Product Image and Campaign Design (15 cr)

Objective

The student
• can conduct a market and competitor analysis in order to create a product image
• can design viable and visually interesting packaging solutions based on the product image
• knows the means and possibilities of marketing communication and can design a workable campaign
• can approach different target groups and choose appropriate communication tools for their campaign
• masters some creating thinking techniques and is able to produce feasible solutions
• can work as a member of a project team
• is able to divide a campaign design project into sections and schedule their work
• knows the main principles of campaign design and 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
• Commissioning
• 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
• recognises 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
• is 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
• is able to apply their previously acquired knowledge to the product image and campaign design
• recognises their skill level and is capable of self-reflection
• is able to use the forms of work of the creative process and create practical and insightful solutions for both packaging and campaign design
• is able to work 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 successful product identity and campaign
• is able to apply their previously acquired knowledge in an original way to the product image and campaign design
• is able to work purposefully and to self-reflect when assessing the development of their professional identity
• is able to utilise the forms of work of the creative process and create practical and insightful solutions for both packaging and campaign production
• 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
• recognises 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
• is able to act both independently and as a member of a working group and present the material they produce.

Qualifications

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