UNIVERSITY OF WALES VALIDATED DEGREE S C H E M E

MODULE
BRIEFS
BA (Hons) Digital Media 3D Animation
BA (Hons) Digital Media Visual Effects

Full Time mode of Study

Image College of Arts, Animation &Technology

India
2012

MODULE DESCRIPTOR

Module Title

FOUNDATION STUDIES

Level 4 (HE 1)
1

Year of study

Credit Value:

20

Indicative Learning Hours

200

Taught Hours:

100

Access to Facilities:

50

Self Directed Study:

50

Module leader

Neha Poddar

Module Tutors

Neha Poddar &

Naveen

Rationale:

This module provides the foundation level Art and Design skills. Students are taught a
range of creative process that will introduce them to visual enquiry and self-
expression. Students are encouraged to use these processes and strategies to
generate ideas, design concepts and generate compositions for design briefs given to
them.

Module Aims:

Develop a practical understanding of the underlying principles and elements of
Design

Develop a basic understanding of Typography

Develop a practical understanding of hue, saturation and brightness

Develop an understanding of graphic rendition


Expected Learning Outcome:

On successful completion of the module student will be able to:
Have a critical understanding of the underlying principles of Design as applicable to
images.

Understand Colour Theory and Physiology and the appropriate usage of the same

Demonstrate an understanding of the various elements of design such as Line,

shape, color

Demonstrate an understanding of the various principles of design such as Balance,

rhythm, Harmony, movement with examples

Recognize Typefaces and use suitable fonts according theme / topic / subject

Assessment:

This module will be assessed through the presentation of a series of assignments, which will
include examples of visual and textual analysis. Students will be formatively assessed
during critique at the end of each assignment and individual assessment at the end of the
module.

Type of Assessment
Weighting
Duration
Course work

100%

Continuous

Teaching and Learning Methods:

Students will be introduced to the module through a series of lectures and supported by
practical sessions. Lectures will be supported by gallery, festival, exhibition and museum
visit. Lecture handouts and additional material will also be available.


Indicative Content:

Elements and Principles of Design.

Basic Typography.

Colour theory and physiology

Basic Photography

Basic Art


Bibliography:

Essential Reading

Universal principle of design, William led well, (2003), Rock fort publisher
Complete guide to colour, Walker Michael, (2004) Lark books publisher
Animation Art from pixel to pencil, Jerry beck, (2004) Harper Des publisher
Multimedia making it works, Tay Vaughan, (2004), Mc-Graw-Hill publisher
The Designers Toolkit 500 Grids & Style Sheets, Davis, Graham
The Designers Toolkit 1000 Colours,

 The Complete Guide to Colour, Fraser, Tom

How to Mind Map, Tony Buzan

Recommended Reading
The Big Book of Colour in Design, Carter, David E
The Complete Colour Harmony, Sutton, Tima
Colour Graphics The Power of Colour in Graphic Design, Triedman, Karan
The Language of Colour, Mella, Dorotheel

DESIGN FUNDAMENTALS

Module Title

Level

4 (HE 1)

Year of study

Credit Value:

20

Indicative Learning Hours

200

Taught Hours:

100

Access to Facilities:

50

Self Directed Study:

50

Module leader

Neha Poddar

Module Tutors

Neha Poddar &

Guest Lecture

Rationale:

This module is designed to provide the underpinning knowledge of graphic design, the
principles of various elements of design and related applications and technologies. It
includes an overview of design principles, the development of Digital Media industry
and the applications that have been developed.

Module Aims:

To provide a critical awareness and facilitate critical and contextual thinking of the
various aspects of Design

Develop a practical understanding of the underlying principles and elements of
Design

Develop a practical understanding of colour psychology

Develop an understanding of graphic rendition

Reinforce the importance of effective and creative use of various design elements


Expected Learning Outcome:
On successful completion of the module student will be able to;

Demonstrate an understanding of the technical and conceptual skills required to
practice as a designer
Research and analyze design history and theory and apply that knowledge to graphic

design and production solutions.

Explore and integrate colour and design theories and typography in the development
of graphic design and production.
Interpret and respond to design briefs in the production of creative graphic design
solutions.

Assessment:

Students will be assessed through a series of design assignments. Student will present a
series of design development sheets showing the progression in idea development and how
they are applied to a given problem leading to a finished visual.
Students will be assessed on the assimilation of design skills involved and their ability to
communicate effective solution to a given problem.

The criterion for assessment will be based on the following:

Use of research and design methodology

Innovation and lateral thinking displayed in realization of work

Design development and visual language skills

Presentation skills


Type of Assessment
Weighting
Duration
Class work

60%

Continuous

Course work

40%

Continuous

Teaching and Learning Methods:

Students will be introduced to the module through a series of lectures and supported by
practical sessions. Introduction to writing and research skills will be provided through out
the module along with briefing on assignments. Lecture handouts and additional material
will also be available.



