evaluation scheme for b.a (fashion communication) i semester

1

Evaluation Scheme for B.A (Fashion Communication)

I – Semester

Category of Paper Code No. Subject Name Th/

Pr Credit Hrs

Th/

Pr Tut

Core Course (CC) 15080101 History of Contemporary Art &

Culture Th 4 4 3 1

Core Course (CC) 15080102 Fashion Studies Th 4 4 3 1

Ability Enhancement Compulsory

Courses(AECC) 15080103 Environmental Studies Th 4 4 3 1

Generic Elective 15080104 GE-I

Fundamentals of Design Th 4 4 3 1

Core Course (CC) 15080105 Fashion Drawing Pr 2 4 4 -

Core Course (CC) 15080106 Elements of Design Pr 2 4 4 -

Core Course (CC) 15080107 Graphical Representation &

Technical Drawing-I Pr 2 4 4 -

TOTAL 22 28 24 4

2

15080101: HISTORY OF CONTEMPORARY ART & CULTURE

SEMESTER : I

MAX. LECTURE-3 Hrs./ Week : 48

MAX. TUTORIAL-1 Hr./Week : 16

MAX. PRACTICAL-0 Hr./Week : NIL

DURATION : 12-16 Weeks/ Semester

CREDITS : 4

OBJECTIVES:

To understand the role of contemporary art and design trend in globalization

To enhance the students current ideas through contemporary culture.

COURSE DETAIL

UNIT-I

Introduction of contemporary art, the contemporary and globalization, Publicity and

complicity in art, Recognize the influences o social conditions on modern art

UNIT-II

Origin of modern art, Religious art of a Modern Age: Georges Rouault, Fluxus, Brief

introduction of different art period & their culture: Futurism, Cubism art, Nouveauan art,

Art Deco, Minimalism, Bauhaus, Developments in Cubist Painting in Paris

UNIT-III

Three perspective on the market: Mihali pop, Sylvia Kouvali and Andrea Rosen,

Importance of Pop art to the history of twentieth and twenty - first- century.

UNIT-IV

Inclusion on Dadaism & Surrealism art beyond of France, Spain, Bauhaus and post

modernism art beyond U.S.A

REFERENCES

History of Modern9 Paperback) by: H HArnason/ Elizabeth. C. Mansfield

Contemporary art in the light of history by: Rosenthal, Erwin, 1889-1981,

published 2013Arntzen, E. and Rainwater, R., Guide to the literature of art

history. Chicago, 1980.

3

Art since 1900: modernism, antimodernism, postmodernism. H. Foster et al.

London: Thames & Hudson, 2004.

Atlas of world art. Edited by J. Onians. London: Laurence King, 2004.

4

15080102: FASHION STUDIES

SEMESTER : I





CREDITS : 4

OBJECTIVES:

To introduces the Students to the various Fashion terms & aspects of Fashion.

To provide a comprehensive understanding of fashion as a socio-cultural

phenomenon.

To introduce the evolution of clothing

COURSE DETAIL

UNIT-I

Origin of clothing, Theories of clothing-Protection, adornment, modesty & combined need

theory, Fashion Terminologies - Style, Change, Trend, Fad, Classic, Couture,

Hautecouture, origin, prêt-a-porter, High fashion etc.

UNIT-II

Fashion Origin, Classifications of fashion, Fashion theory-trickle down, trickle across,

bottom-up theory, Factors affecting fashion – economic factors, sociological factors,

psychological factors etc.

UNIT-III

Fashion cycle, Four levels of Fashion (Primary level, Secondary level, the Retail level &

Auxiliary level, Source of fashion, Forecasting fashion-fabric, trend, style, color, Brands

and their influence on Forecasting,

UNIT-IV

Fashion season, Fashion Categories: Men’s wear, Women’s wear, Kid’s wear, Brief

introduction of Major Fashion Centers of the world.

5

REFERENCE:

Gini Stephens Frings, "Fashion Concept to Consumer", Publisher Pearson.

Tate and Sharon Lee, “Inside fashion design”, harper Publication Inc., U.Kng

Brockman, H.L., “The theory of Fashion ", John Wiley & Sons, 1965.

Swinney, John B, “Merchandising of Fashion ", Ronald press, 1942.

6

15080103: ENVIRONMENTAL STUDIES

SEMESTER : I

MAX. LECTURE-3Hrs./ Week : 48




CREDITS : 4

OBJECTIVES:

Students will be aware about physical environment and its components.

Students will acquire Knowledge of natural resources and their types.

Students will develop the concept of ecology and its components.

Students will understand the impact of human activities on ecology ant need to

conserve the resources

COURSE DETAIL

UNIT-I The Multidisciplinary Nature of Environmental Studies

Definition, Scope and Importance, Need for public awareness

UNIT-II Natural Resources

Renewable and Non- Renewable Resources

Natural Resources and Associated Problems-

Role of individual in conservation of natural resources

Equitable use of resources for sustainable lifestyles

UNIT-III

Ecosystems

Concept of ecosystem

Structure and function of ecosystem

Producers, consumers and Decomposers

Energy flow in the ecosystem

Ecological succession

Biodiversity and its conservation

Introduction- Definition: genetic, species and ecosystem diversity.

Bio-geographical classification of India, value of biodiversity: consumptive use,

productive use, social, ethical,aesthetic and option values

India as a mega-diversity nation

Hot-sports of biodiversity

7

Threats to bio-diversity: habitat loss, poaching of wildlife, man-wildlife conflicts

Endangered and endemic species of India

Conservation of bio-diversity: In-Situ and Ex-situ conservation of biodiversity

UNIT-IV

Social Issues and the Environment

From Unsustainable to Sustainable development, Urban problems related to energy

Water conservation, rain water harvesting, watershed management

Re-settlement and rehabilitation of people; its problems and concerns. Case studies

Environmental ethics: Issues and possible solutions

Climate changes, global warming, acid rain, ozone layer depletion, nuclear accidents and

holocaust. Case studies, Wasteland reclamation

Human Population and the Environment

Population growth, variation among nation

Population explosion- Family Welfare Programme

Environment and Human Health

Human Rights, Value Education, HIV/AIDS, Women and Child Welfare

Role of Information Technology in Environment and Human health

REFERENCE

Environmental Biology Agarwal, K.C Nidi Publi.Ltd.Bikaner2001

Hazardous Waste Incineration Brunner R.C McGraw Hill Inc.480p, 1989

Marine Pollution Clark R.S Clanderson Press Oxford (TP)

Environmental Encyclopedia Cunningham, W.P. Cooper, Jaico Publ. House,

Mumbai, 1196p M.T.2001

Environmental Chemestry De A.K WileelyEastem Ltd.

Down to Earth, Center for Science and Environment ®

Water in crisis, Gleick, H.P Pacifics Institute for Studies in Dev., Environment &

Security. Stockholm Env. Institute. Oxford Univ. Press.473p.1993

8

15080104: FUNDAMENTALS OF DESIGN

SEMESTER : I

MAX. LECTURE- 3 Hr. /Week : 48

MAX. TUTORIAL- 1 Hr. /Week : 16

MAX. PRACTICAL- 0 Hr. / Week : NIL

DURATION :12-16 Weeks/Semester

CREDITS : 4

OBJECTIVES:

To understand the Design concepts

To understand how to combine the elements for design.

To know about the principles of design. COURSE DETAIL

UNIT-I

What is design, Types of Design – Structural and Decorative

Design basics, Fashion terminology

Importance of Design in the field of fashion

UNIT-II

The elements of design

Principles of Design

Colour theory:- Primary, secondary, tertiary. Explain its importance

Colour wheel, Tints and Shades of colour

Colour Schemes - Analogous, Complementary, Split complementary, Triad schemes.

