop sensitivity towards effects of Communication and understanding about the audience or the mass audience.
Develop sensitivity towards effect of any action, which has communication at its base.
Develop the urge of theory construction, thereby creating a science of communication and also vice-versa.

Assignment 1
Details/ Description of assignment Media review & analysis (films, news, hoardings, TV programmes, print media etc.)
Type of assignment Research report
Weight age 10 marks
Assignment 2
Develop a communication strategy to disseminate any of the following messages:
1. Mass awareness against Eve Teasing

2. Mass awareness against global warming
3. Cast your Vote
4. Wear Seat Belt
5. Helmet is for your own safety
6. Against Drink and drive
Details/ description of assignment 7. Any current issue
The strategy should include all the required steps. It should be able to answer 5W ,
1H i.e.
Who are the target audience?
What will be the Communication channels? This will include the media.
Where: Locations of message distribution
Why: Justification of the need of communication strategy
When: The time duration of the campaign
How: Implementation of the idea, its format etc.
Research report + collaterals( if any)
Type of assignment
Weight age 10 marks
Assignment 3

Develop a communication strategy to promote any of the following
1. NIFT
2. Kindergarten school
3. Market ( in locality) etc.
Print collaterals (flyers, packaging, POPs etc.) with the research & analysis of the topic
Type of assignment
chosen.
20 marks
Weight age

While preparing the question paper , paper setter are instructed to ensure the following font size: FONT: Arial , SIZE: 12

Subject Type (TH/

Subject Code Subject Sessions Hours / Week Hour / Semester Credit (C / NC)
PB/ DE/CE)
Lecture
1.5
Practical/Workshop

BFC222P HISTORY & PHILOSOPHY OF DESIGN II Study 24 1.5 NC PB
Self Study
Total 1.5
Prerequisite: History and Philosophy of Design I

Course objective:
To initiate the students into the contextual study for the rise of design in India and the West.
To become aware of the evolution of design.
To understand the importance of industrial revolution in the field of design
To provide an overview of design movements history from 1850s till date.
To analyze critically the formation and development of designers and the design professions.
To become aware of significant philosophical issues pertaining to design in India.
To Understand about different Design Movements
Course structure:
Concept domain:
To understand the evolution of design and the different related professions in western world.
To see the relation of design evolution with wider global processes like the industrial revolution , colonialism and modernism.
To have an overview of the concurrent rise of different institutions like the department store and the large corporations.
To gain an understanding of Indias position with respect to the design philosophy of other cultures.
To gain an understanding of the design methodology.
Knowledge domain:
To gain an overview of the different design movements in the western world.

To gain an overview of the different design fields and their product expressions
To gain an overview of the design development in the Indian context
Skill domain:
To visually appreciate the stylistic elements of the different design movements.

To visually and conceptually find parallels from art movements in the modern world
To develop the ability to recognize the style and inspiration behind designed products.

Course contents:
Practical / Self Study

Workshop
Total hrs required

Details of number of Detailed referencing with text
for one chapter Details of the contents to be Keywords of the chapter to
sessions required per book/ publishers/ edition with pg Hrs Hrs Hrs
and further taught define the depth of the input
chapter/ topic no
breakup per topic
13 4.5 The Industrial Revolution 4.5

http://en.wikipedia.org/wiki/Indust
The movement and its rial_Revolution
1 1.5 Industrial Revolution impact 1.5
http://www.buzzle.com/articles/ef
fects-of-industrial-revolution.html
Changing Notions of Art,
2 1.5 Art Design and Visual Culture: 1.5
Craft and Design Evolution of the category of An Introduction. Malcolm
Emergence of institutions designer as distinct from Barnard, 1999 pg 58 68
like the museum, the artist, craftsman and
3 1.5 technologist 1.5
department store and the
corporation
47 6 The Design Movements 6
Art Design and Visual Culture:
An Introduction. Malcolm
Modernism
Barnard, 1999
4 1.5 Arts and Crafts Movement Pg 68 100, 79 121
1850-1900
Encyclopedia of Design &
Designers Guy Julien 1993
Pg 22, 30
Group Discussion based on the topics taught a student would be marked according to the clarity of concept and understanding of the project (20 marks)
Art Nouveau 1890-1905, Art
5 1.5 Deco 1925-1939 1.5
6 1.5 The Machine Aesthetic 1.5

1900-1930. Bauhaus
Streamlining- Consumerism
and Style 1935-1955
7 1.5 1.5
Pop - Age of Affluence 1955-
1975
Mid term Evaluation : Taking the inspiration from any of the design movements design a space
9 11 4.5 4.5
Influences and
Inspirations in the Oriental Indian Art Partha Mitter 2001
world with emphasis on Pg 169 219
India
Colonial Design: Ideology, Thinking Design S. Balaram
9 1.5 1998 pg 55 79, 103 111 1.5
Economy & Patronage
Design and Nationalism: The
10 1.5 Also notes need to be prepared 1.5
Case of India
by the faculty teaching the
Introduction of Design subject with lots of visual as
1.5
11 Education in India, Indian reference. 1.5
Design context
Take any area of Indian art, architecture and Design and do a thorough research on the Colonial influence on that area (20 marks)
12 15 Contemporary thoughts in Thinking Design S. Balaram
6 6
Design 1998
Post Modernism / Retro and Pg 123 129
12 1.5 1.5
Vernacular, Sub Cultures
SustainAble Aaris Sherin 2008
The issue of Sustainability, Pg 12 36
13 1.5 Green Design, Universal 1.5
Design Also notes need to be prepared
Plagiarism Intellectual
14 1.5 by the faculty teaching the 1.5
Property Rights
Communication Design in subject with lots of visual as
Introduction to Fashion reference.
15 1.5 India 1.5
Communication
16 End term Evaluation: Research and Presentation on the changes which have come in different areas of Communication Design in India


Objects of Desire: Design and Society since 1750 by Adrian Forty, 1986.
Encylopeadia Articles on the Artist, Craftsman and Designer
Twentieth Century Design by J.M. Woodham, 1997.
Design History: A Students Handbook. Edited by H. Conway, 1987.
Birth of the Modern World, 1780-1914. Global Connections, and Comparisons by C.A Bayly, 2004
Designing Modernity: The Arts of Reform and Persuasion 1885-1945, edited by Wendy Kaplan, 1995.
Art Design and Visual Culture: An Introduction. Malcolm Barnard, 1999.
Essential Design, by Catherine Mc.Dermott, 1992.
Art and Nationalism by Partha Mitter 1994
Economics of Khadi by M.K. Gandhi
Design: The Indian Context: Learning The Historical Rationale Of The Indian Design Idiom H. Kumar Vyas 2000
History of Modern design, David Raizman, Thames and Hudson 2004

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 20 20 40 100
Teaching Tools:
Illustrated Lecturers (Faculty and other specialized topic experts)

Case studies
Faculty guided group discussions and brainstorming
Market survey and Research
Visual diaries to be maintained throughout the semester
Film clippings
Interpretative exercises to relate the concepts to the practice of fashion
Self learning and research
Audiovisual material to be prepared
Case studies and collection of study materials
Books as prescribed
Field trips to be arranged (If required)
Learning outcome:
Awareness of the context of the evolution of design in its philosophic basis
Ability to audit designed products on the basis of parameters defined by themselves
Awareness of the fact that non western cultures have a distinct (and shared) design idiom

Assignment 1
Group Discussion based on the topics taught
A student would be marked according to the clarity of the topics, understanding,
Evaluation parameter participation and presentation of the points
Type of assignment Group Discussion
Weight age 20
Assignment 2
Take any area of Indian art, architecture and Design and do a thorough research on
Details/ description of assignment the Colonial influence on that area
A student would be marked according to the clarity of the topics, research, understanding
Evaluation parameter and presentation of the points
Submission in hardcopy or soft copy

Type of assignment
20
Weight age
Taking the inspiration from any of the design movements design a space (20 Marks) Mid Term Evaluation
Research and Presentation on the changes which have come in different areas of Communication Design in India (40 Marks) Jury

SEMESTER V

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
3
BFC301P Graphic Design-Level-3 72 Hrs 3 Core PB
Study
Self Study
Total 4.5
Prerequisite: Graphic Design Level I & II

Course objective:
To cover the ground rules of printing process and enforce confidence to experiment and explore
To understand the advantages disadvantages of various media and processes
To explore the avenues of interaction between printing techniques, post printing finishes & paper formats available
Course structure:
Concept domain
Introduction to Various mediums of Production
Understanding the methodology involved in various printing techniques
Knowledge domain
Knowledge of various paper formats
Knowledge of printing techniques & various finishing techniques
Knowledge of pre press techniques & post press finishes
Skill domain
Formats & paper standardization
Understanding the Graphic production process

Course contents:
Practical / Self
Workshop Study

number of required for one Keywords of the
Details of the contents to detailed referencing with text book/
sessions chapter and chapter to define the Hrs Hrs Hrs
be taught publishers/ edition with pg no
required per further breakup depth of the input
Production for Graphic Designers,

1-4 12 Origination of Pre press Alan Pipes, Laurence King Press. 12
Pg. no. 11-76
1 3 The print production workflow 3
Editorial Basics
2 3 Images for print production 3
Half tones
Color Theory and color
3 3 separation 3
Color Management
File formats and digital
4 3 3
workflow
5 3 Proofing & Plate making Alan Pipes, Laurence King Press. 3
Pg. no. 143-164
Benchmarked assignment 1- Collection of various printing examples (10 marks)
6-12 21 Printing Processes Alan Pipes, Laurence King Press. 9 12
Pg. no. 189-210
An introduction to the
processes
6-10 15 3 12
Offset Lithography
Digital Printing
Benchmarked assignment 2- Offset & digital printing (10 marks)
Gravure
11 3 3
Screen Printing
Letterpress
12 3 3
Other processes
13- Mid term Evaluation


14-20 21 Paper & Ink Alan Pipes, Laurence King Press. 3 18
Pg. no. 173-187
History of paper
14-17 12 Process of Paper making 3 9
Types of paper
Specifying papers
18-20 9 Potential problems with paper 9
Paper and the environment
Benchmarked assignment 3- Exploration of interaction of paper with printing (20 marks)
21-23 9 Finishing Alan Pipes, Laurence King Press. 9
Pg. no 214-221
Finishing Processes
21&22 6 Folding 6
Binding types and materials
Other finishing methods
23 3 Stamping and embossing 3
Packing and distribution
24- End term Evaluation

Daniel Mason
Materials, Process, Print: Creative Ideas for Graphic Design
Laurence King Publishers, 2007
Getting it Printed - Kenly & Beach

Print Production & processes
Letter Press- New applications for traditional skills David Jury, Rotovision
Communication arts
Graphix
Creative Brief
Wallpaper

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:

Case study
Group discussion
Presentations and critiques
Learning outcome:
Knowledge of various paper formats

Knowledge of printing techniques & various finishing techniques
Knowledge of pre press techniques & post press finishes

Subject
Hours / (C / NC)
Subject Sessions Hour / Semester Credit Type(TH/ PB/
Subject Code Week
DE/CE)
Lecture
Non Uniform for
Practical / Workshop all weeks
Visual Merchandising- Level
BFC303P Tutorial / Seminars / Field 72 3 C PB
III
Study
Self Study
Total 4.5
Prerequisite: VM-II & GRTD-II

Course objective:
The proposed course in Retail Display Design is focused to train the Fashion Communication students in the art of display design for a retail store. This would include specific areas for visual merchandising in
a store, like show window, in store display, POP, display graphics and signage system. The course also focuses on usage and designing of functional/decorative display units, lighting, props, fixtures etc. for a
retail setup based on a specific product category.
The course equips students with the skill of exploring various materials based on cost, wastage, practicality and reusability.
The course provides an understanding of store layout, in store movement, consumer purchase patterns, surrounding environment and ambience.
The students are equipped to plan a VM Calendar which would include a promotional event.
Course structure:
Concept domain-
Consumer-merchandise-concept interplay
Conceptualization of themes based on design brief
VM calendar including promotional events
Knowledge domain-
Understanding retail display design
Understanding and creating space
Understanding Visual Merchandising for all aspects of retail set up.
Understanding costing
Understanding of client brief w.r.t product category.
Skill domain-
Materials and their usage for fixtures, display units and props.
Interpretations of themes for effective Visual Merchandising
Execution of design ideas.

Course contents:
Practical / Self
Workshop Study

be taught
Introduction to retail store

as a marketing concept
1-2 03 Introduction and the importance of 03
Visual Merchandising for
effective retail display.
Retail setup & Retail 09

3-12 15 06
Formats
Different types of retail set
3 1.5 up & Contemporary & local 1.5
retail scenario
Introduction to retail
4-6 4.5 1.5 03
formats
The buying experience
attached to each retail
7-9 4.5 format. Illustrations though 1.5 03
Indian and International
case studies.
Store exterior and interior
10-12 4.5 relationship 1.5 03
Benchmarked assignment 1- Retail formats- case study- 10 marks

Communicating Retail 1. Silent Selling: Best
13-27 22.5 atmospherics & Instore practices & Effective 10.5 12
details Strategies in Visual
Retail & Local environment Merchandising - Judith
13-15 4.5 A Bell & Kate Ternus 1.5 03
Pg: 60-87,190-205
16 1.5 Consumer behaviour 1.5
1-21 7.5 Introduction to specific 2. Visual merchandising: 1.5 06
areas wherein VM can be The business of

utilized, store layout, Merchandise
space, window display, presentation- Robert
Colborne
signage, display units,
Pg: 233-247,263-271
lighting, fixtures, props,
POP etc. 3. Visual merchandising
& display 5th edition-
Case studies may Martin M Pegler
become a relevant Pg: 310-325
part in understanding
retail atmosphere 4. Visual Merchandising :
Window and Instore
Tony Morgan
Pg: 112-122
Benchmarked assignment 2: Layout & details- 10 marks
22-24 Mid term Evaluation: Retail atmospherics suggestion- 20 marks
To develop a Plano gram
25-26 03 1. Silent Selling: Best 03
27-28 03 Instore promotion Merchandising - Judith 03
Pg: 126-129
VM enhancing sales
29-30 03 03
Benchmarked assignment 3 : Planogram & instore promotion suggestions- 20 marks

Final Project- Visual
31-45 22.5 Practices for Non- 8.5 14
traditional venues
Retail format & design-
31-45 22.5 8.5 14
stage-I
46-48 End term Evaluation: Jury for the final project- 40 marks

Visual Merchandising : Study guide and display

A practical guide to Visual Merchandising
Contemporary Visual Merchandising
Fashion Boutique
Visual selling and design
Visual Merchandising : The business of merchandise presentation
Windows : The Art of retail display
Store windows that sell
Visual Merchandising best designs
Visual Merchandising 2 Image and identity
Visual Merchandising 3
How to Design Effective Store Advertising, by Bosenblum, New York, National Retail Merchants Association, 1974
Visual Merchandising & Display by Pegler, Martin M, New York, Fairchild Publications, 1983
Books of Window Display, Joe Shirley, New York, Fairchild Publications, 1973
A Practical Guide to Visual Merchandising, by Cahan, Linda, and Joseph Robinson, New York, John Wiley & Son, 1984
Retail in India, MATHEW JOSEPH NIRUPAMA SOUNDARARAJAN
Retail Asia
Textile Asia
Point-of-Purchase
Outdoor Asia

Evaluation Matrix:
Evaluation Matrix
End Term Exam/

Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Mid Term
Evaluation
Total
Jury
10 10 20 20 40 100
Teaching Tools:

Hands on working experience on hypothetical projects
Final live project guided by the faculty
Learning outcome:
Upon the completion of the course, the students shall be able to :
Demonstrate an understanding of materials, techniques and design concepts of visual merchandising and exhibit industry
Demonstrate a practical understanding of lighting in a retail and display environment
Demonstrate a practical understanding of technical / construction drawings that convey visual merchandising and exhibition design concepts
Market survey to identify different retail environments, market within market, store within a store etc.
Study of various markets e.g. a weekly market, a boutique, vendors at railway station, shopping mall etc.

Hour / Subject Type


all weeks

BFC305P Photography- Level III 72 3 Core PB
Study
Self Study
Total 4.5
Prerequisite: V&RT, Photoshop, Introduction to Photography, Lighting for Photography

Course objective
To understand Product / Architectural / Interiors Photography

To understand the fundamentals of fashion photography
To be able to analyze and understand the work done by other famous photographers
To understand the nuances of form, its interaction with light & color.
To be able to articulate a mood or theme through compositions and effects of lighting in color photography.
To learn to work with models in studio and outdoor lighting conditions
Course structure:
Concept domain:
Conceptual clarity about the lights, effects and composition

Ability to conceptualize a mood of theme and to articulate the same through photography.
Knowledge domain:
Understanding the behaviour of color in outdoor and in studio conditions

Understanding the techniques used by great photographers
Knowledge of techniques and treatment of color to create a mood
Skill domain:
Ability to handle photographic equipments and tools

Gaining confidence in handling locations, props, models and lights
Composition skill
Achieving aesthetic qualities and mastering lighting techniques

Course contents: introduction to Product / Architectural / Interiors Photography
Practical / Field
Session Hrs Content Keywords Reference Lecture Trip
Workshop

sessions chapter and book/ publishers/ edition with Hrs Hrs Hrs
required per further breakup pg no
1 1.5 Fashion Lighting 1.5

Equipment
- Barndoors Shooting
Fashion shots, Published by
- Booms
Rotovision SA, Largalex and
- Diffuser
wood jane Page 10 to 12
- Honey Comb
Fashion Shots
2-7 9 1.5 7.5
- Working with fashion Rotovision SA, Largalex and
models wood jane Page 13 to 15
- The team Working in a team
- Studio or Location
- The clothes
Fashion Hair styling

and makeup
8 -13 9 3 6
(Workshop-2 Days)
Outdoor & Location

14- 17 6 1.5 4.5
- Shooting in garden Fashion shots, Published by
setting Production Process Rotovision SA, Largalex and

18 1.5 The Classic Look 1.5

- Man
Model Look Rotovision SA, Largalex and
- Woman
19 - 24 6 Fashion Accessories & 1.5 4.5

Props Fashion shots, Published by
Fashion Accessories Rotovision SA, Largalex and
wood jane Page 54 to71
25 - 26 3 MID TERM EVALUATION
Modeling Clothes
27 - 30 6 1.5 4.5
- Blue color backdrop

Rotovision SA, Largalex and
- Live Catwalk Show

Studio Fashion
31 - 34 6 Rotovision SA, Largalex and 1.5 4.5
wood jane Page 116to133
35 - 42 12 3 9
Introduction to final
assignment.
The students have to
choose a theme or
mood to represent along
with the props and

models (location,
styling, lighting
techniques and
composition are the key
elements for evaluation)
43 - 46 9 4.5 4.5
Compilation of theme or
mood based work
47-48 3 END TERM EVALUATION

Fashion Photography: A Complete Guide to the Tools and Techniques of the Trade by Bruce Smith
Master Guide for Glamour Photography: Digital Techniques and Images By Chris Nelson
Fashion Photography Course: Principles, Practice, and Techniques: An Essential Guide by Eliot Siegel
Commercial Photography Handbook: Business Techniques for Professional Digital Photographers by Kirk Tuck
Outdoor Lighting: Fashion & Glamour by Cathy Joseph
Contemporary Fashion Photographers by Natalie Viaux
Master Guide for Glamour Photography: Digital Techniques and Images by Chris Nelso
Digital Fashion Photography by Chris Farantino
Fashion Photography Now by Catherine Chermayeff
Unseen Vogue, The secret history of Fashion Photography by Robin Derric
Lighting techniques for Fashion & Glamour Photography by Bill Hurter
Fashion Photography - by Mirram Moss
Vogue Book Of Fashion Photography, the first sixty years by Poly Devlin
History of Fashion Photography Nancy Hall Duncan
Lighting for Glamour Photography, a complete guide to professional techniques for film and digital photography by Duncan Evans, David Kimber
Smart Photography
Better photography
Popular photography

Evaluation Matrix:
End Term Exam/

Assignment-1
Assignment-2
Assignment-3
Benchmark
Benchmark
Benchmark
Mid Term
Evaluation
Total
Jury
10 10 20 20 40 100
Teaching Tools:
Lecture & Demonstration

Portfolio Presentation
Task Base Assignment
Group Discussion & Feed Back
Presentation & Critiques
Learning outcome:
To understand the lighting fundamentals of fashion photography

To be able to analyse and understand the work done by other famous photographers
To be able to understand the behaviour of natural light & artificial light
To learn to work with models in studio and outdoor lighting conditions.

Assignment 1
Details/ Description of assignment Pre - Production activities of their final project
Planning
Type of assignment Presentation of Pre - Production
Weight age 10
Assignment 2
Production- Fashion Photography(with models)
Evaluation parameter Execution of Preproduction

Type of assignment
10
Weight age
Assignment 3
Post Production (Photoshop)
Manipulation of Image
Type of assignment
20
Weight age
20
Mid Term Evaluation
40
End Term( Jury)

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture

Study 3
BFC307P Integrated Term Project III 48 hrs. 2 C PB
Self Study
Total 3 hrs
Prerequisite: NA

Course objective:
To identify contemporary issues pertinent in the domain of fashion and communication.

To equip students with tools and techniques for research in the domain of fashion and communication.
To effect the inquiry into the various forces and phenomenon prevalent in the domain of fashion and communication.
Course structure:
Concept domain
To address contemporary issues in the domain of fashion and communication.
Knowledge domain
To understand in depth the fashion and communication in the contemporary scenario.
To comprehend the factors that dictate/ influence fashion communication
Skill domain
Research methodology

Course contents:
Design Research methodology, Basics of Research methodology Research in Design

Pre-research- A pilot study of the field of Fashion and Lifestyle and the avenues of Communication Design.
To identify an area of study, secondary data collection, Finalization of topic, Synopsis writing, Secondary data analysis, Mentoring

Thinking for the next millennium : Edward De-Bono.
Nature of Assignment
The ITP in Semester V is the beginning of a three-part research study that culminates in a colloquium paper presentation in Semester VII.
In semester V, students are required to identify an area of study in the field of Fashion and Lifestyle Communication. It could be a phenomenon/ trend/ problem/ movement/ experience that is relevant to the
larger domain of fashion and communication. A pilot study needs to be carried out based on secondary data to understand the area of study. The deliverables will be the Objectives for study in the next
semester.
In semester VI, the study will be advanced further on the basis of the delineated objectives. Relevant primary data will be collected and coalesced with the secondary data, and a preliminary analysis will be
carried out. This will be presented as a document and presentation, with emphasis on visually communicating the research.
In Semester VII, in continuation to the earlier study a paper will be generated that will further analyse and draw conclusions/ offer solutions along with evolving a personal design philosophy. A jury will
evaluate this paper (document + viva)

Methodology
Lectures
Tutorials
Course Evaluation
Methodology and Periodicity

The research will be student driven with interaction and guidance from a faculty mentor. Inputs will be provided, prior to commencement of the study, in research methodology.
Instruments of Evaluation
Regular assessment of the progress of the study with focus on understanding of research concepts.
The learning process is interactive, and will culminate in a document and presentation on the area of study.

