Product Image and Campaign Design (15 ECTS)

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)

Student
- meets the attendance requirement
- completes assignments to a satisfactory standard
- understands the core content of the course

Assessment criteria, good (3)

Student
- actively participates in class
- completes assignments independently and shows initiative and target group thinking
- completes assignments on time
- gives a fluent and credible presentation of the materials he or she has produced
- masters the content of the course and applies the learned knowledge in his or her work

Assessment criteria, excellent (5)

Student
- actively participates in class and shows self-directedness
- completes assignments independently and demonstrates initiative and creative problem solving skills
- takes the target group into consideration and applies his or her insight in design
- completes the assignments on time
- gives a credible and visually interesting presentation of the materials he or she has produced
- works in effortless interaction with the client and all parties involved
- masters the core content of the course and applies the learned knowledge in his or her work in an original way
- is capable of independent information retrieval and application of information
- demonstrates progress in developing a professional identity

Assessment criteria, approved/failed

Student
- meets the attendance requirement
- completes assignments to a satisfactory standard
- understands the core content of the course

Qualifications

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