Warm and Cool colours, Colour dimensions - Hue, value and chroma.

UNIT-III

Explore pencil as medium for drawing and sketching and exploration of different types of grade of

pencils (HB to 8B pencils), marking straight lines, controlled lines, lines of equal length with equal

pressure points, equidistant lines etc.

UNIT-IV

Explore different techniques of sketching, color medium for painting

Exploring and sketching 3D objects with light and shade effect.

Human features: Eyes, Nose, Lips, Ears, Hand & legs

UNIT-V

Motifs Development: Natural & Geometric

Swatch Rendering: prints, checks etc.

9

REFERENCE:

Frings G. S., Fashion from Costumes to Consumer, 4 th edition, Prentice Hall

Career & Tech, 1982.

Albert W. Porter, Elements of Design

Manfred Maier, Basic Principles of Design (Vol. 14).

Birren&Fabersuan, Principles of Color.

10

15080105: FASHION DRAWING

SEMESTER : I

MAX. LECTURE-0Hrs/Week : NIL

MAX. TUTORIAL-0Hrs/Week : NIL

MAX. PRACTICAL-4Hrs/Week : 64

DURATION :12-16 Weeks/ Semester

CREDITS :2

OBJECTIVES:

To familiarize Students with the sketching ideas for various garments.

To understand the flow of hand.

To impart the skills to draw different features and hairstyles with a practice.

COURSE DETAIL

UNIT- I

Free hand drawing , Sketching of Facial features – Eye, Ear, Nose, and Sketching of Faces & Hair Styles, hands, Arms, Legs, Feet.

UNIT-II

Inspirational drawing- inspirations from nature, seasons, objects, fabrics, sign & symbols,

surrounding etc.

UNIT-III

Medium Exploration- All medium like pencils, water color, steadlers, poster colors,

crayons, dry pastels etc.

UNIT-IV

Different Presentation Techniques: collage work, swatch board, textural effects etc.

REFERENCE:

Advanced fashion Sketch Book - Bina Abling

Ireland, “Fashion Design Drawing and Presentation”, Batsford.

11

15080106: ELEMENTS OF DESIGN

SEMESTER : I





CREDITS :2

OBJECTIVES:

To familiarize students with basic elements and principles of garment design

andtheir applications.

To develop understanding of tangible & non-tangible aspects of elements of design

COURSE DETAIL:

UNIT-I

Elements of design: - Concept of lines, dots (Lines and dots in nature), relevance of

shapes, Texture:Concept and importance of Texture, Textures in nature, Understanding

feelings & surface characteristic associated with it.

UNIT-II

Pattern: Concept of motif and pattern development, various kinds of repeat (straight, half

drop, mirror symmetrical asymmetrical etc.)

UNIT-III

Rhythm, Harmony and Emphasis Basic understanding of the principles in relation to

nature and the environment around Explanation with visual examples

UNIT-IV

Color Theory: Basics of Color (Hue, Value, and Intensity), Colour and Mood: Psychology

of color, emotions attached to colors and its application in our environment

12

REFERENCES:

Albert W Porter, "Elements of design & Form - -Space"

Manfred Maier "Basic Principles of Design", Vol. 1-4-

Albert, Josef ,"Interaction of Colors" Yale University Press, 1963

Sumathi G. J., “Elements of Fashion and Apparel Design”, New Age

International Publisher, 2002press, U.K. 1964

13

15080107: GRAPHICAL REPRESENTATION & TECHNICAL DRAWING –I

SEMESTER : I





CREDITS :2

OBJECTIVES:

Students should be able to demonstrate ability to visualize and understand and use

appropriate graphical methods to communicate information and ideas

To appreciate different styles and methods of visual representation

To develop students’ aesthetic attributes and strengthen their verbal

communication skills through the educational experience.

COURSE DETAILS:

UNIT- I

Introduction to Graphic representation for the communication arts- Visual Thinking -Basic

Visualization- Memory Drawing- Measured Drawing

UNIT- II

Application of Grids in 2D & 3D,

Layout, Spacing, Making & Breaking of Grid

Different kind of grids used in graphic layout

Identify grids in surrounding in Newspapers, Magazines, Brochures, painting etc.

UNIT- III

Visualizing Ideas from scribbles to storyboards

Development of Storyboards

Introduction to different kind of storyboards

Verbalizing the visual translations into frames with proper grids and pictures.

UNIT- IV

Introduction to Mixed Media

2D illustrations through mixed media

Usage of Graphic representation in communication as a whole.

REFERENCE:

14

Grid Systems in Graphic Design: A Visual Communication Manual for Graphic

Designers, Typographers and Three Dimensional Designers(German) Hardcover –

1 Jan 1999by Josef Muller-Brockmann

The Art of the Storyboard, 2nd Edition: A Filmmaker's Introduction Paperback –

Import, 1 Nov 2007 by Alex.W.White

http://www.amazon.in/s/ref=dp_byline_sr_book_1?ie=UTF8&field-author=Josef+Muller-Brockmann&search-alias=stripbooks

15


II – Semester


Pr Credit

Hr

s

Th/

Pr Tut

Core Course (CC) 15080201 Basic of Design Th 4 4 3 1

Core Course (CC) 15080202 Retail & Brand Management Th 4 4 3 1

Ability Enhancement Compulsory

Courses (AECC) 15080203 Communication English Th 4 4 3 1

Generic Elective 15080204

GE-II

Fashion Image and Styling Th 4 4 3 1

Core Course (CC) 15080205 Fashion Art Illustration-I Pr 2 4 4 -

Core Course (CC) 15080206

Introduction to Graphic

Design Pr 2 4 4 -

Core Course (CC) 15080207 Graphical Representation &

Technical Drawing-II Pr 2 4 4 -

TOTAL 22 28 24 4

16

15080201: BASIC OF DESIGN

SEMESTER : II

MAX. LECTURE-3Hrs/Week :48

MAX. TUTORIAL-1Hrs/Week : 16

MAX. PRACTICAL-0Hrs/Week :NIL


CREDITS :4

OBJECTIVES

Describe basics of design and graphics.

Apply various elements and principles of design to various forms of visual and

graphic communication for Print Media.

COURSE DETAIL

UNIT-I Principles of Design & Graphics

Basics of Design and Graphics

Elements and principles of design

Typography : Physical form, aesthetics and classifications

Colour : Physical forms, psychology, colour scheme and production

UNIT-II Layout

Components of layout and layout planning

Advertisement layout

Broadsheet and Tabloid layout

Magazine & Book Layout

UNIT-III Visuals and Design

Visuals : Physical forms, functions & editing

Poster Design

Logo Design

Brochure Design

UNIT-IV DTP & Printing

Basics of Desktop Publishing

Printing Process

Printing Methods - Letter Press, Screen, Offset,

Paper and finishing

17

REFERENCES

K.S. Duggal Book Publishing

A.K. Dhar Printing and Publishing

N. N. Sarkar Art and Production, Sagar Publishers, New Delhi, 2001

N.N. Sarkar Designing Print Communication, Sagar Publishers, New Delhi, 1998

18

15080202: RETAIL & BRAND MANAGEMENT

SEMESTER : II





CREDITS :4

OBJECTIVES:

To introduce fashion retailing and their related terms such as retail formats, key

elements of retail mix and objectives, etc.

To analysis and planning on how a brand is perceived in the market and how to

Developing a good relationship with the target market to brand management •

COURSE DETAIL

UNIT-I

Retail marketing –nature, concept and importance, objectives of retail marketing, types of

retail formats, retail formats operating fashion in India-franchised retail, chain store

retailing, specialty stores, factory outlets, discount retailing, non store retailing like online

retailing etc.

