Page 1
ADVANCE DIPLOMA IN GRAPHIC DESIGN AND VISUAL COMMUNICATION 1 Syllabus Mumbai University by munotes
Page 2
Copy to : -
1. The Deputy Registrar, Academic Authorities Meetings and Services
(AAMS),
2. The Deputy Registrar, College Affiliations & Development
Department (CAD),
3. The Deputy Registrar, (Admissions, Enrolment, Eligibility and
Migration Department (AEM),
4. The Deputy Registrar, Research Administration & Promotion Cell
(RAPC),
5. The Deputy Registrar, Executive Authorities Section (EA),
6. The Deputy Registrar, PRO, Fort, (Publi cation Section),
7. The Deputy Registrar, (Special Cell),
8. The Deputy Registrar, Fort/ Vidyanagari Administration Department
(FAD) (VAD), Record Section,
9. The Director, Institute of Distance and Open Learni ng (IDOL Admin),
Vidyanagari,
They are requested to treat this as action taken report on the
concerned resolution adopted by the Academic Council referred to in
the above circular and that on separate Action Taken Report will be
sent in this connection.
1. P.A to Hon’ble Vice -Chancellor ,
2. P.A Pro -Vice-Chancellor,
3. P.A to Registrar,
4. All Deans of all Faculties,
5. P.A to Finance & Account Officers, (F.& A.O),
6. P.A to Director, Board of Examinations and Evaluation,
7. P.A to Director, Innovation, Incubation and Linkages,
8. P.A to Director, Board of Lifelong Learning and Extension (BLLE),
9. The Director, Dept. of Information and Communication Technology
(DICT) (CCF & UCC), Vidyanagari,
10. The Director of Board of Student Development,
11. The Director, Department of Students Walfare (DSD),
12. All Deputy Registrar, Examination House,
13. The Deputy Registrars, Finance & Accounts Section,
14. The Assistant Registrar, Administrative sub -Campus Thane,
15. The Assistant Registrar, School of Engg. & Applied Sciences, Kalyan,
16. The Assistant Registrar, Ratnagiri sub -centre, Ratnagiri,
17. The Assistant Registrar, Constituent Colleges Unit,
18. BUCTU,
19. The Receptionist,
20. The Telephone Operator,
21. The Secretary MUASA
for information.
Page 3
(Appendix ‘B’)
New ordinances 6687 & 6688 relating to the Advance
Diplo ma Course in Graphic Design and Visual Communication.
1. Necessity of starting this course:
This course aims to encourage the student ’s creativity, individuality and personal
growth through the study of graphic communication design.
The main objective is on the application of skills to develop ideas and present information in
ways that are engaging, meaningful, useful and worthwhile.
Since the communication is cli ent based, the student will be able be aware of the intricacies
of design, and can identify and use communication strategies to be effective. Using a wide
range of intellectual, creative and cognitive skills, and placing a strong emphasis on design,
prese ntation and communication of ideas, the student becomes fully equipped to hold his own
in the industry.
The course offers, the study of design methodology, with the use of artistic and digital skills
that are sustainable and can be used in all professional settings, and will allow them to face
the challenges in the industry. The UGC has not recommended to start this course. Being a
part of a reputed, accredited institution puts our students at an advantage so that in addition to
a well -rounded education we can give them the best possible, once they step into the working
world, giving them a strong foundation on which to build their careers. Furthermore, it will
open doors unprecedented for our students. Conferring diplomas attached to an accredited
instituti on thereby providing potential recruiters with an assurance of quality of education and
skill.
Being a part of a reputed, accredited institution puts students at an advantage so that in
addition to a well -rounded education we can give them the best possib le, once they step into
the working world, giving them a strong foundation on which to build their careers.
Furthermore, it will open doors unprecedented for our students. Conferring diplomas attached
to an accredited institution thereby providing potentia l recruiters with an assurance of quality
of education and skill
2. The UGC has recommended to start this course.
Yes. The UGC has made a strong recommendation for Skill based courses, keeping in tune
with the Government of India initiative of a National D esign Policy. Such a course
Page 4
visualizes a design enabled industry and aim to have a positive impact on the quality of life
and in tune to the national economy.