- 205 -
Benchmark
Assignment-1
Benchmark
Assignment-2
Benchmark
Assignment-3
Benchmark
Assignment-4
Evaluation Matrix
Benchmark
Assignment-5
Mid Term
20
Evaluation
End Term
40
Exam/ Jury
Total
100

updated_Sep 2010
Subject
Hours / (C / NC)
Week
DE/CE)
Lecture

BFC309CC Craft Cluster Initiative 3 week 5 weeks 3 Core PB
Study
Self Study
Total 30 hrs
Prerequisite: NA

Course objective:
To observe the complete existing communication systems of product communication and promotions and to record (visual documentation) the methods, message and media, which should eventually indicate possible
product communication systems, the regional essence and feel of the cluster to build & promote the craft products and services identity.
Understanding of the craft, the community & socio economic ethos of each craft.
Understanding of regional essence and visual feel of the cluster
Understanding, study & visual documentation of the detailed process of each craft activity.
Study & documentation of communication systems, channels & media for each craft with special emphasis on trademarks & logos for brand identity.
Understanding of promotional activities, (haats, local bazaars, fairs & exhibitions) carried out by various organizations involved.
Study of packaging details for each craft.
Course structure:
Concept domain-
Knowledge domain-
Understanding, the craft practice from the point of view of the complete production cycle & potential market.
Skill domain-
To understand the visual characteristics of the crafts and documentation of the same along with detailed process of each craft activity.
Understanding of promotional activities, (Haats, local bazaars, fairs & exhibitions) carried out by various organizations involved.
Brief:
To study the crafts existing in India

To observe the complete existing communication systems of product communication and promotions and to record (visual documentation) the methods, message and media, which should eventually indicate
possible product communication systems, the regional essence and feel of the cluster to build & promote the identity.

Course Methodology:
Interactive search & secondary data search

Field Study
Collation of data, preparing brochure & poster and presentation.
Deliverables:
Each group would document the current status and opportunities available for the craft within the Communication Design scenario.
Creating Promotional material for the craft (deliverables to be decided at the Centre level based on respective cluster)
Documentation of the suggested opportunities

Course contents:
Practical / Self
Workshop Study
Details of
Total hrs required
number of Keywords of the chapter to detailed referencing with
for one chapter Details of the contents
sessions define the depth of the text book/ publishers/ Hrs Hrs Hrs
and further to be taught
required per input edition with pg no
breakup per topic
chapter/ topic
4 weeks Craft Cluster

One Week Secondary Research
Two Week Field Study
One Week Collation of Study
End term jury
Evaluation Matrix:
Evaluation Matrix
Mentor End-Term Exam / Jury Total
20 80 100
Teaching Tools:
Observation & Research
Learning outcome:
Understanding, study & visual documentation of the detailed process of each craft activity.
Understanding of promotional activities, (haats, local bazaars, fairs & exhibitions) carried out by various organizations involved.
Hour / Subject Type

Lecture
1.5
1.5
BFC311P Fashion Journalism-Level I Study - 48 Hrs 2 Core PB
Self Study
-
Total 3
Prerequisite: Introduction to written communication & Fashion Basics

Course objective:
To foster analytical commentators who can create original and insightful ideas for print fashion & lifestyle journalism.
To write clear, concise, in-depth and innovative journalism.
To develop skills in identifying, researching and writing fashion & lifestyle related stories for a range of readership.
To equip students with skills to optimize stories with visual components.
Course structure:
Concept domain:
Appreciation of Fashion Journalism as a means for enhancement of the fashion & lifestyle industry.
Knowledge domain:
Writing techniques appropriate to the fashion & lifestyle industry.
Skill domain:
Researching, writing, presenting and pitching for a wide range of publications pertaining to the fashion & lifestyle industry.

Course contents:
Practical / Self
Workshop
Details of Total hrs Details of the contents Keywords of the chapter to Detailed referencing with text Hrs Hrs Hrs
number of required for one to be taught define the depth of the input book/ publishers/ edition with pg
sessions chapter and no
required per further breakup
1 3 Hrs Introduction to
3 Hrs - -
Journalism
Definition: Nature, French Journal; Latin Journalism Principles &
Scope & Functions Diurnalis; As a Craft & as a Practice/ Tony Harcup/ Third
Profession Edition/ Pg No 1-11
Mass Communication in India/

Keval Kumar/ Fourth Edition/ Pg
No 61-64
Short History of Indian 200 Years; From Hicky to the Mass Communication in India/
Journalism present day; Tabloid & Yellow Keval Kumar/ Fourth Edition/ Pg
Journalism No 76-85
2 3 Hrs Introduction to
Fashion Journalism 3 Hrs - -
Nature & Scope of Avenues available Fashion Fashion Magazines - Issue of W/

Fashion Journalism (in magazines, newspapers, Harpers Bazaar/ Vogue/ Elle/
India, US, UK, Paris) television, radio Femina/ Marie Claire/ GQ
Fashion Segments of Dailies

Mint (Lounge)/ New York Times/
Wall Street Journal/ The
Guardian/ The Sunday Telegraph
Where do Stories Choosing a Story; Lengths Fashion Magazines Latest
come from? (word limits) Issue of W/ Harpers Bazaar/
Vogue/ Elle/ Femina/ Marie
Claire/ GQ
Information, Ideas & Styles (India/ US/ UK/ Paris); Fashion Magazines - Issue of W/
Angles Changing face of the fashion Harpers Bazaar/ Vogue/ Elle/

magazine market in India Femina/ Marie Claire/ GQ
3 3 Hrs Guided benchmarked assignment 1 (Description & weightage documented separately) - 3 Hrs -
4 3 Hrs Identifying Elements
in a Story (such as a 3 Hrs - -
Trend Story)
Pull quotes; captions; Fashion Magazines Issue of W/
headlines; sub- Harpers Bazaar/ Vogue/ Elle/
headings; Femina/ Marie Claire/ GQ
slug lines; blurbs
5 3 Hrs Effective Trend Trend ideas; Trend spotting Fashion forecast services 3 hrs - -
Writing subscribed at NIFT Resource
Centre such as Promostyl,
Doneger.
Online Services WGSN,

www.fashioncapital.co.uk,
www.style.com
Trend Stories from Fashion

Magazines Issue of W/ Harpers
Bazaar/ Vogue/ Elle/ Femina/
Marie Claire/ GQ
6 3 Hrs Guided benchmarked assignment 2 (Description & weightage documented separately) - 3 Hrs -
7 3 Hrs Introduction to (News Features; News Journalism Principles &
&) Feature Writing Practice/ Tony Harcup/ Third 3 Hrs - -
Edition/ Pg No 116 -119
Elements of a Feature - Facts; quotes; description; Journalism Principles &
the beginning, the anecdotes; opinions; analysis Practice/ Tony Harcup/ Third
middle, the end Edition/ Pg No 120 125
Types of Features News Feature; Personality
related; Human interest
related; Institutional; Narrative
& Photo Feature
Principles of Editing Editing; sub-editing
8 3 Hrs Mid Term Evaluation - 3 Hrs -
Introduction to
9 3 Hrs 3 Hrs - -
Interviewing
Definition & the Interview; conversation; French Journalism Principles &
technique entirevior Practice/ Tony Harcup/ Third
Edition/ Pg No 94 - 97
Types of Interview Job; case; informational; Journalism Principles &

ladder; Practice/ Tony Harcup/ Third
mail intercepted; Edition/ Pg No 98 103
telephonic; pseudo (mock)
Guided benchmarked assignment 3 (Description & weightage documented separately)

10 3 Hrs - 3 Hrs -
Introduction to
11 3 Hrs 3 Hrs - -
fashion critiquing
Reviewing fashion Critique; review - References in the Reading
show/s and making Material attached
points of critique
12- 13 6 Hrs Guided benchmarked assignment 4 (Description & weightage documented separately) - 6 Hrs -
Introduction to writing
14-15 6 Hrs 3 Hrs 3 Hrs -
for the New Media
Beyond Print: New Media Journalism Principles &
Television Practice/ Tony Harcup/ Third
Radio Edition/ Pg No 141
Internet 149
Blogs
End TermEvaluation
16 3 Hrs - 3 Hrs -
Basic Journalism, Parsthasarthy

The Journalists Handbook, Kamath M.V.
Mass Communication & Journalism in India, Mehta D.S.
Modern Feature Writing, Reddick, Dewell
Fundamentals of Journalism, Spencer

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 10 10 20 40 100
Teaching Tools:
Faculty guided brainstorming & group discussions
Print-media appreciation (magazines, journals, newspapers)
Learning outcome:
Identifying, researching and effectively implementing stories for fashion & lifestyle industry
Developing different writing styles towards a range of readership
Editing and sub-editing practices
Supplementing written matter with appropriate visual material
Pitching for a story
Understanding different genres of publication
Ethical responsibility in Fashion Journalism

Assignment 1
To write a Story for specific audience and present three different angles in writing for
each. (Word limit - 500 words, no visual material to supplement the Story).
Understanding of the Topic; Effective writing.
Individual. Class Assignment (Faculty to ensure that the Story is written & submitted in the
Type of assignment
class session dedicated for the Assignment)
Weight age 10
Assignment 2
To write a Trend Piece/ Report based on a specific season and category (Spring
Details/ description of assignment Summer 2011, Womenswear). Word Limit 1000 words. Visual material (sketches,
illustrations, photographs of designer showings) to supplement the Story.
Evaluation parameter Understanding of the Topic; Research; Effective writing; Selection of visual material.
Research for Trend spotting to be done in groups. Individual written pieces by the students.
Type of assignment
10
Weight age
Assignment 3
To write a story based on a mock interview with a known figure/ personality/

celebrity/ icon from the fashion & lifestyle domain (Indian or International). Word limit
- 700 words. Visual material (portrait of the chosen personality) to supplement the
Story.
Understanding of the Topic; Research; Effective writing; Selection of visual material.

Type of assignment class session dedicated for the Assignment)
10
Weight age

Assignment 4
To critique a Fashion Sow of a well known designer (Indian or international). Word
limit - 700 words. Visual material (one visual from the show) permitted.
Understanding of the Topic; Critique points; Effective writing; Selection of visual material.
Type of assignment class session dedicated for the Assignment)
10
Weight age

Subject Type (TH/ PB/

Subject Code Subject Sessions Hours / Week Hour / Semester Credit (C / NC)
DE/CE)
Lecture
1.5
BFC313P Textile Appreciation 24 hrs 1.5 NC PB
Field Study
Self Study
Total 1.5
Prerequisite: Fashion Orientation

Course objective:
To provide a comprehensive exposure to the field of textiles viz-a-vie fashion and lifestyle.
To introduce students to the terminology, and fundamentals of textiles.
To achieve appreciation of global textiles.
To understand the behaviour and performance of textiles viz-a-vie fashion and lifestyle.
Course structure:
Concept domain:
To comprehend the role of textiles in fashion

To evolve appreciation of textile design
Knowledge domain:
To understand the behaviour and performance of textiles

Identification of textiles

Course contents:
Practical / Self
Workshop Study
Details of number Total hrs Details of the contents to be taught Keywords of the Detailed referencing with text Hrs Hrs Hrs
of sessions required for chapter to define book/ publishers/ edition with pg
required per one chapter the depth of the no
chapter/ topic and further input
breakup per
topic
1 1.5 Overview of Textiles and the textile industry Fabric Science by Pizzuttos JJ Pg 1.5
1-21
1 1.5 Introduction to textiles and their role in Fabric Science by Pizzuttos JJ, 1.5
fashion Pg 1-21
The textile chain from fibre to fabric
The segments of textile industry in India www.india-crafts.com/business-
handloom, power-loom and mill sector reports/indian-textile-
SWOT analysis of Indian Textile Industry industry/swot-analysis.htm
24 4.5 Raw material for textiles 4.5

2&3 3 Introduction to Fibres Fabric Science by Pizzuttos JJ, 3
Classification into natural and manmade Pg 23-87
fibres Cellulosics (cotton, linen), protein
(wool, silk), mineral/metallic (lurex),
regenerated (rayon, acetate, tencel) and
synthetics (polyester, nylon, acrylic, lycra)
Properties of fibres Appearance and
performance properties strength,
absorbency, elasticity, lustre, hand-feel,
cover, static, pilling, thermoplasticity,
Blends of fibres and their properties
4 1.5 Introduction to Yarns definition Fabric Science by Pizzuttos JJ, 1.5
Yarn count Direct & Indirect systems, Pg 97- 121
effect on yarn properties,
Single/ ply/ cord yarns
Types of Novelty Yarns Boucle, Slub.
57 4.5 Fabric Construction 4.5

5&6 3 Introduction to Woven fabrics terminology Fabric Science by Pizzuttos JJ, 3

(warp, weft, interlacing, float, selvedges, Pg 135-159, 162
grain, bias, thread count etc), identification
and properties.
Types of weaves plain, twill, satin, dobby,
jacquard, extra warp/weft, and pile
Uses of woven fabrics based on content,
construction, weight, appearance, and
performance.
7 1.5 Introduction to knits - terminology (warp/ Fabric Science by Pizzuttos JJ, 1.5
weft knits, wales, courses, inter-looping, Pg 183-208, 223-235
gsm etc), identification and properties.
Types of knits (Warp and Weft knits single
jersey, rib, interlock, popcorn, ottoman,
velour, tricot)
Identification, properties and uses of felts
and non-wovens.
Benchmarked assignment 1: (20 marks)

Swatch Book 1. Fibers / Yarns 2. Fabrics Different weaves, non woven and knits etc.
8 1.5 MID TERM EVALUATION - (20 MARKS) 1.5
9 10 3 Fabric Finishes 3
Dyeing and Printing

9 1.5 Differences between Dyeing and Printing Fabric Science by Pizzuttos JJ, 1.5
Differences between Natural and Synthetic Pg 243-258
Dyes
Stages of dyeing dope, fibre, yarn, fabric Fabric Science by Pizzuttos JJ,
and garment Pg 271-288
Styles of printing (Direct/ discharge/ Resist/
Pigment) Textiles Fibers to Fabric by
Methods of Printing Roller, block, screen Corbman BP, Pg No. 223- 243
(Flat bed & Rotary Screen)
Types of Prints (Floral, botanical,
conversational, regimental, juvenile/
nursery, photographic, handkerchief,
optical, psychedelic, toile de jouy
All-over, directional, engineered, stripes, checks
and plaids)
10 1.5 Introduction to finishes Fabric Science by Pizzuttos JJ, 1.5

Functional (water resistant, fire proof, ), Pg 299-321
aesthetic (mercerization, caustisization,
burn-out, softener, washes- Textiles Fibers to Fabric by
stone/acid/peach/sandblasting, ) and easy- Corbman BP, Pg No. 158-179
care finishes (stain resistant, shrink-proof)
Costing of fabrics
Benchmarked assignment 2: (20 Marks)
Quiz (Written / Oral) Spot Evaluation
11 12 3 Textile Design 3
11 12 3 Role of all above constituents in textile 3
design
Textile designers William Morris, Pucci,
Sonia Delauney, Laura Ashley, Versace,
Ritu Kumar, Satya Paul.
13 15 4.5 Fashion Fabrics 4.5
13 15 4.5 Fashion forecasts and fabrics Fashion from concept to 4.5
Novelty fabrics consumer 7th edition by Gini
Stephens Fring Pg. No 95-109
End term Evaluation: 1.5 ( 40 marks)
Presentation and Jury Documentation and presentation of one textile designer (international / national) evaluation to be done based on the proper understanding of process of textile design
used by that designer.

Suggested references Books: (Apart from ones mentioned with the course curriculum)
Textile Processing Printing Dyeing Finishing by JL Smith
Textile Finishing By W S Murphy
Textile Weaving & Design by WS Murphy
Knitting Technology by AJ Gaonkar DB
Introductory Textile Science by Hudson, Peyton B, Clapp, Anne C, Kness, Darlene, Josephs
Textiles 5000 years by Harris

Vogue (Magazine)
International textiles
The Indian Textile Journal
Textile Review (Journal)
Asian Textile Journal
Apparel Online
Surface design
Inside Outside (Magazine)
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 20 20 40 100
Teaching Tools:
Illustrated Lectures (Slides and samples)
Market surveys and research
Presentations
Visit to Library and Resource Centre.
Visits to Handloom Unit, Textile Mill, Processing Unit & Dyeing and Printing Units.
Task based assignments
Written quiz/ Test

Learning outcome:
An understanding of fundamentals of textiles.
Inter-relationship between fashion and textiles
Identification and appreciation of different fabrics
Understanding the behavior and uses of different fabrics
Understanding the structure of the textile industry
Assignment 1
Details/ Description of assignment Swatch Book 1. Fibers / Yarns 2. Fabrics Different weaves, non woven and knits etc.
A students should be evaluated based not only on the making of the file but also the
understanding and identifying capabilities
Type of assignment Swatch File Submission
Weight age 20
Assignment 2
Quiz (Written / Oral) Spot Evaluation
Evaluation parameter Knowledge and understanding
On the spot evaluation

Type of assignment
20
Weight age
Mid Term Evaluation Posters based on properties / characteristics of fibers / yarns / fabrics (Can be open ended) (20 Marks)
End term Evaluation: Jury Documentation and presentation of one textile designer (international / national) evaluation to be done based on the proper understanding of process of textile design used
by that designer (40 marks)

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
1.5
Multimedia & Web Design Tutorial / Seminars / Field

BFC315P 48 2 NC PB
Study
Self Study
Total 3
Prerequisite: Publication Design & Graphic Level II

Course objective:
To produce multimedia and web based presentations using Flash, Bringing the awareness of the various tools used for the purpose of making web sites and interactive multimedia presentations.
The students develop understanding and command with the comprehensive set of web based and multimedia tools to create animations / presentation & website.
Concept domain
Understanding of Web as a strong medium for communication
Knowledge Domain
To assimilate knowledge in area of digital presentation and new media
Skill Domain
sharpen cognitive skills & develop sensitivity towards communication

Course contents:
Practical / Self
Workshop Study
Total hrs
Details of required
number of for one detailed referencing with
Details of the contents to be Keywords of the chapter to
sessions chapter text book/ publishers/ Hrs Hrs Hrs
taught define the depth of the input
required per and further edition with pg no
chapter/ topic breakup
per topic
Using ADOBE FLASH CS4
Flash workflow,
1 3 Introduction to flash PROFESSIONAL 1.5 1.5
workspace
(Pg no 9-17)
Timeline,
Property inspector,
Undo, Redo, and Repeat
2&3 6 PROFESSIONAL 3 3
Stage and Tools panel commands,
(Pg no 17-42)
Commands menu,
Set preferences
Placing artwork,
Importing text,
Adobe Illustrator AI files, Using ADOBE FLASH CS4
Managing documents, Working with Photoshop PROFESSIONAL
4& 5 6 Using imported artwork, and Flash, (Pg no 43-90) 1.5 1.5
Converting bitmap to a Editable Text,
vector graphic Vector Outlines,
Flattened Bitmap Image,
bitmap as a fill
Create an animated interface for Digital Presentation ( 10 marks)
Drawing,
Vector and bitmap
graphics,
Reshape lines and shapes, Using ADOBE FLASH CS4
1.5 1.5
6 3 Creating and Editing Artwork, Moving, arranging, and PROFESSIONAL
Symbols, instances, and deleting artwork, (Pg no 91-171)
Colors, gradients, and
strokes,
About 3D graphics in Flash
About symbols,

Types of symbols, symbol

instances,
Managing assets with the
library,
Sharing library assets,
Working with button
symbols,
Scaling and caching
symbols,
Symbols and Action Script.
Create 10 Web Banners (10 Marks)
Frames and key frames,

Create and organize layers,
View layers and layer
folders,
Guide layers,
multiple timelines and
levels,
Timelines and Using ADOBE FLASH CS4
nested movie clips and
3 PROFESSIONAL 1.5 1.5
7 Animation parent-child hierarchy,
(Pg no 172-233)
Scenes,
Animation basics,
Motion tweens,
classic tweens,
Shape tweening,
Frame-by-frame animation,
Using mask layers
8 Midterm Evaluation
9 3 Character Animation Using inverse kinematics 1.5 1.5

Filter overview,
Filters and Blends PROFESSIONAL 1.5 1.5
10 3 Applying filters,
(Pg no 234-243)
blend modes

text and fonts,

Creating text, 1.5 1.5
11 3 Text PROFESSIONAL
Setting text attributes,
(Pg no 244-272)\
text and Action Script
Create a 5-7 Page Website based on Character Animation and Interactivity ( 20 marks)
Using sounds in Flash,

Exporting Sounds,
Sound and Action Script,
Digital video and Flash,
Import video for streaming,
Embed video in a SWF file 1.5 1.5
12 3 Sound, PROFESSIONAL
Export QuickTime video
Video (Pg no 273-300)
files,
Working with Adobe
Premiere Pro and Adobe
Flash,
Playing external FLV or
F4V files dynamically
Adding content to screens.
Script Assist mode and
behaviors,
Writing and managing
scripts, 1.5 1.5
13 3 Working with screens, PROFESSIONAL
Debugging Action Script,
Action Script (Pg no 316-379)
Working with Flash and
Flex,
ActionScript publish
settings
Dream weaver & how to Dreamweaver CS4 in
14&15 6 incorporate flash components simple steps 3 3
in WebPages Dreamtech press
End Term Evaluation
16

Flash CS4 in Simple steps, dream tech press

Bible In Design CS4, Willey Publications
Using ADOBE INDESIGN CS4
Dream weaver CS4 in Simple steps, dream tech press
Using ADOBE Dreamweaver CS4
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:
Lectures
Demonstrations
Presentations
Hands-on exercises
Practical sessions
Learning Outcome
Students would be able to design Digital Presentation and Website design

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5

BFC317T Retail & Brand Management 24 1.5 NC/CBE TH
Study
Self Study
Total 1.5
Prerequisite: none

Course objective:
To make the students understand retailing as an industry.
To acquaint the participants with knowledge & skills for retail management
To familiarize the students with the concept of Brand Management and their application in appropriate situations in fashion industry.
To enable student to develop branding strategies in competitive environment.
Course content :
Concept domain
This course gives understanding of the retail industry, various retail formats and functioning of various types of retail structures in addition to exposure to brand management.
Knowledge Domain
Students will get knowledge of store operations, retailing & merchandising management functions and brand building strategies adopted by industry.
Skill domain
This course gears the students towards retail merchandising management. Students develop skills of retail merchandising in addition to learning various branding strategies.