UNIT-II

Brand and Fashion Retailing- Brand definition, types of brand, brand name, brand

licensing, The Fashion System and its most important Brands- Designs, Consumers and

Quality. Wholesalers-difference between retailers and wholesalers, types of wholesalers.

UNIT- III

Retail marketing mix, mix planning and composition, key elements of retail mix, retail

buying sequence and communication. Various modes of fashion retail promotions.

Influence of promotion on the business, limitations.

UNIT- IV

Fundamentals in Brand management- Designer as Brand, Developing Brand image,

Advertising and Promotion in the Fashion industry, Brand management- Focus on Public

Relation, Creation of a successful PR Strategy for the fashion Industry

19

REFERENCE:

An Introduction to Branding by Mellissa Davis, Jonathan Baldwin

Marketing Fashions- Harriet Poshar- Laurence King, London

Mishra &Puri, Economic Environment of Business, Himalaya Publishing House,

Mumbai

Mike Easey, Fashion Marketing, Blackwell Publishers, 2008

20

15080203: COMMUNICATION ENGLISH

SEMESTER : II





CREDITS : 4

OBJECTIVES:

To understand the basic need of fashion communication.

To communicate the fashion terminology through media/ mediator.

To learn the linkage of the fashion.

COURSE DETAIL

UNIT-ICOMMUNICATION

Communication; an overview, Process, Importance, Forms

Barriers; ways to overcome

Non verbal communication

Kinesics, Proxemics/Space distance, Paralinguistic features, Chronemics, Haptics

UNIT-IIPHONETICS BASICS

Phonetics

Sounds: Vowels/Diphthongs

Consonants

Transcription of words

Syllables

Word stress

Intonation

UNIT-IIIENGLISH LANGUAGE;

Parts of speech, Sentence, Clauses and phrases, Tag-questions

Common errors, Concord, Articles, Modals

Punctuation

VOCABULARY

Word formation ,Synonyms, Homophones, Eponyms

Words often confused, One word substitution, Phrasal verbs, Idiomatic expressions

UNIT-IV

PRESENTATION SKILLS

Presentation – Types, Nuances of delivery, Public Speaking, Body Language

Group Discussion, Panel Discussion, Telephonic Skills, Interview Skills

21

WRITING SKILLS

Writing Comprehension, Letter-Writing, Composing an effective paragraph

Writing a report, Art of Condensation, Summarizing a Report/Article/Editorial

Writing Article/Editorial/Feature

Writing a Review (Book/Cultural Event)

REFERENCE:

Ferdinand, Nicole; Kitchin, Paul J.; Event Management; Sage Publication

Kirk, R. Land; Catherwood, D. W.; The Complete Guide to Special Event

Management; John Wiley and Sons

Singh,G.S.; Devesh, Kishore; Event Management; Haranand Publications

Bowdin, Glenn; Allen, Johnny; Harris, Rob; Events Management ; Taylor & Francis

Style book of the Economist.

Raymond Murphy ‘Essential English Grammar’, Cambridge University Press: New

Delhi. 1998. Print

English Vocabulary in Use (Advanced), Michael McCarthy and Felicity, CUP

Learning Spoken English by Lynn Lundquist-ASIN: B0094XNOPW

Meenakshi Raman and Sangeeta Sharma. ‘Technical Communication Principles and

Practice’. Oxford University Press: New Delhi. 2012. Print.

22

15080204: FASHION IMAGE AND STYLING

SEMESTER : II

MAX. LECTURE-0Hr. /Week : NIL

MAX. TUTORIAL-0Hr. /Week : NIL

MAX. PRACTICAL-4Hr. / Week : 64

DURATION :12-16 Weeks/Semester

CREDITS : 4

OBJECTIVES:

To know about the styling

To understand the garment and lifestyle products according to category.

To identify different fabric for male & female

To learn the sense of styling.

COURSE DETAIL

UNIT I

Introduction to fashion styling

Relation between Fashion & Styling

Importance of styling

Fashion trend & fashion image

UNIT II

Type of Body Shape &Face Shape

Categories of female garments: Formal Wear, Casual wear, Party wear, traditional

wear etc.

Categories of male garments: Formal Wear, Casual wear, Party wear, traditional wear

etc.

UNIT III

Identification of Fabrics, Prints & Colors according to category

Selection of clothes for self: Personal Styling- Identify which items fits to Body and

life style products/accessories suits on face according to dress.

UNIT IV

Different National & International brands for garment & lifestyle products according

to category.

Relation between fashion & personality

Consumer group: Fashion Leaders, Fashion followers

Consumer satisfactory level

Breaking fashion rules : Fashion Errors

23

REFERENCE:

Mastering Fashion stylingby Jo Dingemans

Secrets of Stylists: An Insider's Guide to Styling the StarsBy Sasha Charnin Morrison

Dress Your Best: The Complete Guide to Finding the Style That's Right for Your

Body Paperback – September 13, 2005by Clinton Kelly (Author), Stacy London (Author)

Basics Fashion Design 08: StylingBy: Clare Buckley, Jacqueline McAssey

Style Wise: A Practical Guide to Becoming a Fashion Stylist by Shannon Burns-Tra

https://www.amazon.com/s/ref=dp_byline_sr_book_1?ie=UTF8&text=Clinton+Kelly&search-alias=books&field-author=Clinton+Kelly&sort=relevancerank

https://www.amazon.com/s/ref=dp_byline_sr_book_2?ie=UTF8&text=Stacy+London&search-alias=books&field-author=Stacy+London&sort=relevancerank

https://www.bloomsbury.com/uk/author/clare-buckley

https://www.bloomsbury.com/uk/author/jacqueline-mcassey

24

15080205: FASHION ART ILLUSTRATION-I

SEMESTER : I





CREDITS :2

OBJECTIVES:

To familiarize Students with the sketching ideas for various garments.

To develop skills in Fashion and model drawing.

To impart the skills to draw different features and hairstyles with a practice of

facial details.

COURSE DETAIL

UNIT- I

Fashion figure in different views, as front view and side view. - 8½, 10 and 12 ½ heads,

Fleshing on block figures.

UNIT- I

Sketching of Facial features – Eye, Ear, Nose, and Sketching of Faces & Hair Styles, hands, Arms, Legs, Feet.

UNIT-II

Illustrate of different children croquis of different ages:

Postures

Stylization

UNIT-IV

Sketching of the following fashion essentials:

Types of necklines

Type of sleeves

Type of collars, skirts, pockets, pleats and type of waistlines

25

REFERENCE:

Fashion Design Illustration of Children - P. J. Ireland

Advanced fashion Sketch Book - Bina Abling

Ireland, “Fashion Design Drawing and Presentation”, Batsford.

26

15080206: INTRODUCTION TO GRAPHIC DESIGN

SEMESTER : I





CREDITS :2

OBJECTIVES:

To impart knowledge of basic elements of graphic design provides the students with

the initial information to help understand how to design what is seen in a frame

COURSE DETAIL:

UNIT –I

Introduction to basic elements of graphic design: Line– line direction -quality of lines -

implied lines and line of forces, Shape- organic shape and geometric shapes-

nonrepresentational shape and representational shape, Forms-relationship with 2d shape

and 3d forms, Space –negative space and positive space-figure/ground relation

UNIT- II

Colour-subtractive and additive colour-primary, secondary in both modes- colour wheel-

hue, saturation and value- shade, tint and tones-colour schemes – monochromatic,

analogous, complementary, split complementary, triadic colour, texture – visual texture

and tactile texture, texture and light value, pattern etc.

UNIT- III

Scale and proportion in design-Mathematical ratios and proportional systems: Fibonacci

numbers, golden ratio

UNIT-IV

The use of grids in graphics composition. Grid types – Symmetrical- Asymmetrical -

Backwards movement - Formats - Margins –slug – Bleed - Columns –Gutters - The

relationship of visual form to meaning - Type , Image, Shape relationships

27

REFERENCE:

The Elements of Graphic Design: Space, Unity, Page Architecture, and Type: Alexander W. White.

