Study Guide

Objective

Students can conduct a market and competitor analysis in order to create a product image. Students can design viable and visually interesting packaging solutions based on the product image. Students know the means and possibilities of marketing communication and they can design a workable campaign. Students can approach different target groups and choose appropriate communication tools for their campaign. Students master some creating thinking techniques and they are able to produce feasible solutions. Students can work as members of a project team. They are able to divide a campaign design project into sections and schedule their work. Students know the main principles of campaign design and they can find suitable partners for the execution of the campaign.

Content

- Principles of product image and campaign design
- Marketing, advertising, retail, consumer and environmental considerations
- Target group thinking
- Product size, shape, structure, material and colour
- Packaging materials and printing methods
- Project work and management
- How to handle a commission
- Complexity and timing of a campaign
- Service Design

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student understands the product image and campaign design process and is able to produce a satisfactory product identity and campaign. The student recognizes the forms of work in the creative process and is able to create solutions for both packaging and campaign production based on the product identity. They are able to act both independently and as a member of a working group and present the material they produce.

Assessment criteria, good (3)

The student masters the product image and campaign design process and is able to produce a controlled product look and campaign. The student is able to apply their previously acquired knowledge to the product image and campaign design. They recognize their skill level and are capable of self-reflection. The student is able to utilize the forms of work of the creative process and create practical and insightful solutions for both packaging and campaign design. The student is able to work smoothly both independently and as a member of a group and present the material they produce in an interesting way.

Assessment criteria, excellent (5)

The student masters the product image and campaign design process and is able to produce a meritorious product identity and campaign. The student is able to apply their previously acquired knowledge in an original way to the product image and campaign design. They are able to work purposefully and are able to self-reflect when assessing the development of their professional identity. The student is able to utilize the forms of work of the creative process and create practical and insightful solutions for both packaging and campaign production. The student is able to work fluently both independently and as a member of a group and present the material they produce in a convincing and visually interesting way.

Assessment criteria, approved/failed

The student understands the product image and campaign design process and is able to produce a satisfactory product identity and campaign. The student recognizes the forms of work in the creative process and is able to create solutions for both packaging and campaign production based on the product identity. They are able to act both independently and as a member of a working group and present the material they produce.

Prerequisites

The student advisor will recommend optional programme components for each student based on their individual study plan.