B-DES in Visual Communication And Strategic Branding at Manipal Academy of Higher Education
Udupi, Karnataka
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About the Specialization
What is Visual Communication and Strategic Branding at Manipal Academy of Higher Education Udupi?
This Visual Communication and Strategic Branding program at Manipal Academy of Higher Education focuses on nurturing designers who can craft compelling visual narratives and build strong brands. It integrates creative design skills with strategic marketing insights, addressing the growing demand in the Indian market for professionals who understand both aesthetics and business objectives. The program emphasizes innovative problem-solving and industry-relevant projects.
Who Should Apply?
This program is ideal for creative fresh graduates from arts, science, or commerce backgrounds seeking entry into the dynamic design industry. It also caters to working professionals aiming to upskill in branding or UI/UX, and career changers transitioning into visual communication. Strong visual aptitude, critical thinking, and an eagerness to innovate are beneficial prerequisites for aspiring students.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths such as Brand Strategists, UI/UX Designers, Graphic Designers, Advertising Art Directors, and Packaging Designers. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning INR 10-25 LPA. Growth trajectories include leadership roles in design studios, advertising agencies, or tech companies, with potential for entrepreneurship and alignment with industry certifications.
Student Success Practices
Foundation Stage
Master Core Design Principles- (Semester 1-2)
Dedicate time to deeply understand fundamental design elements and principles taught in initial semesters. Actively practice sketching, color theory, and composition through personal projects beyond coursework. This builds a strong visual vocabulary essential for all future design disciplines.
Tools & Resources
Sketchbooks, Adobe Photoshop/Illustrator (basic skills), Pinterest for inspiration, NPTEL Design courses
Career Connection
A strong foundation is crucial for any design role, enabling you to articulate design decisions effectively and adapt to new tools and trends, thereby boosting your employability.
Build a Digital Portfolio Early- (Semester 1-2)
Start documenting all your projects, even small assignments, from the first semester. Learn to present your work professionally using platforms like Behance or a personal website. Seek feedback from faculty and peers to refine your presentation skills.
Tools & Resources
Behance, Adobe Portfolio, Canva for presentation templates, Google Drive for organizing assets
Career Connection
An early, well-maintained digital portfolio is your most important asset for internships and placements, showcasing your progress and potential to recruiters in India''''s competitive design market.
Engage in Peer Learning & Critiques- (Semester 1-2)
Form study groups and actively participate in design critiques. Learning to give and receive constructive feedback is vital. This fosters collaborative skills and helps view your work from multiple perspectives, improving design outcomes.
Tools & Resources
Google Meet/Zoom for virtual critiques, Miro for collaborative whiteboarding, Departmental studio spaces
Career Connection
Collaboration and effective communication are highly valued in Indian design studios and agencies, making you a more effective team member and leader.
Intermediate Stage
Pursue Design Competitions & Workshops- (Semester 3-5)
Actively participate in national and international design competitions (e.g., Kyoorius Awards, India Design Mark, Adobe Design Achievement Awards). Attend workshops on specialized software or design thinking methodologies to deepen your skills and gain exposure.
Tools & Resources
Kyoorius, India Design Mark website, Adobe MAX, Local design meetups
Career Connection
Winning or even participating in competitions enhances your portfolio significantly and demonstrates your initiative, attracting attention from top design firms in India.
Network with Industry Professionals- (Semester 3-5)
Attend industry events, guest lectures, and connect with design professionals on LinkedIn. Seek informational interviews to understand current industry trends, career paths, and gain mentorship. Building a strong network is invaluable for future opportunities.
Tools & Resources
LinkedIn, Industry conferences (India Design Forum, FICCI FRAMES), Alumni network
Career Connection
Networking opens doors to internship opportunities, industry projects, and job referrals, which are often critical for securing desirable placements in the Indian design landscape.
Specialize in a Niche Skill- (Semester 3-5)
Identify a specific area within visual communication (e.g., UI/UX, Motion Graphics, Brand Strategy, Packaging) that deeply interests you. Take online courses or dedicated electives to develop expertise, demonstrating depth in your chosen specialization.
Tools & Resources
Coursera/edX for specialization courses, Udemy, Specific software tutorials (Figma, After Effects, Blender)
Career Connection
Having a specialized skill makes you highly valuable to companies looking for specific expertise, increasing your chances for better roles and salary packages in India''''s evolving design job market.
