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

2. drho.ro/videos/screencasts/retailing-with-adobe/0-ebook-introduction.mp4
The Ebook
drho.ro/marketing-ebooks/retailing-with-adobe
Retailing with Adobe is a 16-week semester marketing class ebook for business undergraduate and MBA
students. Retailing with Adobe is designed to be used with online tutorials, Adobe Illustrator, Adobe
Photoshop, Adobe InDesign, Adobe Acrobat Pro, Adobe Fireworks, and Adobe Premiere/iMovie.
The webpage
drho.ro/marketing-classes/retailing/spring-2011
Blog 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 HorowitZ
Marketing Professor
Sonoma State University School of Business and Economics and Wine Business Institute
sonoma.edu/sbe
sonoma.edu/winebiz

3. Week 1
Materials, 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 13
Interactive .pdf and Web Design
Week 14
Video Editing
Week 15
Project
Week 16
Share

4. Week 1
Materials, T and Productivity
ools,

5. Materials, Tools, and Productivity
The focus of this class is on designing the point of sales (POS) materials of a retail environment. Do you
know 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, computer
displays, video displays etc. come from?
Adobe Illustrator is used to design the logo, Adobe Photoshop is used to incorporate photos of people
and places into the design, and Adobe InDesign is used to publish the design. Graphic design with these
three programs will be the focus of this course. At the end of the semester, we will spend one week on
interactive design and one week on video editing.
Illustrator and Photoshop
psd.tutsplus.com/tutorials/illustration/use-illustrator-and-photoshop-to-create-a-3d-string-of-
pills-screencast
Designers are doing amazing things with Illustrator and Photoshop. Watch this 4-part video tutorial
series on graphic design that uses 3D and special effect filters.
Wine Design
vector.tutsplus.com/tutorials/illustration/how-to-illustrate-an-elegant-bottle-of-wine-in-a-gift-
box
vector.tutsplus.com/tutorials/illustration/how-to-illustrate-deliciously-realistic-grapes-using-
simple-techniques
vector.tutsplus.com/tutorials/illustration/how-to-create-a-still-life-in-the-style-of-primitive-art
psd.tutsplus.com/tutorials/drawing/create-a-realistic-soda-bottle-in-photoshop
Some of my favorite wine-related Illustrator and Photoshop tutorials.
Materials
drho.ro/lynda
I recommend getting a Lynda.com video tutorial subscription so that you can have expert video tutorials
guide you through learning Illustrator, Photoshop, and InDesign. These programs are not easy to learn
and substandard tutorials cause frustration. Purchasing a Lynda.com video tutorial subscription will be
the best $25/month you have ever spent (on marketing education). Try a free one-day pass and decide
for yourself.
drho.ro/tutsplus
I recommend subscribing to Vectortuts+, Psdtuts+, and Phototuts+ so that you can have access to
tutorials that demonstrate how designers are using Illustrator, Photoshop, and InDesign in a cutting-edge
manner. These sites offer premium tutorials that you can purchase a la carte, or, you can pay $9 a month
for a premium Tuts+ membership.
tv.adobe.com
Adobe has free tutorials at Adobe TV, which you can search by product.
apple.com/ilife/tutorials
Apple has free tutorials, which you can search for by product.
5

6. Tools
Retailing 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 at
adobe.com and use it free for 30 days.
iMovie ’09 is in the computer labs, and iMovie ’11 is the current version.
Productivity
evancarmichael.com/blog/2010/06/29/the-top-50-productivity-blogs-to-watch-in-2010
Search for productivity resources.
Google
google.com/ig
google.com/reader
Get 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.
Don’t email yourself when something happens on Facebook and block people that Facebook spam you.
Start using Google Reader and iGoogle.
Dropbox
drho.ro/dropbox
Dropbox is available for Mac and PC and can be accessed via the web (on school computers).
1Password
drho.ro/1Password
You could also save your passwords in a Dropbox text file or with Google Bookmarks in your iGoogle.
6