Exploring the Elements of Design : Mark A. Thomas, Poppy Evans

28

15080207: GRAPHICAL REPRESENTATION & TECHNICAL DRAWING –II

SEMESTER : I





CREDITS :2

OBJECTIVES:

Students should be able to demonstrate ability to visualize and understand and use

appropriate graphical methods to communicate information and ideas



To understand the basic presentation methods, principles and conventions for

representing technical information or design concept

COURSE DETAIL

UNIT- I

To study principles of form and space through construction in generating 2d forms

in 3D space

Introduction to Orthographic projections

Understanding Orthographic projections to visualize and represent three

dimensional structures

UNIT- II

Graphic Symbols and lettering with visual balance

Orthographic projections (plan, elevations, sections) and auxiliary view for

complex objects

Rendering techniques for making presentation drawings

UNIT- III

Plan, elevations, sections and reflected plans for flooring, ceiling etc for interior

and exterior space (orthographic projections)

Visuals sets of information I (in terms of grouping, spacing, similarity & tonal

value)

Visual sets of Information II (in terms of graphic symbols such as size, visual

weight, placement etc.)

29

Visual sets of Information III (in terms of lettering-legibility, consistency, spacing,

serifs, distance of viewing, emotive value etc)

UNIT- IV

Isometric view – Diametric view for the interior layout/plan

Perspective drawings (understanding of perspective elements, importance of stand

point, angle of vision, distance of eye vision, eye level etc)

Making presentation drawing for clients for approving the design idea. One point

and two point perspective.

REFERENCE:

Transformations and Projections in Computer Graphicsby David Salomon

The Art of the Storyboard, 2nd Edition: A Filmmaker's Introduction Paperback –

Import, 1 Nov 2007 by Alex.W.White

30


III – Semester


Pr

Cre

dit

Hr

s

Th/

Pr Tut

Core Course (CC) 15080301 Fashion Journalism

&Communication Concept Th 4 4 3 1

Core Course (CC) 15080302 Media & Advertising for Fashion Th 4 4 3 1

Core Course (CC) 15080303 Fashion Art Illustration-II Pr 2 4 4 -

Core Course (CC) 15080304 Advanced Graphic Design Pr 2 4 4 -

Core Course (CC) 15080305 Fashion Photography-I Pr 2 4 4 -

Skill Enhancement Courses (SEC) 15080306 Design Interpretation on CAD-I Pr 4 4 4 -

Project 15080307 Term Project Pr 4 4 4 -

TOTAL 22 28 26 2

31

15080301: FASHION JOURNALISM& COMMUNICATION CONCEPT

SEMESTER : III





CREDITS :4

OBJECTIVES:

To understand the aspects of Fashion Journalism and the different writing styles of

the journalists for magazines and newspaper etc.

To study the role of historical fashion journalists

To understand the future sope of fashion journalists

COURSE DETAIL

UNIT-I

Introduction and overview of Fashion Journalism, Elements and Foundations of

Journalism, Function of Journalism, Role of Journalism in Society

UNIT-II

Historical aspect of Journalism: Origins of fashion journalism, Twentieth century

magazines: "Vogue", "Harpers's Bazaar" and the otherfashion journalism and literature:

Mallarmé and D'Annunzios,

UNIT-III

Types of Journalism: Print, TV, Radio and digital, Fashion photography, journalism,

Fashion magazine journalistsetc,

UNIT-IV

Type of fashion journalism,Profession of fashion journalism, new trends.

REFERENCE:

History of Indian Journalism: J. Natarajan A History of Jewellery, 1100-1870 by

Joan Evans

Fashion Journalism by: PatriziaCalefato

Fashion Journalism by: Julie Bradford

https://www.google.co.in/search?biw=1920&bih=925&tbm=bks&q=inauthor:%22Julie+Bradford%22&sa=X&ved=0ahUKEwjwuKqnuM7TAhWHNY8KHR4ACkUQ9AgIPzAF

32

15080302: MEDIA & ADVERTISING FOR FASHION

SEMESTER : III





CREDITS :4

OBJECTIVES:

To understand what role media plays in Fashion industry and how media can be

used effectively to empower fashion industry.

To familiarize the students from fashion promotion techniques

To make students understand an in depth study of the “Stylist role” in Fashion

Industry

COURSE DETAIL:

UNIT-I

Definition, meaning, scope and importance of Media in Fashion industry, Types of media

and professions related to it, Social media’s affect on Fashion Industry

UNIT-II

Fashion Promotion& Advertising- Fashion Advertising, sales Promotion, Fashion Press,

Fashion shows and Fashion Publicity, Press release, Media kit, Magazines, Window

display etc.

UNIT-III

Tools of Media:

Newspapers, Magazines, Radio, TV, Films, Internet, mobiles

Advertising, Public Relations & Public Affairs

Traditional & Folk Media

Media and modern society

Media and democracy

33

UNIT-IV

Characteristics of Individual media: Media, Broadcast Media, Out of Home Media, Online

Media, Other Media, Determinants of Media:CPM, TRP, GRP, CPRP

REFERENCE:

Frings, “Fashion from Concept to Consumer 7th Edition”, Pearson

BLOOMSBURY PUBLISHING: FASHION MEDIA, PAST AND PRESENT BY

Djurdja Bartlett

Mass Communication Theory Denis McQuali

John Hedge, “Photography Course”, John Hedge C. 1992.

\

34

15080303: FASHION ART ILLUSTRATION -II

SEMESTER : III





CREDITS :2

OBJECTIVES:

To impart knowledge of knitted fabrics, their properties and structure

To provide knowledge about manufacturing techniques of knitted fabrics as well as

ornamentation.

COURSE DETAIL

UNIT- 1

Drawing a fully fledged fashion figure :

Front view

Back view

Side view

UNIT- 1I

Photo analysis - Fabric Renderings: Prints, Stripes, denim, floral, checks, chiffon and

embellishment techniques.

UNIT- III

Illustrate of different Male, Female croquis of different ages:

Postures,

Stylization

UNIT- 1V

Make stick figures in different poses, designing of various garments from the following

categories: Children wear, Ladies’ wear, Men’s wear

REFERENCE:

Kopp, E., Rolfo, V., and Zelin - New Fashion Areas for Designing Apparel through the flat pattern. Fairchild Publications, Inc. 1972.

"Big Book of Fashion Illustration" By Martin Dawver, Publisher Batsford

35

15080304: ADVANCED GRAPHIC DESIGN

SEMESTER : III





CREDITS :2

OBJECTIVES:

To familiarize the students various drafting techniques to a range of graphical

presentation methods at an elementary level

To introduce various ideas or concepts including: graphical representation of

charts or drawings; construction of models; modern information and

communication technologies.



UNIT- 1

Basic fundamentals of Symbolism

Different type of symbolism. The social and cultural context of the symbols and icons.

Designing Identity

To built an identity using the symbol and other appropriate mediums

UNIT- II

Overview, Logotype + Signature, Colour, Typography

Brief History of Grids in Modern Graphics ISO & Paper sizes

Column, rows, gutter space, margins, spine width, heading, sub-heading

Elements of a Grid

Types of Grid - Single column grid, double column grid, division of space, grid table,

Combining Grid, Type, Image

Harmony, structure, balance, visual balances, contrast in Image

UNIT- III

Introduction to printing

Types of printing

Print Production Workflow

36

UNIT- IV

History of paper

Process of Paper making

Types of paper

Finishing Processes

Folding Binding types and materials

Packaging and distribution

37

15080305: FASHION PHOTOGRAPHY-I

SEMESTER : III





CREDITS :2

OBJECTIVES:

To orient students to the photographic techniques and garment styling


which helps to qualifies a student to work as a “Stylist” in Fashion Industry.

