Product Image and Campaign Design (15 ECTS)

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

Location and time

According to study schedule.

Materials

Participation in the course does not require the student to purchase separate literature materials. Materials to be studied will be announced during the implementation.

Teaching methods

Assignments
Interactive lecture
Argumentation
Contact teaching (primary)
Distance learning (secondary)
Cooperative learning

Employer connections

N/A

Exam schedules

N/A

International connections

N/A

Completion alternatives

The way the course is designed does not support optional delivery methods. Previously acquired knowledge (AHOT) can be validated in the standard procedure.

Student workload

The total time spent by a student is 405 hours, consisting of lectures and supervision (-50%) and individual or group work (~50%).

Content scheduling

In the lessons, assignments are given in the order of the topics covered in the course.

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.

Assessment methods and criteria

Assignments 80%
Attendance 20%

Qualifications

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