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http://drho.ro/marketing-ebooks/retaling-with-adobe/ Marketing professor ebook for a semester-long retail management course to learn adobe photoshop, illustrator, and InDesign
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drho.ro/videos/screencasts/retailing-with-adobe/0-ebook-introduction.mp4The
Ebookdrho.ro/marketing-ebooks/retailing-with-adobeRetailing with
Adobe is a 16-week semester marketing class ebook for business
undergraduate and MBAstudents. Retailing with Adobe is designed to
be used with online tutorials, Adobe Illustrator, AdobePhotoshop,
Adobe InDesign, Adobe Acrobat Pro, Adobe Fireworks, and Adobe
Premiere/iMovie.The
webpagedrho.ro/marketing-classes/retailing/spring-2011Blog posts
and screencasts on the weekly topics covered in Retailing with
Adobe can be found here.Retailing with Adobe will be rewritten in
May 2011.Dr HorowitZMarketing ProfessorSonoma State University
School of Business and Economics and Wine Business
Institutesonoma.edu/sbesonoma.edu/winebiz
- Week 1Materials, T and Productivity ools, Week 2 Illustrator
Week 3 Retailing and Atmospherics Week 4 Logos Week 5 Photoshop
Week 6 Photoshop for Photography Week 7 Photographs Week 8 InDesign
Week 9 Business Cards Week 10 Flyers Week 11 Brochures Week 12
Posters Week 13Interactive .pdf and Web Design Week 14 Video
Editing Week 15 Project Week 16 Share
- Week 1Materials, T and Productivity ools,
- Materials, Tools, and ProductivityThe focus of this class is on
designing the point of sales (POS) materials of a retail
environment. Do youknow how the materials in a winery tasting room
are created? Do you know where the tasting menus,event
posters/flyers, business cards, wine club brochures, wine labels,
nametags, signs, computerdisplays, video displays etc. come
from?Adobe Illustrator is used to design the logo, Adobe Photoshop
is used to incorporate photos of peopleand places into the design,
and Adobe InDesign is used to publish the design. Graphic design
with thesethree programs will be the focus of this course. At the
end of the semester, we will spend one week oninteractive design
and one week on video editing.Illustrator and
Photoshoppsd.tutsplus.com/tutorials/illustration/use-illustrator-and-photoshop-to-create-a-3d-string-of-pills-screencastDesigners
are doing amazing things with Illustrator and Photoshop. Watch this
4-part video tutorialseries on graphic design that uses 3D and
special effect filters.Wine
Designvector.tutsplus.com/tutorials/illustration/how-to-illustrate-an-elegant-bottle-of-wine-in-a-gift-boxvector.tutsplus.com/tutorials/illustration/how-to-illustrate-deliciously-realistic-grapes-using-simple-techniquesvector.tutsplus.com/tutorials/illustration/how-to-create-a-still-life-in-the-style-of-primitive-artpsd.tutsplus.com/tutorials/drawing/create-a-realistic-soda-bottle-in-photoshopSome
of my favorite wine-related Illustrator and Photoshop
tutorials.Materialsdrho.ro/lyndaI recommend getting a Lynda.com
video tutorial subscription so that you can have expert video
tutorialsguide you through learning Illustrator, Photoshop, and
InDesign. These programs are not easy to learnand substandard
tutorials cause frustration. Purchasing a Lynda.com video tutorial
subscription will bethe best $25/month you have ever spent (on
marketing education). Try a free one-day pass and decidefor
yourself.drho.ro/tutsplusI recommend subscribing to Vectortuts+,
Psdtuts+, and Phototuts+ so that you can have access totutorials
that demonstrate how designers are using Illustrator, Photoshop,
and InDesign in a cutting-edgemanner. These sites offer premium
tutorials that you can purchase a la carte, or, you can pay $9 a
monthfor a premium Tuts+ membership.tv.adobe.comAdobe has free
tutorials at Adobe TV, which you can search by
product.apple.com/ilife/tutorialsApple has free tutorials, which
you can search for by product. 5
- ToolsRetailing with Adobe is designed to be used with the
following software:Adobe Illustrator, Adobe Photoshop, Adobe
InDesign, and Adobe Fireworks and Adobe Premiere/iMovie.Adobe CS4
is in the computer labs, and Adobe CS5 is the current version. You
can download Adobe CS5 atadobe.com and use it free for 30
days.iMovie 09 is in the computer labs, and iMovie 11 is the
current
version.Productivityevancarmichael.com/blog/2010/06/29/the-top-50-productivity-blogs-to-watch-in-2010Search
