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Module Outline

Crafting Creative Advertising

This is a six-month course for those who wish to pursue a creative career in advertising, specifically, aspiring Copywriters and Art Directors, mainly in print medium.

This course includes training in digital design.

Crafting Creative Commercials

This module will offer specialised training in the electronic medium (radio and TV) to pursue opportunities in advertising agencies, Radio and Television production houses. This six-month course includes training in digital design and provides hands-on exposure to creating and producing radio and TV commercials.

Crafting Creative Digital Design

This offers specialized training in digital design and has been carefully put together by experts to meet today’s industry needs. It includes training in the creative areas of copywriting, art direction and commercial making, unlike similar courses that offer only technical training. This course offers intensive hands-on training in several basic and advanced digital design software.
Participants will be trained to think and work creatively in all media including press, posters, brochures, TV commercials, corporate presentations etc.

The digital component of the Crafting Advertising and Crafting Commercials modules includes Base Module, PhotoShop, Dream Weaver, Flash and 2D Animation. This will enable students to design and implement ideas in various media including print, TV commercials, WebPages, provide movement to images, implement visuals, and develop storyboards through 2D animation.

Curriculum Design

The curriculum is built around the nature and demands of the Creative communications profession.

All students attend all the classes irrespective of modules chosen to enable them emerge as well-rounded creative ideators. Inquiry, debates, informal discussions in an open, educational environment designed to provide learning is inbuilt into the curriculum.

The emphasis is on conceptual thinking whereby participants create imaginative communication IDEAS. Idea generation is a learned skill. The structure of the programme concentrates on building these skills from day one.

This programme is delivered in 3 phases. Each phase helps in building and understanding the nature and process of crafting communication. In addition, each phase hones critical and “connective thinking skills.”

Core Courses (Phase – I): These are compulsory and are designed to impart conceptual and analytical knowledge and develop attitudes and skills essential for a career in communication. They provide the foundation for understanding communications through modules on Communication, Advertising, Consumer Behavior, Marketing, Brand Communication and
Creative Thinking.

Specialization Courses (Phase – II): This phase is designed to enable participants to develop deeper understanding of the chosen module. A range of varied practical sessions will develop essential skills needed to create effective communication. During this phase, participants attend their respective module classes, as well as common sessions.

The Integrated Campaign & Portfolio (Phase III): In the third and final phase of the programme, the thrust is to integrate all learning toward the execution of an Integrated Communications Campaign – from evolution to execution to evaluation. This leads to a PORTFOLIO. Collaboration and teamwork is seen at its best during this phase.