CORSE DETAIL

UNIT-I

Introduction to fashion photographer, Camera Definition- Parts of Camera, Classification

and types of cameras

UNIT-II

Photography Basics: converging & leading lines, relative brightness, fill the frame,

negative space, types of lenses, lenses quality, Field of view affected by camera format,

field of view and subject distance, camera controls- Aperture, Shutter Speed, and focus

UNIT-III

Sharpness and Resolution; depth of field, magnification, focal length, hyper focal

distance,Principles of photography-Indoor photography, Outdoor photography - Capture

fashion, creating mood etc.

UNIT-IV

Lighting Basic: Direction of light, quality of light, balance of light,

REFERENCES:

Virtual Reality Photography by Scott Highton

Lighting Techniques for Fashion and Glamour Photography, Stephen A. Dantzig,

Amherst Media, Inc.

38

15080306: DESIGN INTERPRETATION ON CAD-I

SEMESTER : III





CREDITS :4

OBJECTIVES:

To develop the competence of students in Computer Graphics using image editing

& object creation with help of Adobe Photoshop

COURSE DETAIL:

UNIT –I

Corel Draw- manipulates, edit, and adjust images by using, learning different tools of

Coral Draw such as Pen tool, Selection Tool, Crop Tool, Line Tool etc., Basic Shapes –

Elliptical, Polygene, Oval, Rectangular etc.

UNIT- II

Photoshop-Photoshop tools in detail: Merging, Blending, Transforming, working with

layers, Image editing, Apply layer effects and filters to create special effects, including

lighting and texture effects.

UNIT- III

Photo Retouching and Color Correction, The Red Eye Tool, The Clone Stamp Tool, The

Patch Tool & the Healing Brush Tool, The Spot Healing Brush Tool, The Color

Replacement Tool, Adjusting Levels, Adjust Curves, Non-Destructively, with Adjustment

Layers

UNIT-IV

Designing of artwork such as logos, illustrations, brochures etc. using Adobe Illustrator

and corel draw.

REFERENCE:

Eismann, Katrin, Photoshop Retouching Techniques, Simmon- Steve Publisher QueISBN : 0789723182Published : April, 2001.

Respective software manuals, Adobe Photshop, & Corel trace

39

15080307: TERM PROJECT

SEMESTER : III




DURATION : 12-16 Weeks/Semester

CREDITS : 4

OBJECTIVES:

To implement the understanding individually.

This is the error and learning process.

To improve the work through experiment/ experience.

COURSE DETAIL

Teachers can be assigned any kind of project/ assignment/ craft work/ chapter study/

theme based work/ project/ special order/ free launching etc.

Students need to submit all the details, documentation etc for evaluation. / Group or

individual activity can be allowed only by the concern tutor.The students are required to

maintain a field diary all through the tour,The collected information should be

documented through visuals, samples etc.After such a tour student shall submit a report

40


IV – Semester

Category of Paper Code No Subject Name Th/

Pr Credit

Hr

s

Th/

Pr Tut

Core Course (CC) 15080401 Fashion Forecasting Th 4 4 3 1

Core Course (CC) 15080402 Introduction to Marketing &

Merchandising Th 4 4 3 1

Core Course (CC) 15080403 Typography Pr 2 4 4 -

Core Course (CC) 15080404 Creative Advertising & Media

Planning Pr 2 4 4 -

Core Course (CC) 15080405 Fashion Photography-II Pr 2 4 4 -

Skill Enhancement Courses

(SEC) 15080406 Design interpretation on CAD-II Pr 4 4 4 -


TOTAL 22 28 26 2

41

15080401: FASHION FORECASTING

SEMESTER : IV

MAX. LECTURE-3Hrs/Week : 48


MAX. PRACTICAL-0Hrs/Week : NIL


CREDITS :4

OBJECTIVES:

To understand the relevance of fashion forecast in the Fashion Business

To understand the prevalence of fashion forecasting in Indian markets

To comprehend fashion forecasting as a tool to understand consumer behavior in the

Indian scenario

COURSE DETAIL

UNIT- I

Introduction:

Fashion, Fashion cycle, Forecasting

The role of a forecaster

The precision of the forecast

UNIT- II

Theme based forecasting framework:-

Research theme

Cultural Indicators

Work on Indian market (casual, formal, party, leisure)

Inspiration board

Mood board

Work on textures

Collect swatches & making the detailing board

Design development sheets

UNIT III

Color forecasting:-

Make Panton color chart using color schemes

Make unique color combination with prints sample

42

UNIT-IV

Marketplace dynamics:

Consumer Research

Sales Forecasting

Note:Submission process Report for forecasting on men’s wear/ women’s wear/ kids wear

– colour, style, fabric, print, graphics, ornamentations etc.

REFERENCE:

Fashion Forecasting, 2nd Edition, Research, Analysis, and Presentation, Evelyn L.

Brannon, Berg Publishers..

Creative Fashion Presentations, Polly Guerin, Fairchild Publication.

Fashion Forecasting- McKelvey Kathryn &Munslow Janine, Wiley-Blckwell 2008

Fashion Forecasting, 2nd Edition, Research, Analysis, and Presentation, Evelyn L.

Brannon, Berg Publishers

Fashion Forecasting-Evelyn L. Brannon

43

15080402: INTRODUCTION TO MARKET & MERCHANDISING

SEMESTER : IV





CREDITS :4

OBJECTIVES:

To give awareness regarding the importance of Fashion Marketing

To impart knowledge and skills in the areas of apparel merchandising

To awareness of the Students with various marketing and merchandising

procedures.

COURSE DETAIL

UNIT-I

Marketing- Definition, what it does, core concepts of marketing, marketing management –

process, different approaches. Marketing mix- P’s of Marketing’ -Product, Price, Place

and Promotion

UNIT-II

Merchandising-definition, Role of a merchandiser- differentiating his roles at buyer, cost

merchandising-costing, Different departments in an export house and their functioning

UNIT-III

Product life cycle (PLC). Type of Merchandising, Retail merchandiser, quick response,

just –in-Time, merchandiser calendar, trend analysis, Fashion Trend Analysis, product life

cycle

UNIT-IV

Domestic Vs international marketing, challenges for international marketing, identifying

foreign apparel markets, international marketing mix – PLC model, pricing decision,

channels of distribution, promotion mix in international context

44

REFERENCES:-

Fashion from concepts to consumers- Gini stephesis

Swinney, John .B,”Merchandising of Fashion”, Ronald Press, 1942

Marketing Fashions- Harriet Poshar- Laurence King,London

Philip R Cateora, “International Marketing”, 11th Ed, McGraw-Hill Publication 6.

45

15080403: TYPOGRAPHY

SEMESTER : IV





CREDITS :2

OBJECTIVES:

To enable the students to create professional level typographic designs.

COURSE DETAIL

UNIT- I

Calligraphy: basic tools and instruments: dip pens, brushes, nibs etc. Application of

calligraphy in designs: Logo designs, posters etc. Understanding difference between

Calligraphy and Typography

UNIT- II

Understanding typeface: Typefaces and fonts, Measurements: relative and absolute, point,

space etc, Selection of a type face in design: point size, line length, leading, tracking, and

kerning. Readability and legibility

UNIT III

Classification of type - old style, transitional period, modern, slab serif, sans serif, script,

decorative etc.

UNIT-IV

Express the meaning or idea of a word by use of size, spacing or placement of letters.