for productivity resources.Googlegoogle.com/iggoogle.com/readerGet
a gmail account and import all of your email accounts into one
gmail account.Filter all of your email that is spam and stop
deleting emails.Dont email yourself when something happens on
Facebook and block people that Facebook spam you.Start using Google
Reader and iGoogle.Dropboxdrho.ro/dropboxDropbox is available for
Mac and PC and can be accessed via the web (on school
computers).1Passworddrho.ro/1PasswordYou could also save your
passwords in a Dropbox text file or with Google Bookmarks in your
iGoogle. 6
- Week 2Illustrator
- IllustratorLearn
Illustratormashable.com/2010/08/19/adobe-illustrator-tutorialsvandelaydesign.com/blog/design/learn-adobe-illustratorSearch
for learn Adobe Illustrator
resources.Lyndalynda.com/home/ViewCourses.aspx?lpk0=434Deke
McClellands One-on-One video tutorial series is
awesome.Adobetv.adobe.com/product/illustrator 8
- Week 3Retailing and Atmospherics
- Retailing and AtmosphericsPaco Underhillpacounderhill.comThe
king of retail. Check out his book Why We Buy.Douglas
Rushkoffrushkoff.comHis chapter on Atmospherics in Coercion is
great. His videos The Persuaders and The Merchants of Coolare
totally awesome.Rob Walkermurketing.comBuying In is great. Rob
Walker maintains a cool WordPress and Tumblr blog.Books and
Videosdrho.ro/marketing-class-materials/books-novels-literature-readingdrho.ro/marketing-class-materials/videos-and-documentariesMore
of my marketing book and video recommendations. 10
- Week 4 Logos
-
Logospsd.tutsplus.com/articles/7-principles-of-effective-icon-designpsd.tutsplus.com/articles/theory/know-your-icons-part-1-a-brief-history-of-computer-iconspsd.tutsplus.com/articles/theory/know-your-icons-part-2-modern-icon-designSearch
for logo/icon design
resources.GraphicRivergraphicriver.net/category/icons?sort_by=sales_count&type=files&categories=icons&page=1graphicriver.net/category/graphics/illustrations?sort_by=sales_count&type=files&categories=graphics/illustrations&page=1Search
GraphicRiver for professional logos and icons.A lot of these files
are vector artwork .ai or .eps files, which you can edit with Adobe
Illustrator.Some of thise files are .psd files, which you can edit
with Photoshop (save those for next
week).VectorTuts+vector.tutsplus.com/category/tutorials/icon-designvector.tutsplus.com/category/tutorials/illustrationSearch
the icon design and illustration tutorials at
Vectortuts+.Illustrator
Exchangeadobe.com/cfusion/exchange/index.cfm?s=3&o=desc&exc=17&event=productHome&from=1speckyboy.com/2008/09/29/80-of-the-best-vector-and-illustrator-free-resourcessmashingmagazine.com/2010/11/09/50-free-high-quality-icons-setsBecause
Illustrator is so popular, there are lots of great free resources
out there. Adobes IlustratorExchange is not necessarily the best
place to get Illustrator resources, but it gives you a good idea of
thetypes of Illustrator resources that are available.Another way to
look for a logo artwork is to search Google Images. Search for what
you want and thenfilter by size=large and type=clip
art.Fontsquirrelfontsquirrel.comTo use these fonts in Adobe, on a
mac, add the .ttf or .otf files to your user/Library/Fonts folder.
12
- Week 5Photoshop
-
Photoshopmashable.com/2010/08/12/12-beginner-tutorials-for-getting-started-with-photoshopmashable.com/2010/10/08/free-photoshop-tutorialsmashable.com/2010/04/11/youtube-photoshop-tutorialsSearch
for learn Adobe Photoshop
resources.Lyndalynda.com/home/ViewCourses.aspx?lpk0=192Deke
McClellands One-on-One video tutorial series is
awesome.Adobetv.adobe.com/product/photoshopPsdtuts+psd.tutsplus.com/category/tutorials/icon-designpsd.tutsplus.com/category/tutorials/illustrationSearch
the icon design and illustration tutorial categories at
Psdtuts+.Photoshop
Exchangeadobe.com/cfusion/exchange/index.cfm?s=3&o=desc&exc=16&cat=197&event=productHome&l=-1&from=1psd.tutsplus.com/freebies/exclusive-style-pack-%E2%80%93-15-incredible-photoshop-stylespsstyleaday.com/category/individual-photoshop-stylespsstyleaday.com/category/photoshop-styles-packsBecause
Photoshop is so popular, there are lots of great free resources out
there. Adobes PhotoshopExchange is not necessarily the best place
to get Photoshop resources, but it gives you a good idea ofthe
types of Photoshop resources that are available. For example,
Photoshop layer styles are similarto Illustrator graphic styles.
