STUDY PROGRAMME
Design

AFAM CODE
ABTEC37

DISCIPLINARY AREA
Project methodology of visual communication

DISCIPLINARY FIELD
Art direction

CREDITS
6

APPROACH
Theoretical

This course aims at providing all the cultural and strategic tools that enable the future professionals to manage the artistic and creative direction of product collections for design-oriented companies, and help them develop skills to make mindful choices with regard to both product design and product communication.

The programme consists of one single module, which grants 6 CFA credits.

Successful students will be able to:

• Design a development strategy for a product or collection

• Design a communication, promotion, marketing and image definition strategy for a product or collection

• Design and create the coordinated image of a product’s communication tools: styling, catalogue, preparation, etc.

• Develop the ability to synthetize all the competences of design-oriented companies: from marketing to research and development, to the project direction

• Artistic direction, creative direction

• Brand identity, brand positioning

• Development of a product and/or collection brief

• Photographic or photorealistic styling

• Visual design

This is a theoretical course. Didactic activities may include:

• Front lectures

• Use of tutorials, videos or other media tools for detailed study

• Classroom debates and presentations

• Individual study and research

• Exercises and revisions

• Field trips

Assessment is based on the overall competence of the students and may include:

• Oral exam

• Written exam

• Submission of papers, projects or research work

Further details on specific tests can be provided by the professor during the course. Assessment criteria include commitment, active participation and personal growth of the students during the course.

All bibliographic details will be provided by the professors during the course. A lot of the referenced material, together with other in-depth study material, can be consulted online in MyNaba, in the Library section.