Course contents
Practic Self
al / Study
Worksh
op
number of required for
sessions one chapter Details of the contents to Keywords of the chapter to define Detailed referencing with text book/
Hrs Hrs Hrs
required per and further be taught the depth of the input publishers/ edition with pg no
chapter/ breakup per
topic topic
Overview of Retailing
FICCI Study, Images, Business
environment, current Definition, history & evolution, size
1 1.5 hrs world, images retail. 1.5
scenario, emerging of Indian retail
trends in retailing
Types of Retailers, types of
Retailing Management- Fourth
ownership, non-store retailing
Edition Levy and Weitz 2, chapter
2 1.5 Store Formats Types of retailer on the basis of 1.5
2&3
ownership services price &
merchandise
Six Ps of retail Retailing Management- Fourth
Elements of Retail Mix,
3 1.5 Organizational structure for various Edition Levy and Weitz 2, 1.5
Store Organization
retail formats Chapter 1 & Chapter 10
Retailing Management- Fourth
10 steps (identification of target
Edition Levy and Weitz 2, chapter
4 1.5 Retail Market Strategy market, etc., managing customer 1.5
2 & 3, Chapter 6
relationship &vendorship)
Benchmarked assignment 1- Documented separately
Trading area characteristics, site
Chapter 9 levy and Weitz.
Trade area analysis & site characteristics, location theories(
5 1.5 Chapter 7 1.5
selection retail gravity theory,
BPI, CLT)
Function, Roles & Responsibilities
Merchandiser of Retail Buyer & Retail Merchandise Buying by Maryanne
6 1.5 Merchandiser---Merchandise Smith Bohlinger, Fair Child 1.5
Planning & Buying, Sales & Publications chapter3
Purchase Planning.
Retail Pricing, Basic Price adjustment theories, product Mathematics for Retail Buying 4th
7 1.5 1.5
Profit factors, the bundle pricing & Product mix pricing. Edition Bette K. Tepper, Newton

relationship of Mark-up to Productivity & Profitability model E,Godmick, Unit II.

profit (GMROI, GMROL) Mathematics for Retail Buying 4th
Edition Betle K. Tepper, Newton
E,
Godmick, Unit I & Unit III.
Benchmarked assignment 2 Documented separately
8 1.5 MID TERM EXAM 1.5
Branding: an overview Strategic Brand Management
Branding: an overview, Source of
Creating and Sustaining Brand
9 1.5 value for the customer and source of 1.5
Equity Long Term 2nd Edn
Brand identity value to the company
Jean Noel Kapferer, Ch 1 , ch 3
Building Strong Brands David A
Aaker Ch 1 Strategic Brand
Management Creating and
10 1.5 Brand equity 1.5
Sustaining Brand Equity Long
Term 2nd Edn Jean Noel
Kapferer, Ch 13
Strategic Brand Management
Creating and Sustaining Brand
11 1.5 Branding Strategies 1.5
Jean Noel Kapferer, Ch 7
Brand Personality v/s Brand Strategic Brand Management
ambassador Creating and Sustaining Brand
Brand Extension,
12,13 3 Retail Brands v/s Manufactured Jean Noel Kapferer, Ch 8; 3
Brand Personality
brands Building Strong Brands David A
Aaker
Global Brands or Globalizing Brands Ch 5;
Benchmarked assignment 3- Documented separately
Strategic Brand Management
The concept of luxury Creating and Sustaining Brand
14-15 3 3
brands Equity Long Term 2nd Edn
Jean Noel Kapferer, Ch 2
16 1.5 END TERM EXAM

Texts and References:
BOOKS :
Retailing Management William Davidson, Daniel J. Sweeney, Ronald W. Stampfl

Retail Merchandise Ernst M. Risch
Merchandise Buying- By Maryanne Smith Bohlinger, Fair Child Publications.
Retailing Management-Levy & Weitz
Mathematics for Retail Buying Tepper & Godmick
Merchandising Mathematics Antigone Kotsiopulos/ Jikyeong Kang-Park Chapter 5,
Retail Management Barry Berman / Joel R. Evans, 8th Edition.
Strategic Brand Management Creating and Sustaining Brand Equity Long Term
2nd Edn Jean Noel Kapferer
Building Strong Brands David A Aaker
JOURNALS & MAGAZINES
Business World
Business India
Business Today
Economic Times
Apparel Fortnightly
Inside Fashion WWD/DNR
Images/ Retail
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100

Teaching tools Learning tools

Lectures Understanding of concepts
Case study vicarious learning
Business Quiz Market Awareness
Presentation Intense Interaction
Article Presentation Information Comprehension
Task-based assignments during the course and written examination based evaluation
Learning outcome:
Understanding of retailing as an industry
Knowledge & skills for retail management
Understanding of Brand Management
Application of above in the fashion industry
Develop branding strategies.


Assignment 1
Details/ description of assignment Case Study in Fashion Retailing
Evaluation parameter Analysis of the case, neatness and clarity in the presentation
Weight age 10
Assignment 2
Details/ description of assignment Profiling of a fashion retailer. Students will use all the concepts of retailing taught in the class
and develop profile an existing retailer.
Evaluation parameter Concepts covered, neatness and clarity in the presentation
Type of assignment Submission and Presentation
Weight age 10
Assignment 3
Details/ description of assignment Understanding the Branding strategy and consumer perception of the
Manufacturers Brand vs. Store Brand with reference to a fashion retailer.
Evaluation parameter Concepts covered, neatness and clarity in the presentation
Type of assignment Submission and presentation
Weight age 20
Pattern for midterm CEB examination paper:
Multiple choice/Fill ups question 05 marks

Short notes 15 marks = 20 marks
Pattern for end term CEB examination paper:
Multiple choice/ Fill ups question 10 marks

Long Answer 15 marks

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
Introduction to Tutorial / Seminars / Field

Advertising Study
Self Study
Total 1.5
Prerequisite: CCP 1 & 2, Introduction to Written Communication
- 238 - 2010,National Institute of Fashion Technology(NIFT) updated_Sep 2010

Course objective:
To understand the role and scope of advertising vis--vis fashion and lifestyle industry
To understand as industry functioning and ad agency structure and its specialist departments
To learn about brands and brand management especially with regard to fashion and fashion designer brands
To learn about ad planning and strategies.
To understand the concept of advertising
To understand the necessity of advertising in this competitive scenario (both in fashion & lifestyle industry and retail industry)
Course structure:
Concept domain-
Understanding of types of advertising
Understanding the purpose of advertising and promotion
Overview of Advertising as a Marketing Tool
Advertising as a Communication Too
Knowledge domain-
Seven Ps of Marketing
Understanding of the background of todays advertising.
Role and structure of the Ad agency.
Knowledge of different media services and strategies.
Tools of retail communication.
Role of Visual Communication

Course contents:
Practical / Self
Workshop Study
detailed referencing with
sessions one chapter Details of the contents to Keywords of the chapter to define the depth
text book/ publishers/ Hrs Hrs Hrs
required per and further be taught of the input
edition with pg no
topic topic
1-4 6.0 Introduction 6.0
Definition, Origin & development, Growth of
Introduction to advertising in India, Scope (Effects on
1 1.5 1.5
Advertising: Economy/Industry), Facets of advertising (As
an act of commerce, as hidden persuader)
Need for advertising, Functions of advertising,
2 1.5 Purpose of advertising: Benefits of advertising: To Seller, Buyer & 1.5
Media
Communication Process & Advertising,
Advertising as a
3 1.5 Communication Principles, Theories applied 1.5
Communication Tool:
to advertising
Concept of Marketing & advertising,
Advertising as a Marketing Mix-5 Ps of marketing,
4 1.5 1.5
Marketing Tool: Segmentation of consumer & positioning of
product
Benchmarked assignment 1 Total Marks 10
Comparison of different advertisements and its effect on consumers.
Segregating ads on the basis of types of appeal the advertisements are having
57 4.5 4.5
Advertising as a PR Relationship of Advertising & Public Relation,
5 1.5 1.5
Tool: Corporate/Institutional Advertising
Unique Selling Proposition, Brand Image,
6 1.5 Advertising Theories: 1.5
Relevance to Indian Advertising

Commercial & Non-commercial, Product &

Consumer, Classified & Display, Retail &
7 1.5 Types of advertising: Wholesale, Regional, National & Co- 1.5
operative, Govt. advertising, Comparative
advertising
8 1.5 MID TERM EXAM 1.5
Negative & Positive Effects ,Advertising &
Role & effects of Society, Advertising & Development, Role of
9 1.5 1.5
Advertising: advertising in National Economy,
Social/Public Advertising
Benchmarked assignment 2 Total Marks: 10
Case studies of some good advertisements worldwide
10-12 4.5 4.5

Print Media-Newspapers, Magazines,
Pamphlets, Handbills, Posters, Souvenirs,
Brochures, Electronic Media-Radio, TV,
10 1.5 Advertising Media: 1.5
Cassettes & CDs; Other Media-Direct Mail,
Outdoor Media, Characteristics, Merits &
Limitations of various media
Organizational Structure/Patterns, Skills
required for various jobs, Functions of
advertising agencies, their role & importance,
11 1.5 Advertising Agency: 1.5
Selection of advertising agency.
Account planning, Account servicing, creative,
media planning etc.
tools and techniques; Importance; Different
Integrated marketing
12 1.5 stages of IMC 1.5
communication
Benchmarked assignment 3- (assignment description with weight age): Total Marks: 20
Study the working of advertising agencies, Indian or global, focusing more on the working of creative department.
Studying and analyzing successful ad campaigns.
Suggest Tools of IMC for an Ad Campaign of an renowned brand.
13- 15 4.5 4.5
Fashion and lifestyle Case studies of different fashion and lifestyle
advertising brands and their advertising campaign
13 1.5 1.5
Campaign planning Ad & promotion research

goals, objectives, strategies and media

14 1.5 Fashion promotion 1.5
Laws and ethics in Dos and Donts of Advertising, Dealing with
15 1.5 1.5
advertising IPR, Copyright issues.
16 1.5 END TERM EXAM 1.5
End term exam CEB
Ogilvy on Advertising David Ogilvy (Pan Books)

Advertising Made Simple Frank Jefkins (Rupa & Co.)
Integrated Advertising, Promotion and marketing Communication Kenneth E. Clow, Donald Baack, Pearson Prentice Hall, 2007
Websites:
www.adsoftheworld.com
www.adforum.com
www.campaignindia.in

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
Mid Term
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Evaluation
Total
10
10 20 - - 20 40 100
Teaching Tools:
Videos of advertisements
Examples of Corporate Advertisements (Print, Video, Online, Others)
Lectures supported by Visuals
Brainstorming & interactive session
Group & individual presentations
Learning outcome:
Understanding of advertising & its role in the fashion industry.
Conceptual understanding of marketing, promotion & advertising
Equipped to understand media.

Assignment 1
Details/ description of assignment Comparison of different advertisements and its effect on consumers.
Segregating ads on the basis of types of appeal the advertisements are having
Evaluation parameter Intensive research must be done, students should be able to understand what he/she is
talking about.
Type of assignment Document/Presentation
Weight age 10
Assignment 2
Details/ description of assignment Case studies of some good advertisements worldwide
Type of assignment Written Document
Weight age 10
Assignment 3
Details/ description of assignment Study the working of advertising agencies, Indian or global, focusing more on the
working of creative department.
Studying and analyzing successful ad campaigns
Suggest Tools of IMC for an Ad Campaign of an renowned brand
Type of assignment Written Document
Weight age 20

SEMESTER VI

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
3
BFC302P Graphic Design Level IV 72 Hrs 3 Core PB
Study
Self Study
Total 4.5
Prerequisite: Graphic Design I, II & III

Course objective:
To understand the basic fundamentals of Symbol/logo/logotype design

To be able to analyze and understand the social and cultural context of the symbols and icons.
To understand the nuances of form, its interaction with colour and text.
To be able to interpret a scenario and generate a design brief
To be able to analyse, synthesise and communicate the same through symbols.
To learn to built an identity using the symbol and other appropriate mediums.
Course structure :
Concept domain
Conceptual clarity about the form, its interpretation and interaction with other mediums and medias.
Ability to analyze and conceptualize a scenario and interpret the solution through appropriate representation.
Knowledge domain
Understanding the contextual interpretation of icons and symbols in our society
Understanding the nuances of 2D forms and its interaction with different mediums and media
Knowledge of building identity and in-depth understanding of its elements
Skill domain
Ability to create a 2D form and its appropriate application with various mediums
Interpretation and articulation skill through form and medium
Software skill to develop identity and presentation skill
Communication skill through symbols and icons
Formats and Layouts
Reproduction techniques

Course contents
Practical/ Self
Workshop Study

be taught
What is branding? Identity,

Brand development
process, branding, Steven Heller & Mirko Ilic
Symbolism & Identity advertising, story telling, Icons of Graphic Design,
1-2 6 6
Design experience & emotion Second Edition
authenticity, Brand Thames & Hudson
valuation.
Brand Basics
1 3 Brand Identity Ideals 3
Brand Identity elements
Benchmarks
Pictorial Marks
2 3 Abstract Marks 3
Emblems
Characters
Visual styles, graphic What is Branding? Mathew
3-5 9 Brand Forces styles, brand personality, Healey, Rotovision, pg. no. 3 6
sensorial perspective. 6-26
Brand dynamics
3-4 3 3 3
Sustainability
5 1.5 Personal Branding 3
Consumer research, issues What is Branding? Mathew
6-7 6 Conducting Research of globalization, market Healey, Rotovision, pg. no. 3 3
scenario. 34-53
Overview,Market research
6-7 6 3 3
Usability,Marketing audit

Competitive
audit,Language audit
Benchmarked assignment 1-Study of an existing brand (10 marks)
What is Branding? Mathew
8-11 12 Clarifying Strategy Portfolios & case study Healey, Rotovision, pg. no. 3 9
158-247
Overview
8-9 6 3 3
Narrowing the focus
Brand brief
10-11 6 6
Naming
12 3 MID TERM EVALUATION 3
13 - 19 21 Designing Identity Healey, Rotovision, Pg. no. 3 18
72- 104
Overview,Logotype +
13-17 15 3 12
signature,Color,Typography
Trial Applications
18-19 6 6
Presentation
Benchmarked assignment 2-Finalisation of the topic(10 marks)
20-21 6 Identity collaterals Healey, Rotovision, pg. no. 6
54-66
Overview
20-21 6 Trademark process 6
Identity Collaterals
Identity Application
22-23 6 6
Guidelines
Benchmarked assignment 3 Compilation of Identity design & Identity collaterals(20 marks)
Identity Application
22-23 6 6
Guidelines/Documentation
24 3 END TERM EVALUATION 3

Michael Bierut, Seventy-nine Short Essays on Design, Princeton Architectural Press, 2007
Alex Coles, editor, Design and Art ,MIT Press, 2006
Stephen Eskilson, Graphic Design: A New History, Yale University Press, 2007
Harry Jamieson ,Visual Communication: More than Meets the Eye
Rex Ray ,Art + Design ,Chronicle Books, 2007
Steven Heller ,Iron Fists: Branding the 20th-Century Totalarian State ,Phaidon Press Inc, 2008
Steven Heller & Mirko Ilic ,Icons of Graphic Design, Second Edition ,Thames & Hudson, 2008
Michael Kroeger, Paul Rand: Conversations with Students ,Princeton Architectural Press, 2008
Grant McCracken ,Transformations: Identity Construction in Contemporary Culture ,ndiana University Press, 2008
Phaidon Editors ,Area 2 ,Phaidon Press, 2008
Angus Hyland & Emily King, C/ID: Visual Identity & Branding for the Arts ,Laurence King, 2006
William J. Mitchell ,Placing Words: Symbols, Space and the City ,MIT Press, 2005
Rick Poynor ,No More Rules: Graphic Design and Postmodernism ,Yale University Press, 2003
Communication arts
Graphix
Creative Brief
Wallpaper

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 - - 20 40 100
Teaching Tools:

Case Study Presentation
Learning outcome:
To understand the basic fundamentals of Symbol/logo/logotype design

To be able to analyse and understand the social and cultural context of the symbols and icons.
To understand the nuances of form, its interaction with colour and text.
To be able to interpret a scenario and generate a design brief
To be able to analyse, synthesise and communicate the same through symbols.
To learn to built an identity using the symbol and other appropriate mediums

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture Not Uniform
for all weeks
Visual Merchandising- Level Tutorial / Seminars / Field

BFC304P 72 3 C PB
IV Study
Self Study
Total 4.5
Prerequisite: VM- III

Course objective:
This course in Retail Display Design II will further the study started in RDD-I. An in-depth study of Retail environments, the different formats and the factors which govern design in each format.
Acquainting the students with the concept of Brand Identity and how one can reflect this in the various areas of VM Show window, in-store display, POP, display graphics, both of Exterior and Interior of a
store.
The objective of the course is to expand the definition of VM from a one store activity to developing an Identity for the client across their operations (across cities). This will require mature understanding of
businesses, and how VM can be an important area of Brand Building.
The course will further the understanding of Consumer Behaviour gained in the earlier semester. Here the students will learn how VM can be instrumental in creating sustained recall values for a brand.
Course structure
Concept domain-
Brand Identity results in appropriate visual experience and effective space creation
Consumer brand Experience Interplay
Knowledge domain-
Understanding different retail formats
Understanding time-cost implications of a design development
Understanding the larger implications of VM as a company strategy.
Skill domain-
Interpretation of Company profiles for effective Brand building

Execution of ideas in a planned manner.
To take the role of creative designer further into becoming a Design Manager

Course contents
Practical / Self
Workshop Study

be taught
Recap of Retail
1&2 03 03
Knowledge
Recap of Retail Knowledge
Case studies may
1&2 3 become a relevant 03
part in understanding
retail& brand identity
04-19 24 Brand Identity 1. The power of retail 12 12
Branding- Arthur A
Meaning in the broader
14-17 6 Winters, Peggy 1.5 4.5
sense
Finchers Winters,
18-21 6 Meaning specific to Design Carole Paul & the 1.5 4.5
How do the Big Brands editors of RETAIL AD
22-24 6 1.5 4.5
work? WORLD
Understanding the Pg: 10-13,46-47,148-149
25-28 6 constraints in this area of 1.5 4.5
Design.
Benchmarked assignment 1: Based on the concept of design as a strategy in business, and the integration of knowledge, skills, imagination and culture of
different disciplines for the effective development of product concepts including the vitalization of product and brand identity.- 10 marks
Creating a defined image 1. The power of retail

20&21 03 of a store/brands Branding- Arthur A 03
customer Winters, Peggy
Finchers Winters,
Carole Paul & the
editors of RETAIL AD
Creating a defined image WORLD
20&21 03 of a store/brands customer Pg: 72-77 03

Benchmarked assignment 2: Assignment based on Creating a defined image of a store/brands customer- 10 marks
22-24 Mid term Evaluation: Case study of VM setup in a company- Presentation- 20 marks
Understanding a VM set
25-30 09 . ID 03 06
up in company
Understanding competition Stores
25-27 4.5 VM&SD 1.5 03
to a brand
28-30 4.5 To prepare a VM kit 1.5 03
Benchmarked assignment 3: Case study of VM setup in a company- Presentation- 20 marks
31-45 22.5 Final Project-Live 11 13
31-45 22.5 Retail format & design 11 13
46-48 End term Evaluation : 40 marks

1. Commercial Space shop windows by Francisco Asenio Cerver

2. Confessions of Window Dresser by Simon Doona
3. Designing Commercial Interiors by Christine M. Piorowski and Elizabeth A. Rogers.
4. New Retail by Rashid Din
5. Retail Graphics by Giles Calver
6. The Power of Display: A History of Exhibition Installation at MoMa by Mary Anne Staniszewski
7. Visual Merchandising and Store Design workbook by Greg M. Gorman

JOURNALS:
1. Creative Review
2. Design Week
3. Business Week
4. Wallpaper
5. Advertising Age
6. ID
7. Stores
8. VM&SD

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:
Teaching will be through:

Expert-student interactions in the classroom
Observations made in the field
Hands on experience on hypothetical projects
Final live project guided by faculty
Learning outcome:
Upon completion of the course the students shall be able to:
Understand Branding in Retail environment

Designing for different Retail formats
Understanding Design Planning
Analyse and Design Band Identity concepts.

Hour / Subject Type


all weeks

BFC306P Photography- Level IV 72 3 Core PB
Study
Self Study
Total 4.5
Prerequisite: V&RT, Photoshop, Introduction to Photography, Lighting for Photography, Fashion Photography I

Course objective
To make the students practice fashion photography

Make them familiar with the process of Pre Production, Production, Post production
Making the students familiar with fashion Photography
Course structure
Concept domain
Conceptual clarity about studio composition, sets, indoor and outdoor shooting.
Ability to explore different forms of photography with models.
Knowledge domain
Understanding the behaviour of color in outdoor and in studio conditions.

Understanding the techniques used by great photographers.
Knowledge of techniques and treatment of color to create a mood.
Skill domain
Ability to handle studio settings.

Gaining confidence in handling locations, props, lights and models.
Composition skill.
Achieving aesthetic qualities and mastering photography techniques.

Course contents
Practical / Expert
Workshop input
Details of
Total hrs
number of
required for
sessions Detailed referencing with
one chapter Details of the contents to be Keywords of the chapter to
required text book/ publishers/ edition Hrs. Hrs. Hrs.
and further taught define the depth of the input
per with pg no.
breakup
chapter/
per topic
topic
Introduction Fashion Fashion Photography: A
1-4 12 Complete Guide to the Tools 3 9
Photography
and Techniques of the Trade
by Bruce Smith
Master Guide for Glamour

Photography: Digital
Introduction to renowned Techniques and Images By
1-4 photographers ( India / Chris Nelson
International)
Fashion Photography
Course: Principles, Practice,
and Techniques: An
Essential Guide by Eliot
Siegel
Benchmark Assignment 1:report on leading Indian photographers their career highlights & signature styles(20 marks)
Understanding
photography techniques Fashion Photography: A
5-11 21 6 15
styling ideas & basic Complete Guide to the Tools
composition. and Techniques of the Trade
Nuances of space- its by Bruce Smith
5-11 interaction with light (natural
, artificial ) and color

12 MID TERM EVALUATION 3

Ability to conceptualize a Fashion Photography: A
look / a style / a frame & to Complete Guide to the Tools
13- 17 15 articulate the same and Techniques of the Trade 3 12
through the medium of by Bruce Smith
photography.
Master Guide for Glamour
Photography: Digital
Ideating varied theme-based Techniques and Images By
fashion shoots in indoor & Chris Nelson
outdoor lighting conditions
looks Fashion Photography
Touching of the Photographs Course: Principles, Practice,
using Photoshop and Techniques: An
Essential Guide by Eliot
Siegel
Benchmark Assignment 2:Planning and execution of theme based fashion shoot (20 marks)
Fashion Photography: A
Complete Guide to the Tools
18-23 18 Portfolio: Editorial shoots and Techniques of the Trade 3 15
by Bruce Smith

Commercial Photography Handbook: Business Techniques for Professional Digital Photographers by Kirk Tuck
Outdoor Lighting: Fashion & Glamour by Cathy Joseph
Contemporary Fashion Photographers by Natalie Viaux
Master Guide for Glamour Photography: Digital Techniques and Images by Chris Nelso
Digital Fashion Photography by Chris Farantino
Fashion Photography Now by Catherine Chermayeff
Unseen Vogue, The secret history of Fashion Photography by Robin Derric
Lighting techniques for Fashion & Glamour Photography by Bill Hurter
Fashion Photography - by Mirram Moss
Vogue Book Of Fashion Photography, the first sixty years by Poly Devlin
History of Fashion Photography Nancy Hall Duncan
Lighting for Glamour Photography, a complete guide to professional techniques for film and digital photography by Duncan Evans, David Kimber
Better photography
Popular photography
Evaluation Matrix:
Assignment-1
Assignment-2
End Term
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 20 20 40 100

Teaching Tools:

Portfolio Presentation
Learning outcome:
To understand the lighting fundamentals of fashion photography

To be able to analyse and understand the work done by other famous photographers
To be able to understand the behaviour of natural light & artificial light
To learn to work with models in studio and outdoor lighting conditions.

