Study Guide

Objective

The student knows the methods and possibilities of strategic marketing communication and knows how to plan an adequate campaign. They can approach different target groups and choose the appropriate channels and media for their campaign. The student will have a good understanding of creative design and be able to produce effective solutions. The student is able to work as a member of a team, to divide the campaign design into project components and to schedule his/her activities. The student knows the main principles of campaign design implementation and is able to find suitable partners for a campaign design project. The student will understand the key ethical and sustainability issues related to the designer's job description.

Content

- principles of strategic campaign design
- methods of marketing communication
- target group thinking
- ethics of design and sustainable design
- working in a project
- commissioning and responding to a brief
- pricing and timing of a campaign

Prerequisites

Managing the learning objectives of the Visual Marketing Communication course.

Assessment criteria, satisfactory (1)

The student understands the campaign planning process and can produce a satisfactory campaign plan. The student identifies the forms of creative design process and is able to create solutions for campaign production. They can work both independently and as part of a team and present the produced material.

Assessment criteria, good (3)

The student masters the campaign planning process and is able to produce a well-managed campaign design. The student is able to apply previously acquired knowledge to campaign design. He/she identifies his/her level of competence and is capable of self-reflection. They will be able to use creative process tools and to develop insightful, audience-sensitive solutions for campaign production. Students will be able to work fluently both independently and as part of a team and present their material in an engaging way.

Assessment criteria, excellent (5)

The student masters the campaign design process and is able to produce a successful campaign design. The student can apply previously acquired knowledge in an original way to campaign design. They are able to work in a goal-oriented way and are capable of self-reflection when assessing the development of their professional identity. They will be able to use the creative process to create insightful solutions that take into account the target audience. Students will be able to work fluently both independently and as part of a team and present the material they produce in a credible and visually engaging way.

Assessment criteria, approved/failed

The student understands the campaign planning process and can produce a satisfactory campaign plan. The student identifies the forms of creative design process and is able to create solutions for campaign production. They can work both independently and as part of a team and present the produced material.