Pattern poems or Concrete poetry, Typo grams, Calligrammeetc

REFERENCE:

Thinking with Type, 2nd revised and expanded edition: Ellen Lupton

Hand-Lettering Ledger: Mary Kate McDevitt Publisher: Chronicle Books

The Typographic Universe: Letterforms Found in Nature, the Built World and

Human Imagination :Steven Heller & Gail Anderson

Shadow Type: Classic Three-Dimensional Lettering : Steven Heller & Louise Fili

46

15080404: CREATIVE ADVERTISING & MEDIA PLANNING

SEMESTER : IV





CREDITS :2

OBJECTIVES:

To impart knowledge related aspects of advertising and media planning such as

factors affecting advertising and selection of media planning and impact of media

on society etc.

to understand how is a media plan developed and what are intellectual property

rights for advertising and how to protect that rights to evaluating the effectiveness

of the media plan

COURSE DETAIL

UNIT –I

Advertising objectives

Strategies to achieve the objectives

Advertising Campaigns (Various stages of the campaign, combined campaigns, inter-

media coordination)

UNIT –II

Advertising Budget

Advertising expenditure & process of budgeting

Factors affecting advertising expenditure

Methods of determining advertising expenditure

Administering the budget

UNIT –III

Media planning & Scheduling:

Selection of media category

Reach, frequency & impact of selected media

Cost & Other factors influencing the choice of media

Media Scheduling

47

UNIT-IV

Advertising Copy:

Translating advertising message into copies

Preparing effective copies

Elements of print copy – Headlines, Body copy, Illustrations, Slogan, Logo, Role of

colours, Storyboard

REFERENCE:

Advertising – Concept and Copy 3rd edition Paperback by George Felton

The Media Handbook: A Complete Guide to Advertising Media Selection,

Planning, Research, and Buying by Helen Katz

Advertising Media Planning: A Brand Management Approach by:

Larry Kelley

http://www.amazon.in/George-Felton/e/B001HCW85U/ref=dp_byline_cont_book_1

http://www.amazon.in/s/ref=dp_byline_sr_book_1?ie=UTF8&field-author=Helen+Katz&search-alias=stripbooks

http://www.amazon.in/Advertising-Media-Planning-Management-Approach/dp/0765640902/ref=pd_sim_14_7?_encoding=UTF8&psc=1&refRID=0AJR3R2M12GPVJMVB96T

http://www.amazon.in/Advertising-Media-Planning-Management-Approach/dp/0765640902/ref=pd_sim_14_7?_encoding=UTF8&psc=1&refRID=0AJR3R2M12GPVJMVB96T

48

15080405: FASHION PHOTOGRAPHY -II

SEMESTER : IV





CREDITS :2

OBJECTIVES:

To orient students to the photographic techniques and garment styling


which helps to qualifies a student to work as a “Stylist” in Fashion Industry.

COURSE DETAIL:

UNIT-I

Apply different types of lightening such as Fluorescent lights, Full lighting, mixed lighting

etc and their effects.

UNIT-II

Photography using Digital Cameras – Video Photography – Image Mixing , Application of

Computers in Photography

UNIT-III

Shoots of Different styles:Street styles, Red Carpet etc.

UNIT-IV

Shooting model portfolios:

Preparations of a portfolio with 4shoots based theme like Hair and makeup- clothing,

lighting etc.

REFERENCE:

Lighting Techniques for Fashion and Glamour Photography, Stephen A. Dantzig,

Amherst Media, Inc.

A Photographer's Guide to Shooting Model and Actor Portfolios by C. J. Elfont,

Alan Lowry, Edna Elfont

49

15080406: DESIGN INTERPRETATION ON CAD - II

SEMESTER : IV





CREDITS :4

OBJECTIVES:

To introduce the students to the art and craft of painting techniques such as digital

paint effects etc

To understand the design and execute compositing in Visual Effects using digital

software

COURSE DETAIL:

UNIT –I

Designing Paint Effects – Coloring paints-– Designing Weather and Seasons –Effects on

seasons- Designing Glass image – Designing different glass reflection- Designing Glow

Effects – Liquid Effects and Reflection design- Designing Special Effects – Designing

effects of Hair and shape

UNIT- II

Introduction to 3D related menu bars- -3D co-ordinate systems, Isometric & orthographic

views, 3D Visual styles, Preparing 2D drawings for converting 3D, Visual effects-

Particles – Analysis- Size- Sand Effects – Smoke Effects- Fire Effects – Cloud Effects –

Snow Effects Fluid Effects- Coloring- designing Clouds Background – Designing Fog

Effects – Explosion Effects

UNIT- III

Concept of digital painting, Basic tools for painting, Digital creation of charcoal drawings,

pastel, water color and oil painting using Photoshop, Illustration techniques

UNIT- IV

Visual Effects Tool and advanced functions– Converting images from 2D to 3D Pictures -

Creating 3D Effects, Differentiation 2D effects and 3D effects.

50

REFERENCE:

Bold Vision: A Digital Painting Bible: Gary Tonge

Digital Fantasy Painting Workshop: Martin Mckenna

The Art of Special Effects: Thomas G. Smith

The Art and Science of Digital Compositing (The Morgan Kaufmann Series in

Computer Graphics) : Ron Brinkmann

51


SEMESTER : IV





CREDITS : 4

OBJECTIVES:




COURSE DETAIL







52


V – Semester


Pr Credit

Hr

s

Th/

Pr Tut

Core Course (CC) 15080501 Public Relation Th 4 4 3 1

Core Course (CC) 15080502 Art Semiotics Th 4 4 3 1

Skill Enhancement Courses (SEC) 15080503 Foreign language-German Th 4 4 3 1

Discipline Specific Elective (DSE)

15080504 ANY ONE:-

(a) Visual Merchandising Pr 4 4 4 - 15080505 (b) Window display

Core Course (CC) 15080506 Advanced Event Design &

Planning Pr 2 4 4 -

Core Course (CC) 15080507 Fashion Styling Pr 2 4 4 -


TOTAL 24 28 25 3

53

15080501: PUBLIC RELATION

SEMESTER : V





CREDITS :4

OBJECTIVES:

To take the students through the role and scope of PR in management, its various

tools and the emerging importance of the discipline in varying areas.

To look at the evolution of Corporate Communication and its expanded role in

organizational and marketing communication

COURSE DETAIL

UNIT-I

Definitions and overview of public relations - As a managerial concept - As a behavioral

science

UNIT-II

History of the field, from ancient beginning to modern times - Important people, leaders in

the field - Societal factors impacting growth

UNIT-III

Public relations problem-solving and planning “process” - RACE, ROPE, other

programming models - Role of research in public relations programs

UNIT-IV

Public relations communication theory - SEMDR, other communications models -

Concept of two-way communication. The public of public relations - Overview of most

crucial publics, including community, employees, consumers, government, news media

REFERENCE:

The Big Book of Layouts: David E. Carter

Essentials -100 Design Principles for Using Grids: Beth Tondreau

Best of Newspaper Design: Society of News Design 4. Designing for Newspapers

and Magazines: Chris Frost

Layout Workbook: Kristin Cullen

54

15080502: ART SEMIOTICS

SEMESTER : V





CREDITS :4

COURSE DETAIL

OBJECTIVES:

To introduce various related aspect of semiotics and typography style.

To familiarize the students about various style of sign and symbols and their

interpretation.

To impart knowledge of different types of stylized letter including point size,

typefaces, letter spacing, line-spacing, numbering etc. and their arrangements.

COURSE DETAIL

UNIT-I

Introduction of Semiotics, Purpose of semiotics, Sign, Context: Paradigms, Syntagms and

Anchorage, Codes, Myth, Type of Semiotics- multimedia semiotics, social semiotics

etcCostumes as a sign, level of typography.