Because Photoshop is more popular than Illustrator, there are more
freePhotoshop layer styles available on the web. 14
- Week 6Photoshop for Photography
- Photoshop for
Photographysmashingmagazine.com/2008/12/07/50-excellent-digital-photography-photoshop-tutorialsSearch
for Photoshop for photography
resources.Phototuts+photo.tutsplus.comLyndalynda.com/home/ViewCourses.aspx?lpk1=43Chris
Orwig has awesome Photoshop for photography tutorials. Start with
his Photoshop forphotographers tutorial, and then Search his
tutorials on creative effects, compositing, fashion retouching,and
athletic retouching.Adobe Bridge, Camera Raw, and Photoshop
Lightroom all integrate with nicely with
Photoshop.Adobetv.adobe.com/product/bridgetv.adobe.com/product/lightroom
16
- Week 7Photographs
- Work on a
PhotographProductphoto.tutsplus.com/tutorials/lighting/the-simple-guide-to-shooting-a-perfectly-lit-product-photoae.tutsplus.com/tutorials/workflow/diy-create-your-own-white-boxSearch
Phototuts+ for
products.Landscapephoto.tutsplus.com/?s=landscapeSearch Phototuts+
for landscape.Portraitphoto.tutsplus.com/?s=portraitSearch
Phototuts+ for portrait.iStockphotoistockphoto.comYou can buy stock
photos. 18
- Week 8InDesign
-
InDesignvector.tutsplus.com/articles/web-roundups/15-great-resources-for-learning-adobe-indesignSearch
for learn Adobe InDesign
resources.VectorTuts+vector.tutsplus.com/category/tutorials/layoutSearch
the layout tutorials at
VectorTuts+.Lyndalynda.com/home/ViewCourses.aspx?lpk0=777David
Blatners InDesign Essential Training is a great way to learn Adobe
InDesign.Adobetv.adobe.com/product/indesign 20
- Week 9Business Cards
- Business
Cardssmashingmagazine.com/2010/08/09/business-card-design-starter-kit-showcase-tutorials-templatessmashingmagazine.com/2010/09/08/creative-business-cards-techniques-and-preparationSearch
for business card design
resources.GraphicRivergraphicriver.net/category/design-templates/business-cards?sort_by=sales_count&type=files&categories=design-templates/business-cards&page=1Search
GraphicRiver for professional business card
designs.Vectortuts+vector.tutsplus.com/?s=business+cardSearch
Vectortuts+ tutorials for business
cards.Psdtuts+psd.tutsplus.com/?s=business+cardSearch Psdtuts+
tutorials for business cards. 22
- Week 10 Flyers
-
Flyersdesignshack.co.uk/articles/graphics/design-an-edgy-flyer-using-your-own-photographySearch
for flyer design
resources.GraphicRivergraphicriver.net/category/design-templates/flyers?sort_by=sales_count&type=files&categories=design-templates/flyers&page=1Search
GraphicRiver for professional flyer
designs.Vectortuts+vector.tutsplus.com/?s=flyerSearch Vectortuts+
tutorials for flyers.Psdtuts+psd.tutsplus.com/?s=flyerSearch
Vectortuts+ tutorials for
flyers.Tutorialsvector.tutsplus.com/tutorials/designing/design-a-coffee-shop-menu-layout-from-scratch-with-photoshop-and-indesign-part-2psd.tutsplus.com/tutorials/designing-tutorials/design-a-coffee-shop-menu-layout-from-scratch-with-photoshop-and-indesign-part-1
24
- Week 11Brochures
- Design a
Brochuresmashingmagazine.com/2008/06/16/beautiful-brochures-and-bookletsSearch
for brochure design
resources.GraphicRivergraphicriver.net/category/design-templates/brochures?sort_by=sales_count&type=files&categories=design-templates/brochures&page=1Search
GraphicRiver for professional brochure
desings.Vectortuts+vector.tutsplus.com/?s=brochureSearch
Vectortuts+ for
brochures.Psdtuts+psd.tutsplus.com/?s=brochureSearch Psdtuts+ for
brochures.Tutorialsvector.tutsplus.com/tutorials/how-to-make-an-a5-print-ready-leaflet-indesign-cs5psd.tutsplus.com/tutorials/designing-tutorials/create-and-print-a-brochure-with-photoshop-indesign-and-uprintingcom-part-1
26
- Week 12 Posters
-
Postersvector.tutsplus.com/articles/web-roundups/50-high-impact-illustrated-vector-postersvandelaydesign.com/blog/design/photoshop-postersSearch
for poster design
