The subject element deals with company collaboration based on an understanding of jewellery in a commercial and innovative context as well as trend understanding and analysis — with an associated competitive and credible brand identity for a specific target group and a broad understanding of markets, market, and industry analyses as well as insights into lifestyles and consumer behaviour. Work involves processes and tools for the promotion and design of user-orientated concepts and product development. The design process is implemented as a general method, and design theoretical argumentation will be used in the selection process.

The student will gain knowledge about:
− methods in market communication, their importance for the way the product /concept is experienced and its competitiveness, and how to reflect on these.

The student will get the skills to:
− apply and identify arguments in relation to design understanding and product design.
− identify and apply form and aesthetics as an analytical tool in relation to a specific market and company.
− apply design principles to planning and implementation in the design process and as argumentation for the design of the product for a specific target group.
− apply and explain requirements and expectations regarding the expression of the jewellery in relation to the market and society.
− identify and apply methods in market research and market analysis for the purpose of differentiation and application of such methods.
− apply, select, justify, and master methods and tools in relation to creating new knowledge as well as building skills in academic writing, including citations, footnotes, and references.
− identify and select methods for the design of brand identity, considering the perceived significance of the product and the concept and their competitiveness.

The student will learn to:
− manage and design a competitive and credible brand identity for each piece of jewellery and concept.
− identify and select methods for designing brand identity, considering the perceived significance of the product, the concept, and their competitiveness.