Advanced Stage
Undertake Industry-Relevant Projects/Internships- (Semester 6-8)
Prioritize internships or capstone projects with real industry clients. Focus on solving actual business problems using your design and branding skills. Document these experiences meticulously for your portfolio, highlighting your contribution and impact.
Tools & Resources
Company websites for internship applications, Industry mentors, Project management software
Career Connection
Real-world experience is paramount for placements in India. These projects demonstrate your ability to deliver under professional constraints and contribute to a company''''s success, making you job-ready.
Refine Portfolio for Specific Roles- (Semester 6-8)
Tailor your portfolio and resume for specific job roles or companies you are targeting. Highlight projects and skills most relevant to their requirements. Practice mock interviews, focusing on explaining your design process and strategic thinking.
Tools & Resources
Job portals (Naukri, LinkedIn Jobs), Career services department, Professional resume templates
Career Connection
A targeted and well-rehearsed approach significantly increases your chances of securing placements with your dream companies, showing recruiters you''''ve done your homework.
Develop Leadership & Soft Skills- (Semester 6-8)
Take on leadership roles in student design clubs or project teams. Focus on improving soft skills like negotiation, teamwork, and presentation, which are critical for climbing the career ladder in design leadership and client-facing roles.
Tools & Resources
Toastmasters International, Leadership workshops, Team-based project simulations
Career Connection
Beyond technical skills, leadership and communication are key differentiators for senior design roles and entrepreneurship in India, opening pathways to managerial positions and client relationship management.
Program Structure and Curriculum
Eligibility:
- 10+2 or equivalent with minimum 50% aggregate marks, English as a compulsory subject. Performance in Manipal Entrance Test (MET) and Portfolio Review / Interview.
Duration: 4 years (8 semesters)
Credits: 162 Credits
Assessment: Assessment pattern not specified
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MSD1101 | Design Fundamentals | Core | 4 | Elements of Design, Principles of Design, Form and Space, Color Theory, Composition |
| MSD1102 | Drawing & Visual Studies I | Core | 4 | Observation Drawing, Perspective, Sketching, Rendering Techniques, Anatomy Studies |
| MSD1103 | History of Art & Design I | Core | 3 | Prehistoric to Renaissance Art, Ancient Civilizations'''' Design, Art Movements Overview, Cultural and Historical Context, Indian Traditional Arts |
| MSD1104 | Communication Skills | Core | 2 | Verbal Communication, Written Communication, Presentation Skills, Critical Thinking, Interpersonal Communication |
| MSD1105 | Digital Tools for Design I | Core (Lab) | 3 | Adobe Photoshop Basics, Adobe Illustrator Basics, Vector and Raster Graphics, Image Editing, Digital Illustration |
| MSD1106 | Environmental Studies | Core | 2 | Ecology and Ecosystems, Biodiversity, Environmental Pollution, Sustainable Development, Environmental Ethics |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MSD1201 | Visual Semiotics | Core | 3 | Signs, Symbols, Icons, Meaning in Visuals, Communication Models, Cultural Codes, Perception Theory |
| MSD1202 | Drawing & Visual Studies II | Core | 4 | Life Drawing, Figure Studies, Advanced Rendering, Mixed Media Techniques, Expressive Drawing |
| MSD1203 | History of Art & Design II | Core | 3 | Modernism in Art & Design, Postmodernism, Contemporary Design Trends, Bauhaus Movement, Indian Modern Art |
| MSD1204 | Photography & Digital Imaging | Core (Lab) | 4 | Camera Fundamentals, Composition Techniques, Digital Photo Editing, Lighting Principles, Image Manipulation |
| MSD1205 | Typography I | Core | 4 | Type Anatomy, Type Classification, Legibility and Readability, Text Hierarchy, Basic Layout Principles |
| MSD1206 | Design Thinking & Innovation | Core | 3 | User-Centered Design, Ideation Techniques, Prototyping, Design Research, Problem-Solving Frameworks |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MSD2101 | Graphic Design I | Core | 4 | Layout and Grids, Poster Design, Brochure Design, Visual Identity Basics, Print Media Design |
| MSD2102 | Illustration Techniques | Core | 4 | Digital Illustration, Manual Illustration, Illustration Styles, Storyboarding, Character Design |
| MSD2103 | Marketing & Consumer Behavior | Core | 3 | Market Research, Branding Principles, Consumer Psychology, Advertising Fundamentals, Marketing Strategies |