3. This course has not commenced in 2019 -2020.
4. This is a proposed course, and it will be self financed .
5. This is a one -year diploma course. The course is designed to provide professional
training for the Graphic Design & Visual Communication i ndustry, and encompasses all the
advanced skills needed to work in the industry. It would not be possib le to compress this
course
6. The intake capacity for this course is 30 students.
7. JOB OPPORTUNITIES: -
Junior graphic design
Junior visualiser
Layout designer at a printing press
o Story board artist
o Matte painting artist
Background artist
Junior art director in movies/drama
Junior set designer
2D animator
Pre production artist in 3D animation studio
Wall painting artist
Texture artist in an animation studio
Assistant to a photographer
-Freelance graphic designer
-Freelance visualiser
-Hobby classes fo r drawing/calligraphy
Page 5
AC- 29/06/2021
Item No. – 8.8 (N)
UNIVERSITY OF MUMBAI
ADVANCE DIPLOMA IN GRAPHIC DESIGN AND VISUAL
COMMUNICATION
(to be introduced with effect from the academic year 2022 -23)
Page 6
UNIVERSITY OF MUMBAI
Syllabus for Approval
Name & Signature of BOS Chairperson : Dr. (Mrs.) Geeta Ibrahim
Name & Signature of Dean: ____________________________
Sr.
No. Heading Particulars
1 Title of the Course
O. 6687 Advanced Diploma in Graphic Design &
Visual Communication
2 Eligibility for Admission
O. 668 8 Std. XII or Equivalent
3 Passing Marks
R - 9430 40%
4 Ordinances / Regulations
( if any)
5 No. of Years / Semesters
R - 9431 1 year / 2 Semesters
6 Level P.G. / U.G. / Diploma / Certificate
( Strike out which is not applicable)
7 Pattern Yearly / Semester
( Strike out which is not applicable)
8 Status New / Revised
( Strike out which is not applicable)
9 To be implemented from
Academic Year From Academic Year - June, 2021
Page 7
ADVANCE DIPLOMA IN GRAPHIC DESIGN AND VISUAL
COMMUNICATION
Medium of Instruction: English
RATIONALE: -
This course aims to encourage the students creativity, individuality and
personal growth through the study of graphic communication design.
The main objective is on the application of skills to develop ideas and present information in
ways that are engaging, meaningful, useful and worthwhile.
Since the communication is cli ent based, the student will be able be aware of the intricacies
of design, and can identify and use communication strategies to be effective. Using a wide
range of intellectual, creative and cognitive skills, and placing a strong emphasis on design,
prese ntation and communication of ideas, the student becomes fully equipped to hold his own
in the industry.
The course offers, the study of design methodology, with the use of artistic and digital skills
that are sustainable and can be used in all professional settings, and will allow them to face
the challenges in the industry.
Eligibility: STD XII or Equivalent
Fees Rs. 98,300/ - + GST applicable
Student Intake capacity: 30
SEMESTER I
Page 8
UNIT SUBJECTS
INTER
NAL
MARKS
SEMES
TER
END
EXAMI
NATIO
N
TOTAL
MARKS
TOTAL
HOURS
CREDI
TS
1. Advertising, Art and Ideas
– (THEORY) 40 60 100 45 3
2. Graphic & Information
Design – (Practical) 40 60 100 45 3
3. Publishing Design 40 60 100 45 3
4. Drawing – (Practical) 40 60 100 45 3
5. Communication Design – I
Indoor Media - (Practical) 40 60 100 45 3
6. Communication Design –
II Outdoor Media -
(Practical) 40 60 100 45 3
7. Project (Illustration) -
Practical 40 60 100 45 3
8. Computer Applications 40 60 100 45 3
Page 9
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
1. Advertising, Art and Ideas –
(THEORY) 3 100 3
OBJECTIVES: -
To study the role of advertising, Media and methods of selecting media.
COURSE CONTENT HOURS
UNIT 1 Media of Communication and their development
including electronic media. 15
UNIT 2 Performing arts. 15
UNIT 3 Media contents – classification, readership/ viewership 15
Page 10
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
2. Graphic & Information Design
– (Practical) 3 100 3
OBJECTIVES: -
To encourage conceptual thinking and problem solving with respect design
development.