resources.GraphicRivergraphicriver.net/item/disco-ball-club-gig-poster/39143graphicriver.net/item/jazz-poster/72205Search
GraphicRiver for professional poster
designs.Vectortuts+vector.tutsplus.com/?s=posterSearch Vectortuts+
tutorials for posters.Psdtuts+psd.tutsplus.com/?s=posterSearch
Psdtuts+ tutorials for
posters.Tutorialsvector.tutsplus.com/tutorials/designing/blend-and-mask-yourself-a-great-postervector.tutsplus.com/tutorials/illustration/create-an-inspirational-vector-political-postervector.tutsplus.com/articles/news/new-vectortuts-plus-tut-meshing-boxing-gloves-and-composing-an-event-postervector.tutsplus.com/tutorials/designing/how-to-make-an-eco-friendly-vector-postervector.tutsplus.com/tutorials/designing/create-a-fun-halloween-vector-posterpsd.tutsplus.com/tutorials/designing-tutorials/create-a-retro-urban-gig-poster-in-photoshop-screencastpsd.tutsplus.com/tutorials/designing-tutorials/create-an-intense-movie-poster-in-photoshop-screencast
28
- Week 13Interactive .pdf and Web Design
- Interactive .pdf and Web DesignInteractive .pdf, flash, and
html/css DesignAdobe Acrobat Pro is the easiest tool to make
interactive .pdf files, but you can also you Adobe InDesignand
Fireworks. You can use InDesign to do cool stuff with .pdf
presentations and Flash. You can useFireworks for HTML and CSS
website
prototyping.Lyndalynda.com/home/ViewCourses.aspx?lpk0=6Brian Wood
has an Acrobat 9 Pro Essential
Traininglynda.com/home/ViewCourses.aspx?lpk0=777James Fritz has a
sweet InDesign CS5: Interactive Documents and Presentations
series.lynda.com/home/ViewCourses.aspx?lpk0=13Jim Babbages
Fireworks Essential Training is
good.Adobetv.adobe.com/product/acrobattv.adobe.com/product/fireworkstv.adobe.com/product/indesignhelp.adobe.com/en_US/indesign/cs/using/WSFE8A2A9F-6111-416c-85D7-6C51F202E8ED.htmlYou
can export interactive InDesign files to .pdf and
Flash.help.adobe.com/en_US/fireworks/cs/using/WS4c25cfbb1410b0021e63e3d1152b00d35d-8000.htmlYou
can export interactive Fireworks files to .pdf and to HTML and CSS.
30
- Week 14Video Editing
- Video EditingPresentationsPrograms like iPhoto, Photoshop
Lightroom, InDesign, PowerPoint and Keynote can be used to
createpresentations that can be saved as Quicktime .mov, MPEG-4
.m4a, or Flash .swf video files and displayedon
screens.GraphicRivergraphicriver.net/category/presentation-templates?sort_by=sales_count&type=files&categories=presentation-templates&page=1Search
GraphicRiver for professional presentation designs.Motion
GraphicsPrograms like iMovie, Final Cut, Adobe Premiere, and Adobe
After Effects can be used to edit
video.VideoHivevideohive.net/page/top_sellersSearch VideoHive for
professional motion graphics.LyndaLynda.com has tutorials for all
of the programs listed
above.Appleapple.com/iwork/tutorials/#keynoteapple.com/ilife/tutorials/#iphoto-heroapple.com/finalcutexpress/tutorialsAdobetv.adobe.com/product/premiere-protv.adobe.com/product/after-effectsAudioJungleaudiojungle.net/page/top_sellersSearch
AudioJungle for professional stock music your slideshow or edited
video to 32
- Week 15 Project
- Week 16 Share
- AcknowledgementsThank you to all of the educators who share
their content online and to my students who listen to metalk about
it. Thank you to Sonoma State University for giving me the academic
freedom, computers, andsoftware to be able to teach this stuff.
Thank you to my family for letting me stay in school for so longand
supporting me along the way. Thank you to my friends for dealing
with my oversharing.!Biodrho.ro/marketing-professor/bioDr. Horowitz
(@DrHoro) is a marketing professor at Sonoma State University who
uses his marketingebooks and WordPress blog DrHo.ro to teach
marketing classes. Dr. Horowitz teaches web design,graphic design,
video editing and search engine optimization skills in his
marketing research, promotionmanagement, and retail management
classes. Dr. Horowitz also teaches the wine business study
abroadclass The Global Wine Industry.