7. Week 2
Illustrator

8. Illustrator
Learn Illustrator
mashable.com/2010/08/19/adobe-illustrator-tutorials
vandelaydesign.com/blog/design/learn-adobe-illustrator
Search for learn Adobe Illustrator resources.
Lynda
lynda.com/home/ViewCourses.aspx?lpk0=434
Deke McClelland’s One-on-One video tutorial series is awesome.
Adobe
tv.adobe.com/product/illustrator
8

9. Week 3
Retailing and Atmospherics

10. Retailing and Atmospherics
Paco Underhill
pacounderhill.com
The king of retail. Check out his book Why We Buy.
Douglas Rushkoff
rushkoff.com
His chapter on Atmospherics in Coercion is great. His videos The Persuaders and The Merchants of Cool
are totally awesome.
Rob Walker
murketing.com
Buying In is great. Rob Walker maintains a cool WordPress and Tumblr blog.
Books and Videos
drho.ro/marketing-class-materials/books-novels-literature-reading
drho.ro/marketing-class-materials/videos-and-documentaries
More of my marketing book and video recommendations.
10

11. Week 4
Logos

12. Logos
psd.tutsplus.com/articles/7-principles-of-effective-icon-design
psd.tutsplus.com/articles/theory/know-your-icons-part-1-a-brief-history-of-computer-icons
psd.tutsplus.com/articles/theory/know-your-icons-part-2-modern-icon-design
Search for logo/icon design resources.
GraphicRiver
graphicriver.net/category/icons?sort_by=sales_count&type=files&categories=icons&page=1
graphicriver.net/category/graphics/illustrations?sort_by=sales_count&type=files&categories=gr
aphics/illustrations&page=1
Search 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-design
vector.tutsplus.com/category/tutorials/illustration
Search the icon design and illustration tutorials at Vectortuts+.
Illustrator Exchange
adobe.com/cfusion/exchange/index.cfm?s=3&o=desc&exc=17&event=productHome&from=1
speckyboy.com/2008/09/29/80-of-the-best-vector-and-illustrator-free-resources
smashingmagazine.com/2010/11/09/50-free-high-quality-icons-sets
Because Illustrator is so popular, there are lots of great free resources out there. Adobe’s Ilustrator
Exchange is not necessarily the best place to get Illustrator resources, but it gives you a good idea of the
types 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 then
filter by size=large and type=clip art.
Fontsquirrel
fontsquirrel.com
To use these fonts in Adobe, on a mac, add the .ttf or .otf files to your user/Library/Fonts folder.
12

13. Week 5
Photoshop

14. Photoshop
mashable.com/2010/08/12/12-beginner-tutorials-for-getting-started-with-photoshop
mashable.com/2010/10/08/free-photoshop-tutorials
mashable.com/2010/04/11/youtube-photoshop-tutorials
Search for learn Adobe Photoshop resources.
Lynda
lynda.com/home/ViewCourses.aspx?lpk0=192
Deke McClelland’s One-on-One video tutorial series is awesome.
Adobe
tv.adobe.com/product/photoshop
Psdtuts+
psd.tutsplus.com/category/tutorials/icon-design
psd.tutsplus.com/category/tutorials/illustration
Search the icon design and illustration tutorial categories at Psdtuts+.
Photoshop Exchange
adobe.com/cfusion/exchange/index.cfm?s=3&o=desc&exc=16&cat=197&event=productHome
&l=-1&from=1
psd.tutsplus.com/freebies/exclusive-style-pack-%E2%80%93-15-incredible-photoshop-styles
psstyleaday.com/category/individual-photoshop-styles
psstyleaday.com/category/photoshop-styles-packs
Because Photoshop is so popular, there are lots of great free resources out there. Adobe’s Photoshop
Exchange is not necessarily the best place to get Photoshop resources, but it gives you a good idea of
the types of Photoshop resources that are available. For example, Photoshop layer styles are similar
to Illustrator graphic styles. Because Photoshop is more popular than Illustrator, there are more free
Photoshop layer styles available on the web.
14

15. Week 6
Photoshop for Photography

16. Photoshop for Photography
smashingmagazine.com/2008/12/07/50-excellent-digital-photography-photoshop-tutorials
Search for Photoshop for photography resources.
Phototuts+
photo.tutsplus.com
Lynda
lynda.com/home/ViewCourses.aspx?lpk1=43
Chris Orwig has awesome Photoshop for photography tutorials. Start with his Photoshop for
photographers 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.
Adobe
tv.adobe.com/product/bridge
tv.adobe.com/product/lightroom
16