To communicate effectively using appropriate Information technology.
COURSE CONTENT HOURS
UNIT 1 The nature and scope for graphic design in social
commu nication for specific masses. 15
UNIT 2 Logo Designing. Colour Coding. Visibility aspect of
color.
15
UNIT 3 Generating set of symbols for various purposes.
Application Possibilities in various sizes on various
different surfaces and purposes.
15
Page 11
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
3. Publishing Design 3 100 3
OBJECTIVES: -
To develop design skills to explore various design strategies to design books,
periodicals, reports etc.
COURSE CONTENT HOURS
UNIT 1 Creation of a good cooking page 15
UNIT 2 Layouts, balance of image and text on a page. 15
UNIT 3 Parts of a book
15
Page 12
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
4. Drawing – (Practical) 3 100 3
OBJECTIVES: -
To drawing inspiration from life and create illustrative visuals in various
media of advertising
COURSE CONTENT HOURS
UNIT 1 Rendering of human figure in action in different
situations and in various atmospheres. 15
UNIT 2 Creating of an atmosphere as per concept 15
UNIT 3 Application of illustration for different types of
communication media.
15
Page 13
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
5. Communication Design – I
Indoor Media - (Practical) 3 100 3
OBJECTIVES: -
To study effective persuasive communication using various media.
COURSE CONTENT HOURS
UNIT 1 Product: Daily consumer, consumer durable. 15
UNIT 2 Service: Commercial, non -commercial 15
UNIT 3 Idea (Public Welfare): National / International
Market Research
15
Page 14
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
6. Communication Design – II
Outdoor Media - (Practical) 3 100 3
OBJECTIVES: -
To learn about persuasive Communication for outdoor media.
COURSE CONTENT HOURS
UNIT 1 Product: Daily consumer, consumer durable.
15
UNIT 2 Service: Commercial, non -commercial . 15
UNIT 3 Idea (Public Welfare): National / International.
Market research for a selective subject
15
Page 15
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
7. Project (Illustration) - Practical 3 100 3
OBJECTIVES: -
To create a unique illustration style.
COURSE CONTENT HOURS
UNIT 1 Design a project for a socially relevant issue and
create awareness about it for a set target audience or
the society at large. 15
UNIT 2 Subject selection at micro level or macro level,
national or global.
For eg. Slum sanitation, population,
front line workers and their lives/
struggles, poverty, global warming,
health, educati on, etc.
Application of appropriate / relevant media to create
awareness on any relevant or contemporary issue in
society.
15
UNIT 3 Illustration of a series of ideas/ solutions to create
awareness and applications to appropriate/relevant
media, for eg. Poster, story board, etc.
15
Page 16
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
8. Computer Applications 3 100 3
OBJECTIVES: -
To learn the latest computer software that will enhance designing and execution.
COURSE CONTENT HOURS
UNIT 1 3D max to learn create 3D images and forms.
After effects for animation and effects 15
UNIT 2 HTML Dreamweaver for coding
Website designing. 15
UNIT 3 Digital marketing
15
EVALUATION:
All subjects will be evaluated through
Continuous assessment of sessional work in the form of assignments,
drawings and tutorials.
Page 17
SEMESTER II
UNIT SUBJECTS
INTER
NAL
MARKS
SEMES
TER
END
EXAMI
NATIO
N
TOTAL
MARKS
TOTAL
HOURS
CREDI
TS
1. Advertising, Art and Ideas
– (THEORY) 40 60 100 45 3
2. Graphic & Information
Design – (Practical) 40 60 100 45 3
3. Publishing Design 40 60 100 45 3
4. Drawing – (Practical) 40 60 100 45 3
5. Communication Design – I
Indoor Media - (Practical) 40 60 100 45 3
6. Communication Design –
II Outdoor Media -
(Practical) 40 60 100 45 3
7. Project (Advertising
Campaign) - Practical 40 60 100 45 3
8. Computer Applications 40 60 100 45 3
Page 18
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
1. Advertising, Art and Ideas –
(THEORY) 3 100 3
OBJECTIVES: -
To study the role of advertising, Media and methods of selecting media.
