AKTU Integrated Design Project- III (BBFA555) Syllabus PDF – BFA 3rd Year

Course Objectives

• To integrate advanced design principles, branding strategy, and multi-platform communication into live/simulated client projects.
• To create comprehensive, industry-ready applied art and advertising campaigns.
• To foster advanced creative problem-solving, strategic thinking, and professional design practices.
• To develop industry-oriented communication, presentation, and client-management skills.
• To enable students to build a professional portfolio integrating research, design, and execution.

Course Outcomes

• Understand and integrate advanced design principles, branding strategy, consumer psychology, and multi-platform digital tools into a unified design approach.
• Apply advanced creative problem-solving techniques and strategic thinking to develop comprehensive brand and advertising campaigns.
• Analyze market requirements, target audience behaviour, and media landscapes to select appropriate design and communication strategies.
• Evaluate the effectiveness of design solutions, campaigns, and media strategies against professional and ethical industry benchmarks.
• Design, execute and present comprehensive, industry-ready integrated advertising/branding projects, including a professional portfolio, reflecting live-client-level professional practice. Design Projects

1. Advanced Creative Thinking & Design Strategy
2. Integrated Branding & Visual Identity Systems
3. Strategic Brand Planning & Positioning
4. Product & Service Advertising Campaigns
5. Digital & Online Advertising Strategy
6. Print & Outdoor (OOH) Advertising Campaigns
7. Multimedia, Motion Graphics & Video Advertising
8. Social Media Advertising & Content Strategy
9. Global & Cross-Cultural Advertising Campaigns
10. Geo-Targeted & Hyper-Local Advertising
11. Integrated Service Marketing Campaigns
12. Post-Campaign Logistics & Execution Planning
13. Advertising Media Selection & Planning
14. Emerging Social Media Platforms & Strategy
15. Media Planning and Budget Optimization
16. Emerging Advertising Trends & Innovation
17. Ethics in Advertising & Design Practice
18. Corporate Ethics & Social Responsibility (CSR) in Branding
19. Case Studies: Analysing Common Mistakes in Advertising
20. Customer Satisfaction Analysis & Strategy Design
21. Customer Relationship Management (CRM)-Based Design Projects
22. Consumer Behaviour Research & Application
23. Strategic Management of the Advertising Function
24. Integration of Advertising with Integrated Marketing Communication (IMC)
25. Advanced Marketing Research Methods
26. Comprehensive Advertising Research Project
27. SWOT & Competitive Landscape Analysis
28. Emerging Technology in Advertising (AI, AR/VR, Programmatic Media)
29. Live Client / Industry-Sponsored Brand Campaign (Capstone Project)
30. Professional Design Portfolio Development Evaluation Methodology

• Individual's Participation
• Project Review: Mid Semester
• Live Client / Industry Mentor Review
• Project Submission & Viva: End of the Semester
• Professional Portfolio Presentation

Suggested Assignments

1. Assignment 1: Develop a complete integrated branding and advertising campaign for a real or hypothetical brand/product, including brand strategy, visual identity design, and advertisements across print, digital, and social media. OR
2. Conduct a market survey and SWOT/competitive analysis of an existing brand and propose an advanced repositioning or rebranding campaign, supported by mock advertisements across at least three different media.
3. Assignment 2: Design and execute a live-client or industry-simulated integrated advertising campaign (Capstone Project), including creative brief, mood boards, campaign visuals, media plan, and a professional portfolio presentation.

Text Books

• Wells, W., Moriarty, S. & Burnett, J., Advertising: Principles and Practice, Pearson Education.
• Belch, G. E. & Belch, M. A., Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw Hill.
• Ogilvy, D., Ogilvy on Advertising, Vintage Books.
• Aaker, D. A., Building Strong Brands, Free Press.
• Kotler, P. & Keller, K. L., Marketing Management, Pearson Education.
• Landa, R., Advertising by Design: Generating and Designing Creative Ideas Across Media, Wiley.

Reference Books

Sandage, C. H., Fryburger, V. & Rotzoll, K., Advertising Theory and Practice, All India Traveller Bookseller.

Batra, R., Myers, J. G. & Aaker, D. A., Advertising Management, Prentice Hall.

Moriarty, S., Mitchell, N. & Wells, W., Advertising & IMC: Principles and Practice, Pearson.

Wheeler, A., Designing Brand Identity, Wiley.

Selected case studies on branding and advertising campaigns published by Harvard Business Review.

Reports and industry surveys published by the Advertising Agencies Association of India (AAAI).

Online Resources

• www.adageindia.in
• www.campaignindia.in
• www.afaqs.com
• www.behance.net
• www.warc.com
• www.brandingmag.com
• www.thedrum.com