Fashion Media & Communication (Theory)

Paper Code: 
DFSD 601B
Credits: 
2
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to

  1. Understand the details of fashion industry.
  2. Impart skills of communication comprising of visualization ad illustration.

 

Course Outcomes (COs):

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

 

Paper

Code

Course Title

DFSD 601B

Fashion Media And Communication (Theory)

The Students will be able to:

 

  1. Describe the use of media and digital communication
  2. Apply various business letters and creative writing
  3. Identify elements of fashion photography, styling and visual communication
  4. Examine and analyze use of varied media for communication and promotion
  5. Acknowledge different types of communication practices used in the apparel industry.
  6. Provide an awareness of market, production methods and commercial viability

 

Approach in teaching: Interactive Lectures, Discussion, Power Point Presentations, Informative videos

Learning activities for the students: Self-learning assignments, Effective questions, presentations, Field trips

Assessment tasks will include Class Test on the topics, Semester end examinations, /Quiz, Student presentations, and assignments

 

 

 

 

 

12.00
Unit I: 
Communication
  • Essential of good Communication
  • Methods of Communication
  • Types of Communication
  • Barriers of Communication

 

12.00
Unit II: 
Media and communication process
  • Media Choice
  • Message Development
  • Message Strategies: Cognitive, Affective, Conative and Brand
  • Digital Communication: Facebook, Twitter, Instagram, LinkedIn, Websites, E-mail
  • Campaign Development
  • Case study of communication process: Shopper’s Stop, Fab India, H&M and M&S

 

12.00
Unit III: 
Written communication
  • Fashion writing
  • Creative writing
  • Business letters 
  • Reporting features
  • Editing and printing techniques
  • Image management and advertising
  • Public relation, press laws and media ethics

 

12.00
Unit IV: 
Visual communication
  • Visual merchandising and display
  • Fashion photographs
  • Fashion shows 
  • Multimedia.

 

12.00
Unit V: 
Communication in practice
  • Scripting shows
  • Conducting interview and reporting events
  • Fashion critics
  • Planning Public Relations campaigns
  • Formulating case studies
  • Designing catalogues and brochure
  • Layout for stands in exhibition
  • Visualization of décor ambience, introduction to preparing short films and audio visuals, choreography of fashion event. 

 

 

Essential Readings: 

 Suggested Text Books:

  • Kotler,P. 1998),  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall,  New Delhi.
  • Masterman, G. and Wood, H. E.( 2006), Innovative Marketing Communications, Routledge Taylor & Francis Group, New York,.
  • Rayudu, C. S. (1998), Media and communication Management, Himalaya publishing house,.
  • Sharam, Diwakar (2004), Mass communication theory and practice in the 21st century, deep and deep publications,.
  • Mathew, M. J (2011), Business communication, RBSA Publishers,.
  • Mathur, Navin (2004), Management Gurus: idea and insights, National Publishing House, New Delhi,.

Suggested Reference Books:

  • Pradhan Swapna (2009), Retailing management: Text & Cases, 3rd ed., Tata McGraw-Hill Education.
  • Swanson.K. & Everett. J. (2015) Promotion in the Merchandising Environment 3rd Edition Fairchild Books.
  • Rajendra Pal & Korlahalli. J. S. (2011), Essential of business communication, Sultan Chand & Sons.
  •  Rao M.  (2009), Feature Writing PHI Learning Private Ltd. New Delhi.
  • Theaker A (2001), The Public Relations Handbook, Routledge & Kegan Paul.
  • Sharam, Diwakar. (2004), Mass communication theory and practice in the 21st century, deep and deep publications.

 

 

References: 

E-Resources:

 

 

Academic Year: 
2023-24
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