COURSE CONTENT HOURS
UNIT 1 Society, audience survey and comparison. 15
UNIT 2 Impact of global competition. 15
UNIT 3 World wide web (www) as marketing tool, principles of
internet marketing. 15
Page 19
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
2. Graphic & Information Design
– (Practical) 3 100 3
OBJECTIVES: -
To encourage conceptual thinking and problem solving with respect design
development.
To communicate effectively using appropriate Information technology.
COURSE CONTENT HOURS
UNIT 1 Systematic approach to design information - content -
content planning - hierarchical sequence 15
UNIT 2 Information channels and their role in communication
Media related / specific design principles employed in
information design. 15
UNIT 3 Folders / Brochures , manuals, calendars, web media
15
Page 20
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
3. Publishing Design 3 100 3
OBJECTIVES: -
To develop design skills to explore various design strategies to design books,
periodicals, reports etc.
COURSE CONTENT HOURS
UNIT 1 Types of book : education, leisure reading, 15
UNIT 2 Types of books : - corporate media publications (Annual
Report etc .) 15
UNIT 3 Periodicals 15
Page 21
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
4. Drawing – (Practical) 3 100 3
OBJECTIVES: -
To drawing inspiration from life and create illustrative visuals in various
media of advertising
COURSE CONTENT HOURS
UNIT 1 Exploration of various techniques 15
UNIT 2 Developing own unique style of sketching and rendering. 15
UNIT 3 Digital illustration
15
Page 22
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
5. Communication Design – I
Indoor Media - (Practical) 3 100 3
OBJECTIVES: -
To study effective persuasive communication using various media.
COURSE CONTENT HOURS
UNIT 1 Creation of a brief 15
UNIT 2 Media to be covered: Press magazine, direct mailer,
show card, poster, hoarding ad Innovative media 15
UNIT 3 Media to be covered: Promotional media
Campaign Planning
15
Page 23
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
6. Communication Design – II
Outdoor Media - (Practical) 3 100 3
OBJECTIVES: -
To learn about persuasive communication for outdoor media.
COURSE CONTENT HOURS
UNIT 1 Creation of an advertising brief
15
UNIT 2 Media to be covered : poster (close viewing and long
range), Hoarding, Innovative 15
UNIT 3 Media to be covered: Bus stop panels,
Campaign Planning, etc.
15
Page 24
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
7. Project (Advertising Campaign)
- Practical 3 100 3
OBJECTIVES: -
To use research as a tool to create an effective meaningful advertising
campaign.
COURSE CONTENT HOURS
UNIT 1 Introduction
Background study.
Selection criteria for the subject, 15
UNIT 2 Present scenario of the consumer,
Existing problem, study of competitive product /
services,
Redefining the problems,
15
UNIT 3 Proposed visual solution,
Future plan.
Synopsis of campaign,
15
Page 25
SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
8. Computer Applications 3 100 3
OBJECTIVES: -
To learn the latest computer software that will enhance designing and execution.
COURSE CONTENT HOURS
UNIT 1 3D max to learn create 3D images and forms.
After effects for animation and effects 15
UNIT 2 HTML Dreamweaver for coding
website designing. 15
UNIT 3 Digital marketing
15
EVALUATION:
All subjects will be evaluated through
Continuous assessment of sessional work in the form of assignments,
drawings and tutorials.
Page 26
Students to make presentation on selected topics which will be marked.
Internship: - 90 working days with a registered business firm.
Teaching inputs include field visits, seminars, market surveys, study tour, assignments
and presentations in the above mentioned subjects.
Students showcase their collection at an annual exhibition which will be judged by
eminent personalities from the field of Commercial Art .
Students will work on interesting concepts create campaigns.
Participation in design competitions and Exhibition
JOB OPPORTUNITIES: -
-Junior graphic design
-Junior visualiser
-Layout designer at a printing press
-Story board artist
-Matte painting artist
-Background artist
-Junior art director in movies/drama
-Junior set designer
-2D animator
-Pre production artist in 3D animation studio
-Wall painting artist
-Texture artist in an animation studio
-Assistant to a photographer
-Freelance graphic designer
-Freelance visualiser
-Hobby classes for drawing/calligraphy
Page 27
COMMERCIAL ART - 3rd YEAR
SR.