Indicative Content:

Research and apply the history and theory of design to design practice

Taking a Brief and Interpret & respond to a brief

Apply colour theory in response to a brief

Integrate colour and design processes in response to a brief

Research and apply techniques for graphic design

Use typography techniques for design work

Project planning and implementation

Bibliography

Essential Reading:

Universal principle of design, William led well, (2003), Rock fort publisher.
complete guide to colour, Walker Michael, (2004) Lark books publisher Design
as a Second Language, Bob Gill
Stop Stealing Sheep and Find out How Type Works, Erik Spiekerman
Typographic Design. Form and Communication. Rob Carter, BEn Day and Philip
Meggs Elements of Typographic Style. Robert Bringhurst
The Art of Graphic Design. Bradbury Thomspson
Design & Composition Secrets of Professional Artists, Francis, Briton Drawing for
Designers, Pipes,Alan
Creativity, Meyers, Herb
The Little Book of Creativity, Carter David E Six Thinking Hats, Edward De Bono
Lateral Thinking, Edward De Bono Serious Creativity, Edward De Bono Creativity
Through Collaboration, JJR
The ultimate book of mind map, Tony Buzan


Recommended Reading:
100 habit of successful graphic design Plasm, sarahdougher, Josua Berger,
(2005),.Rock fort Introduction to multimedia McGraw publication. AnaWeston
Soloman,(2005),
Design, Max Fraser Terrance conran (1996) conran publication The Graphic
Language of Neville Brody
Things I have learned in my life so far. Stefan Sagmeister Creative Newspaper
Design, Giles, Vic

Web sites reference:
http://wordnet.princeton.edu/perl/webwn
http://www.johnlovett.com/test.html http://Ct6rip.com
http://www.proximasoftware.com/fontexpert/terms





Module Title

CRITICAL & MEDIA STUDIES

Level 4 (HE 1)
1

Year of study

Credit Value:

20

Indicative Learning Hours

200

Taught Hours:

100

Access to Facilities:

50

Self Directed Study:

50

Module leader

Neha Poddar

Module Tutors

Neha Poddar &

K. Alagappan

Rationale:

This module is part of the trans-disciplinary foundation program in nature and is intended
to complement the Communications, Art Fundamentals and Design Fundamentals. We
will start with cinema as a medium since it encompasses all the other forms of artistic
expression with shared vocabulary, analytical skills, ability to critique and articulate
one's ideas and perspective. This course will expand on the vocabulary and introducing
other forms of artistic and creative expressions.


Module Aims:

Develop an appreciation for moving images and sound

To introduce "media" as a product of culture and analyse its impact on our

perceptions

Develop an appreciation for the formal aspects of various art movements

Familiarise student's to the materials and techniques pertinent to the medium

Encourage students to explore their individual/subjective/personal viewpoint

To expand on "media" as a product of culture and analyse its impact on our

perceptions

Indicative Content:

Appreciation of moving images and sound

Evolution of Cinema & Cinematic Visual Effects

Development of Art & Design

Development of Interactive art/game

Origin and evolution of Animation techniques

Have a command over the vocabulary associated with cinema

Develop a subjective, personal appreciation for various artists and art movements

Have a command over the vocabulary associated with Interactive art and design

Develop an understanding on the evolution of Animation techniques/game

Expected Learning Outcome:

At the end of this module student will be able to:

Develop a subjective, personal appreciation for the medium of cinema.

Teaching and Learning Methods

The background and the historical context and the socio-political-cultural setting
of each film and

Filmmaker will be presented and discussed in class. Each movie will be screened
once a week after class meetings.

Assessment:

Assessment will be in the form of in-course assignment and an assessment at the end of
the module. Small groups w ill r esearch, d escribe a nd analyze, using appropriate
theoretical concepts, a sector of the Digital Media industry and a firm within that sector.

Type of Assessment
Weighting
Duration
Class work

40%

Continuous

Course work

60%

Continuous

Bibliography

Essential Reading:
The History of Cinema for Beginners, Jarek Kupsc
Concepts of Modern Art, From Fauvism to Postmodernis. Ed by Nikos Stangos,
Thames and Hudson (third expanded edition), 2004
Oral Epics in India, Ed by Stuart Blackburn, Peter J Claus et al. Univ of

California Press, 1989 Media Control, The Spectacular Achievements of

Propaganda. Noam Chomsky. Second Edition. Vanguard Press. 2004
Concepts of Modern Art, From Fauvism to Postmodernis. Ed by Nikos Stangos,
Thames and Hudson (third expanded edition), 2004
Oral Epics in India, Ed by Stuart Blackburn, Peter J Claus et al. Univ of
California Press, 1989 The Bride and the Bachelors: Five Masters of the Avant
Garde. Calvin Tomkins
Media Control, The Spectacular Achievements of Propaganda. Noam Chomsky.
Second Edition. Vanguard Press. 2004
The Stuff of Thought: Language as a Window into Human Nature. Steven
Pinker. Penguin Books. 2007