UNIT-II

Semiotics and the Typed Image Poetic Language- Typographic Design Picture- Poetry

Words within Images- Photographed Letter-objects -The Computer-generated Letter-

Object

UNIT-III

Introduction of Typography,Elements of typographic style Typography as semiotics

resource- weight, colour, size, slant, framing, flourishesetc,

UNIT-IV

Brief introduction of international semiotics and typographic style, Study of contemporary

3d type books, Limitation of typography, semiotics of business signage, text as image in

posters, Application of semiotics & typography in fashion field.Carrier opportunities of

semiotics & typography

55

REFERENCE:

Typography as Semiotic Resource, by-- Frank Serafini

Semiotics and Typography,by Barbara Brownie, 2009

Semiotics and Visual Communication: Concepts and Practices Edited by

EvripidesZantides

https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwia6ozqgurTAhWGuY8KHdHqAugQFgghMAA&url=http%3A%2F%2Fwww.frankserafini.com%2Fpublications%2Fserafini-typography.pdf&usg=AFQjCNFdi3LvOSUy11hhEH9uOZ8qdM0cVg

https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&uact=8&ved=0ahUKEwibu-i9jOrTAhWMuI8KHfV5CWQQFggrMAE&url=http%3A%2F%2Fwww.typedimage.com%2FSemioticsandTypography.pdf&usg=AFQjCNG3iDhB4yWglnkgO7PMOHXV6ZKvsQ

56

15080503: FOREIGN LANGUAGE - GERMAN

SEMESTER : V





CREDITS : 4

OBJECTIVES

To use German vocabulary and grammar.

To develop communication skills in German Language.

To use German language in their professional life.

COURSE DETAILS

UNIT I

Vocabulary

Getting to know people

Starting a conversation

People and things

Talking about relatives

UNIT II

Arrival

Finding a space

If you want to ask a Question

Pronouns and Verbs

UNIT III Seeing the Sights

Finding your way on foot

How do I get to….

How to point out something

Verbs Again (Grammar)

UNIT IV

Public Transportation

What to say to the conductor

Some contractions

More action Verbs

On Nouns and Articles (Grammar)

57

Countries and Languages

I am …….

I am travelling to...

Lost in the way.

I speak….

REFERENCE

Barron’s German (Learn Deutsch) The Fast and Fun Way. Third Edition by Paul

and Heywood Wald, coordinating Editor. 2004

Deutsch alsFremdSprache A1 by Dengler, Rusch, Schmitz and Sieber. Klett

Langenscheidt, Munchen. Published by Goyal Publishers.

Lernziel Deutsch: Deutsch alsFremdsprache by Wolfgang Hieber. 2007. Max

HueberVerlag (Max Hueber Publication) Munchen

58

Discipline Specific Elective [DSE]:

Opt any One from VISUAL MERCHANDISING or WINDOW DISPLAY

15080504: VISUAL MERCHANDISING

SEMESTER : V





CREDITS :4

OBJECTIVES:

To introduce various aspects related to visual merchandising such as display

location. Display equipment, window display etc.

To provide the basic working tools and skills related to visual merchandising

COURSE DETAIL

UNIT-I

Introduction to visual merchandising, Purpose of VM, Need of Visual Merchandising and

terminology like foot falls, conversion ratio. Visual Merchandising Techniques, Signage,

Familiar symbols, Masking and proscenia

UNIT-II

Display Locations: Store Exterior, Store Interior,Types of Window Display: Focal

window, Rack Window, Corner window etc, Purpose of Display Colour, Texture Line and

Composition Light and Lightings.

UNIT-III

Display Equipments: Mannequins and three dimensional dressing, Fixtures, Props,

Furniture as props, Visual Merchandising and Dressing Fixtures, Career opportunities in

Visual Merchandising

UNIT-IV

Different categorization of fashion/apparels based on gender, price factor, style, sizing of

garments- men, women, kids. Study of Tech Pack, Industry Tech pack, relating a spec

sheet with garment, making a spec sheet.

59

REFERENCE:

Visual Merchandising and Store Design Workbook by Greg M. Gorman – ST

Publications (1996)

Visual Merchandising and Display / Edition 5by Martin M. Pegler , Fairchild

Publication.

Contemporary Visual Merchandising and Environmental Design by Jay

Diamond, Ellen Diamond in Books

60

15080505: WINDOW DISPLAY

SEMESTER : V





CREDITS :4

OBJECTIVES:

To provide hand knowledge of basic working tools and skills of visual

merchandising

COURSE DETAILS:

UNIT-I

Types of Window Display and their setting- Focal window, Rack Window, Corner

window, Open Back Windowetc., Colour, Light and Texture of display

UNIT-II

Display Locations: Store Exterior& Store Interior

Display Equipments: Mannequins, three dimensional dressing, Props, Fixtures, Visual

Merchandising and Dressing Fixtures

UNIT-III

Visual Merchandising and Display Techniques: Familiar symbols, Masking and proscenia,

Sale ideas and Graphics and Signage

UNIT-IV

Merchandising & Planning: Visual Merchandising and Planning, Setting up a Display,

shop, Store Planning and Design

REFERENCE:

Visual Merchandising and Display / Edition 5by Martin M. Pegler , Fairchild

Publication.

Contemporary Visual Merchandising and Environmental Design by Jay Diamond,

Ellen Diamond in Books

Visual Merchandising and Store Design Workbook by Greg M. Gorman – ST

Publications (1996)

61

15080506: ADVANCED EVENT DESIGN & PLANNING

SEMESTER : V





CREDITS :2

OBJECTIVES:

To gain work experience in design development process through work experience

COURSE DETAILS:

Students will Plan an Large scale event with

Aim of event

Develop a mission

Establish Objectives

Preparing event proposal

Use of planning tools

Students work on individual theme

Evaluation will be done on the basis of whole planning & performance

62

15080507: FASHION STYLING

SEMESTER : V





CREDITS :2

OBJECTIVES:


which is in tune with industry requirement. - To produce a strong visual document

that explains the skills, techniques and vocational quality that qualifies a student to

work as a “Stylist” in Fashion Industry.

COURSE DETAIL

UNIT- 1

Introduction to fashion styling-The role of the fashion stylist, Importance of fashion

styling, Styling Elements: model, accessories, background theme, Props in styling,Styling

for magazine, Styling for fashion photography , Styling for Advertising (electronic

advertising)

UNIT- II

Catalogue Design: Design Designing of Professional Catalogue for different Brand

Categories. The process includes selection of Apparel Brand, Study of various features of

that Brand, keeping in mind the style of Promotion of that Brand, Designing a Catalogue

of minimum 15 pages.

UNIT- III

Corporate Stationary Design, Designing of Letter Head, Visiting Card, Envelope,

UNIT- IV

Fashion Styling Selection of any one Category for Women. Assembling the Collection and

Accessories. Developing a Look/ Mood for the Category.

63

REFERENCE:

Mastering Fashion Styling (Palgrave Master Series) Paperback – Import, 9 Aug

1999by Jo Dingemans

STYLE WISE: A Practical Guide to Becoming a Fashion Stylis by: Shann-Burns-

Tran

64


SEMESTER : V





CREDITS : 4

OBJECTIVES:




COURSE DETAIL







65


VI – Semester


Pr

Cre

dit Hrs

Th/

Pr

T

ut

Core Course (CC) 15060601 Publication Design Th 4 4 3 1

Core Course (CC) 15060602 Consumer Behaviour in Fashion Th 4 4 3 1

Core Course (CC) 15060603 Fashion Branding & Promotion Th 4 4 3 1

Core Course (CC) 15060604 Foreign language-German Th 4 4 3 1

Discipline Specific Elective (DSE)

15060605 ANY ONE:-

(a) Professional Portfolio Development Pr 4 4 4 -

15060606 (b) Digital Portfolio Development

Project 15060607

Film Production/ Ad Show Making/

Documentary Picture Development etc. Pr 4 8

8

-

TOTAL 24 28 24 4

66

15080601: PUBLICATION DESIGN

SEMESTER : VI





CREDITS :4

OBJECTIVES:

To familiarize the graphic designer’s role in the layout and design of multi page

publications in print and digital media.