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture

Integrated Term Project - Study 3
BFC308P 48 hrs 2 C PB
IV
Self Study
Total 3hrs
Prerequisite: ITP I, II, III

Course objective
To give an opportunity for study about any area of research pertaining to global Communication issues related to ecology, new technology, trends, and changes in life style.
To encourage the students to evolve a self-initiated thinking process, building upon the skill and knowledge base acquired in the previous semester.
Course structure
Concept domain
Insight and familiarity to global issues, directly or indirectly related to domain of design, fashion & communications.
Insight into evaluation and significance of area of study in contemporary as well as future context.
Knowledge domain
Understanding issue related to the selected area of study and its application to develop relevant perspective
Understanding of essential tools and techniques of research.
Understanding the dynamics of issues to the chosen subject areas.
Skill domain
Application of research tools and techniques.
Application of skills of collation, classification and analyses of research information.

Course contents
Global Communication issues related to ecology, new technology, trends, and changes in lifestyles.
Understanding issue related to the selected area of study and its application to develop relevant perspective
Mentoring Insight into evaluation and significance of area of study in contemporary as well as future context.
Nature of Assignment
In semester VI, the study will be advanced further on the basis of the delineated objectives. Relevant primary data will be collected and coalesced with the secondary data, and a preliminary
analysis will be carried out. This will be presented as a document and presentation, with emphasis on visually communicating the research.
Suggested references Books
Research Methodology Methods & Techniques, by C.R. Kothari, Wishwa Prakashan Press, 2003
Research Methodology, by Sranavel P. 14th ed, Kitab Mahal Publication 2004
MLA Handbook for Writers of Research Paper, by Joseph Gibaldi, 5th ed., Affiliated East West Press2000
Handbook of International Sources on Reference and Information, by Dr. Sewa Singh, Crest Publication House, New Delhi 2001
Teaching Tools:
Standard methods of research may be reviewed by individual student before embarking on their specific detailed study.
Regular guidance and feedback is mandatory and each student will be mentored by the faculty.
Self learning with periodic reviews by the faculty on individual basis. It is especially suitable in this module if the students initiative be given full rein in choosing and pursuing the area of
his / her interest. The faculty shall be a guide of overall progress.

Learning outcome:
Development of capability to think analytically and critically about issues of global concerns.
Ability to define scope of work and research methodology as articulated Statement of Purpose.
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 40 100

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture Not Uniform
for all weeks

BFC310P Event Management 48 02 NC PB
Study
Self Study
Total 03
Prerequisite: Introduction to advertising and creative advertising

Course objective
To enable the students develop an understanding the various aspects of holding a successful Event from Planning to Execution
Course structure:
Concept domain
To understand how events can be used to brand promotion
To look at events as an extension of brand promotion and PR exercise
Knowledge domain-
Understanding events in terms of Brand promotion
Logistics 2. Budget 3. Production
Skill domain-
Professional management skills in organizing, planning & marketing events

Making viable proposals to present to clients, preparing event production schedules

Course contents
Practical / Self
Workshop
Introduction to Event Event Management by Lynn Van
1-4 06 6
Management Der Wagen Pg: 13-57, 125-131
Introduction to event & event
1 1.5 1.5
management Event Planning by Judy Allen Pg:
2 1.5 Types of events 1-14 1.5
3 1.5 Scope & Planning 1.5
Successful event management by
4 1.5 Pre event research study Anton Shone Pg: 64-95 1.5
5-7 4.5 Event proposal 1.5 03

Understanding and producing a Event Management by Lynn Van
5 1.5 1.5
detailed event proposal
Der Wagen Pg:283
Developing a thorough financial
plan-; budget, income
6-7 03 03
projections and financial
controls.
Benchmarked assignment 1- Case Study of Events- 10 marks
Human resource and Event Planning by Judy Allen
its functions with Pg:17-80,163-231
8-11 06 4.5 1.5
respect to event
management Event Management by Lynn Van
Understanding the importance of
Der Wagen Pg:177-192
human resources, event
organizational structures, volunteer
8 1.5 recruitment & development, human Successful event management by 1.5
resource policies and effective Anton Shone Pg:164-181
meeting management
Identifying and understanding
logistical components of an event:
Ticketing/ invitation, food &
9 1.5 beverage,audio-visual,
1.5
transportation, security, signage,
entertainment & program
Understand importance of time-

lines, create & manage an event
10-11 3 production schedule- 1.5 1.5
Event Management Seminar

- Problem Analysis & Decision Successful event management by
12-15 6 Crisis management 03 03
Making Anton ShonePg:168
Understanding components of Event Management by Lynn Van
risk management, disaster Der Wagen
management plan and study the
12 1.5 1.5
purpose and importance of Pg:111-120
contracts, licenses, permits,
insurance & contingency plans
Understand event evaluation
13-15 4.5 techniques & methodologies 1.5 3
adopted
Benchmarked assignment 2:
Analyzing various aspects through any case study-10 marks
16-17 Mid term evaluation : Case Study: Any event running currently where students can go and evaluate hands-on-20 marks
18-19 03 Event Planning Event Planning : The Ultimate 03

Through a detailed case study, Guide to Successful Meetings,
research, evaluate & discuss Corporate Events, Fundraising
18 1.5 1.5
components of an effective, Galas, Conferences,
integrated special event
Conventions, Incentives and
Discussion of event to be
planned, team building & Other Special Events by Judy
19 1.5 Allen Pg: 1-71 1.5
research needed to be
undertaken
Understanding and Event Management by Lynn Van
implementation of Der Wagen
20-25 09 09
the event
management Pg:31-57,97-108
Presentation of concept for
20 1.5 1.5
proposed event with options
Discussion of initial plan,
21 1.5 customer / sponsor, target 1.5
audience, budget etc
Freeze Event Proposal and
22 1.5 1.5
initial budgetary requirements

Research: On customer /
23 1.5 1.5
product / audience
Design: Signage, Print material,
24 1.5 Publicity, set design, seating 1.5
etc.
Finance: Budget, recovery plan /
fund raising
25 1.5 1.5
Logistical requirements
Hypothetical Event Organization-20 marks
26-30 7.5 Final project Event Planning : The Ultimate 7.5
Work on practical execution of Guide to Successful Meetings,
26-28 4.5 4.5
the event Corporate Events, Fundraising
Work on peer evaluation format Galas, Conferences,
29 1.5 1.5
& methodology Conventions, Incentives and
Other Special Events by Judy
30 1.5 Work out contingency plan Allen Pg: 241-245, 266-271 1.5
31-32 End term Evaluation:40 marks
Corporate Event Project Management (The Wiley Event Management Series) by William O'Toole, Phyllis Mikolaitis
Event Planning : The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Events by Judy Allen
The International Dictionary of Event Management (The Wiley Event Management Series) by Joe Goldblatt, Kathleen S. Nelson
Event Entertainment and Production (The Wiley Event Management Series) by Mark Sonder

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10
10 20 20 40 100
Teaching Tools
Lectures
Case study analysis
Tutorials
Workshop/Seminar
Learning outcome:
The aim of the course is to develop knowledge, understanding and professional management skills relevant to the organization, planning, marketing and operation of various forms of events.

Subject
Hour / (C / NC)
Subject Code Subject Sessions Hours / Week Credit Type(TH/ PB/
Semester
DE/CE)
Lecture
1.5
1.5
Fashion Journalism Tutorial / Seminars / Field
BFC312P 48 hrs 2 Core PB
Level II Study
Self Study
-
Total 3
Prerequisite: Fashion Journalism, Level 1

Course objective:
To understand operations and structure of fashion magazines / newspapers

To foster understanding of publication design
To conceptualize and create a magazine
Course structure:
Concept domain
Understanding the profile of a fashion magazine/ newspaper,

Attaining clarity on requirements and demands of a publication
Knowledge domain
Operational structure of a newspaper and magazine
Skill domain
Writing for a publication

Designing a publication written content, photo shoots, lay outs
Roles in a magazine/ newspaper

Course contents:
Practical / Self
Workshop
Total hrs Details of the contents Keywords of the chapter to Detailed referencing with text Hrs Hrs Hrs
Details of
required for one to be taught define the depth of the input book/ publishers/ edition with pg
number of
chapter and no
sessions
further breakup
required per
per topic
chapter/ topic
Understanding the Magazine Writing, Portable MFA,
1 3 profile of a fashion New York Writers Workshop/ Pg 3
magazine/ newspaper No 36-196
Organizational/ Structure; hierarchy;
operational structure of operations; departments work Fashion Magazines - Issue of W/
a fashion magazine/ flow Harpers Bazaar/ Vogue/ Elle/
newspaper Femina/ Marie Claire/ GQ/ Dazed
& Confused
Fashion Segments of Dailies

- References in the Reading

Material attached
Field visit to a fashion magazine/ newspaper office - 3 -
2 3
Guided benchmarked assignment 1 (Description & weightage documented separately) - 3 -
3 3
Significance and role Advertising strategies; Paris Vogue/ Covers 1920-2009/
of Marketing & publication design; advances in Sonia Rachline/ Thames &
Advertising strategies printing technology Hudson publication
4 3 3 - -
in newspapers/
Archives
fashion magazines Fashion Magazines - Issue of W/
Harpers Bazaar/ Vogue/ Elle/
Role of the Publisher Femina/ Marie Claire/ GQ
4 3 Fashion Segments of Dailies 3

5 3 Field visit to a publishing house 3 -

Understanding the Archives -
mechanics of creating a Fashion Magazines - Issue of W/
6 3 3
fashion magazine & Harpers Bazaar/ Vogue/ Elle/
putting it in print Femina/ Marie Claire/ GQ/ Dazed
Fashion magazine -creative & Confused
Understanding the role team
& importance of editor- Fashion Segments of Dailies
in-chief, fashion editor, Mint (Lounge)/ New York Times/
7 3 Wall Street Journal/ The 3 -
graphic designer,
advertising head, head Guardian/ The Sunday Telegraph
photographer, stylist
MID TERM EVALUATION - 3 -

8 3
Fashion Magazines - Issue of W/ -
Harpers Bazaar/ Vogue/ Elle/
Femina/ Marie Claire/ GQ/ Dazed
& Confused
Different components of
Editors page; features;
a fashion magazine -
9 3 interviews; reports; photo Fashion Segments of Dailies 3 -
Editorial
features Mint (Lounge)/ New York Times/
Advertorial

10 3
Lecture demo on hallmark fashion stories & finalisation of all Stories for the Magazine -
11, 12, 13 9 6 3
14 3
15 3 Principles of editing Editing, Sub-editing 3 - -
END TERM EVALUATION - 3 -
16 3 (Presentation of the complete magazine)

Jacobi P, The Magazine Article: How to think it, Plan it, Write it; Bloomington, Indiana Univ.
Gough, Understanding Womens Magazines, Yates, Routledge
Making Sense of Mens Magazines, Polity Press
Hennessey B, Writing Feature Articles: A Practical Guide to Methods & Markets, 3rd Edition, Oxford: Focal press
Evaluation Matrix:
End Term Exam/ Jury

Mid Term Evaluation
Assignment-1
Assignment-2
Assignment-3
Benchmark
Benchmark
Benchmark
Total
10 10 20 20 40 100
Teaching Tools:

Role play
Media analysis
Field visit to a fashion magazine/ newspaper office
Learning outcome:
Identifying, researching and effectively implementing stories for a particular genre of fashion/ lifestyle publication
Editing and sub-editing practices
Understanding of operations and structure of magazines/ newspapers
Roles and responsibilities in a publication

Ethical responsibility in Fashion Journalism
Assignment 1
Research & present the history of a chosen fashion magazine from its launch to
current day.
Research; Understanding the operations of the magazine specific strategies adopted over
the years.
Type of assignment Group assignment.
Weight age 10 Marks
Assignment 2
Present 02 Stories of the magazine being created.
Relevance of the Story in the chosen magazine; effective writing; ability to understand the
over all feel of the chosen magazine; relevance & quality of visual material (if any).
Group assignment.
Type of assignment
10 Marks
Weight age
Assignment 3
Present the Cover Story of the magazine being created.
Relevance of the Story in the chosen magazine; effective writing; ability to understand the
over all feel of the chosen magazine; relevance & quality of visual material.
Group assignment.
Type of assignment
20 Marks
Weight age

Hour / Subject Type

Lecture 1.5
Practical / Workshop 1.5

Fashion Styling - 48 Hrs 2 Core PB
BFC314P Study
Self Study -
Total 3
Prerequisite: History of Costumes, Fashion Studies, Photography Level 1, Photography Level 2

Course objective:
To analyze and employ historical and contemporary imagery in developing fashion images that are fresh & innovative.
To train students to develop a visual eye and to style a complete Look.
Course structure:
Concept domain
To understand changing cultural trends and the connotations of modern visual idiom.
To understand the processes involved in the creation of a successful /effective fashion image for diverse areas like runway, editorial, advertising, catalogues, films etc.
To learn the fundamentals of make-up: basic make-up to stage / theatre /occasion / shoot oriented make-up.
To learn about characteristics of hair and hairstyling.
To learn about significance of accessorization (jewellery, belts, bags, shoes etc) in styling.
Knowledge domain
To assimilate knowledge of the fashion & style media.

To assimilate knowledge of effective fashion imagery: Its nature & scope.
Skill domain
To develop skills needed to be a contributing entity (as a stylist) along with the designer, photographer, art director, makeup artist, hair stylist.
To develop skills to conceptualize and style a complete Look.

Course contents:
Practical / Self
Workshop
Details of Total hrs Details of the contents Keywords of the chapter to Detailed referencing with text book/ Hrs Hrs Hrs
number of required for one to be taught define the depth of the input publishers/ edition with pg no
sessions chapter and
required per further breakup
Introduction to Styling: Style; look; stylist Vogue Fashion, Linda Watson, Carlton 3
1 3 Concept, nature & Books, Pg No 6-393
scope. Stylist, Interpreters of Fashion, Rizzoli
Types of Styling Product; people; editorial; New York 3
2 3 newspaper; shows; catalogue; Mastering Fashion Styling, JD Bingemans
make over
Elements of Styling Make up; back drop; posture; Style Makers : Inside Fashion, Marcia 1.5 1.5
3 3 dress; attitude; lighting; Sherrill & Carey Karmel
accessories; props; composition
Vogue Fashion, Linda Watson, Carlton 1.5 1.5
Conceptualization; Sourcing; Books, Pg No 6-393
4 3 Process of Styling
bookings; location; equipments
Sources of inspiration History; clothes / costumes; Fashion A history from the 18th to the 1.5 1.5
nature; culture; trend & 20th century, The collection of the Kyoto
forecast; current affairs; Costume Institute, Volume I &II
5 3
fashion icons; movies; Phaidon, Fresh Fruits
magazines; events; opera / A History of the Western Dress, Phyllis G.
theatre Tortora & Keith Eubank, Fourth Edition,
6 3 Interpretation of Correlating inspirations with Fairchild publication. 1.5 1.5
inspirations intended style direction Mastering Fashion Styling, JD Bingemans
Visual imagery (slides, films) & Fashion forecast services subscribed at
current exhibitions NIFT Resource Centre such as Promostyl,
Doneger.Online Services WGSN,
ww.fashioncapital.co.uk, www.style.com
Trend Stories from Fashion Magazines
Issue of W/ Harpers Bazaar/ Vogue/ Elle/
Femina/ Marie Claire/ GQ/ Dazed &
Confused
(Description & weightage documented separately)
7 3 Creating Mood Boards Mood Board; Style direction; Mastering Fashion Styling, JD Bingemans 1.5 1.5
& conceptualising a Look

fashion shoot
Hair & make-up Different face types & figure Industry/ domain expert 3 -
types;
Basic daytime make-up to
9 3
stage / theatre /occasion /
shoot oriented make-up;
Hair styling
Interaction with a Styling Industry: Structure & Industry/ domain expert 1.5 1.5
fashion designer to Operations
10 3 understand the
mechanics of the
Styling Industry
fashion photographer to Operations
11 3 understand the
mechanics of the
Styling Industry
fashion magazine stylist Operations
12 3 to understand the
mechanics of the
Styling Industry
Portfolio Development Story boarding; photo The Pocket Stylist: Behind-the-Scenes 3 6
(To effectively create montage; collage Expertise from a Fashion Pro on Creating
targeted imagery that Your Own Look, Kendall Farr
13-15 9
showcases the skill set
of the students as
prospective Stylists)

Evaluation Matrix:
End Term Exam/

Assignment-1
Assignment-2
Assignment-3
Benchmark
Benchmark
Benchmark
Mid Term
Evaluation
Total
Jury
10 10 20 20 40 100
Teaching tools:
Illustrated lectures by faculty & domain experts.

Workshop/s by domain experts.
Faculty guided brainstorming & group discussions.
Individual and group assignments.
Cross critiquing & review of assignments by students.
Review and feedback from faculty.
Learning outcome:
Identifying, researching and effectively implementing styles for fashion communication and media.
To create original and provocative imagery for an increasingly competitive and diverse market.
To assimilate the best practices in Styling.


Assignment 1
To select a prominent designer international/Indian and use elements & aesthetics

Details/ Description of assignment that represent his/her design ideologies. Apply the same to style a basic white tee.
Use appropriate accessories, hair, and make-up and style derivatives to realize the
look.
Evaluation parameter Understanding of designers aesthetics and the elements used for styling; creativity in
ideation & presentation.
Type of assignment Class display. Assignment in student pairs. Story Boards/ photographs to be submitted in
actual and digital format.
Weight age 10 Marks
Assignment 2
Select a current celebrity (Indian/ international). Identify and understand the following
elements of image analysis -
Face analysis - size, proportion, skin tone
Body and figure analysis - size and proportion
Skin and Hair analysis
Thereafter, style a look for the chosen celebrity for a specific occasion / event,
common to the class set.
Evaluation parameter Understanding of the topic; creativity in ideation; presentation skills
Type of assignment Individual presentation.
Weight age 10 Marks
Assignment 3
Research key looks that have prevailed in the fashion industry from the end of 19th
century till current. Based one prevalent look, pick any one colour and style
individual self employing tints, tones & shades of the chosen color.
Evaluation parameter Understanding of the topic; creativity in ideation; presentation skills
Type of assignment Individual assignment. Story Boards/ photographs to be submitted in actual and digital
format.
Weight age 20 Marks

Hour / Subject Type

Lecture
1.5
1.5
Design Interpretation on 3D Max Tutorial / Seminars / Field
BFC316P 48 2 NC PB
Level-I Study
Self Study
Total 3
Prerequisite: Graphic, GRTD & VM Level III

Course objective:
This 3D Studio Max training course will enable the students to create 3D product design for product prototyping, animations and to create photorealistic images and rendering sequences for 3D animations for
multimedia productions, broadcasting and space design.
Course structure
Concept domain
Understanding of 3d modeling of virtual spaces.
Knowledge domain
To assimilate knowledge in area of 3d modeling
Skill domain
Sharpen cognitive skills & develop sensitivity towards 3D Visualization and communication.

Course contents:
Practical Self
/ Study
Worksho
p
Total hrs
Details of
required for
number of Keywords of the chapter detailed referencing with
one chapter Details of the contents to
sessions to define the depth of text book/ publishers/ Hrs Hrs Hrs
and further be taught
required per the input edition with pg no
breakup per
chapter/ topic
topic
Concept of space,
perspective, Status Line,
Controlling Objects,
Bible 3ds max 2010
Introduction to 3D Studio Max Selecting Objects,
(Willey Publications)
1 3 Working with Files 1.5 1.5
Pg( 13-126)
Configuring Viewports,
spline, bezier
mathematics and 3 d
coordinate system.
Standard Primitives,
Editing Objects and
tools-selection, move,
rotate, cloning, scaling,
mirroring & array
Bible 3ds max 2010
Extended Primitives (C- (Willey Publications)
2&3 6 Working with objects 3 3
Ext & L-Ext, Torus Knot Pg(129-253)
& Polyhedron, Chamfer
Box & Oil Tank, Ring
Wave, Capsule, Gregon,
Spindle ,Chamfer
Clyinder, Prism

Splines, Drawing Splines

& Vertex Controls,
Editing Splines, Making a
Spline Renderable,
Additional Spline
Commands, Nurbs,
Point curve, CV Curve, Bible 3ds max 2010
(Willey Publications)
4& 5 6 Modeling Basics Editing Nurb Points, 3 3
Pg(255-388)
Attaching Nurbs, Editing
Curve Points, Nurb
Surfaces, Boolean
Operations Union
Intersect & Boolean
Displays
Benchmarked Assignment 1
Create 5 Props to be used for Visual Merchandising Display (10 Marks)
Understanding Material
Properties, Colors,
Working With Material
Editor, Creating &
1.5 1.5
6 3 Materials, Applying standard
materials, Adding details
with maps, Compound
materials with Material
modifiers
Creating a camera
object, camera view,
Controlling camera Lens
setting,
Cameras &
7 3 Natural & Artificial Pg(491-518) 1.5 1.5
Lighting Basics
Lighting, Standard
Lighting Methods,
Ambient, Standard &
Photometric lights
MID TERM EVALUATION
8 3

Create a Virtual Space design for an Art Exhibition (10 Marks)
Connect Objects,
Scatter, Shape Merge,
Creating Terrains,
Conforming Objects,
Lofting, Lofting with Bible 3ds max 2010
Shapes & Modifying (Willey Publications)
6 3 3
9&10 Compound Objects Lofted Objects, Lofting Pg(887-915)
along a Path, Patch Pg(680-702)
Modeling, Quad Patch,
Tri Patch & Converting
Objects to Patches,
Editable Patches,
Surface Tools
Morphing Objects,
Creating Morph
Geometry, Morph
Animation, Morph
Modifier, Modifiers, Mesh
Complexity, Bending an Bible 3ds max 2010
Working with Compound
11&12 Object, Twist & Taper, (Willey Publications) 3 3
6 objects
Modifier Stack, Multiple Pg(641-702)
Modifiers, Removing
Modifiers from Stack,
Gizmo Subobject,
Turning Modifiers On/Off,
Edit Modifier Stack
Create a virtual Ramp Design and Exhibition space with Material detailing (20 marks)
Additional Modifiers,
Ripple, Free Form
Space Wraps Deformation, X-Form Pg(917-938) 9 9
13 to 15 9
Modifiers, Surface
Complexity, Optimize a
Mesh, Smoothing

Meshes & Faces, STL

Check & Cap Holes,
Particle Systems,
Creating Snow Particles,
Animate & Render
Particles, Animation
rendering Particles,
Space Warp Particles
3ds Max 10Fundamentals by Ted Boardman
3ds max 10 Bible by Kelly L. Murdock
3ds max 10Animation: CG Filmmaking from Concept to Completion (Consumer) by Barrett Fox
Model, Rig, Animate! with 3ds max 6 by Michele Bousquet
Deconstructing the Elements with 3ds max 6 : Create natural fire, earth, air and water without plug-ins by Pete Draper
3ds max 10 Killer Tips (Killer Tips) by Jon A. Bell
3ds Max 10 in Simple steps Dream tech Press

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:
Lectures
Demonstrations
Presentations
Hands-on exercises
Practical sessions
Learning Outcome
The students after completion of the course will be able to design 3D Models of the Props /objects with animation and will be able to create photorealistic rendered image and sequences to be used
for multimedia productions.