17. Week 7
Photographs

18. Work on a Photograph
Product
photo.tutsplus.com/tutorials/lighting/the-simple-guide-to-shooting-a-perfectly-lit-product-photo
ae.tutsplus.com/tutorials/workflow/diy-create-your-own-white-box
Search Phototuts+ for products.
Landscape
photo.tutsplus.com/?s=landscape
Search Phototuts+ for landscape.
Portrait
photo.tutsplus.com/?s=portrait
Search Phototuts+ for portrait.
iStockphoto
istockphoto.com
You can buy stock photos.
18

19. Week 8
InDesign

20. InDesign
vector.tutsplus.com/articles/web-roundups/15-great-resources-for-learning-adobe-indesign
Search for learn Adobe InDesign resources.
VectorTuts+
vector.tutsplus.com/category/tutorials/layout
Search the layout tutorials at VectorTuts+.
Lynda
lynda.com/home/ViewCourses.aspx?lpk0=777
David Blatner’s InDesign Essential Training is a great way to learn Adobe InDesign.
Adobe
tv.adobe.com/product/indesign
20

21. Week 9
Business Cards

22. Business Cards
smashingmagazine.com/2010/08/09/business-card-design-starter-kit-showcase-tutorials-
templates
smashingmagazine.com/2010/09/08/creative-business-cards-techniques-and-preparation
Search for business card design resources.
GraphicRiver
graphicriver.net/category/design-templates/business-cards?sort_by=sales_count&type=files&cat
egories=design-templates/business-cards&page=1
Search GraphicRiver for professional business card designs.
Vectortuts+
vector.tutsplus.com/?s=business+card
Search Vectortuts+ tutorials for business cards.
Psdtuts+
psd.tutsplus.com/?s=business+card
Search Psdtuts+ tutorials for business cards.
22

23. Week 10
Flyers

24. Flyers
designshack.co.uk/articles/graphics/design-an-edgy-flyer-using-your-own-photography
Search for flyer design resources.
GraphicRiver
graphicriver.net/category/design-templates/flyers?sort_by=sales_count&type=files&categories=
design-templates/flyers&page=1
Search GraphicRiver for professional flyer designs.
Vectortuts+
vector.tutsplus.com/?s=flyer
Search Vectortuts+ tutorials for flyers.
Psdtuts+
psd.tutsplus.com/?s=flyer
Search Vectortuts+ tutorials for flyers.
Tutorials
vector.tutsplus.com/tutorials/designing/design-a-coffee-shop-menu-layout-from-scratch-with-
photoshop-and-indesign-part-2
psd.tutsplus.com/tutorials/designing-tutorials/design-a-coffee-shop-menu-layout-from-scratch-
with-photoshop-and-indesign-part-1
24

25. Week 11
Brochures

26. Design a Brochure
smashingmagazine.com/2008/06/16/beautiful-brochures-and-booklets
Search for brochure design resources.
GraphicRiver
graphicriver.net/category/design-templates/brochures?sort_by=sales_count&type=files&categor
ies=design-templates/brochures&page=1
Search GraphicRiver for professional brochure desings.
Vectortuts+
vector.tutsplus.com/?s=brochure
Search Vectortuts+ for brochures.
Psdtuts+
psd.tutsplus.com/?s=brochure
Search Psdtuts+ for brochures.
Tutorials
vector.tutsplus.com/tutorials/how-to-make-an-a5-print-ready-leaflet-indesign-cs5
psd.tutsplus.com/tutorials/designing-tutorials/create-and-print-a-brochure-with-photoshop-
indesign-and-uprintingcom-part-1
26