NO REFERNCE BOOKS
1 Commercial Artists Guild: Cag : 27th Annual. Bombay. Commercial Artists
Guild, 1977.
2 Society Of Illustrators, Inc.: Illustrators 31. New York. Madison Square Press
Ltd., 1990.
3 Cag : 28th Commercial Artists' Guild Annual. Bombay. Commercial Artists
Guild, 1977.
4 Creative Black Book. New York. Black Book Marketing Group, 1995.
5 Art Directors Club, Inc.: The 72nd Art Directors Annual. Switzerland. Roto
Vision, S. A., 1993.
6 The Graphic Designers Index - 10. Switzerland. Roto Vision, S. A., 1996.
7 The Black Book -1997. New York. Black Book Marketing Group (Roto Vision
Distributor, S. A.), 1997.
8 The Best Of Business Card Design - 2. Massachusetts. Rockport Publishers Inc.,
1996.
9 Pedersen, M.B. (Ed.).: Graphis Posters 94. Zurich. Graphis Press Corp., 1994.
10 Lurzer's Archive Special : Catalogs And Brochures 1. Frankfurt. Lurzer's
Archive, 2000.
11 Blackbook - 2001. New York. Black Book Marketing Group, 2001.
12 Powers, Alan.: Front Cover : Great Book Jacket And Cover Design. London.
Mitchell Beazley/ Octopus Publishing Group Ltd., 2001.
13 Pricken, Mario.: Creative Advertising : Ideas And Techniques From The Worlds
Best Campaigns. London. Thames And Hudson Ltd., 2002.
14 Adc-the Art Directors Club, Inc.: Art Directors Annual 80 - The Years Best From
Around The World. Crans /switzerland. Rotovision Sa, 2001.
15 Lst - Liaoning Science And Technology: The Greatest Hits Of Brochure Design.
Singapore. Pa ge One Publishing Pvt. Ltd., 2005.
16 Pawar, Shantaram.: Think Visual : A Study In Book Cover Designing. Mumbai.
Navneet Publication (I) Ltd., 2006.
17 Crescent Hill Books: Creativity Awards Annual 37. New York. Collins Design,
2008.
18 Cordano, Margherito: Best of News Design. (31st edition ) beverly Mass .
Rockport Publishers , 2010.
Page 28
19 Kyoorius Design Magazine: Destination Branding -a. Mumbai . Kyoorius
Exchange , 2011.
20 Hewes, Rachel & Hodges, Allison : Best of Brochure Desi gn. Suite . Rockport
Publishers , 2010.
21 One Show 2000 : Volume 22.
Page 29
Scheme of Examination: -
The performance of the learners shall be evaluated into 2 parts.
The learner’s performance shall be assessed by internal assessment with 40% marks in the
first part, by conducting the semester end examination with 60% marks in the second part.
The allocation of marks for the internal assessment and the semester end examinations are
shown as below:
Theory:
Internal assessment 40%
Sr.
No. Evaluation Type Marks
1 Curriculum based assignments
A)Presentation with the use of ICT (10 marks)
B)Project based assignments (20 marks) 30
2. Active participation in routine class instructional deliveries 5
3. Overall conduct as a responsible learner, communication and leadership
qualities in organizing related academic activities. 5
Semester end theory examination: 60%
(Theory Exam will be of 2hr duration.)
Theory Question Paper Pattern:
There shall be 5 questions each of 12 m arks. On each unit there will be 1 question.
Question1 will be based on the entire syllabus.
All questions shall be compulsory with internal choice within the questions.
Questions will be subdivided into sub -questions a), b), c)….and the allocation of mar ks will
depend on the weightage of the topic.
Page 30
Practicals:
Internal assessment 40%
Sr.
No. Evaluation Type Marks
1 3 project based assignments based on the application of syllabus.
(10 marks each) 30
2. Journal/Portfolio 10
Semester end examination: 60%
(Practical Exam will be of 3hr. duration)
Sr.No Evaluation Type Marks
1 Design Studio work: Syllabus based (1 question) 25
2 Design Studio work: Application based on syllabus (1 question) 30
3 Viva 5