Copenhagen School of Design and Technology

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Campaign Strategy (EN)

2020/2021
Speciality direction: Brand Design
Danish title
Campaign Strategy (EN)
Study programme
Design & business
Type of education
Full time education
Level of education
Bachelor (top-up)
Semester
6. semester
Duration of the subject/module
6 Weeks
Ects
5
Programme elements
Compulsory
Language
English
Start time
Spring
Location
Guldbergsgade 29 N, København N
Subject number
4156634
Responsible for the subject(s)/modul(es)
Nanna Kanneworff
Sofia Viholt
Laura Elmøe
Marie-Louise Lynge Jensen
  • Purpose

    The purpose of the module is to provide the student with tools and methods to manage and work with brand activation on a practical and theoretical level, based on the company’s overall brand strategy. The student is introduced to an insight-based approach on how to build campaigns, based on thorough analysis of target group, brand and market. Using relevant methods to conduct and analyze field research and other collected data, the student will be able to make substantiated choices for the strategic campaign designs on a planning level.

    During the module the student will work with a company case, resulting in a creative brief for the campaign. In the following module this creative brief will be used to further develop and execute the campaign across the relevant channels.

    Knowledge

    The student:

    -will learn about theories, methods and best practice within in the field of verbal and visual communication of brands.

    -will know about applied theories and methods to identify and understand user behavior, touch points and the interplay between them.

    -will get knowledge about theories, methods and practice within the field of strategic branding.

    -will learn about applied theories and methods to collect and analyze market data.

    -will learn about applied theories and practical creative and qualitative methods to identify user insights and innovative campaign concepts.

    Skills

    The student:

    -will be able to apply tools to communicate about the brand.

    -will be able to identify and execute content in relevant touch points and secure a relevant interplay between the touch points.

    -will through the use of analysis the student will be able to uncover user behavoir and user needs and develop relevant communication.

    -will be able to judge and apply relevant analysis technics to identify trends in the market.

    -will be able to lead and handle complex strategic projects.

    -will be able to judge and apply relevant qualitative methods to identify relevant user insights.

    -will be able to apply an empathic approach to the concept development process.

    Competences

    The student:

    -will be able to handle complex strategic issues.

    -will independently be able to join professional and interdisciplinary strategy processes.

    -will be able to identify own learning needs and structure own learning in relation to working with development in the company.

    -will be able to handle complex strategic issues.

    -will independently be able to join professional and interdisciplinary strategy processes.

    -will be able to identify own learning needs and structure own learning in relation to the work with the strategic development of the company.

    -will independently be able to join professional and interdisciplinary brand and concept collaborations.

  • Type of instruction and practical application of learning objectives
    The teaching methods in this module will be a mixture of lectures, exercises, field research, workshops and group work.
  • Subject/module requirement for participation

    Academic requirement for participation
    None.

    Equipment needed to participate
    The student is expected to bring a laptop. The student must have the MS Office suite installed. This can be obtained free of charge through KEA. Read more here: https://mit.kea.dk/studiehåndbog/k-o#office

  • Exam

    The learning outcomes of the exam are identical with the learning outcomes of the subject(s)/modul(es)

    Prerequisites for access to the examination
    There is a prerequisite, which is stated when starting the module.
    Exam in one or more subjects
    Subject/module is tested with the following modules
    Type of exam
    Written examination
    Individual written home exam.
    Type of assignment
    The student must select a subject-relevant case with a clear sender and receiver. The case forms the basis for the written assignment. In the assignment, the student must include relevant theories and methods from the 6th semester of the specialisation. Based on the chosen case, the student must prepare a problem statement, which thereby forms the basis for the written assignment. Using methods from the specialisation, empirical studies must be performed during the examination period, and the results of these must then be analyzed in the assignment using theory.

    During the examination period, the student develops a solution proposal aimed at the chosen case. The solution can be material and / or intangible, but it is important that the solution proposal is targeted at the specialisation and profession for which the student is trained. We always work with a quality that can rightly be expected at the professional bachelor level, and there must always be consistency in the interplay between the type, quality of the solution proposal and the specialisations and learning objectives of the specialisation.
    Formal requirements
    The scope of the written home assignment is 8 standard pages (+/- 10%).

    The title, the student's name, class, date and number of characters must appear on the front page of the assignment.

    Definition of standard page
    A standard page corresponds to 2,400 characters incl. spaces. When calculating the scope, footnotes and source references are included, but not the front page, declaration of confidentiality / declaration of faith and law, table of contents, list of sources (bibliography) and appendices. In addition, photos, illustrations and figures do not count.

    Reference system used
    Source list, source references and citations must be handled according to the Harvard Referencing System.

    Special requirements for the reference list
    In the assignment, you must refer to the theories and methods that you apply. You must ensure that the reference list (bibliography) contains all the theories and methods that you use in the assignment and that you refer to the correct materials, cf. the curriculum. For example, you must not refer to a teacher's presentation, but must refer to the original source from the curriculum.

    Appendix
    Appendices are placed according to the reference list and should only be included if the student refers to it in the assignment.
    An appendix is materials that the student makes available to the reader, but which do not belong in his full excerpt in the assignment.
    Attachments can be - but are not limited to - interview transcripts, questionnaires, statistical summaries, hard-to-access documents, etc. An appendix must bear the appendix number, title, explanatory text and any references. For several appendices, the student must make an appendix overview. Each new appendix starts on a new page.
    Individual exam or group exam
    Individual
    Exam languages
    English
    Duration
    5 study days are given for the preparation of the assignment.
    Permitted exam aids
    All.
    Available exam aids
    None.
    Type of evaluation
    7-point grading scale
    Examiners
    Internal censure
    Exam criteria
    The test is assessed on the basis of the specific learning objectives that appear in each module.
    Deadline for submission
    At the end of the semester. Date and time are announced on Fronter and in Wiseflow.
    Re-examination and re-examination due to illness
    As an ordinary test and according to current rules, cf. the curriculum.
  • Preliminary literature list
    This is a preliminary literature list. A final literature list will be provided in connection with study start.
    The curriculum is published on Fronter at the start of the module.
41
hours of teaching
96
hours of preparation
The figure shows the extent of workload related to the subject divided into different study activities.

In the subject Campaign Strategy (EN) you will receive 41 hours of instruction, which corresponds to 55 lessons (1 lesson = 45 min.) and 30% of your total workload for the subject.

The teaching primarily consists of the following activities: cases, classroom teaching, project presentation.
The preparation primarily consists of the following activities: group work, collecting empiricism, reading the curriculum.

Read about KEAs Study Activity Model

*KEA can deviate from the number of hours if this is justified by special circumstances