The subject element deals with national company collaboration or casework based on a basic understanding of the jewellery in a commercial context and with trend, trend research as well as brand and market understanding as the underlying basis for the creation of a competitive and credible concept adapted to a specific market. The design process is implemented as a general method, and design theoretical argumentation is used in the selection process.

The student will gain knowledge about:
− requirements and expectations for the expression of the jewellery in response to the market and society.
− essential concepts, applied theory and methods in market communication, including brand equity and branding.
− the importance of brand equity, branding and identity for a product/concept and its competitiveness.
− the importance of brand identity for the product, its concept and competitiveness.
− argumentation theory in relation to understanding the product design.
− form and aesthetics for a specific market.
− society's influence on the design of a product in a contemporary perspective and response to contemporary trends.
− social structures, cultural and sub-cultural communities, discourses and semiotic meanings and an ability to reflect on these.
− market research methods and analysis for the purpose of differentiation and application of such methods and analyses.
− national and global markets.
− digital and high-tech production techniques and programmes for the communication of proposed solutions.

The student will get the skills to:
− identify, create, and apply product and concept branding to strengthen company competitiveness.
− apply and combine design principles and design theory as part of a design process.
− use trend theory, trend methods and trend spotting in practice.
− use the individual phases of the design and product development process, including digital prototyping as a development tool.
− apply, identify, and combine high-tech production techniques for the development of proposed solutions.