Website: http://www.marshallmcluhan.com/

Recommended Reading
The Bride and the Bachelors: Five Masters of the Avant Garde. Calvin Tomkins
Paul Klee: The Thinking Eye. Ed Jurg Spiller
Faces of the Enemy: Reflections of the Hostile Imagination. Sam Keen. Harper
& Row, 1986





Module Title

COMMUNICATION STUDIES

Level 4 (HE 1)

Year of study

Credit Value:

20

Indicative Learning Hours

200

Taught Hours:

100

Access to Facilities:

50

Self Directed Study:

50

Module leader

Neha Poddar

Module Tutors

Neha Poddar

Rationale:

This module is to enable students to develop their research techniques and
introduce them to academic referencing system. It introduces the student to a range of
research methods and practices, strategies and approaches used by Art & Design
practitioners leading to the application of research competences in subject study. This
module also enables students to develop their abilities to express themselves via
spoken and written communication.


Module Aims:

To help improve students' abilities to communicate,

Encourage students to express themselves: via physical, and other methods of

communication

Develop competence, knowledge and understanding in using research methods

and practices in Art & Design and related subject areas.

Identify and evaluate sources and demonstrate a range of methods with an

awareness of academic referencing procedures appropriate to individual specialist
practice.

Educate students on referencing and its importance

Expected Learning Outcome:

At the end of this module student will be able to:

Research, analyse and articulate their findings

Develop content in accordance to individual specialist practice which

communicates to the audience.

Choose appropriate methods & medium of communication

Engage in a critical and reflective arguments on issues raised during research and
analyse their findings.

Assessment:

This module will be assessed through a piece of work which will include research and
negotiated assignment, research; evaluation; and personal bibliographic resource

Students will be assessed on:
Critical and theoretical knowledge and understanding
Specialist subject knowledge and understanding
Depth and quality of research
Organizational, reflective and presentation skills

Type of Assessment
Weighting
Duration
Course work

100%

Continuous

Teaching and Learning Methods:

This module acknowledges that some research skills are common to most areas of
academic activity, including Art and Design. Art and Design students need to have a
systematic and methodical working practice based on common research skills and
competences. Students will be introduced to the module through formal lectures
seminars and presentations, supported by library inductions, studio and group
discussion.


Indicative Content:

Students will receive a range of lecture and group seminars on the process of
academic writing and referencing system
This module will provide an introduction to research and skills, practices and
philosophies at graduate level. The student will engage in research methods
which relate to their individual direction of study. They will be expected to
engage with self-directed learning, and reflect critically on the acquisition of
research skills. They will apply the acquisition of knowledge gained to produce a
piece of work appropriate for their specialist study.


Bibliography

Essential Reading:
The Practice of Social Research, Bable Eral, Thomson Technology Research

Methodology, Ranjit Kumar, Pearson
Research Methods, Mc Burney,Donald. H, Thomson Technology
Research Design & Methods, BORDENS,KENNETH.S,TMH
Research Methodology Methods and Techniques, Kothari C.R, New Age
International Practices of Social Research, Bable Eral, Thomson Technology
Film Directing Shot By Shot - Steven.D.Katz - 1950 - Focal press Film Studies -
Warren Buckland - 2003 - Teach yourself
Sound Persons Guide To Video - David Mellor 2000 - Focal press History of
Cinema for Beginners - Jarek Kupsc 2000 - Orient Longman

Recommended Reading:
Allison, B. (et al) 1996, Research Skills for Students, London: Kogan Page
Gray, C. and Malins, J. 2004Visualising Research: a guide to the research
process in Art and Design, Ashgate
Rose, G. 2000 Visual Methodologies: An Introduction to Interpreting Visual
Objects, Sage Publications Ltd
Sturken, M. & Cartwright, L. 2000 Practices of Looking: An Introduction to
Visual Culture, Oxford University Press
Sullivan, G. 2005 Art Practice as Research: Inquiry in the Visual Arts, Sage
Publication Van Leeuwen, T. (Ed.) 2001 The Handbook of Visual Analysis,
Sage Publications
The Five C's of Cinematography - Joseph V. Mascelli Silman - James Press
Cinematography: A Guide for Filmmaker - Kris Malkiewicz - 2005 - Fire side
Cinematography and Direction e book (Digital)
Film Art an Introduction - David Bordwell, Kristin Thompson 2001
McGraw Hill Higher Education
How to Adapt Anything into a Screenplay -Richard Krevolin- ISBN
0471225452 Foundations of Screenwriting -Syd Field - ISBN 0385339038