The student will gain knowledge about:

Concept Development
• the design of a value-orientated brand identity in a postmodern world.
• the role of semiotics in market communication.

Communication
• different modes of communication, the effective communication mix, and how to organise a campaign plan from a user perspective.
• the role of semiotics in relevant communication theory based on the company's values and users.

Management
• brand-strategy and how to use it to identify a brand’s stakeholders and ensure co-ordination in practice of internal and external anchorage in various market contexts.

The student will get the skills to:

Concept Development
• use semiotics for the preparation of corporate concepts of communication.
• assess and select communication approaches relevant to practice-orientated and user-related issues.
• develop brand concepts that create and communicate user experiences and add value to the target group.
• assess and determine consumer behaviour and user experiences to ensure a relevant customer journey.

Communication
• plan cross-media communication products in a campaign context verbally and visually.
• assess and establish solutions, including technological solutions which, when combined, support and communicate brand equity and enhance the user experience.


Management
• identify and assess the impact on marketing planning and marketing activities in practice based on relevant market data.

The student will learn to:

Concept Development
• plan and prepare a communication strategy for a campaign which focuses on integrated market communication and which is true to the company's value base and user profiles.
• innovatively develop a creative strategy that supports the message of the market communication and promotes the overall purpose of market communication.
• innovatively develop and be in charge of a brand's graphical and linguistic profile so as to ensure the creation of a strong synergy

Communication
• set up a tactical campaign plan and prepare a creative brief based on the company's strategy, value base and user perspective.
• identify, develop and execute communication products online and offline based on key brand touch points and a user perspective.

Management
• plan and use online marketing as an integral part of a campaign by means of technological solutions.
• assess and attend to project management of branding and marketing efforts through the processing of relevant market data.