27. Week 12
Posters

28. Posters
vector.tutsplus.com/articles/web-roundups/50-high-impact-illustrated-vector-posters
vandelaydesign.com/blog/design/photoshop-posters
Search for poster design resources.
GraphicRiver
graphicriver.net/item/disco-ball-club-gig-poster/39143
graphicriver.net/item/jazz-poster/72205
Search GraphicRiver for professional poster designs.
Vectortuts+
vector.tutsplus.com/?s=poster
Search Vectortuts+ tutorials for posters.
Psdtuts+
psd.tutsplus.com/?s=poster
Search Psdtuts+ tutorials for posters.
Tutorials
vector.tutsplus.com/tutorials/designing/blend-and-mask-yourself-a-great-poster
vector.tutsplus.com/tutorials/illustration/create-an-inspirational-vector-political-poster
vector.tutsplus.com/articles/news/new-vectortuts-plus-tut-meshing-boxing-gloves-and-
composing-an-event-poster
vector.tutsplus.com/tutorials/designing/how-to-make-an-eco-friendly-vector-poster
vector.tutsplus.com/tutorials/designing/create-a-fun-halloween-vector-poster
psd.tutsplus.com/tutorials/designing-tutorials/create-a-retro-urban-gig-poster-in-photoshop-
screencast
psd.tutsplus.com/tutorials/designing-tutorials/create-an-intense-movie-poster-in-photoshop-
screencast
28

29. Week 13
Interactive .pdf and Web Design

30. Interactive .pdf and Web Design
Interactive .pdf, flash, and html/css Design
Adobe Acrobat Pro is the easiest tool to make interactive .pdf files, but you can also you Adobe InDesign
and Fireworks. You can use InDesign to do cool stuff with .pdf presentations and Flash. You can use
Fireworks for HTML and CSS website prototyping.
Lynda
lynda.com/home/ViewCourses.aspx?lpk0=6
Brian Wood has an Acrobat 9 Pro Essential Training
lynda.com/home/ViewCourses.aspx?lpk0=777
James Fritz has a sweet InDesign CS5: Interactive Documents and Presentations series.
lynda.com/home/ViewCourses.aspx?lpk0=13
Jim Babbage’s Fireworks Essential Training is good.
Adobe
tv.adobe.com/product/acrobat
tv.adobe.com/product/fireworks
tv.adobe.com/product/indesign
help.adobe.com/en_US/indesign/cs/using/WSFE8A2A9F-6111-416c-85D7-6C51F202E8ED.
html
You can export interactive InDesign files to .pdf and Flash.
help.adobe.com/en_US/fireworks/cs/using/WS4c25cfbb1410b0021e63e3d1152b00d35d-8000.
html
You can export interactive Fireworks files to .pdf and to HTML and CSS.
30

31. Week 14
Video Editing

32. Video Editing
Presentations
Programs like iPhoto, Photoshop Lightroom, InDesign, PowerPoint and Keynote can be used to create
presentations that can be saved as Quicktime .mov, MPEG-4 .m4a, or Flash .swf video files and displayed
on screens.
GraphicRiver
graphicriver.net/category/presentation-templates?sort_by=sales_count&type=files&categories=
presentation-templates&page=1
Search GraphicRiver for professional presentation designs.
Motion Graphics
Programs like iMovie, Final Cut, Adobe Premiere, and Adobe After Effects can be used to edit video.
VideoHive
videohive.net/page/top_sellers
Search VideoHive for professional motion graphics.
Lynda
Lynda.com has tutorials for all of the programs listed above.
Apple
apple.com/iwork/tutorials/#keynote
apple.com/ilife/tutorials/#iphoto-hero
apple.com/finalcutexpress/tutorials
Adobe
tv.adobe.com/product/premiere-pro
tv.adobe.com/product/after-effects
AudioJungle
audiojungle.net/page/top_sellers
Search AudioJungle for professional stock music your slideshow or edited video to
32

33. Week 15
Project

34. Week 16
Share

35. Acknowledgements
Thank you to all of the educators who share their content online and to my students who listen to me
talk about it. Thank you to Sonoma State University for giving me the academic freedom, computers, and
software to be able to teach this stuff. Thank you to my family for letting me stay in school for so long
and supporting me along the way. Thank you to my friends for dealing with my oversharing.!
Bio
drho.ro/marketing-professor/bio
Dr. Horowitz (@DrHoro) is a marketing professor at Sonoma State University who uses his marketing
ebooks 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, promotion
management, and retail management classes. Dr. Horowitz also teaches the wine business study abroad
class The Global Wine Industry.