Master in Visual Arts (MVA)

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1 INTERNATIONAL COLLEGE FOR GIRLS (Autonomous) SFS, Gurukul Marg, Mansarovar, Jaipur-20 Master in Visual Arts (MVA) Specialization in Applied Arts- Visulization Semester I Examination November 2008 Semester II Examination April 2009 Semester III Examination November 2009 Semester IV Examination April 2010

2 Theory MVA (Applied Arts) Semester I Theory subjects are common for students of both specialization (Illustration & Visualization) 1. Paper code: VAA 121 Paper title: Advertising and Business Organization Unit I : The emerging role of marketing (6 Hrs.) Introduction to Marketing. To analyze the definition of marketing : Needs, Wants and Demands Products and Services Value, Satisfaction and Quality Exchange, Transactions and Relationship Unit II : The concepts or philosophies of marketing. (7 Hrs.) The Exchange Concept The Production Concept The Product Concept The Selling Concept The Marketing Concept The Societal Marketing Concept Unit III : Integrated Marketing Communication (IMC) (6 Hrs.) Introduction, to IMC Nature and scope of IMC Elements of IMC Unit IV : Types of advertising. (6 Hrs.) To study the various kinds of advertising depending upon Area Coverage : Local, Regional, National and International. Audience : Consumer, Industrial, Trade and Professional. Functions : Direct and Indirect advertising, Action advertising, Primary and Selective advertising. Advertising stages : Pioneering, Competitive and Retentive. Unit V : The Advertising Appeals ( 5 Hrs.) Rational and Emotional appeals ( positive and negative) Direct and Indirect appeals 2. Paper code: VAH 122 Paper title: Oriental Aesthetics Unit I (6 Hrs) An introduction to Indian Aesthetics Its brief historical background Unit II (5 Hrs) Concept of Beauty based on ancient Scriptures and their relevance to art (acc. To the classical Sanskrit Literature) Unit III (7 Hrs) Elements of Art Schools Of Indian Aesthetics Unit IV (7 Hrs) Rasa Theory of Bharata Muni in his Natya Shastra Unit V (6 Hrs) Development of Rasa Theory: Dhvani, Bhava, Alankara, Auchitya, Riti, Guna-Dosha, Vyanjana etc. 3. Paper code: VAA 123 Paper title: Seminar The student will choose any topic of choice relevant to the field of specialization and will present a seminar..

3 Practicals Specialization in Visualization 1. Paper Code: VAA 126 Paper Title: Graphic Design To design an ad. campaign on any product taking traditional and modern media. Submission : 1 Major Campaign 2. Paper Code: VAA 127 Paper Title: Promotional Design Package designs of any two products. Submission : 2 Packages

4 Semester II : MVA (Applied Arts) Theory 1. Paper Code: VAA 221 Paper Title :Advertising and Business organization Unit I : Market and Market Segmentation (6 Hrs.) What is Market segmentation Its benefits, limitations and targeting strategies Unit II : Consumer Behaviour (6 Hrs.) To understand the need of consumer behaviour study. Major factors influencing consumer behaviour : Cultural, Social, Personal and Psychological. Unit III : Buying decision behavior of consumers (6Hrs.) Types of buying behavior : Complex, dissonance-reducing, habitual and variety seeking behavior. The buyer decision process : need recognition, information search, alternative evaluation, purchase decision and post purchase behavior. Unit IV : Advertising Theories (6Hrs.) Hierarchy Theories : DAGMAR, AIDA & Hierarchy Model Attitude theory Brand theory Colour theory Unit V : Advertising Media (6Hrs.) Above the line media Below the line media 2.. Paper Code: VAH 222 Paper Title :Oriental Aesthetics Unit I (6 Hrs) Aesthetic experience of the commentators of Rasa Theory- Bhatta Lollatta, Bhatta Nayaka, Bhatta Shankuka Unit II (6 Hrs) Theory of :Abhinava Gupta, Ananda Vardhana Unit III (7 Hrs) Abinava Bharti s Dvanayaloka Vishnu Dharmottar Purana Unit IV (6 Hrs) Aesthetic Theories of Ananda Coomaraswamy and Rabindra Nath Tagore Unit V (5 Hrs) Interrelationship of Visual and Performing Art taking examples from illustrative Geet Govind, Sursagar, Rasika Priya etc. 3. Paper code: VAA 223 Paper title: Seminar The student will choose any topic of choice relevant to the field of specialization and will present a seminar..

5 Practicals Specialization in Visualization 1.. Paper Code: VAA 226 Paper Title :Graphic Design To design an ad. campaign on any service taking traditional and modern media. Submission : 1 Major Campaign 2.. Paper Code: VAA 227 Paper Title : Promotional Design To design various outdoor media. Submission : Minimum three elements.