| MSD2104 | Web & UI/UX Fundamentals | Core (Lab) | 4 | HTML and CSS Basics, Responsive Design, User Interface Principles, User Experience Basics, Information Architecture |
| MSD2105 | Design Materials & Processes | Core | 3 | Printing Techniques, Paper and Board Materials, Packaging Production Methods, Sustainable Materials, Finishing Processes |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MSD2201 | Brand Identity Design | Core | 5 | Logo Design Principles, Brand Guidelines, Visual Language Development, Brand Strategy, Corporate Identity Systems |
| MSD2202 | Publication Design | Core | 4 | Editorial Design, Magazine Layout, Book Design, Grid Systems for Publications, Advanced Typography |
| MSD2203 | Motion Graphics & Animation I | Core (Lab) | 4 | Principles of Animation, Adobe After Effects Basics, Kinetic Typography, Storytelling in Motion, Short Animated Sequences |
| MSD2204 | Strategic Brand Management | Core | 3 | Brand Equity, Brand Positioning, Brand Communication, Brand Portfolio, Brand Revitalization |
| MSD2205 | Elective I | Elective | 3 | Advanced Drawing, Serigraphy, Calligraphy, Retail Design Basics, Design for Social Impact |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MSD3101 | Packaging Design | Core | 5 | Structural Packaging Design, Materiality in Packaging, Packaging Graphics, Prototyping Techniques, Sustainable Packaging |
| MSD3102 | Digital Product Design (UI/UX) | Core (Lab) | 5 | UX Research Methods, Wireframing and Prototyping, Usability Testing, Interaction Design, Mobile UI Design |
| MSD3103 | Advertising Design | Core | 4 | Advertising Campaign Strategy, Copywriting for Ads, Visuals in Advertising, Media Planning Basics, Integrated Marketing Communication |
| MSD3104 | Design Research Methods | Core | 3 | Qualitative Research, Quantitative Research, Ethnography, Data Analysis and Interpretation, Research Proposal Writing |
| MSD3105 | Elective II | Elective | 3 | Advanced Photography, Editorial Illustration, Iconography and Symbolism, Narrative Design, Design for Inclusivity |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MSD3201 | Information Design & Data Visualization | Core | 4 | Infographics, Data Storytelling, Visualizing Complex Data, Dashboards and Reports, Information Hierarchy |
| MSD3202 | Service Design | Core | 4 | Service Blueprints, User Journey Mapping, Touchpoint Design, Stakeholder Engagement, Co-creation Workshops |
| MSD3203 | Experience Design | Core | 4 | Experiential Marketing, Event Design, Immersive Experiences, User Emotion and Interaction, Sensory Design |
| MSD3204 | Design Entrepreneurship | Core | 3 | Business Models for Designers, Startup Ecosystem, Intellectual Property Rights, Pitching Ideas, Funding and Venture Capital |
| MSD3205 | Internship / Industry Project | Project | 6 | Practical Industry Experience, Professional Networking, Project Management, Report Writing, Client Interaction |
Semester 7
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MSD4101 | Advanced Strategic Branding | Core | 4 | Brand Architecture, Rebranding Strategies, Global Branding Challenges, Brand Audits, Brand Valuation |
| MSD4102 | Transmedia Storytelling | Core | 4 | Narrative Across Platforms, Augmented Reality (AR) Storytelling, Virtual Reality (VR) Experiences, Interactive Media Design, Audience Engagement Strategies |
| MSD4103 | Design Management | Core | 3 | Project Management for Design, Team Leadership, Design Strategy, Budgeting and Resources, Client Management |
| MSD4104 | Elective III | Elective | 3 | Speculative Design, Brand Communication Strategy, Retail Experience Design, Design for Artificial Intelligence, Generative Design |
| MSD4105 | Major Project I | Project | 6 | Extensive Research, Concept Development, Initial Design Prototypes, User Feedback Integration, Project Proposal & Presentation |
Semester 8
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MSD4201 | Portfolio Development | Core | 4 | Curating Design Work, Personal Branding for Designers, Presentation Skills, Online Portfolio Platforms, Interview Preparation |
| MSD4202 | Professional Practice & Ethics | Core | 3 | Legal Aspects in Design, Contracts and Agreements, Client Management, Ethical Dilemmas in Design, Sustainable Practice |
| MSD4203 | Major Project II | Project | 10 | Final Design Implementation, Refinement and Iteration, Comprehensive Documentation, Public Exhibition, Professional Presentation |
| MSD4204 | Dissertation | Project | 6 | In-depth Research, Critical Analysis, Theoretical Frameworks, Literature Review, Written Thesis Report |