品牌規(guī)劃與設計課程教學大綱

1、品牌規(guī)劃與設計教學大綱課程代碼174200課程名稱品牌規(guī)劃與設計英文名稱Brand Planning and Design課程類別學科基礎課課程性質(zhì)選修學時總學時：32 學分2開課學期第三學期開課單位設計學院適用專業(yè)藝術(shù)設計各專業(yè)授課語言中文先修課程畢業(yè)要求（專業(yè)培養(yǎng)能力）學生達到如下畢業(yè)要求有如下貢獻：1、3、101.設計知識：掌握扎實的基礎知識和專業(yè)技能，能夠?qū)⑺囆g(shù)與設計的專業(yè)知識和理論用于解決復雜的設計實踐問題。3.設計/開發(fā)解決方案：能夠針對環(huán)境設計復雜問題提出解決方案，設計滿足特定需求的各類空間系統(tǒng)、公共設施、藝術(shù)裝置，并能夠在設計環(huán)節(jié)中體現(xiàn)創(chuàng)新意識，考慮經(jīng)濟、文化、環(huán)保、安全、技術(shù)

2、、美觀等因素。10.溝通：能夠就復雜環(huán)境設計問題與業(yè)界同行及社會公眾進行有效溝通和交流，包括制作設計文本、撰寫設計和創(chuàng)作說明、陳述發(fā)言、清晰表達或回應指令。并具備一定的國際視野，能夠在跨文化背景下進行溝通和交流。課程培養(yǎng)學生的能力（教學目標）完成課程后，學生將具備以下能力：（1）課程通過教師講授、輔導、鑒賞、討論及學生自學等多種教學手段和實踐課題作業(yè)等多種形式的訓練，進一步培養(yǎng)學生具有品牌規(guī)劃能力。1（2）決定設計策略能力；建立品牌設計理念；掌握品牌設計方法；監(jiān)督與控制設計專案進度能力。3（3）評估設計作品等能力。10課程簡介本課程是藝術(shù)設計專業(yè)的選修課程。課程將品牌的規(guī)劃理念納入品牌設計程序

3、，品牌的核心在于其與目標消費者的精神層面的溝通。如何根據(jù)目標消費者的心理需求、審美感覺、文化品位以及產(chǎn)品本身的特征屬性等綜合因素，設計出具有獨特風格同時又讓目標消費者在心理產(chǎn)生共鳴的品牌形象，是本課程需要解決的主要內(nèi)容。教學內(nèi)容與學時分配1. 設計方法歸納1) 教學內(nèi)容與提要：（5學時）關(guān)于不同類型的品牌設計品牌設計的理念有關(guān)商業(yè)品牌設計設計與品牌品牌的藝術(shù)特征2) 基本要求：（5學時）團隊工作模式思維導圖與腦力激蕩法設計師的問題意識2. 設計行動與實驗1) 教學內(nèi)容與要求（5學時）推理品牌創(chuàng)意案例：SONY真正的刺激與需要案例：KISS彩茶案例：援助非洲演唱會品牌分類分析品牌風格把握臨摹2)

4、 基本要求：（5學時）思維導圖與腦力激蕩法3. 評估你的作品1) 教學內(nèi)容與要求（5學時）為什么我們還要那么麻煩去做評估?評估標準和要求評估的幾種手法調(diào)查問卷范例分析問卷結(jié)果(圖表分析)2) 基本要求：（3學時）設計師的問題意識作品表現(xiàn)逐一分析3) 作業(yè)要求：（4學時）指定品牌規(guī)劃與設計 作品評估與調(diào)查問卷分析問卷結(jié)果(圖表分析)實驗教學（包括上機學時、實驗學時、實踐學時）無教學方法課程教學以課堂教學、課外作業(yè)、綜合討論等共同實施。考核方式學生習作的最終整體效果為課程考核的對象。由教研室組織評分（原則上不少于三個評分教師），以任課教師為主，教研室審定最終結(jié)果。根據(jù)大綱的要求評定成績，其中考勤成

5、績占20%，平時成績占30%,期末成績占50%。教材及參考書1 馬浚誠著，品牌設計與解決方法，湖北美術(shù)出版社，20082 保羅斯圖柏特 英著，品牌的力量，中信出版社，2001制定人及制定時間“Brand Planning and Design” SyllabusCourse CodeCourse TitleBrand Planning and DesignCourse CategoryDisciplinary Basic CourseCourse NatureElective CourseClass Hours32Credits2Semester3rd SemesterInstituteSch

6、ool of DesignProgram OrientedAll specialties of Art and DesignTeaching LanguageChinesePrerequisitesStudent Outcomes (Special Training Ability)1. Design Knowledge: Students should master sound basic knowledge and professional skills and can apply what they have learn about art and design to solving c

7、omplicated problems in practice. 3. Design/Develop Solution: Students can propose solutions to complicated problems in environmental design. The solutions they design should with various space system, public facilities and art decorations, and demonstrate innovative idea, consider factors including

8、economy, culture, environmental protection, safety, technology and appearance, etc. Students can understand and assess influences of practices for complicated problems in environmental design and public art on environment and sustainable social development. 10. Communication: Students can communicat

9、e with peers and public about complicated environmental design problems, including preparing design documents, writing design instructions, delivering statements, articulating or responding orders, and has international view to communicate in international culture background.Teaching ObjectivesThe c

10、ourse conducted by multiple teaching approaches to complete via teaching, tutorial, appreciation, discussion and self-study as well as practice with assignment for further cultivating students ability in brand planning, design strategy decision and concept of brand and design method; design of proje

11、ct supervision, control and evaluation.Course DescriptionThis course is an optional course of art and design professional curriculum. The concept of brand planning will be putted into the course with the core which lies in its communication between brand and target consumers in mental level. Accordi

12、ng to the goal of consumers psychological needs, aesthetic feeling, and attribute comprehensive factors, such as cultural taste, to create brand image with unique style and satisfy the target consumer psychological resonance.Teaching Content and Class Hours DistributionA. Design method induction1.Te

13、aching content and abstract: (5 hours)Different types of brand designBrand design conceptCommercial brand designDesign and brandingArtistic features of brand2.Basic requirements: (5 hours)Team work modelMind mapping and brainstormingIssue consciousness of designer B. Design action and experiment1. T

14、eaching content and requirements (5 hours)Reasoning brand ideasCase study: SONYs real stimulus and needCase: KISS color teaExample: Aiding to the African concertBrand classification analysisBrand styleReproductionBasic requirements: (5 hours)Mind mapping and brainstormingC. Evaluation of your work1.

15、Teaching content and requirements (5 hours)Why do we have to be so much trouble to do the assessment?Assessment criteria and requirementsMain methods of assessmentSurvey questionnaireAnalysis of questionnaire results (Chart Analysis)2.Basic requirements: (3 hours)Designer problem awarenessAnalysis o

16、f the performance of works3.Job requirements: (4 hours)Brand planning and designEvaluation and questionnaire surveyAnalysis of questionnaire results (Chart Analysis)Experimental TeachingNoneTeaching MethodClassroom teaching Home works Comprehensive discussionExamination MethodThe overall effect of student works is as the final course assessment object by faculty member of department (more than three teachers), and the final results will be approved by department.Assessment results will be conducted based on syllabus requirements i.e.: attendance record