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5

BFC318T Public Relations 24 1.5 NC TH
Study
Self Study
Total 1.5
Pre-requisite: CCP1,CCP2, Creative Advertising and Media Planning

Course objective:
To understand the importance of image in Fashion Communication.

To equip students with tools and techniques of Public Relations as practiced by the retail, fashion and design industry.
To effect comprehension of the optimum communication mix towards effective brand management.
To decipher the relevance of new online media and social communication networks.
Course Content
Concept domain
To understand the role of PR in the larger matrix of mass media

To comprehend the various tools of communication employed
To understand the complexities of brand profile
Knowledge Domain
To cognize the significance of PR in image and brand building

To understand its various applications and effects.
Skill domain-
Strategic PR planning and running of PR campaigns

Communication skills
Writing ability

Course contents:
Pract Self
Lect ical / Stud
Session Hrs Content Keywords Reference
ure Work y
shop
Details of the Detailed referencing with text
sessions one chapter Keywords of the chapter to define the depth of
contents to be book/ publishers/ edition with pg Hrs Hrs Hrs
required per and further the input
taught no
topic topic
Introduction to PR
Introduction and Early practices and founders of PR
1 1.5 History of Public Global PR forums The fall of advertising and the 1.5
Relations Some case studies of PR campaigns in the 60s rise of PR by Al Ries
and 70s. The 22 immutable laws of
Brand promotions branding by Al Ries
Corporate PR Business as unusual by Dame
Image management Anita Roddick
Application of PR Lifestyle PR The Daily Drucker: 366 Days of 1.5
2 1.5
Promoting fashion Insight and Motivation for
Political PR Getting the Right Things Done
Hospitality clients
Art and design PR
Benchmarked assignment 1 (10 marks)
Format of an official Press Release

The fall of advertising and the
The 5 Ws and 1 how
Role of a spokesperson rise of PR by Al Ries
Format for writing a collection note for Designers The 22 immutable laws of
Writing an effective Search Engine Optimized Press branding by Al Ries
Releases Business as unusual by Dame
Written
3 1.5 Brand release Anita Roddick 1.5
Communication Company backgrounders
Embargoed release. What does it mean? The Daily Drucker: 366 Days of
Creating a complete Press Information pack Insight and Motivation for
including CD, docket folder. Backgrounder, Press
Getting the Right Things Done
release etc

How to pitch for a new client? Eats, Shoots & Leaves: The
How to present your PR strategy in a ppt Zero Tolerance Approach to
format? Punctuation by Lynn Truss)
4 1.5 PR Pitch 1.5
Some PR pitches as case studies
PR pitch for a retainer client
PR pitch for a one time client
New media
Search engine optimization for social
networking sites like face book, myspace,
5 1.5 New Media youtube , twitter as an effective PR tool 1.5
Some case studies of how new medias turned
the fortune of brands
The making of a star
rise of PR by Al Ries
Promoting fine art and artists
6 1.5 Image Management The 22 immutable laws of 1.5
Handling the image of a designer
branding by Al Ries
Profiling spokesperson of a corporate
Business as unusual by Dame
Launching new products & services
Anita Roddick
Sustaining media interest around the brand
Brand PR Creating brand and product visibility
The Daily Drucker: 366 Days of
Ensuring the brand is seen in the right company
Insight and Motivation for
always
Getting the Right Things Done
7 Types of crisis
1.5 1.5
Turning a negative into positive before the
media
Crisis Management Writing a release to reveal your clients stand
Communicating and handling the media
Communicating and handling the employees
and intenral pressure groups
8 MID-TERM EVALUATION-20 marks
Creating a crisp pitch.Talking to the entire media The fall of advertising and the
universe.One story-many angles: Promoting the rise of PR by Al Ries
same news in different formats.Custom making
How to pitch a story The 22 immutable laws of
9 1.5 briefs as per the needs of the media/Good English 1.5
to the media branding by Al Ries
vs Correct English. Is there a difference?
Spelling and punctuation can make or break a Business as unusual by Dame
quote and the entire PR sheet. Anita Roddick

Press Conference and its use

Press Preview of a new collection, an art show, The Daily Drucker: 366 Days of
a design collection etc Insight and Motivation for
Tools of Brand launches Getting the Right Things Done
10 1.5 1.5
Communication Media familiarization trips
Critics sessions
Press Briefing Session
Media Release
Benchmarked assignment 3-(20 marks)
PR agency versus Role of a PR agency
Corporate Role of a Corporate Communication Manager
11 1.5 1.5
Communications Functioning hand in hand
Manager
Restaurants: Food festivals, live
rise of PR by Al Ries
demonstrations
The 22 immutable laws of
Beauty products: Free makeovers
branding by Al Ries
12 1.5 Events as tools of PR Designers/ Artists: Showings, trunk shows, 1.5
Business as unusual by Dame
couture shows, store openings etc.
Anita Roddick
Brand: Familiarization sessions, coffee
mornings, talk and lecture & demonstration.
The Daily Drucker: 366 Days of
Image management of a designer
Insight and Motivation for
Handling the Press around fashion shows, Getting the Right Things Done
fashion week.
13 1.5 Fashion PR 1.5
Creating a strategy around new collection
release
Interfacing with Fashion Editors

Designing and writing the Press Information

Pack The fall of advertising and the
Writing the release rise of PR by Al Ries
Creating the backdrop. The 22 immutable laws of
Staging the conference* branding by Al Ries
Staging of a mock Business as unusual by Dame
14-15 3 3
press conference * Idea is to divide the class into four groups. Anita Roddick
Give each one a subject .Let them address
the rest of the class who will be posing as The Daily Drucker: 366 Days of
journalists and also present their Press Insight and Motivation for
release, back drop, have a spokesperson Getting the Right Things Done
address the press etc.
16 END-TERM EVALUATION-40 marks
Texts and References:
The fall of advertising and the rise of PR by Al Ries
The 22 immutable laws of branding by Al Ries
Business as unusual by Dame Anita Roddick
The Daily Drucker: 366 Days of Insight and Motivation for Getting the Right Things Done
Eats, Shoots & Leaves: The Zero Tolerance Approach to Punctuation by Lynn Truss)
The Queen's Hinglish: How to speak pukka by Baljinder K. Mahal)
Blogs on PR

Magazines/ Journals:
Business World,
Business India,
Business Today,
Advertising and Marketing,
Economic Times,
Inside fashion,
WWD,
Vogue, Bazaar, GQ
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:
Lectures
Case study analysis
Tutorials
Games
Role-playing

Instruments of Evaluation:
PR project work
Exploratory research for purpose of understanding and application to fashion-PR
Writing Press Releases
Creating a Press Kit
Planning a Press Conference
Planning a PR campaign
Learning outcome:
Understanding Fashion PR
Understanding Image and brand building
Strategic PR Planning and implementation

Benchmarked assignment Description (* any 1 from assignment 3-4)
Assignment 1
Details/ description of assignment Use some prominent national designers and write mock press release based on hypothetical collections
you may think the designer will launch for an upcoming season. Writing press releases
Evaluation parameter Clarity of thought
Presentation skills
Public speaking
Type of assignment Individual Presentation also to be submitted as a soft copy on a CD.
Weight age 10
Assignment 2
Details/ description of assignment Case study of a faulting organization and how a successful PR campaign has been carried out with
proper branding strategies and endorsements to turnaround the organizations public image. For e.g ICICI
Bank,Cadburys
Presentation skills
Understanding of the brief and its interpretation.
Type of assignment Document submission
Weight age 10
Assignment 3
Details/ description of assignment Making a media strategy for the brand using the web and social networking sites like facebook, twitter,
orkut etc
Presentation skills
Understanding of the brief and its interpretation.
Type of assignment Submission as a soft copy
Weight age 20

Assignment 4
Details/ description of assignment Hosting a mock press conference

Designing and writing the Press Information Pack
Writing the release
Creating the backdrop.
Staging the conference*
* Idea is to divide the class into four groups. Give each one a subject .Let them address the rest of the
class who will be posing as journalists and also present their Press release, back drop, have a
spokesperson address the press etc.
Presentation skills
Public speaking
Type of assignment
Weight age 20
Pattern for midterm CEB examination paper:
MID TERM
Multiple choice question 10 marks
Short notes 10 marks = 20 Marks
END TERM
Multiple choice question 10 marks
Match the following 10 marks
For CEB subject (theory) suggested format of CEB question paper

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
3
Creative Advertising & Tutorial / Seminars / Field

Media Planning Study
Self Study
Total 3
Prerequisite: Introduction to Advertising, Writing Skills

Course objective:
To equip students with the tools and techniques of creating advertisements for different media
To make them understand the importance of research before actualizing an ad concept
To understand the basics of advertising campaign for fashion, lifestyle and retail industry
To understand the nature of media and its effect on consumers
Course structure:
Concept domain-
Understanding of Hindi and English language
Conceptually relating a fashion brand / product to its positioning
Conceptualizing a multimedia advertising campaign.
Understanding advertising as a creative concept
To understand mass media
Media planning and the marketing process
Knowledge domain-
Understanding research models and & methodologies.
Understanding advertising strategy
Understanding Basic ad design principles and ad structuring
Understanding media with respect to advertising
To understand the strengths and weaknesses of each media
To comprehend the factors that dictate media decisions
Skill domain-
Application tools & techniques of advertising
Plan & create an advertising campaign
Knowledge of software like Photoshop, Illustrator, Corel Draw
Some basic knowledge of non-linear editing techniques
Strategic planning of media mix for specific products/ services pertaining to the fashion industry
Media decision making

Course contents:
Practical / Self
Session Hrs Content Keywords Reference Lecture Workshop Study
number of required for detailed referencing
sessions one chapter Details of the contents Keywords of the chapter to define the depth of with text book/
Hrs Hrs Hrs
required per and further to be taught the input publishers/ edition with
chapter/ breakup per page no
topic topic
1-4 6 6
Advertising Objectives:
Setting the objectives, Strategies to achieve
1 1.5 1.5
objectives
Advertising Campaign: Various stages of the campaign, combined
2 1.5 campaigns & inter-media co-ordination, 1.5
Case studies of successful ad campaigns
Advertising expenditure & process of
budgeting, Factors affecting advertising
3 1.5 Advertising Budget: expenditure, Methods of determining 1.5
advertising expenditure, Administering the
budget
Selection of media category; Reach,
Media Planning & Frequency & Impact of selected media; Cost
4 1.5 1.5
Scheduling: & other factors influencing the choice of
media; Media Scheduling
Study and comparison of different advertising campaigns. Make a report based on your research. The document must include reasons behind success or failure of the
campaigns you are taking.
5-7 4.5 6
Translating advertising message into copy,
Preparing effective copy, Punch lines,
Elements of a print copy- Headlines, Body
Advertising Copy copy, Illustration, Slogan, Logo, Role of
5&6 3 colours, Elements of a broadcast copy 3
(Storyboard), Copy writing techniques for
audio & video, Use of visual signs, sound,
audio-video effects, words, Script writing for
radio & television ad
Stages of the production process-Thumbnail

sketches, roughs, story board,
copy/script/final art work etc.; Related inputs-
7 1.5 Production: Photography, camera, sound system. Tools 1.5
and techniques of storyboarding; Writing
concept note for video and radio
advertisements
Benchmarked assignment 2 : (10 marks)
1. Make Print advertisements for different retail or lifestyle brands. Total Marks: 05
2. Create storyboard for your ad concept. Please include the concept note. Total Marks: 05
8 Mid term exam CEB
9 - 12 6 6
Print Media: Newspapers and magazines
Characteristics of
Broadcast Media: Television And Radio
individual media
9 1.5 Out-of-Home Media: Outdoor and Transit 1.5
(Tactics)
Online Media
Other Media
Media Mix, CPM, TRP, GRP, CPRP,
Determinants of the Synergetic, reach versus frequency, Q-score,
10 & 11 3 3
Media Plan and geo-demographics, Allocating Media
Budgets
In newspapers, magazines, TV, and radio
Physical positioning of Advantages and disadvantages.
12 1.5 1.5
advertisements Other considerations
Print/ Film requirements
Suggest a fruitful media planning for the advertisements you created in the last assignment.
13 - 15 4.5 4.5
Creative routes of Event ads; Corporate advertising, Case
13 1.5 different types of studies of various Corporate advertising 1.5
advertisements Campaigns
Advertising Research,
Methods of measuring effectiveness; Pre-
Advertising
testing & Post-testing; Campaign evaluation
14 1.5 effectiveness: 1.5
research; Research models and
methodologies
Misleading & deceptive advertising; Laws
Regulation of
15 1.5 related to advertising; Self-regulatory 1.5
advertising in India:
advertising, Case studies of different brands
16 End term exam CEB
Ogilvy on Advertising David Ogilvy (Pan Books)

Advertising Made Simple Frank Jefkins (Rupa & Co.)
Integrated Advertising, Promotion and marketing Communication Kenneth E. Clow, Donald Baack, Pearson Prentice Hall, 2007
Websites:
www.adsoftheworld.com
www.adforum.com
www.campaignindia.in
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 - - 20 40 100

Teaching Tools:
Videos of advertisements
Examples of Corporate Advertisements (Print, Video, Online, Others)
Lectures supported by Visuals
Brainstorming & interactive session
Group & individual presentations
Learning outcome:
Develop cognitive skills to understand the process of advertising and how it functions, especially or the fashion and retail industry
Ability to define key issues and concerns in creative positioning of a brand / product
Develop sensitivity towards effects of advertising on the consumers / target audience.
Ability to understand different media requirements.
Ability to conceptualize, plan & creative successful advertising campaigns

Benchmarked assignment
Assignment 1:
Study and comparison of different advertising campaigns. Make a report based on your research. The document must include reasons behind success or failure of the campaigns you are
taking.
Details/ description of assignment Thorough study of different ad campaigns to understand what works in what circumstances
and also for understanding the target audience
Evaluation parameter The data should be correct with correct information
Type of assignment Research Document
Weight age 10
Assignment 2
1. Make Print advertisements for different retail or lifestyle brands.
2. Create storyboard for your ad concept. Please include the concept note.
Details/ description of assignment Should include all the elements of Print ad; the terminologies used in the storyboard should
be crosschecked.
Evaluation parameter Originality of the concept, Design sense, Should include the elements of Print ad and
Storyboard.
Type of assignment Print outs of Advertisements; Hand made storyboard or print outs
Weight age 10 (5 each)
Assignment 3
Suggest a fruitful media planning for the advertisements you created in the last assignment. .
Details/ description of assignment Should include media planning concept, selection of media, budget, positioning etc.
Evaluation parameter Original and feasible
Type of assignment Document
Weight age 20

Suggestion for the Question Paper
It should include objective type questions based on general awareness and concepts of advertisement.
Creative aspects of the students should come out in the examination. They might be asked to make print ads for any given brand/product.
They could be asked to design an advertising campaign for a given brand/corporate house.
Concepts and theories of Advertising, Importance of research in Advertising, Selection of Media, Media planning, etc. could also be asked.

SEMESTER VII

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
3
BFC401P Graphic Design-Level-V 72 Hrs 3 Core PB
Study
Self Study
Total 4.5
Prerequisite:
Graphic Design I, II III & IV

Course objective:
To understand the basic fundamentals of Packaging Design
To be able to analyse and understand the materials and processes in packaging.
To understand the structure, function and utility of packaging.
To understand the graphic elements used in packaging.
Course structure:
Concept domain-
Conceptual clarity about the structure, function and utility of the package.
To be able to conceptualize the graphics and its application on packaging.
Knowledge domain-
Understanding the user behaviour and utility of the package
Understanding the nuances of 3D Graphics and its interaction with package
Knowledge of building package and in-depth understanding of its elements
Skill domain-
Ability to create a 3D structure and to apply the same for packaging
Interpretation and articulation skill through form and medium
Software skill to develop 3D Graphics and presentation skill
Communication skill through Package and graphics
Production techniques of Package and material usages.

Course contents:
Practical / Self
Workshop Study

taught
Packaging design,
Introduction to packaging
1-3 9 UNCTAD CNUCED, Pg. no. 3 6
1-10
Framework for packaging

design, functions of
packaging, packaging Protection, Attraction,
1 3 1.5 1.5
design & the need for Potion Division etc
research, Planning of
packaging
History of packaging
Earliest Practices to
2&3 6 Design 1.5 4.5
current days
Packaging design,
Structural Design
4& 5 6 UNCTAD CNUCED Pg. no. 3 3
11-61
Form generation and Correlation of branding
4 3 1.5 1.5
structure for packaging with design basics
Ergonomics in packaging,
Relation of branding & form
generation
5 3 1.5 1.5
Transportation &
Distribution
Packaging design,
Types of Packaging
5-6 6 UNCTAD CNUCED Pg. no. 3 3
13-15

Case study (20 marks)
Packaging design,
Packaging Graphics
7-12 18 UNCTAD CNUCED Pg. no. 6 12
65-82
Positioning of product,
packaging solutions-
color,shape, copy, Packaging- Family
7-10 12 3 9
Barcodes, Warnings etc
Technical Information:
Labeling, marking & coding
Printing Methods: Their Flexography, Screen etc,
11&12 6 3 3
requirements & limitations requirements & limitations
Introduction to Materials Packaging design,
14-18 15 & Mediums Paper, Wood, Metal etc UNCTAD CNUCED Pg. no. 3 12
103-112
To select Fashion or Lifestyle Accessories and to create Packaging solutions for the same.(20 marks)
Packaging design,
19- 23 15 Packaging Issues UNCTAD CNUCED Pg. no. 6 9
83-93
Safety & Health Issues
Sustainable Design, Green
19-23 15 6 9
Design, Glocalization,
Disposing of packaging
24 3 END TERM EXAM EVALUATION 3

Suggested Reference Books:
What is Packaging Design? -Giles Calver Rotovision
Structural Design -The Pepin Press
Packaging Design -The Pepin Press
Package Design Workbook: The Art and Science of Successful Packaging -Steven DuPuis, and John Silva
Packaging Design: Successful Product Branding from Concept to Shelf -Marianne R. Klimchuk, and Sandra A. Krasovec
Little Book of Big Packaging Ideas - Catharine Fishel, and Stacey King Gordon
Complex Packaging (Structural Package Design) -Pepin Press
Really Good Packaging Explained: Top Design Professionals Critique 300 Package Designs and Explain What Makes Them Work - Rob Wallace, Bronwen Edwards, Marianne Klimchuk, and
Sharon Werner
Communication arts
Graphix
Creative Brief
Wallpaper

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 20 20 40 100
Teaching Tools:

Learning outcome:
To understand the basic fundamentals of Packaging design

To be able to analyse and understand the materials and processes in packaging.
To understand the structure, function and utility of packaging.
To understand the graphic elements used in packaging.

Subject Type
Hour /
Subject Code Subject Sessions Hours / Week Credit (C / NC) (TH/ PB/
Semester
DE/CE)
Lecture Not uniform for
all weeks
BFC403P Exhibition and Display Design 72 3 Core PB
Field Study
Self Study
Total 4.5
Prerequisite: VM 4, GD4, Event management

Course objective
To round up the knowledge of display design learnt in the previous semesters into a complete experience design.
To integrate the skills in graphics and other communication arts into creating effective communicative environments.
To become aware of the various avenues for designing communicative environments such as museums, trade shows etc.
Course structure
Concept domain:
To understand the importance of display.
To understand the audience.
To integrate storytelling into the design.
Knowledge domain
To understand the various kinds of exhibition spaces.
To explore different materials used in exhibition design.
To gain awareness of good exhibits and exhibition designers.
Skill Domain
To use thematic and storytelling devices to design environments.
To use appropriate materials for the exhibits.
To position information and graphics in the environment to maximize the efficiency of communication.

Course contents:
Practical / Self
Workshop
Total hrs
Details of
required for
number of Detailed referencing with text
one chapter Details of the contents Keywords of the chapter to
sessions book/ publishers/ edition with pg Hrs Hrs Hrs
and further to be taught define the depth of the input
required per no.
breakup per
chapter/ topic
topic
Introduction and
History of Modern Design,
History of Exhibition Great Exhibition, other
1-2 9 David Raizman, Thames and
design international exhibitions
Hudson
Introduction to the
1 4.5 1.5 1.5 1.5
subject
Research, Ambience ,
Communicating with
2 4.5 communication, Graphics, 1.5 3
audience
colour scheme
What is Exhibition Design?, Jan
Types of exhibition
3-4 9 Case studies Lorenc, Lee Skolnick, Craig
display
Berger, Rotovision
Design for museums/
Experience design, immersive
3 4.5 Public centers/ 1.5 3
design
Commercial spaces
4 4.5 Trade shows Branding, circulation, logistics 1.5 3
Benchmarked assignment 1- (20 MARKS)
Case study on a landmark exhibition/exhibit/ Case study on experience design of a themed exhibition/presentation.
Development of Design
What is Exhibition Design?, Jan
5-7 18 The process Lorenc, Lee Skolnick, Craig
Berger, Rotovision
Travelling
Concept generation,
5 3 shows/Modular 1.5 3
Environment concerns
approach
6 3 Fabrication and Material Connexion- The global 1.5 3

evaluation/Selection of resource of New and Innovative

materials/ Use of materials for architects, artists
media and and Designers, George M.
technology/Lighting Beylerian, Andrew Dent ed.
and accoustics Anita Moryadas
Presentation Technical
7 3 1.5 3
techniques drawings/perspective
MID TERM evaluation
8 3 Create a traveling exhibit /design a stall for a trade show 3
Presentation/ Design an installation for museum/public space
Practical
9-11 13.5
considerations
9 4.5 Visit to fabricators 4.5(field trip)
Visit to exhibition
10 4.5 4.5(field trip)
spaces
Development of
costing, PERT,
Formation of team,
11 4.5 1.5 3
Execution, changes at
site,
Benchmarked assignment 2- (20 MARKS)Sample collection/report on field trip.

