Course Title: Digital Imaging for Commercial Practice 204

Part A: Course Overview

Course Title: Digital Imaging for Commercial Practice 204

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 2 2006,
Sem 2 2007,
Sem 2 2008,
Sem 2 2009,
Sem 2 2010

Course Coordinator: Mark Galer

Course Coordinator Phone: +61 3 9925 2388

Course Coordinator

Course Coordinator Location: Building 36 level 2

Course Coordinator Availability: Tuesday, Thursday and Friday

Pre-requisite Courses and Assumed Knowledge and Capabilities

Digital Imaging for Commercial Practice 101 and 102 or equivalent.

Course Description

The course focuses on the production of digital images using Adobe Photoshop. You will engage in commercially orientated projects to develop conceptual, creative and illustrative skills.

Objectives/Learning Outcomes/Capability Development

The objective of the course is for you to develop a high degree of visual literacy, technical competence and developed aesthetic sensibilities in  commercial quality post -production image editing. The course will promote an understanding of vocational business practices and global cultural, social and industry visual contexts. You will be expected to become fully conversant with IT use and digital image manipulation in order to develop a highly developed conceptual initiative.

On completion of this course you will have:

  • Developed advanced skills in image post-production techniques
  • Become aware of the illustrative potential of digital imaging software.
  • Acquired the skills to prescribed images during designated periods of time
  • Built and integrate post-production image-editing skills into your commercial illustrative folio work.

Learning Outcomes
Your leaning outcomes for this course are:

Acquire advanced techniques for exploring the creative potential of digital imaging for commercial applications.

Capture images as camera Raw files.
Capture ’information-rich’ digital images for post-production editing.

Process camera Raw files to optimize color, tonality and sharpness.
Explore the technique of embedding Adobe Camera Raw files as Smart Objects

Develop advanced skills in creating and modifying selections to isolate and mask image content.
Develop advanced skills for commercial composite and montage work.
Learn advanced applications of  blend modes for image retouching and montage work.

Optimize commercial images for print and for screen display.
Demonstrate colour accuracy between monitor preview and print.

Explore commercial illustrative styles.

Overview of Learning Activities

Weekly lectures and practical workshops provide an arena for the acquisition of creative and technical skills and the practical application of imaging techniques under lecturer supervision. You will be given projects and assignments during the course and will be expected to engage in personal research and assignment work during your ‘Non Contact Hours’. Informative guides and course content is available on the course server, RMIT’s DLS (Distributed Learning System) and in the course text and DVD.

Overview of Learning Resources

Adobe Photoshop CS5
A computer capable of running the above software.
Recommended Reading
Photoshop CS5: Essential Skills – Mark Galer & Philip Andrews. Focal Press. 2010

Overview of Assessment

20% of the total marks is awarded for each three practical projects (3 x 20% = 60%).
This forms the progressive assessment component of the course.
Each project will be marked according to the skill level demonstrated and its completion in the allocated time.

40% of the total marks will be awarded for completion of the final major assignment (2 folio prints and supporting digital files).