Campaign Concept (EN)2020/2021
The objective of the module is to qualify the student to be able to develop creative campaign concepts, based on a campaign strategy developed in module 3, Campaign Strategy.Knowledge
During the module the student will be presented with creativity theory, exercises and techniques, such as idea generation, sketches and basic rules in art direction. It enables the student to see connections and get ideas - and to think creatively.
In the module, the student will gain knowledge about visual tools and communication in print and digital media that can argue for media choices and messages, and the interaction between them. The student will continue to work on the company case, as well as insight about the target group's behavior and needs from module 3.
-must be able to understand and reflect on applied theoretical and practical creative and qualitative methods to identify user insights and innovative campaign concepts.
-must have development-based knowledge of theory, method and practice in verbal and visual communication and dissemination of the company's brand and concept.
-use methods and tools to communicate the company's brand and concept.
-assess and execute content in relevant touch points and ensure interaction between them.
-handle complex and development-oriented strategic problems.
- Type of instruction and
practical application of learning objectives
The module will include lectures, guest lectures, class discussions, exercises, videos, case work, peer-review etc.
- Subject/module requirement for
Academic requirement for participation
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
Participation in the module requires that the student bring a computer with respectively MS Office and Adobe package (Indesign & Photoshop), as well as drawing and writing tools.
The learning outcomes of the exam are identical with the learning outcomes of the subject(s)/modul(es)Prerequisites for access to the examinationThere is a prerequisite, which is stated when starting the module.Exam in one or more subjectsSubject/module is tested with the following modulesType of examWritten examinationIndividual written home exam.Type of assignmentThe 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 requirementsThe 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.
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 examIndividualExam languagesEnglishDuration5 study days are given for the preparation of the assignment.Permitted exam aidsAll.Available exam aidsNone.Type of evaluation7-point grading scaleExaminersInternal censureExam criteriaThe test is assessed on the basis of the specific learning objectives that appear in each module.Deadline for submissionAt the end of the semester. Date and time are announced on Fronter and in Wiseflow.Re-examination and re-examination due to illnessAs 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.
In the subject Campaign Concept (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, exercises, project presentation.
The preparation primarily consists of the following activities: group work, project work, study group.
Read about KEAs Study Activity Model
*KEA can deviate from the number of hours if this is justified by special circumstances