Designing the Worlds best
12-15 18 Display ideas Exhibits, Martin Pegler, Visual
Reference Publications
Display ideas small
12 4.5 products/electronics/A 1.5 3
utomobiles
International and
13 4.5 Indian designers and portfolios 1.5 3
firms/projects
14 4.5 Overall experience 1.5 3
Rendering digital drawings,
Effective presentation 1.5 3
15 4.5 model
Studio Overall experience 1.5 3
16 End term evaluation Design an exhibition space integrating all the elements learnt in the module (session 12-15). Prepare scaled drawings and model.

Human Dimension & Interior space-a sourcebook of Design Reference standards, Julius Panero&Martin Zelnik, Whitney Library of Design
The best of Exhibition Design- Print casebooks 8, RC Publications, Bethesda MD, Edward K. Carpenter
The best of Exhibition Design- Print casebooks 9, RC Publications, Bethesda MD, Edward K. Carpenter
Karim Rashid, I want to change the world, Universe
Materials, Structures, Standards, Rockport-Julia Mcmorrough
Neufert Architects Data-the Handbook of building types-II International edition, Blackwell science
New Exhibition stands, Page one
Outstanding stands, Links
Domus
International Design
Indian Architect and Builder
Inside Outside
VM&RD
PoP
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 20 20 40 100

Assignment 1
Case study on a landmark exhibition/exhibit/ Case study on experience design of
a themed exhibition/presentation
Evaluation parameter Understanding, articulation
Type of assignment Presentation
Weight age 20
Assignment 2
Sample collection/ report on field trip / Presentation of portfolios of designers

Evaluation parameter Coverage, Details
Weight age 20

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
BFC405II Industry Internship 8 weeks 6 C PB
Study
Self Study
Total
Prerequisite: None

Course objective
Internship Brief:
The Industry Internship is an integral part of the Fashion Communication course and is intended to give students an appreciation and working knowledge of the industry. In order to structure and monitor the
Internship so that the students gain appropriate and valuable experience, a guideline of methodology & deliverables is provided. One Mentor would be assigned to each student. They are advised to meet
their mentor at least 3-4 times during the Internship period.
1 The industry would be assigning project work to the internees. Apart from the assigned project the students are required to perform the following as part of their Internship
Study of different sections / departments of the organization
Study of different procedures involved and their application.
Time study and operational breakdown.
Making day book / scrap file.
2 After joining the industry, the students are advised to send a Joining Report, with attestation of the contact person / HRD Manager / MD of the industry.
3 After completing the internship the students are advised to collect a Relieving letter from the industry mentor.
4 The student should maintain an internship observation note book, where the daily proceeding during internship can be noted. The internee may submit a copy of intermediate report to the organisation or
send the final report after completing the internship. The internee may attach all relevant material, samples, visuals etc. for documentation of the report. A separate file should be made of design
developments etc., during the internship in the industry.
5 A report not more than one hundred pages (including visual plates) should be prepared and submitted to the department at least five working days before the Final Presentation to Jury. Each student /
group of students need to submit one copy of document to the department, which will become a part of the department resource material.
6 The students (as a group or individually) are required to make an audio visual presentation about their general observations, assignments, project work etc on the completion of the internship which will
be evaluated (individually) for each student by a panel of jury. The jury panel would comprise of internal faculty & industry mentors.

- 326 -
Benchmark
Assignment-1
Benchmark
Assignment-2
Benchmark
Assignment-3
Mentor -20
Benchmark
Assignment-4
Evaluation Matrix
Benchmark
Assignment-5
Mid Term
Evaluation
End Term
80
Exam/ Jury
Total
100
2010,National Institute of Fashion Technology(NIFT)

updated_Sep 2010
Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
BFC407P Colloquium Paper 4.5 72 hrs 3 C PB
Study
Self Study
Total 4.5 hrs
Prerequisite: ITP III & ITP IV

Course objective
To initiate and promote industry interface through interaction, dialogue and collaboration.
To reflect primary & contextual issues and concerns of Fashion environment in areas of Visual Merchandising, Graphic Design, Styling & Photography Fashion Journalism, and other forms of Fashion
Promotion.
To articulate and present effective and financially viable communication solutions for the Fashion and Lifestyle Industry.
To illustrate assimilation, articulation, application and innovation in communication tools, techniques and strategies.
To articulate fresh and innovative perceptions / observations towards evolving a personal design philosophy through effective application of communication design and pedagogy, within a socio-cultural
perspective.
`
Course Content
Identification and research of primary concerns and issues pertinent to the Fashion and Lifestyle Industry.
Study and research of how these are being addressed in related aspects of communication design- Visual Merchandising, Graphic design, Advertising, Events, Styling and Photography, Fashion
Journalism etc in various media.
Study/Case Study of various innovative and successful communication tools, techniques and strategies.
Identification and articulation of parameters of proposed study in the area of communication design.
Documentation, classification, analysis of researched material within its relevant socio-cultural context.
Multimedia presentation supported by exhibition displays.


Research Methodology Methods & Techniques, by C.R. Kothari, Wishwa Prakashan Press, 2003
Research Methodology, by Sranavel P. 14th ed, Kitab Mahal Publication 2004
MLA Handbook for Writers of Research Paper, by Joseph Gibaldi, 5th ed., Affiliated East West Press2000
Handbook of International Sources on Reference and Information, by Dr. Sewa Singh, Crest Publication House, New Delhi 2001

Teaching Tools:
Standard methods of research may be reviewed by individual student before embarking on their specific detailed study.
Regular guidance and feedback is mandatory and each student will be mentored by the faculty.
Self learning with periodic reviews by the faculty on individual basis. It is especially suitable in this module if the students initiative be given full rein in choosing and pursuing the area of his / her
interest. The faculty shall be a guide of overall progress.
Learning outcome:
Development of capability to think analytically and critically about issues of global concerns.
Ability to define scope of work and research methodology as articulated Statement of Purpose.
Understanding the area of study
Deliverables
Documentation of study through the three semesters (V, VI, VII)

Documentation of final Colloquium paper
Presentation of select Colloquium Papers
Event organization and management
Methodology
Lectures
Tutorials
Methodology and Periodicity
The research will be student driven with interaction and guidance from a faculty mentor.
The jury will evaluate the Colloquium papers and based on the results Colloquium papers will be selected for presentation in the Seminar. The other papers will be part of the exhibition.

- 331 -
Benchmark
Assignment-1
Benchmark
Assignment-2
Benchmark
Assignment-3
Benchmark
Assignment-4
Evaluation Matrix
Benchmark
Assignment-5
Mid Term
20
Evaluation
End Term
40
Exam/ Jury
Total
100

updated_Sep 2010
Hour / Subject Type


all Weeks
Design-Management & Tutorial / Seminars / Field

BFC409P 48 2 NC PB
Entrepreneurship Study
Self Study
Total 3
Prerequisite: Design Methodology & Internship

Course objective
To develop an understanding of design and the designer from the management perspective and the importance of Design Strategies.
Course structure
Concept domain:
Understanding of Key design Policy Issues and principles of Design Management

Setting up of Design Objectives and Standards
Understanding how to formulate Business and Design Strategies
Knowledge domain:
Understanding about Design & Designers from the management perspective

Understanding the role of Design in a Business Environment
Understanding design strategies
Skill domain:
Ability to apply Design Strategies in a Business Environment

Ability to formulate Design Objectives
Ability to formulate Design Proposals

Course contents:
Practical / Self
Workshop Study
Details of
Total hrs required
number of Keywords of the Detailed referencing with text
for one chapter and Details of the contents to be
sessions chapter to define the book/ publishers/ edition with pg Hrs Hrs Hrs
further breakup per taught
required per depth of the input no
topic
chapter/ topic
Understanding Design & the Design Management: A
1-3 Designer from a Design Handbook of issues & methods 9
Perspective By M. Oakley
Setting up of Design
Objectives and standards
Principles of Design
Key issues related Thinking Design S.Balaram (
1 3 Management , Design & 3
to Design Policies Pgs.3 103)
Policy
Design as a neglected
contributor to Success
Business & Design Strategies
Design & Business culture,
Developing a strategy
Design Thinking Tim Brown
2 3 Proposal Building Strategy Building 3
Thinking Design S.Balaram
Designers as Visionaries
Different Perspectives of
managers & Designers
Understanding Corporate
Identity and the need for
change Corporate Identity &
Design and Corporate Success-
3 3 Design Perspective Managing 3
By Clive Rassam
the Identity Incremental
Innovation
Case Studies & Analysis
Research on Design management Issues related to Case Studies. Analysis of a Case Study
The Design- Management
Design- Management Interaction Process- Design and
4 -6 9 9
Interaction Process Corporate Success- By Clive
Rassam

Understanding the role&

importance of Design
4 3 What is Design? 1.5 1.5
&Designers
Role of Design Managers
Competitive Analysis & Result
Measurement
5 3 1.5 1.5
Design as a competitive
weapon for marketing
Managing design as a
centralized activity
6 3 1.5 1.5
Market Research versus
research into Design Futures
Design & Creativity- Policy
Principles, policies and Management & Practice Guy
Strategies for Design Julier & Liz Moor (Pgs 23-89)
Management National Design Design Management: A 1.5 1.5
7 3
Policy Handbook of issues & methods
Design Brief for Design By M. Oakley
Managers Management Perspectives on
Innovation By Arthur D Little
Creating new market
Design Management: A
avenues through design
Handbook of issues & methods
9 3 innovation 1.5 1.5
By M. Oakley
Anticipating & Overcoming
Obstacles
The major creative problem
Solving techniques viv avis
10 3 the Design Management 1.5 1.5
Creative problem solving
and the design process
Creative Process and visual
confrontation & various
11 3 techniques 1.5 1.5
Application of various
techniques
Benchmarked assignment 2- ( 10 Marks)
Group Assignment and Class presentation on application of Design Brief

Entrepreneurship-
Introduction to
12- 15 12 Bruce. R. Barringer, 12 9 3
Entrepreneurship
R. Duane Ireland
Entrepreneurship-
Introduction to Bruce. R. Barringer,
Entrepreneurship R. Duane Ireland
12 3 Product/ Service Feasibility (Pgs. 4- 24) 1.5 1.5
Analysis (Pgs. 26- 70)
Industry/ Market Analysis The Design Entrepreneur-
StevenHeller & Lita Talrico
Writing a Business Plan Entrepreneurship-
Making a proposal Bruce. R. Barringer,
Sequencing of Design R. Duane Ireland
13 3 1.5 1.5
Management Process with (Pgs. 202 222)
respect to Costing, manpower
& Time
Benchmarked assignment 3- ( 20 Marks)
Group Assignment and Class presentation on Business Proposal
Project Implementation
Entrepreneurship-
Marketing & Branding
Bruce. R. Barringer,
Concerns
14- 15 6 R. Duane Ireland 1.5 4.5
Close out a Project
(Pgs. 252 -274, 328- 352)
Unique Marketing Plan
Strategies for Firm Growth

Management Perspectives on Innovation Arthur D Little
Thinking Design S.Balaram
Design for Corporate Culture J.Fairhead
The Design Dimension C. Lorenz
Design Methods J.C.Jones
The act of Creativity A.Koestler
Winning Ways J.Piditch
Lateral thinking for Management E.De Bono
Essays in design J.C.Jones
Stimulating Innovation J. Rickards
Emotionally durable Design Jonathan Chapman
Design of Future Things Donald. A. Norman
Creativity at work J.Rickards

Design Digest
Design Issues
Design Methods
Design Studies
Business World
Business India
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 -- -- 20 40 100
Teaching Tools:
Lectures
Case Studies
Presentation
Experimental Learning
Interactive Sessions & Feedback
Learning outcome:
Understanding and application of Design Management interactive strategies for creative new market avenues through Design innovation.
Understanding of Issues related to Entrepreneurship, Proposal Building & effective Planning/Management of a Design related Firm.

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
3.0
-
Professional Ethics &
Responsibilities Tutorial / Seminars / Field
BFC411T 48 2.0 NC / CEB TH
(2008-12 batch, Study -
2009 -13 batch)
Self Study
-
Total 3.0
Prerequisite: None

Course objective
To impart a relatively advanced knowledge of the subject of Intellectual Property Rights (IPR) specifically as applied to the area of creative arts, fashion design and textile industry. The idea is to give
an overall exposure to the students so that they not only learn how to protect their own rights and but also learn how to respect others rights. An important aspect is leveraging ones IP in business.
Sufficient inputs have been added in the curriculum to show students how IP is and can be used for commercial benefits.
(It is also proposed to introduce the concepts of CSR and Business ethics)
Course structure
Concept domain-
The idea of this course is to elucidate the use of IP in area of design and technology. It is important to explain to students how in todays world IP is crucial for knowledge economies to survive. And
also how knowledge has itself become a product that can be traded in the form of IP.
Knowledge domain-
Knowledge of the process of filing and registration of various IP rights, how IP is used for commercial benefit, why it is important to protect ones IP.
Disseminating information on CSR policies and effect of CSR practices on individuals, Organizations, societies / communities and environment.
Skill domain-
To be able to recognize which particular IP right is applicable in a particular situation and then proceed accordingly.

Course contents:
Practical / Self
Workshop Study
detailed referencing with
sessions one chapter Keywords of the chapter to define
Details of the contents to be taught text book/ publishers/ Hrs Hrs Hrs
required per and further the depth of the input
edition with pg no
topic topic
Introduction, Tangible Property, WIPO: secrets of
Intangible Property, Intellectual
Introduction to IPR Industrial Property, Copyright Property: A Guide to
1-2 6 6 -
Small and Medium Sized
Quiz at the end of the topic Exporters -
Definition, types, collective marks, WIPO: Making a

Certification marks, genericide Mark: An Introduction to
Importance ,legal Protection, filling Trademarks for Small
3 -
Procedure, Prosecution, Case and Medium-sized
Studies Enterprises;
3
3 Trademarks
Quiz at the end of the topic
Quiz (10 marks)

Definition, related rights, economic WIPO:Creative

rights, moral rights, fair use, legal Expression: An
Copyrights and protection, filling procedure, introduction to Copyright
4 3 3 -
Related rights protection, case studies and Related Rights for
Small and Medium Sized -
Quiz at the end of the topic Enterprises;
Definition,
WIPO; creative
Significance, legal
Expression: an
Protection, filling procedure,
introduction to industrial
5 3 Industrial Design prosecution, case studies, overlap 3 -
Designs or for Small
of design and trademark .
and Medium- sized
-
Enterprises;
Definition Patentability criteria, WIPO ; Inventing the
product and process patents, Future : an introduction
significance, non patentable to Patents for small and
inventions, legal protection, filling Medium Sized
6 3 Patents procedure, projection, PCT and Enterprises; 3 - -
convention application , case
studies

Definition, Difference between GI WIPO : Marketing Crafts
and trademark, and visual arts : the Role
Significance- specifically to India, of
3 Geographic Indication and genericide, producer, Intellectual
7 traditional Owner ,legal protection ,filling Property
knowledge procedure, prosecution, case 3
studies, traditional knowledge
implications, current scenario and
intrest, TKDL, case studies

8 3 MID TERM EXAM
3

Definition, significance, qualification WIPO: Secrets of

of information as a secret, Intellectual
,protection strategies, legal 3 - -
remedies, patent vs. trade secret Properrty: a guide to
9 3 Trade Secret Small and Medium
,case studies
Sized Exports
WIPO: Secrets of
Intellectual
Property: A guide to
Definition, types, due diligence,
Small and Medium
Licensing, Franchising
10 3 IP Transactions Sized Exporters 3 - -
Merchandising, case studies
www.wipo.int
www.wto.org
Definition, domain names, g TLD

elements of IP in a Website, on
line protection, web development
11 3 IP and websites 3
agreement, cyber squatting, online
IP disputes, UDRP, INDRP, case
studies
Assignment 1- (10 marks)
Presentation by students. Take any product or service of any entity in the world. Illustrate how various IP rights have been used by the entity for commercial gains in business transaction and have
hence gained a global or otherwise significant presence in the market. It could include internet presence also. In groups of 5.
Recognizing the links between
the welfare of society and the Introduction to
success of the organization Corporate Social
Introduction to CSR Responsibility by
Examining opportunities
Guler Aras & David
designed to benefit the
Integrating Social and Crowther
12 3 organization as well as the 3
Organizational Values community Overview of CSR
BSR notes
Identifying and managing the
positive and negative impacts of CSR in Fashion
Industry Rajesh
business activities on society
Bheda
Disseminating information on Introduction to

Driving Social Responsibility CSR policies throughout the Corporate Social
13 3 3
Throughout the Organization organization (Textile & Apparel Responsibility by
Industry) Guler Aras & David
Communicating the impact of Crowther

social responsibility to Overview of CSR
stakeholders BSR notes
CSR in Fashion
Industry Rajesh
Bheda
Improving working
conditions and
Productivity in the
garment Industry
Ed. J.C. Hiba,
Adapted by Rajesh
Bheda
Assignment 2 (20 Marks)
Case Study Discussion -How can the argument about obesity be a positive game changer for the food industry? Best Practices Cases
CSR Audit
How do ethical management Case Studies on
14 3 practices help the firm make money Corporate Social 3
and stay in business for the long- Responsibility Vol.I by
term? Vara Vasanthi
What are the political, social,
Business Ethics and
and environmental factors that
Corporate Social 3
affect business?
15 3 Developmental challenges of Responsibility - edited
What are sustainable business
modern times by Duro Njavro &
practices?
Kristijan Krkac, 2006
How can businesses positively
interact with their eco-systems?
16 3 END TERM EXAM 3

WIPO publications:
Making a Mark: An introduction to trademarks for small and medium sized enterprises
Looking Good: An introduction to Industrial Design for small and medium sized enterprises
Inventing the Future: An introduction to Patents for small and medium sized enterprises
Secrets of Intellectual Property: A guide for small and medium sized exporters
A stitch in time Smart use of Intellectual Property by Textile Industry
Introduction to Corporate Social Responsibility by Guler Aras & David Crowther
Case Studies on Corporate Social Responsibility Vol.I by Vara Vasanthi
Social Responsibility in India edited by David Crowther & Renu Jatana, 2005
Perspectives on Corporate Social Responsibility edited by David Crowther & Lez Rayman Bacchus, 2004
Business Ethics and Corporate Social Responsibility edited by Duro Njavro & Kristijan Krkac, 2006
Films
An Inconvenient Truth Al Gore

Roger & Me Michael Moore (Documentary)
Drowned Out Documentary based on the Narmada Dam
Wall Street
Reference: Magazine, Journals and other sources:
www,wipo.int
www.wto.org
www.patentoffic.nic,in
wwwuspto.gov
www.epo.org
Patent and Trademark Cases

- 345 -
Evaluation Matrix:
Continuous
10
evaluation - Quiz
Benchmark
10
Assignment-1
Benchmark
20
Assignment-2
Benchmark
-
Assignment-3
Evaluation Matrix
Benchmark
-
Assignment-5
Mid Term
20
Evaluation
End Term Exam/

40
Jury
Total
100

updated_Sep 2010
Teaching Tools:
Lectures and presentations
Learning Outcome:
Awareness amongst students vis--vis. IPR protection, commercialization and recent trends in the field.

Assignment 1 Quiz 10 Marks
Assignment 2
Details/ description of assignment Presentation by students. Topic: Take any product or any service of any entity in the
world. Illustrate how various IP rights have been used by the entity for commercial
gains in business transaction and have hence gained a global or otherwise
significant presence in the market. It could include internet presence also. In groups
of 5.
Type of assignment Content, presentation; on CDs to COE
Weight age 10
Assignment3
Details/ description of assignment Case Study Presentation in groups of five
Evaluation parameter Content, presentation quality and skills
Type of assignment Power point presentation; Submission to COE on CDs
Weight age 20 marks
Q1 Multiple choice- 10in no.5

Q2 Fill in the blanks-5 in numbers
Q3 T or F- 10 in no.s
Q4 Short answers- 5 in no.s
Q5 Long answers- 3in no.s

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
3
-
Professional Ethics &
BFC411T Responsibilities 48 2 NC /CBE TH
Study -
(2007-11 batch)
Self Study
-
Total 3
Prerequisite: Basic knowledge of Intellectual Property Rights as imparted in FP.

Course objective:
To impart a relatively advanced knowledge of the subject of Intellectual Property Rights (IPR) specifically as applied to the area of creative arts, fashion design and textile industry.
The idea is to give an overall exposure to the students so that they not only learn how to protect their own rights and but also learn how to respect others rights. An important aspect is
leveraging ones IP in business. Sufficient inputs have been added in the curriculum to show students how IP is and can be used for commercial benefits.
It is also proposed to introduce the concepts of CSR and Business ethics
Course structure:
Concept domain-
The idea of this course is to elucidate the use of IP in area of design and technology. It is important to explain to students how in todays world IP is crucial for knowledge economies to
survive. And also how knowledge has itself become a product that can be traded in the form of IP.
The concept of CSR and Business ethics
Knowledge domain-
Knowledge of the process of filing and registration of various IP rights, how IP is used for commercial benefit, why it is important to protect ones IP.
Disseminating information on CSR policies and effect of CSR practices on individuals, Organizations, societies / communities and environment.
Skill domain-
To be able to recognize which particular IP right is applicable in a particular situation and then proceed accordingly.

