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.