6 MVA (Applied Arts) : Semester III Theory 1. Paper Code: VAA 321 Paper Title :Advertising and Business Organization Unit I : The Marketing Research Process (8 Hrs.) Problem and Research objectives The Research Plan Collection of information Analysis of information Presentation of findings Unit II : Public Relations (5 Hrs.) Introduction to public relations. Major decisions in marketing public relations. Tools of Public Relation Unit III : Branding (6 Hrs.) What is a Brand? Developing a strong brand name. Family brands. Brand extension. Flanker brand. Co branding Ingredient branding Unit IV : Customer Relationship (6 Hrs.) Customer value and satisfaction. Retaining customers loyalty. Delivering customer value. Implementing total quality marketing (TQM) Unit V : Indian Advertising (5 Hrs.) History of Indian advertising. Advertising in rural areas. 2.. Paper Code: VAH 322 Paper Title :Occidental Aesthetics Unit I (6 Hrs) An Introduction to the Western Aesthetics: Meaning, Purpose and Scope of Aesthetics. Imitative Theories of Art: Utility and Morality as standard for evolution. Art objects wth reference to the Greek Philosophers: Plato and Aristotle. Unit II (6 Hrs) Interpretation of Imitation and Utility by Aristotle with the theory of Catharsis and pleasure of Tragedy. Intellectual Beauty as Art: Plotinus Unit III (7 Hrs) Middle Ages : General Tendencies and the Characteristics in the field of Art : Augustin Renaissance: General Trends and characteristics with reference to the developments in Literatire, Sculpture,Painting, Music Unit IV (7 Hrs) Theories of Music, Painting and Poetry proceedind towards unified Aesthetics Leonardo De Vinci,Alberti, Albert Durer General trends and developments of Painting and Music during 17 th Cent.: Kant and Hegel Unit V (4 Hrs) Sigmund Freud,Croce

7 3.. Paper Code: VAA 323 Paper Title :Dissertation The students will have to submit the synopsis at the end of this semester. The viva will be taken by the internal jury appointed by the principal. Scheme of evaluation for synopsis.. Practicals Total Marks Synopsis Viva-Voce Specialization in Visualization 1.. Paper Code: VAA 326 Paper Title :Graphic Design To design an ad. campaign on any social issue taking traditional and modern media. Submission : 1 Major Campaign 2.. Paper Code: VAA 327 Paper Title :Promotional Design Design Novelties on Any two topics Submission : Minimum three

8 MVA (Applied Arts) Semester IV Theory 1. Paper Code: VAA 421 Paper Title :Advertising and Business Organization Unit I : IMC Promotional Tools ( 7 Hrs.) Trade Promotion Consumer promotion Unit II : Direct Marketing (5 Hrs.) The growth and benefits of direct marketing. Major channels for direct marketing. Unit III : Packaging & Labeling (5 Hrs.) Unit IV : The social, economic and ethical aspects of advertising (7 Hrs.) Advertising as untruthful or deceptive. Advertising and children. Advertising encourages materialism. Advertisement and women. Effects on consumer choices. Effects on competition. Effects on product cost and prices Unit V : International Advertising (6Hrs.) The importance of International advertising The role of International advertising & promotion The International environment The economic environment The demographic environment The cultural environment The legal environment 2.. Paper Code: VAH 422 Paper Title :Occidental Aesthetics Unit I Romanticism in Painting and Literature. Art as the expression of the lings and emotions: Schopenhaur Unit II Art for Art Sake, Aesthetic value of art in Society Social responsibilities : Croce, Tolstoy and Ruskin Unit III Subjective Theories of George Santayana, Theodore Lipps Unit IV Subjective Theories of Vernon Lee,Edward Bullough Unit V Objective Theories of Aesthetics Clive Bell, Roger fry, Suzan Langer 3.. Paper Code: VAA 423 Paper Title :Dissertation The students will have to submit the final dissertation in this semester. (Five copies are to be submitted). Scheme of evaluation for dissertation. (External evaluation). Total Marks Dissertation Viva-Voce

9 Practicals Specialization in Visualization 1.. Paper Code: VAA 426 Paper Title :Graphic Design To design an institutional ad. campaign taking traditional and modern media. Submission : 1 Major Campaign 2.. Paper Code: VAA 427 Paper Title : Promotional Design To Design Point of Purchase media of two different products. Submission : Three Works. ***

Programme Specific Outcome (PSO) B.A. (Hons.) Hindustani Music (Vocal & Instrumental)

Programme Specific Outcome (PSO) B.A. (Hons.) Hindustani Music (Vocal & Instrumental) PSO-1 PSO-2 PSO-3 PSO-4 PSO-5 PSO-6 PSO-7 PSO-8 PSO-9 PSO-10 The student is able to give a practical demonstration