Course contents:
Practical / Self
Workshop Study
Details of
number of Total hrs required for Keywords of the chapter to detailed referencing with
sessions one chapter and further define the depth of the text book/ publishers/ Hrs Hrs Hrs
taught
required per breakup per topic input edition with pg no
chapter/ topic
Definition, types, due
diligence, Licensing, WIPO: Secrets of
Franchising Intellectual
Merchandising, case Property: A guide to Small
IP Transactions
1-2 6 studies ; leveraging IP for and Medium Sized 6 - -
business NDA, non- Exporters
compete agreements, CA

Filing and registration of WIPO: Creative
patent, trademark, Expression: An introduction
industrial design and to Copyright and Related -
Filing and registration procedures
3 3 copyright; Demonstration Rights for Small and 3
in India Procedural details -
of filling up of application Medium Sized Enterprises;
forms to students;
enforcement in India
QUIZ (10 marks)

PCT, Madrid, Berne,

Hague, Paris Convention,
TRIPS and other treaties
for international protection
of IP; Provisions of www.wipo.int
4 3 Filing abroad operation, benefits 3
Definition, Significance,
Types, Audit team,Initial
data gathering, Audit www.wipo.Int
5 3 IP Audit 3
report, elements of report,
case studies
Definition, advantages of
Patent information and IP patent information, access
3 to databases both in 3
Valuation
India and other countries
6
Unfair competition, open

innovation, copyleft,
www.wipo.int
creative commons, piracy,
7 3 Current Issues 3 -
plagiarism, genetic
resources, traditional
cultural expressions -
8 3 MID TERM EXAM 3

Power point presentation - Present a study on why you think IPR is important in current global scenario - its impact in India. Illustrate with examples. Presentation in groups of five

Recognizing the links Introduction to Corporate

between the welfare of Social Responsibility
society and the by Guler Aras & David
success of the Crowther
organization Overview of CSR BSR
Introduction to CSR Examining notes
opportunities designed CSR in Fashion Industry
Integrating Social and to benefit the Rajesh Bheda
9-10 6 organization as well as 6
Organizational Values
the community
Identifying and
managing the positive
and negative impacts
of business activities
on society
Introduction to Corporate
Social Responsibility
by Guler Aras & David
Disseminating Crowther
information on CSR
Overview of CSR BSR
policies throughout the
notes
organization (Textile &
11 3
Driving Social Responsibility
Apparel Industry) CSR in Fashion Industry 3
Throughout the Organization Rajesh Bheda
Communicating the
impact of social Improving working
responsibility to conditions and
stakeholders Productivity in the
garment Industry Ed.
J.C. Hiba, Adapted by
Rajesh Bheda
How do ethical
Case Studies on Corporate
management practices
Social Responsibility Vol.I
12 3 help the firm make money 3
by Vara Vasanthi
and stay in business for the
long-term?
Case Study Discussion
How can the argument about obesity be a positive game changer for the food industry? Best Practices Cases - CSR Audit

What are the political,

social, and
Business Ethics and
environmental factors
Corporate Social
that affect business?
Developmental challenges of Responsibility - edited by
13 3 What are sustainable 3
modern times Duro Njavro & Kristijan
business practices?
Krkac, 2006
How can businesses
positively interact with
their eco-systems?
Stimulate moral
imagination of
students, help
students
recognize moral Business Ethics and
issues, concepts Corporate Social
Business ethics and principles Responsibility - edited by
14-15 6 focus ethical decision making in and help them 6
Duro Njavro & Kristijan
managerial roles deal with moral Krkac, 2006
dilemmas
through critical
reflection and
reasoning.
16 3 END TERM EXAM 3

The following booklets published by WIPO:
Exchanging value: Negotiating Technology licensing agreements

Secrets of Intellectual Property:A guide for small and medium-sized exporters
Intellectual Property and Traditional Knowledge
Marketing crafts and visual arts:Role of intellectual property
Introduction to Corporate Social Responsibility by Guler Aras & David Crowther
Case Studies on Corporate Social Responsibility Vol.I by Vara Vasanthi
Social Responsibility in India - edited by David Crowther & Renu Jatana, 2005
Perspectives on Corporate Social Responsibility - edited by David Crowther & Lez Rayman Bacchus, 2004
Business Ethics and Corporate Social Responsibility - edited by Duro Njavro & Kristijan Krkac, 2006
Films
An Inconvenient Truth Al Gore

Roger & Me Michael Moore (Documentary)
Drowned Out Documentary based on the Narmada Dam
Wall Street
Websites
www,wipo.int
www.wto.org
www.patentoffice.nic,in
wwwuspto.gov
www.epo.org
Reference: Magazine, Journals and other sources:
Journal Patent and Trademark Cases

Evaluation Matrix:
Continuous assessment
End Term Exam/ Jury

Mid Term Evaluation
Quiz (5 in number)
Total
10 10 20 20 40 100
Teaching Tools: Lectures and presentations
Learning Outcome:
Awareness amongst students vis--vis. IPR protection, commercialization and recent trends in the field.

Benchmarked assignment Description :
QUIZ 10 marks
Assignment 2
Details/ description of assignment Present a presentation on why you think IPR is important in Current global scenario-
Its impact in India.
Presentation in groups of five
Weight age 10 marks
Assignment 3
Details/ description of assignment Case Study Presentation in groups of five
Weight age 20 marks
Q1 Multiple choice- 10 in number

Q2 Fill in the blanks-10 in number
Q3 T or F- 10 in number
Q4 Short answers- 10 to 12 in number
Q5 Long answers- 7 to 9 in number

Hour / Subject Type

Lecture
1.5
1.5
BFC413P Design Interpretation on 3D Max 48 2 NC PB
Study
Level-II
Self Study
Total 3
Prerequisite: Design Interpretation on 3d Max Level-I

Course objective:
This 3D Studio Max training course will enable the students to create 3D product design for prototype development, photorealistic rendered sequences for 3D animations, multimedia
productions, broadcast and the web. Also the students would be able to create virtual space design for Visual Merchandising and for creating walk-through.
Concept Domain
Advanced Understanding Of 3d Modeling Of Virtual Spaces.
Knowledge Domain
To Assimilate Knowledge In Area Of 3d Modeling And Walk-Through
Skill Domain
Sharpen cognitive skills & develop sensitivity towards 3D Visualization and communication.

Course contents:
Practical / Self
Workshop Study
Total hrs
Details of
required for
number of detailed referencing with
one chapter Details of the contents to Keywords of the chapter to
sessions text book/ publishers/ Hrs Hrs Hrs
and further be taught define the depth of the input
required per edition with pg no
breakup per
chapter/ topic
topic
Modeling with Patches & Bible 3ds max 2010 (Willey
Nurbs, Adding & Styling Publications)
1 3 Advanced Modeling 1.5 1.5
Hair & Fur & Using Cloth. Pg(679- 703)
Matte/shadow,
Architectural, Mental ray,
Painting in View port
canvas rendering, Surface Bible 3ds max 2010 (Willey
Mapping, Unwrapping UVs Publications)
2&3 6 Advanced Materials 3 3
& Mapping Textures. Pg(721-782)
Creating baked textures &
Normal Maps
Using Animation Modifiers

& Complex Controllers,
Animating with the
Expression Controllers & Bible 3ds max 2010 (Willey
Advanced Animation
4& 5 6 Wiring Parameters, Publications) 3 3
Techniques
Function curves in track Pg(783-883)
views, Animation Layers &
Motion Mixers
Benchmarked Assignment 1(10 marks)

Design an Exhibition space using advanced material and lighting techniques

Creating Particles &

Bible 3ds max 2010 (Willey
Particle Flow, Space
6&7 Publications) 3 3
6 Dynamic Animation Wraps, Simulating Physics-
Pg(887-968)
based Motion with reactor
Animating Hair & Cloth
Benchmarked Assignment 2 (10 marks)

Design a 3D Model of a Store based on VM Planogram
MID TERM EVALUATION
8
Building a Bone System,
bone tool, IK Solver, Bible 3ds max 2010 (Willey
9 Inverse Kinematics Publications) 4.5 4.5
9- 11 Working With Characters
Creating & Animating Pg(969-1041)
Bipeds & Crowds, Skinning
characters
Working with Advanced
Lighting, Light Tracing,
Using Atmospheric &
Rendering Effects, Bible 3ds max 2010 (Willey
Advanced Lighting & Publications)
12&13 Rendering with Mental ray, 3 3
6 Rendering Pg(1045-1135)
batch & Network rendering,
compositing with render
elements & the video post
Interface

Create a walk through animation / simulation of a store with advanced lighting and real time materials
14 & 15
3 Live Project based on Exhibition Display & Design
16 END TERM EVALUATION

3ds Max 10Fundamentals by Ted Boardman

3ds max 10 Bible by Kelly L. Murdock
3ds max 10Animation: CG Filmmaking from Concept to Completion (Consumer) by Barrett Fox
Model, Rig, Animate! with 3ds max 6 by Michele Bousquet
Deconstructing the Elements with 3ds max 6 : Create natural fire, earth, air and water without plug-ins by Pete Draper
3ds max 10 Killer Tips (Killer Tips) by Jon A. Bell
3ds Max 10 in Simple steps Dream tech Press
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:
Lectures
Demonstrations
Presentations
Hands-on exercises
Practical sessions
Learning Outcome
Students would be able to visualize and create 3D Models for Visual Merchandising and create digital simulations and walk through

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
1.5
COMMON ELECTIVE: Tutorial / Seminars / Field
BFC415CE 48 Hrs 2 Non-Core CE
Presentation Techniques Study
Self Study
Total 3
Prerequisite: N/A

Course objective:
To cover the ground rules of presentation design and enforce confidence to experiment and explore
To understand the advantages disadvantages of new media and processes
To explore the avenues of interaction between ideas, audience and visual design and thus communicate more effectively
Course structure:
Knowledge domain-
Introduction to Various mediums of Presentation Design
Introduction to various production processes and techniques
Introduction to non verbal communication
Skill domain-
Presentation skills
Communicating effectively

Course contents:
Practical / Self
Workshop Study
taught
Introduction to
1&2 6 3 3
Presentation design
What is presentation
design, objectives of
1&2 6 presentation, defining the 3 3
audience, overview of
presentation techniques
3&4 6 Presentation media 3 3
Different kind of media

available, their
3&4 6 characteristics & qualities, 3 3
production, presentation
environment, using the
medium
On the chosen topic present the research & information employing presentation technique
Methodology of
5-7 9 4.5
Presentation Design 4.5
Research stage, brain

storming, evaluation &
selection, developing an 4.5
5-7 9 4.5
outline, preparation of
handouts & speaking
outline, rehearsal

9-13 15 Presentation graphics 7.5 7.5

Study of different
presentation formats and
studying interesting usage
9-10 6 3 3
of various elements of
graphic design.
Layout decisions, colour

palette, type, grid, selection
11-13 9 4.5 4.5
& treatment of pictures,
paper options
Graphic Explorations for the presentation of the chosen topic.
Non- Verbal
14&15 6 3 3
Communication
Wardrobe Styling,
evaluating & improving
appearance
Posture/ Posture problems
Voice, tone, pitch
Words & clarity
Using voice & speech to
add meaning & variety
The Presentation Design Book : M.Y. Rabb
Presentation Skills: Patsy McCarthy & Caroline Hatcher

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 20 20 40 100
Teaching Tools:

Learning outcome:
Understanding presentation design

Exploration and application of presentation skills
Understanding of the pros and cons of new media and processes
Exploration of the avenues of interaction between ideas, audience and visual design and effective communication design

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture Not uniform
for all weeks
COMMON ELECTIVE
BFC417CE Product Photography 48 2 Non core CE
Study -----
Self Study
Total 48
Prerequisite: Photoshop

Course objective
To understand the lighting fundamentals of Product Photography in relation to Fashion.

To be able to analyses and understand the work done by other famous photographers
To understand the nuances of form (products), its interaction with light & colour.
To be able to understand the difference in behavior of natural light & artificial light
To be able to articulate a mood or theme through compositions and effects of lighting in colour photography.
To learn to work with products in studio and outdoor lighting conditions.
Course structure
Concept domain:
Conceptual clarity about the lights, effects and composition

Knowledge domain:
Understanding the behavior of colour in outdoor and in studio conditions

Understanding the techniques used by great photographers
Knowledge of techniques and treatment of colour to create a mood
Skill domain:

Gaining confidence in handling locations, props, and lights
Composition skill
Achieving aesthetic qualities and mastering lighting techniques

Course contents:
Practical / Self
Workshop Study
number of required for one Keywords of the
Details of the contents to be Detailed referencing with text book/
sessions chapter and chapter to define the Hrs Hrs Hrs
taught publishers/ edition with pg no
required per further breakup depth of the input
Advance digital black and white
photography, Approach by Jone
Beardsworth,page no.12 to 37.
Black and white and colour
Introduction to
photography Exploring colour photography(A
1 3 Photography 1 2
complete guide )Laurence king
publishing,Robert Hirsch,page
no.,page no.25to47,
Colour photography (Assoline),
Gabrel Bauret
Intro Format and techniques Exploring colour photography(A
2 3 about digital cameras, complete guide )Laurence king
1 2
Photographic medium publishing, Robert Hirsch,page
no.150 to 161/
New Product shoot (a guide to
Analysis of work Understand the work
3 professional lighting teaching,
3 done by famous 1 2
photographer
Approach By Alex Larg and Jane
wood, Page no.42 to 153
Equipment, back drops, The fundamental of photography
props Studio equ,and its
Approach By Helen Drew,Page
Arranging key element, implementation
no.10 to 42
4-5 format, Framing and 4
6 2
boundaries,Judging the The fundamental of photography
composition
moment Texture, pattern and Approach By Helen Drew,Page
form. no.46 to 60

Artificial lighting techniques

Photographic lighting(essential
6-7 used for product Indoor studio
6 skill)Third edition,Jone child,Mark 2 4
photography,
galer,page no.10 to 24,112 to 132.
light,mood,theme
8 3 MID TERM EVALUATION
Still Life and Special Effects
Photography (A guide to
professional lighting teaching ,roto
9-10 6 Still life Still life 2 4
vision,page no 12to 15,18 to 19,38
to 39,40 to 41, 248 to 249,256 to
257,
Outdoor and Glamour Approach
Understanding the Out
By Lighting Fashion cathy
Sun and light, moment and door studio light
11 3 josep,page no.92 to 93,102 to 1 2
light. techniques
103.126 to 127,142 to 143, 144 to
145.
Close- up photography, Approch
Adding props to small sets, a
12 3 Styling ,Props and sets by Michael freeman. Page no.58 to 1 2
style shot
59.
Choose a theme or mood to
present along with props and
Product shoot in
models
13 3 Relation to fashion 1 2
(Practical assignment to be
done by students with inputs
by the faculty.)
Benchmarked assignment :2 ( 20 marks)
Product shoot in
14 3 Review of Student work 3
Relation to fashion
Product shoot in
15 3 Review of Student work 3
Relation to fashion

Evaluation Matrix:
Assignment-1
Assignment-2
Assignment-3
End Term
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 20 ---- 20 40 100
Teaching Tools:

Learning outcome:
To understand the are of photojournalism

To be able to understand the role of photojournalist in an organization

Assignment 1
Details/ description of assignment Composition
Type of assignment Photo submission in CD or PPT
Weight age 20
Assignment 2
Details/ description of assignment Composition
Weight age 20

Hour / Subject Type

Lecture
1.5
1.5
COMMON ELECTIVE Tutorial / Seminars / Field
BFC419CE 48 2 Non core CE
Photo Journalism Study
Self Study
Total 3
Prerequisite: Photoshop

Course objective:
To understand the fundamentals of Photojournalism

To be able to analyse and understand the work done by Photojournalist.
To understand the nuances of Photojournalism and its Importance in society.
To be able to understand the role of photojournalist in a organisation.
Course structure:
Concept domain:
Clarity of Ethics of Photo Journalism

Responsibility of Photojournalist
Knowledge domain:
Understanding the different areas in photojournalism

Understanding the techniques used by photographers
Skill domain:

Gaining confidence in handling locations
Composition skill
Achieving aesthetic qualities

Course contents:
Practical / Self
Workshop
number of required for one Keywords of the Detailed referencing with text
sessions chapter and chapter to define the book/ publishers/ edition with pg Hrs Hrs Hrs
taught
required per further breakup depth of the input no
Chapter 1 & 2
1-2 3 1.5 1.5
Introduction to Photography
Photojournalism, Sixth Edition:
-Types of camera The Professionals' Approach,
-Aperture Publisher: Focal Press; 6 edition
-Shutter (February 19, 2008) by Kenneth
Kobre
Chapter 3 & 4
3-4 3 1.5 1.5
Overview of Photojournalism
- Responsibilities of
Photojournalism
The Professionals' Approach,
- Qualities needed by a
Publisher: Focal Press; 6 edition
Photojournalist,
(February 19, 2008) by Kenneth
-Photographers Right over their
Kobre
pictures
Assignment 1 (20 marks)
Chapter 5 & 6
5-6 3 1.5 1.5
Picture Stories
-Illustrated text
- Photo text combination
The Professionals' Approach,
-Pure picture story
-Picture story with in text
(February 19, 2008) by Kenneth
Kobre
Chapter 7 & 8
7-8 3 1.5 1.5
Picture Stories
-Single picture story The Professionals' Approach,
-Abstract picture Publisher: Focal Press; 6 edition
- Informal portrait (February 19, 2008) by Kenneth
Kobre


Photojournalism, Fifth Edition:
Chapter 9 The Professionals' Approach by
10-11 3 Spot news Kenneth Kobre 1.5 1.5
(March 29, 2004),Page No 24
The Professionals' Approach by
Chapter 10
12-13 3 Kenneth Kobre 1.5 1.5
General news
Chapter 11 The Professionals' Approach by
14-15 3 Covering the Issues Kenneth Kobre 1.5 1.5
Chapter 12
Features
Chapter 13
Portraits
(March 29, 2004),Page No 100
Chapter 14
Photo story
(March 29, 2004),Page No 136
Chapter 15 Photojournalism, Fifth Edition:
Photo Editing The Professionals' Approach by
Chapter 16 Publisher: Focal Press; 5 edition
Laws & Ethics (March 29, 2004),Page No 190

Photojournalism: The Professionals' Approach by Kenneth Kobre Publisher: Focal Press; 5 edition (March 29, 2004)
Better Photography
Evaluation Matrix:
Assignment-1
Assignment-2
End Term
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
20 20 20 40 100

Teaching Tools:
Learning outcome:
To understand the are of photojournalism
To be able to understand the role of photojournalist in an organization

Assignment 1
Details/ Description of assignment Composition
Weight age 20
Assignment 2
Photo story, Photo Editing & Events( Political meeting, Government Ignorance etc)
Photo submission in CD or PPT
Type of assignment
20
Weight age

Hour / Subject Type

1.5
Lecture
1.5
DEPARTMENT ELECTIVE
Prop Design 48 2 NC DE
BFC421DE Tutorial / Seminars / Field
Study
Self Study
Total 3
Prerequisite: Material Studies ,Visual Merchandising I,II,III &IV

Course structure
Concept domain:
Understanding the product-prop relationship
Understanding the appeal of a creative prop
Understanding the subtle communication techniques related to Props
Knowledge domain:
Understanding the function of a creative prop
Ability to perceive the importance of material, props and Product
Understanding the ability of props in relationship to theme, and period
Skill domain:
Understanding the usage of materials vis a vis Props
Understanding the various techniques related to prototyping of Props
The ability to visualize props for Visual Merchandising & Exhibition Design Scenarios

Course contents:
Practical / Self
Workshop Study
number of required for one Keywords of the Detailed referencing with text
sessions chapter and Details of the contents to be taught chapter to define the book/ publishers/ edition with pg Hrs Hrs Hrs
required per further breakup depth of the input no
Introduction to types
of props and
techniques and its
uses Display and
1-4 12 Introduction 9 3
Display settings.
Deconstructing the
display in terms of
product and prop.
Introduction to types of props vis-
Visual Merchandising & Displays-
1 3 a- vis a Retail Scenario and 1.5 1.5
Martin Peggler (Pgs1-74)
techniques
Introduction to Display and
Visual Merchandising- the
Display settings
Business of Merchandise
2 3 Retail Visits 1.5 1.5
presentation- Robert Colborne
( Pgs 1-47)
Visual Merchandising- the
Deconstructing the display in terms
Business of Merchandise
of product and prop.
3-4 6 presentation( Pgs 53-104) 4.5 1.5
To make Perspective & Isometric &
Technical Drawings
Martin Peggler (Pgs 178-263)
5-6 6 Material Interface 3 3
5 3 Visual Merchandising Dressing 3
fixtures. Flexible and Multipurpose
fixtures.Introduction to different Visual Merchandising- the
6 3 materials & Innovative Prop Business of Merchandise 3
making. presentation( Pgs 157-181)


Group Assignment Prop Design for a given retail scenario. Initial Concepts and paper explorations/ mock - ups along with sketches.*
Handling of different versions of Visual Merchandising- the

7 3 Paper for prop making Business of Merchandise 1.5 1.5
presentation( Pgs 107-126)
Modular fixtures and systems in

Stores planning, Furniture as
props .Exhibit and Trade Show
Design & the use of Props
Martin Peggler
9 3 2 1
(Pgs 88-177)
Introduction of Final Assignment- (Pgs 308-355)
Initial Brainstorming &
Development of Brief
Introduction to basic techniques

vis a vis props & Fixtures Group
Research &
Presentation(fiberglass wood
turning techniques, casting
molding techniques etc for prop Visual Merchandising & Displays-
10 3 production Martin Peggler 1.5 1.5
Introduction to materials- Visit (Pgs 88-177)
to prop making
companies/Manufacturing units to
understand techniques.

Initial Concepts: Understanding of basic techniques vis a vis Props & Fixtures. Group Research & Presentation (fiberglass, wood turning techniques, casting or molding techniques
etc. for prop production).Deliverable: Power point Presentation ( Spot Evaluation)*

Material & Concept exploration -

Handling of materials metal
11 3 foil(copper, brass or aluminum) 1.5 1.5
Group Assignment Finalization of
Brief with material Specifications
As per above themes, explore the Visual Merchandising- the
12 3 possibilities in different materials Business of Merchandise 1.5 1.5
Alternatives to Mannequins presentation( Pgs 185-220)
Initial Concepts: Design of prop which uses the concept of making models of 3D shapes which give various options of contours as well as the concept of modularity as well as
flexibility in the realm of various product areas. Deliverables: Submission of Concept Sketches in A4 Sheets
Explorations of solid forms which

give shape and contour.
13 3 Martin Peggler 1.5 1.5
Dressing the three-dimensional
(Pgs 88- 157)
from, fixtures
Making props in actual or scale

down and create display setting
14-15 6 1.5 4.5
and documentation of process
END TERM EVALUATION

16 3

New Retail by Rashid Din
Structural Packaging
Structural Display
Retail Merchandising- Principles & Applications- Ralph. D. Shipp Jr
How to Display it- Trudy Ralston/ Eric Foster
Successful Exhibiting James. W. Dudley

Images

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 -- -- 20 40 100
Teaching Tools:
Lectures
Demonstrations
Field visits Industry/ Retail
Relevant Audio Visuals
Learning outcome:
Understanding the role of Props in Visual Merchandising

Three dimensional visualization of Props
Understanding concepts of Modularity and Reusability
Understanding of Materials & Prototyping techniques for effective application

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
1.5
DEPARTMENT ELECTIVE
BFC423DE Signage Design 48 Hrs 2 Non-Core DE
Study
Self Study
Total 3
Prerequisite: N/A

Course objective:
To understand the importance of Signage Design.

