- Purpose and learning objectives
The subject element deals with market communication and branding, including brand equity, brand identity and its significance for the perception of the product/concept and its competitiveness. The focus is on preparing sales strategies as well as developing sales materials that incorporate experience strategies as part of a brand concept and marketing strategy. In addition, there is a focus on the implementation of contemporary social structures, cultural and subcultural communities, discourses, and semiotic meanings for a selected target group for the purpose of product differentiation.Skills
The student will get the skills to:Competences
− identify, select, and apply methods in market communication and branding, including brand equity and brand identity, and their significance for the perception of the product/concept and its competitiveness.
− plan and prepare sales strategies and develop sales materials for the brand.
− plan, develop and incorporate experience and sales strategies as part of a brand concept and marketing strategy.
The student will learn to:
− independently handle and translate a complex, competitive, and credible identity for each piece of jewellery, its concept and brand management.
− independently integrate trend theory, trend methods and trend spotting in practice.
− independently and professionally handle and translate complex issues related to social structures, cultural and subcultural communities, discourses, and semiotic meanings as well as identify, evaluate, select, justify, and disseminate proposed commercial solutions.
- Type of instruction
Teaching and learning methods are adapted to the individual programme elements in order to further the opportunity to develop students' professional competencies in their capacity of Professional Bachelors in Jewellery, Technology and Business and continue in qualifying further education.
The teaching is organised so that the student will come across various teaching and working methods, the purpose of which is to promote independence, cooperation skills, capacity for reflection and the ability to create professional innovation. Teaching is a mix of lectures, interdisciplinary projects, classroom training, group work, guidance, and independent work as well as problem-orientated tasks. Students work individually and in groups; however, as far as individual learning goes, students are encouraged to set up study groups to support each student in the learning process and problem resolutions.
The internship involves a combination of theory and practice and a practice-orientated approach to teaching. Many tasks and projects will be developed in collaboration with a company. The teaching is organised in modules, and each module has independent overall learning objectives to ensure continuity in the teaching process.
The extent of the teaching corresponds to a full-time study. It is important that students are active during their studies and take responsibility for continuous learning.
When there is no scheduled teaching, students are expected to spend the time preparing. Preparation is the time the individual student or study group spend preparing for the subject/programme. This could be time spent reading notes from a class, watching video-recorded lessons, reading the syllabus, doing group work, doing project work, working in one of KEA's workshops, searching for information, gathering empirical data, portfolio work, assignment work, exercises, attending conferences or exhibitions, etc.
The learning outcomes of the exam are identical with the learning outcomes of the subject(s)/modul(es)Prerequisites for access to the examinationAttendance to a given activity or submission of assignments, projects, etc. may be mandatory. Fulfilment of such mandatory activities is a requirement for taking the exam in the subject element. If a student fails to submit a mandatory activity on time, they will have used one of the exams attempt for the exam for which the mandatory activity is a prerequisite.Exam in one or more subjectsSubject/module is tested with the following modulesType of examCombined written and oral examinationPlacement: 4th semester
Scope: 30 ECTS
Exam form: Individual written and oral exam
Type of assignment: A written assignment.
The student must bring the re-designed product and branding material to the oral exam.
Duration: The oral examination has a duration of 30 minutes, including grading. 10 minutes max. have been set aside for the student’s presentation.
Assessment: The exam is assessed according to the 7-point grading scale.
Examiner(s): The exam is assessed by an external co-examiner.
Criteria for the assessment of the exam: The assessment of the oral and written exam is based on the specific learning objectives which appear from each subject element.
The grade represents an overall assessment of the oral and written performance.Formal requirementsThe written assignment must not exceed 10 standard pages.
A standard page corresponds to 2,400 characters, including spaces and footnotes.
The following are not included in the number of standard pages:
− WiseFlow cover
− Front page with: Title, name of student, programme title, number of characters, name of supervisor
− Abstract in English of 1,200-1,400 characters.
− Confidentiality Agreement
− Solemn declaration
− Declaration of consent
− Table of contents
− Photos, illustrations, tables, and figures (including accompanying text)
− List of figures
− List of appendices
− Appendices (see section on appendices).
Applied reference system: List of references, references cited, and quotes must be handled in accordance with the Harvard Referencing System. A reference tool is available at: https://bibliotek.kea.dk/da/?id=205
− It must be possible for the examiner to read the assignment without recourse to the appendices. An appendix is any material that the student makes available to the reader when the full text does not belong in the assignment.
− Appendices should only be included if the student refers to them in the assignment.
− There must be an exhaustive list of appendices.
− Each appendix must contain a reference number, title, explanatory text, and relevant references.
− Each appendix must have its own page.
− Appendices must be uploaded separately to WiseFlow as additional material.
− Appendices may include documentation of research and experiments, questionnaires, tables, figures, diagrams, notes, detailed technical specifications, drawings, photographs, sound recordings, video recordings, other digital files, or other material.
For more help with research, academic writing, exams and much more, access KEA’s online study skills library at: https://bibliotek.kea.dk/da/studieviden/Individual exam or group examIndividualExam languagesDanish (Norwegian/Swedish)Type of evaluation7-point grading scaleExaminersExternal censureExam criteriaThe assessment of the oral and written exam is based on the specific learning objectives which appear from each subject element. The grade represents an overall assessment of the oral and written performance.Re-examination and re-examination due to illnessMake-up exams
A student who has been prevented from taking an exam due to a documented illness or another unforeseen circumstance will be given the opportunity to take the exam as soon as possible. If the exam is scheduled in the programme’s last examination period, the student will be given the opportunity to retake the exam in the same examination period or in continuation of this period.
The make-up exam may be the same as the next regular exam. The student is responsible for finding out when the make-up takes place. Information about the time and place for the make-up exams can be found on Fronter, but the student will also receive a notification from KEA's examination system when the flow for the make-up exam is released for submission of assignments.
In the event of acute illness on the day of submission or the time of the examination, KEA must be notified, cf. KEA's rules on this.
If the illness is not documented according to the above rules, the student will have used one exam attempt. The student will bear the cost of obtaining the medical certificate.
With a failed exam, or failure to appear at the exam, the student is automatically registered for the re-examination, provided that the student has an exam attempt left. The re-examination may be the same as the next regular exam.
For oral exams based on written projects, the examiner decides whether the student may sit a re-exam in the project they failed in, or whether a new project must be prepared. This decision reflects whether or not the student will be able to pass the oral exam based on the written project.
The student is responsible for finding out when the re-exam takes place. Information about the time and place for re-examinations can be found on Fronter, and the student will also receive a notification from KEA's examination system when the re-examination flow is released for submission of assignments.
The programme may grant an exemption from the automatic registration provided this is justified by exceptional circumstances, including documented disabilities.
In the subject Entrepreneurship 2 you will receive 40 hours of instruction, which corresponds to 53 lessons (1 lesson = 45 min.) and 29% of your total workload for the subject.
The teaching primarily consists of the following activities: group work, classroom teaching, internal lecturers, workshops.
The preparation primarily consists of the following activities: group work, reading the curriculum, exercises.
Read about KEAs Study Activity Model
*KEA can deviate from the number of hours if this is justified by special circumstances