COURSE DETAIL:

UNIT-I

Introduction of Publication design, types of publication design, Principles in Lay Out, Free

Style Lay Out, Grid Design etc, Brief introduction of different Formats, Margins,

Columns and Gutters.

UNIT-II

Visualisations of various layouts- magazine, newspaper, books, screen media etc, Creating

a Suitable Grid, Title and Cover Policies. Selecting and Using Type family, White Space,

Colour, Headlines, The Masthead etc

UNIT-III

Introduction to Adobe In design / scribes : Various tools and panels-Character formatting

options and paragraph formatting, Concept of master, Override master Item. Number &

Section Option, Table of Content, Bullets & Numbering etc. Exporting of documents,

Print booklet options etc

UNIT-IV

Brief introduction of Electronic Publishing and their rules, Interaction Between Movies,

Sound Clips URL’s And Other E-Books, E-Publication For Various Platforms.

67

REFERENCE:

The Big Book of Layouts: David E. Carter

Essentials -100 Design Principles for Using Grids: Beth Tondreau

Best of Newspaper Design: Society of News Design 4. Designing for Newspapers

and Magazines: Chris Frost

Layout Workbook: Kristin Cullen

68

15080602: CONSUMER BEHAVIOUR IN FASHION

SEMESTER : VI





CREDITS :4

OBJECTIVES:

To familarise the students with merchandising and their functions, market segmentation, product development, etc

To introduce students with various aspects of quality and their management

To impart knowledge about various product standards and product specifications

and the process of product development towards market need.

COURSE DETAILS:

UNIT –I

Introduction to consumer behaviour:Scope and importance, characteristics of consumer

behaviour in fashion marketing ,Consumer black box-factors and internal sourse affecting

consumer behaviour, Group Dynamics and Reference Groups,

UNIT –II

Consumer Behavior in Fashion and Retail Industry - Fashion consumer decision making-

Consumer decision making process - High involvement and low involvement buying

decisions ,

UNIT –III

Perceptions-characteristics of Perception, consumer characteristics affecting perception ,

Consumer Motivation and its theory, Attitudes- belief,attitude and value,components and

functions of attitude. Personality- its characteristics and theories, Self- concept and

Marketing

UNIT –IV

Retail consumer and outlet selection, Consumer satisfaction, Lifestyle & Psychographics

segmentation

69

REFERENCE:

Tate, Inside Fashion Design, Dorling Kindersley

Frings,“ Fashion from Concept to Consumer 7th Edition”, Pearson John Graham,

Mike Easey,“Fashion marketing”, Om Publication.

Fashion Marketing, Third Edition by Mike Easey, Blackwell Publishing, 2009

Elaine Stone, “Fashion buying”, McGRAW-HILL Book Company.

70

15080603: FASHION BRANDING & PROMOTION

SEMESTER : IV

MAX. LECTURE-3Hrs/Week : 48


MAX. PRACTICAL-0Hrs/Week : NIL


CREDITS :4

OBJECTIVES:

To analysis and planning on how a brand is perceived in the market and how to

Developing a good relationship with the target market to brand management

To familiarize the students from fashion promotion and different fashion

promotion techniques

COURSE DETAIL

UNIT- 1

Brand- definition, types of brand, brand name, brand licensing,The Fashion System and its

most important Brands- Designs, Consumers and Quality.

UNIT- 1I

Branding Strategy: Product brand strategy, Range brand strategy, Source brand strategy

etc, Designer as Brand, Developing Brand image, Advertising and Promotion in the

Fashion industry,

UNIT- III

Promotion & Advertising Tools: Promotion, Publicity, Press release, Press photography,

Media kit, Advertising, Television and Radio, Direct marketing, Sponsorship etc.

UNIT- 1V

Fashion Promotion and Communication: Trade fairs, Fashion Shows, Fashion Weeks,

anBranding Parameters: Building a Brand, Marinating Brand, Brand Expansion, Case

studies of major brand entitles in apparel sector

REFERENCE:

An Introduction to Branding by Mellissa Davis, Jonathan Baldwin

Marketing Fashions- Harriet Poshar- Laurence King, London

Kitty G.Dickerson, Inside the Fashion Bussiness, 7th Edition, Pearson

Education, India

71

15080604: FOREIGN LANGUAGE - GERMAN

SEMESTER : VI





CREDITS : 4

COURSE OBJECTIVES

To familiar with the basic level of German Language

To able to understand communication in German language

To read simple sentences of day to day Life

Enabled to write/frame simple sentences in day to day Life.

COURSE DETAILS

UNIT I

Cars and Vans

Road signs

At the Car Rental Office

Essential phrases for Drivers

Road signs

At the service station

The Car

Essential Expressions about your car

Grammar:

The Imperative

Modal Verbs

UNIT II

At the Grocery store

How do you say?

Grammar:

More important Verbs

Weather / Season

How is the weather

If today is Tues day, then….

Grammar…

Airplanes and Trains

The Plane

72

UNIT III

Asking for something

All Aboard

Grammar:

Reflexive Pronouns

Direct Object Pronouns

Ordering Food, Meals / Food ,Breakfast

The Table, The main Meal, The Noon meal

To give and take

UNIT IV

Clothing stores

Trying on clothes

Men’s clothes

Women’s clothes

Shoes for men and women

Clothes for the Party

Communicating, Use of Language

Pronunciation and Intonation, Reading and Understanding.

Text writing ,Text forming

Use of Language, Building up the Language ,Language Comparison

REFERENCES

Barron’s German (Learn Deutsch) The Fast and Fun Way. Third Edition by Paul

and Heywood Wald, coordinating Editor. 2004

Deutsch alsFremdSprache A1 by Dengler, Rusch, Schmitz and Sieber. Klett

Langenscheidt, Munchen. Published by Goyal Publishers.

73

Discipline Specific Elective [DSE]:

Opt any One from:PROFESSIONAL PORTFOLIO DEVELOPMENT or DIGITAL

PORTFOLIO DEVELOPMENT

15080605: PROFESSIONAL PORTFOLIO DEVELOPMENT

SEMESTER : VI





CREDITS : 4

OBJECTIVES:

To show their talents visually.

To compile the different work under sequence.

To deal with corporate demands.

COURSE DETAIL

Final portfolio need to develop for corporate dealing.

Combine all the semester work when ever necessary.

The relevant details, photography need to be shown properly.

Guidance may be taken from the faculty member(s).

74

15080606 : DIGITAL PORTFOLIO DEVELOPMENT

SEMESTER : VI





CREDITS : 4

OBJECTIVES:

To combine the collective creative work promptly.

To develop the professional portfolio.

To represent the creative talents in front of professionals.

COURSE DETAIL

Develop a digital portfolio for a product/ them/ previous work/ design etc.

As per the corporate need student must develop the portfolio.

The portfolio may representation the specific work of the student.

75

15080606: FILM PRODUCTION/AD. SHOW MAKING/ DOCUMENTARY

PICTURE DEVELOPMENT ETC.

SEMESTER : VI

MAX. LECTURE-0 Hr./ Week : NIL

MAX. TUTORIAL-0 Hr./Week : NIL

MAX. PRACTICAL-8 Hrs./Week : 128


CREDITS : 4

OBJECTIVES:

To show their talents visually.

To compile the whole project under faculty guidance.

COURSE DETAIL

Students need to do the project and present/ submit the document.

If any changes/add on according to the faculty instructions.

evaluation scheme for b.a (fashion communication) i semester

Documents