To analyze through research and lectures different types of signage design
To get acquainted to different kinds of materials and production techniques used in signage design.
To understand the diversity and complexity of human ergonomics and its effect on signage design
Course structure:
Concept Domain-
To understand brand identity vis--vis signage design

To understand the navigation and ergonomics to solve problems related to signage design.
To understand graphic symbols for graphic environment.
Knowledge domain-
To study various materials used for signage

Production Techniques related to different materials for signage design
Skill domain-
Visualization and implementation of signage design

Graphic symbols for environmental signage design

Course contents:
Practical / Self
Workshop Study
taught
Introduction to Signage
1 3 Design 1.5 1.5
Case studies
3 3
2&3 6 Signage types
3 3
2&3 6 Classification
Study of existing 3 3
4&5 6
materials & techniques
Case study with suggestions
Graphics symbols for 3 3
6&7 6
environment signage
Visualization process 3 3
Iconic representations
6&7 6
Indexical representations
Arbitrary representations
Data collection
Understanding in design
9-11 9 problem for investigation 4.5 4.5
Ergonomics / navigation /
materials Analysis
Synthesis & problem
9-10 6 3 3
solving
Design a signage system
11 3 Material specifications 1.5 1.5

Application : Prototype,
models & feedback
12 3 Refine implementation 1.5 1.5
prototyping
Final Project
13-15 9 4.5 4.5
Selection of Project,
13 3 Relevant Inspiration, 1.5 1.5
conceptualization
Presentation of Final
14-15 6 concepts, actualization of 3 3
project
Sign Design and Layout -Kenneth Woodward

Vinyl Sign Techniques -Jim Hingst
Signage Design Manual- by Edo Smitshuijzen
Signage and Wayfinding Design: A Complete Guide to Creating Environmental Graphic Design Systems -Chris Calori
The Wayfinding Handbook: Information Design for Public Places -David Gibson
Signage Systems and Information Graphics: A Professional Sourcebook -Andreas Uebele ,James Akerman & Robert Karrow,
Maps: Finding Our Place in the World -University of Chicago Press, 2007,Tom Vanderbilt
Traffic: Why We Drive the Way We Do (and What It Says About Us) Knopf, 2008

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100
Teaching Tools:

Learning outcome:
Understanding of Signage Design

Understanding the effect of signage design on Brand Image
Exploration and application of signage design
Understanding of the pros and cons of new materials and processes

Hour / Subject Type

1.5
Lecture
1.5
DEPARTMENT ELECTIVE
BFC425DE 48 2 Non-Core DE
Traditional Folk Media Tutorial / Seminars / Field
Study
Self Study
Total 3
Prerequisite: Graphic design- Level I, II, III, IV

Course objective
Introduction to the scope & potential of Traditional Folk Forms of India such as Puppetry, Kawar, Ganjeefa cards, Katha etc. in the field of Communication Design
Course structure
Concept domain:
Identify Different Folk forms of India & understand the basic characteristics of the forms
Contemporary application of the Folk Media for entertainment & communication
Understand the potential of the Traditional Folk Media
Knowledge domain:
To understand and identify the various opportunities to use various traditional folk forms
Understand the role of traditional folk media in the field of communication
To be able to utilize the characteristics of the Traditional folk media in the field of Communication Design
Skill domain:
To utilize the characteristics of the folk tradition of India in contemporary communication design opportunities

Course contents:
Practical / Self
Workshop Study
Asian Folklore Studies, Nagoya
Essays in Indian Folk Traditions-

Edited by Kira Hall, Published
jointly by Archana (Meerut, India)
and the Folklore Institute
(Berkeley, CA)
Introduction to the
1-4 12 12
Folk forms of India
Traditional Media And
Development Communication
(Hardcover)
by
K. Madhusudan
Kanishka Publishiners
Distributors
1 3 Folk Theater in India 3
Narrative Folk forms in
2 3 3
India
Puppetry in Different
3&4 6 6
states of India
Research & presentation on Various Folk Forms & their contemporary usage
Characteristics of the
5-7 9 9
folk traditions of India
Strength & Limitations
5 3 of various folk forms of 3
India
Contemporary
6&7 6 applications of Folk 6
media

Benchmarked Assignment 2 ( 10 marks)

presentation on one Indian Folk Form in detail
8 3 MID TERM EVLUATION 3
Final Project:
9-14 18 Integrating message 18
with the medium
Selection of Project,
9-14 18 Relevant Inspiration, 18
conceptualization
Exploration of the concept & presentation of the project
15 3 Actualization of project 3
Asian Folklore Studies, Nagoya

Essays in Indian Folk Traditions- Edited by Kira Hall, Published jointly by Archana (Meerut, India) and the Folklore Institute (Berkeley, CA)
Traditional Media And Development Communication (Hardcover)
by K. Madhusudan Kanishka Publishiners Distributors

Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 -- -- 20 40 100
Teaching Tools:

Learning outcome:

Hour / Subject Type

1.5
Lecture
1.5
DEPARTMENT ELECTIVE
BFC427DE 48 2 Non-Core DE
Calligraphy Tutorial / Seminars / Field
Study
Self Study
Total 3
Prerequisite: Graphic design- Level I, II, III, IV

Course objective:
Introduction to the scope & potential of Traditional calligraphy in the field of Communication Design
Course structure:
Concept domain:
Identify Different forms of calligraphy & understand the basic characteristics of the forms
Contemporary application of the calligraphy for communication design
Knowledge domain:
Understand the basic characteristics of calligraphy

Contemporary application of the calligraphy
Skill domain:
Application of the calligraphy

Course contents:
Practical / Self
Workshop Study
Details of the contents to be Keywords of the chapter to
taught define the depth of the input
Introduction to Calligraphy The complete Guide to
1-5 15 9 6
Historical Perspective Calligraphy - Oceana
The complete Guide to
Introduction to the art of
1 3 Calligraphy Oceana Pg no. 6- 3
calligraphy
15
2&3 6 History of Calligraphy Calligraphy Oceana Pg no. 15- 3 3
25
Introduction to Materials &
4 3 1.5 1.5
Equipment
5 3 Layout & Design 1.5 1.5
Research & presentation on Calligraphy techniques
6-7 6 Introduction to Letterforms Calligraphy Oceana Pg no. 90- 1.5 4.5
136
6 3 Mastering Letterforms 1.5 1.5
The Alphabet and its
7 3 3
manifestations
Exploration of an alphabet with various calligraphic techniques
9-12 12 Advanced Techniques Calligraphy Oceana Pg no. 9 3
224-380
Advanced techniques of
9-10 6 6 3
calligraphy
11-12 6 Illuminated Letters 3 3
13-15 9 Final Project 1.5 7.5
Selection of Project, Relevant
13-14 6 1.5 4.5
Inspiration, conceptualisation

Submission of mood board & initial concepts
Presentation of Final
15 3 concepts, actualization of 3
project
Type & Typography Phil Baines & Andrew Haslam
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 20 -- -- 20 40 100
10
Teaching Tools:

Learning outcome:
Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
1.5
DEPARTMENT ELECTIVE
BFC429DE Light, Sound & Set 48 2 NC DE
Study
Design
Self Study
Total 3
Prerequisite: none

Course objective:
To understand the technicality involved in Sound, Light and Set Design.

To analyze through research and lectures different types of set design
To get acquainted to different kinds of materials and production techniques used in set design.
To understand principles and qualities of sound & light
Course structure:
Concept domain
Designers would take a more holistic approach to theatrical design and will be responsible not only for set design but costume, lighting and sound.
Knowledge domain
They would understand the technicality involved in Sound, Light and Set Design.
Skill domain
They would be responsible for collaborating with the theatre director and other members of the production design team to create an environment for the production and then communicating the details of this
environment to the technical director, production manager, scenic artist and prop master.

Course contents:
Practical / Self
Workshop Study
be taught
1-7 10.5 Set Design 4.5 06
1 1.5 Introduction to set design 1.5
2-4 4.5 Types of sets 1.5 03
Material used & structural
5-7 4.5 1.5 03
feasibility in set designs
Benchmarked Assignment 1(10 marks)
Present a Report on various kinds of Sets and create basic set design
8-14 10.5 Sound Design 4.5 06
Quality of Sound Pitch,
Introduction to Sound frequency, intensity,
8 1.5 1.5
Design loudness
Introduction to Sound
Mood creation through
9-11 4.5 Equipments 1.5 03
Sound & Light
Introduction to Lighting
Instruments Lighting
12-14 4.5 Lighting 1.5 03
Controls

Incorporate sound for the designed set
15 1.5 MID TERM EVALUATION 1.5
16-20 7.5 Light Design 3 4.5
Principles of Lighting
Introduction to Light Design Illumination, relevance of

16 1.5 Form, Focus, mood, 1.5
projection / stage
elements, plot, visibility.

Qualities of Lighting
Intensity, colours, pattern
17 1.5 1.5
Introduction to Lighting
Instruments Lighting
18-20 4.5 Lighting Design 4.5
Controls
Benchmarked Assignment 3 (20 marks)

Incorporate lighting for the designed set
21-28 12 Final Project 12
Project
21-24 06 Initial Stage 06
25-28 06 Final Stage 06
29-32 6 END TERM EVALUATION 6
Sound Design: The Expressive Power of Music, Voice and Sound Effects in Cinema [Paperback] David Sonnenschein
Audio cyclopaedia by Howard tremaine
Scene Design and Stage Lighting- W. Oren Parker , R. Craig Wolf, Dick Block
Designing Sound by Andy Farnell
Sound and Music for the Theatre, Third Edition: The Art & Technique of Design by Deena Kaye and James lebrecht
A Method of Lighting the Stage (1958) by Stanley & mccandless
Architectural Lighting Design -Gary Steffy
Design for the Stage: First Steps (1974) by Darwin Reid Payne.
Stage Design: A Practical Guide-Gary Thorne, Tanya Moiseiwitsch
Evaluation Matrix:
Evaluation Matrix
Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
End Term
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Exam/ Jury
Mid Term
Evaluation
Total
10 10 20 20 40 100

Teaching Tools:
Lectures
Demonstrations
Presentations
Hands-on exercises
Practical sessions
Learning outcome:
Understanding of relation of space, sound & light design
Mood creation through space, sound & light design

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
1.5
1.5
DEPARTMENT ELECTIVE Tutorial / Seminars / Field

BFC431DE 48 2 NC DE
Non-Linear Editing Study
Self Study
Total 3
Prerequisite: Photography, Multimedia & Web Design

Course objective:
Discuss and apply foundation concepts in non-linear video modification, film direction, and digital sound editing.
Develop a basic proficiency with the tools and techniques available in standard digital video editing programs.
Shoot, capture, edit, and output short video projects, organizing the material and modifying it into a coherent sequence.
Set up short video projects and shoot them using a variety of appropriate camera angles, shots, and framing.
Apply a variety of techniques for establishing or breaking continuity in a video sequence.
Edit a video sequence to synchronize it to a musical soundtrack or dialogue.
Apply a variety of techniques compressing for expanding the perception of time in a video sequence.
Apply basic techniques for mixing a soundtrack incorporating the human voice, ambient noise, sound effects, and music.
Add basic titles to a digital video, do basic production checks, and output it in common video formats for DVD or the Web.
Concept Domain
Understanding of Foundation Concepts of Non-Linear Editing, Video Modification, Film Director
Knowledge Domain
To Assimilate Knowledge In the Areas of Video Mixing And Video Sequencing.
Skill Domain
Sharpen cognitive skills & develop sensitivity in digital video formats.

Course contents:
Practical / Self
Workshop Study
be taught
1-4 12 Editing Basics 6 6
The Technique of Film And
Video Editing: History,
Picture Edit and Continuity, Theory, And Practice,
1&2 6 Principles of Editing 1 3 3
Pace Fourth Edition By Ken
Dancyger, Focal Press,
p361-382
The Technique of Film And
Sound Edit and Clarity, Video Editing: History,
Creative Sound, Nonlinear Theory, And Practice,
3&4 6 Principles of Editing 2 3 3
Editing and Digital Fourth Edition By Ken
Technology Dancyger, Focal Press,
p383-416
Benchmarked assignment 1 (10 Marks)
Make a photo montage which tells a story
Getting started, Interface, The Focal Easy Guide to
5 3 Non-Linear Editing Capture, Organizing Final Cut Pro 6 By Rick 1.5 1.5
footage Young, Focal Press, p1-68
The Focal Easy Guide to
Insert, Override, Final Cut Pro 6 By Rick
6&7 6 Editing 3 3
Sequence, Subclip Young, Focal Press, p69-
112
Capture and log a series of clips and assemble a rough edit on the time line
Transitions, Filters, Final Cut Pro 6 By Rick
8 3 Effects 1.5 1.5
Compositing, Motion-lab Young, Focal Press, p129-
178


Final Cut Pro 6 By Rick
10& 11 6 Audio Levels, Fades, Mixer 3 3
Young, Focal Press, p179-
194
Rendering & Media Settings, Render manager, Final Cut Pro 6 By Rick
12 3 1.5 1.5
Management Offline clips Young, Focal Press, p113-
128
A short 30-60 sec title sequence with sound
Print to video, Final Cut Pro 6 By Rick
13 3 Output 1.5 1.5
Compression, Encoding Young, Focal Press, p195-
212
14 &15 6 Live project 6
Cut by Cut: Editing Your Film or Video by Gael Chandler, Michael Wiese Productions
DV Filmmaking: From Start to Finish : From Start to Finish (O'Reilly Digital Studio) by Ian Aronson, O'Reilly Media, Inc.
Film and Video Editing By Roge Crittenden, Routledge
Film Editing: Great Cuts Every Filmmaker and Movie Lover Must Know by Gael Chandler, Michael Wiese Productions
Grammar of the Edit, Second Edition by Roy Thompson, Christopher J. Bowen, Focal Press
Guide to Postproduction for TV and Film: Managing the Process, Second Edition by Barbara Clark, Susan Spohr, Focal Press
High Definition Postproduction: Editing and Delivering HD Video by Steven E. Browne, Focal Press
In the Blink of an Eye Revised 2nd Edition by Walter Murch, Silman-James Press
Practical DV Filmmaking, Second Edition by Russell Evans, Focal Press
The Conversations: Walter Murch and the Art of Editing Film by Michael Ondaatje, Knopf
The Eye Is Quicker: Film Editing: Making a Good Film Better by Richard D Pepperman, Michael Wiese Productions
Videomaker Guide to Digital Video and DVD Production, Third Edition by Videomaker, Focal Press
Videomaker Magazine
Sound & Vision Magazine
DV Magazine
Evaluation Matrix:
Evaluation Matrix
End Term Exam/

Assignment-1
Assignment-2
Assignment-3
Assignment-4
Assignment-5
Benchmark
Benchmark
Benchmark
Benchmark
Benchmark
Mid Term
Evaluation
Total
Jury
10 10 20 20 40 100
Teaching Tools:
Lectures
Demonstrations
Presentations
Hands-on exercises
Practical sessions
Learning outcome
Thorough understanding of the techniques of non-linear digital video editing to make digital video spots and presentations.

Assignment 1
Details/ description of assignment Make a photo montage which tells a story
Evaluation parameter Understanding of continuity of shots and basics of editing
Type of assignment Practical
Weight age 10
Assignment 2
Details/ description of assignment Capture and log a series of clips and assemble a rough edit on the time line
Evaluation parameter The logic of sequence of film clips in the rough cut
Weight age 10
Assignment 3
Details/ description of assignment A short 30-60 sec title sequence with sound
Evaluation parameter Audio & video synchronization & idea of the title sequence
Weight age 20

SEMESTER VIII

Subject
Hours / (C / NC)
Week
DE/CE)
Lecture
Tutorial / Seminars / Field 18X5X6=540

BFC402GP Graduation Project 18 C PB
Study hours/semester
Self Study
Total 30
Introduction:
Fashion Communication is one of the newest, most exciting avenues to open up in the fashion and lifestyle industry. With the multitude of domestic and international brands, companies and
designers exploding into the Indian retail scenario, it has become essential for each of them to develop a unique brand identity, and maximize its visibility. This is made possible by fashion
communication professionals, who excel in extending the design strategy beyond the domain of the product, to include all aspects of communication design.
This encompasses areas such as visual merchandising, styling, graphic design, display and exhibit design, advertising and public relations, and creative writing, specific to the fashion and lifestyle
industry. At the exit level therefore, equipped with an intensive skill, knowledge and concept base, fashion communication students emerge as dynamic professionals qualified to offer the most
effective and financially viable communication solutions for the fashion and lifestyle industry.
The Graduation Project
Due to its strong industry focus, the successful completion of the Programme depends on the students ability to professionally demonstrate an all round competence through a real life industry
project. The project format over its 18 weeks duration is structured around internationally followed approaches and is a constructive experience for the students and industry to appreciate and
account for all important parameters governing a specific communication solution.
Since the project is realistic in all its aspects the industry collaboration is expected to jointly develop with students a specific brief based on which the students work out a detailed project proposal
indicating working methodologies, approaches and schedules with a clear definition of the project outcome. It is crucial that all schedules and infrastructure requirements from the industry is
adhered to in order to ensure smooth functioning and professional outcome of the project.
Since the project is emphasis is realistic, all-important aspect of professional exchange must bring on board the costs, it is imperative that appropriate funds, developmental costs, and other related
costs must be borne by the sponsoring industry towards a very professional commitment from the graduating students backed by experienced faculty who oversee the qualitative and logistical
aspects of the whole endeavour, from planning to final presentation of fully detailed and realistic product ranges. While the actual expenses cannot be discounted, all other costs and fees are

towards students subsistence, actual expenses and institutional infrastructural facilities and project advice. A detailed and systematic documentation of the project is an intrinsic project requirement
and becomes a useful design and marketing reference for the sponsoring industry.
Sponsorship Details for the Graduation Project
Project structure and guidelines:
The projects are scheduled to commence from January onwards for duration of 16-18 weeks. The following stages are proposed as part of the graduation project structure.
Project Registration:
As after identifying the project, the same have to be registered with the Department along with the complete Project Proposal.
The Project Proposal should have the following information in detail:
1. Name the Sponsors / Clients along with complete detail for communication
2. Name and details of Project Guide and Industry Mentor
3. Project Brief, Objective, Scope of Work, Deliverables, and Estimated Budget for the entire Project including stipend, TA/DA etc.
4. Methodology and Time Schedule for the entire project including schedule for guide visit ( a minimum of 4 visits to be made by the student during the project) with up-to-date report.
The following are detail structure proposed as part of the graduation project structure:
A Project Brief: A clear articulation of this scope of the project including market / consumer / product range specifications, trends, price range, material specification and any other factors to
be detailed for defining the complete nature of the project. The project brief is required to be developed by the students in consultation with industry client and the project guide.
B Scale of the Project: At least three final options of communication solutions are to be developed in at the end of the project. The exact quantum will vary according to the area of work
and will have to be defined mutually as a part of the project brief.
C Information / database collection research Essential enquiry into trends, Market definition, consumer profile and other relevant materials, production & technology related enquiry to
ensure a sound basis & focus for understanding client (industry) and consumer (market), which will from important design guidelines.
D Design Criteria Developing design parameters based co project brief, information and research as well as forecast and trend studies as a set of guide lines towards design
development.
E Concept Development Initial concept development based on eh design criteria through drawings, sketches & models if required.
F Sampling and Prototyping Material explorations for specific design decisions Development of concepts into three dimensional, models samples
G Design Specifications Development of technical and manufacturing guidelines of the selected design concepts.
H Final Prototype Development Final prototypes in actual material of the entire set of selected design collections

I Project Documentation The systematic and thorough documentation of the entire project as a strategic design argument. This is aimed at a clear demonstration and compilation of all
major stages involved in design development along with essential data and information base, concept development, technical specifications detailed photo representation of three
dimension models and final prototypes and any other related material for references. The document should also contain the completion and Performance report / certificate by the
Sponsors / Client.
J The Graduation Project Jury: The jury at the end of the project will evaluate the project. The jury will consist of members from the department along with Experts from the Industry and
Industry Mentor.
Terms for Sponsorship:
The following terms are proposed by National Institute of Fashion Technology for the Industries interested in sponsoring the graduation projects.
1 The exact nature of the project will be to be approved by the concerned faculty guide in order to evaluate the complexity of the Project keeping in mind the interests of the sponsoring
industry.
2 Minimum Stipend for the student (Rs.7500/- per month) for the entire duration of the project.
3 Travel and local conveyance (minimum one visit during the project time to and fro from the city of the work to Delhi) and local conveyance on actual.
4 Documentation Rs.5000/- approx. for each copy. The student is expected to prepare two copies of the project for NIFT document. The sponsoring industry would finance for two copies:
one for the institute (NIFT) and the other for themselves.
5 It would be appreciated if the boarding facility, in the city of work, is provided to the students by sponsoring industry for the duration of the project.
6 All in house facilities for sampling / prototype making and material exploration along with specialist samplers / models makers / master makers will be provided by the sponsor on actual.
7 As the students are often required to source new materials / skill base / information related to the project form external sources, the costs, if any, will be paid by the sponsor on actual.
8 The student is required to work are most times with the industry at their premises. However, the development of the project brief, project documentation and the presentation are to be
carried out at NIFT. During the project, the students are required to make two interim presentations to the respective departmental guide. Throughout the project the students is required to
be in regular contact with the NIFT faculty guide through correspondence / telefax / or mail.
9 The design rights for the design collection will be passed on to the sponsor at the end of the full and final completion of the project and payment of all dues. However, NIFT will retain the
right to publish / display / present the work purely for the purpose for academic pursuits taking due care regarding the secrecy of the project.
10 The project evaluation is carried out on its full completion after 16-18 weeks at NIFT by a Jury consisting of experts from the field. The departmental guide and the industry guide are a part
of the evaluating jury and ware expected to be available for the final project evolution the schedules for the jury will be mutually decided and will intimate in advance to all concerned.

Project Guide:
For the entire duration of the project one of the senior faculties from the Department of Fashion Communication would act as project guide for the entire duration of the project. Similarly the
sponsoring industry is to appoint one of their representatives (preferably from design department) for the same of which the Department should inform at the beginning of the project. The student is
expected to report to the industry guide on day-to-day basis. The role of the guide is to advise on design and market related issues and simultaneously oversees the project logistics for its smooth
functioning. The departmental faculty guide and the industry guide, along with the student are expected to maintain regular dialogue on the progress of the project to ensure that original time
schedules and project commitments are maintained for quality and deadlines.

- 415 -
Benchmark
Assignment-1
Benchmark
Assignment-2
Benchmark
Assignment-3
Mentor -20
Benchmark
Assignment-4
Evaluation Matrix
Benchmark
Assignment-5
End Term
40
Internal Jury
End Term
40
External Jury
Total
100

updated_Sep 2010

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Fashion Communication

Bachelors of Design (Fashion Communication)

-1- 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

Hour / Semester / Week

/Process (PB) /Department

Tot al Hours / Semester

Total Hours / Week

Total Hours for Semester 504

-2- 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

/Process (PB) /Department

elective (DE)/ Common

Mid Term Evaluation

End Term Exam/

BFC203P Core Visual Merchandising- Level I 10 10 20 20 40 100

-3- 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

Department : Fashion Communication

Hour / Semester / Week

/Process (PB) /Department

Tot al Hours / Semester

Monitored Self Study

Total Hours / Week

-4- 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

/Process (PB) /Department

elective (DE)/ Common

Mid Term Evaluation

End Term Exam/

BFC206P Core PB Photography- Level II 10 10 20 20 40 100

-5- 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

Department : Fashion Communication

/Process (PB) /Department

Tot al Hours / Semester

Monitored Self Study

Total Hours / Week

BFC313P Non Core PB Textile Appreciation 1.5 1.5 24 1.5

-6- 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

/Process (PB) /Department

elective (DE)/ Common

Mid Term Evaluation

End Term Exam/

BFC303P Core PB Visual Merchandising- Level III 10 10 20 20 40 100

-7- 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

Hour / Semester / Week

/Process (PB) /Department

Tot al Hours / Semester

Total Hours / Week

BFC314P Core PB Fashion Styling 1.5 1.5 3.0 48 2

-8- 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

/Process (PB) /Department

elective (DE)/ Common

Mid Term Evaluation

End Term Exam/

BFC304P Core PB Visual Merchandising- Level IV 10 10 20 20 40 100

-9- 2010,National Institute of Fashion Technology(NIFT)- updated_Sep 2010

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

Hour / Semester / Week