Copenhagen School of Design and Technology

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Campaign Communication (EN)

2018/2019
Speciality direction: Communication Design & Media
Danish title
Kampagnekommunikation (EN)
Study programme
Design & business
Type of education
Full time education
Level of education
Bachelor (top-up)
Semester
5. semester
Duration of the subject/module
3 Weeks
Ects
5
Programme elements
Compulsory
Language
English
Start time
Autumn
Location
Guldbergsgade 29 N, København N
Subject number
9944155
Responsible for the subject(s)/modul(es)
Trine Bekkersgaard Stark
Rasmus Rahbek Simonsen
Helene Niclasen Jeune
Tim Meicker
Martin Hesseldahl
  • Content and learning outcomes

    This module concerns the development and planning of a communication campaign for a specific organisation with a focus on transmedia and user involvement (inclusion). Together with the organisation, students find key issues and subject areas. The students must then narrow it down to a core message to be implemented in an overall strategy involving a number of traditional and untraditional media.

    Focus is on the interaction between different types of media and the organisation, its target group and its potential for involvement. The students work with both qualitative and quantitative methods and focus on testing and measuring the campaign and its success criteria. In addition, the students develop visual campaign products and present their communication campaign to the organisation. Teaching involves core concepts from transmedia theory, such as spreadability, continuity and immersion.

    Knowledge

    The student acquires knowledge of:

    ●argumentation strategy
    ●technology
    ●communication and rhetoric
    ●visual communication
    ●innovation processes

    Skills

    The student can:

    ●apply scientific methods and theories to research, analysis and in connection with academic immersion
    ●handle, transform and communicate knowledge visually
    ●apply innovative approaches to problem solving
    ●identify the potential of new media platforms and solutions based on an assessment of trends and social developments

    Competences

    The student can:

    ●handle development-oriented assignments within design and generation of the company's communication strategy
    ●develop and optimise the company's communication strategy based on its identity and brand
    ●work strategically and innovatively, individually and together with others
    ●handle development-oriented assignments within the company's communication strategy

  • Type of instruction
    Teaching is a mix of lectures and workshops. Students work in groups.
  • Subject/module requirement for participation

    Equipment needed to participate
    A computer with Adobe suite installed.

  • 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
    The module includes one mandatory activity:

    1. It is a prerequisite that the student presents the finished campaign strategy to the organisation. Students who do not participate in the final oral presentation must instead hand in a written substitute assignment.

    In case of non-compliance with the mandatory requirement, the provisions for mandatory activities will apply, cf. the Curriculum for the Bachelor’s degree programme in Design & Business.
    Exam in one or more subjects
    Subject/module is tested with the following modules
    Type of exam
    Combined written and oral examination
    Type of assignment
    The assignment takes as its starting point a specialisation-specific keyword, which will be disclosed at the start of the exam period. Based on the key word, the student formulates a problem which they will elaborate on in a free written paper which must include methods, processes and analyses. During the exam period, the student must carry out empirical work, the analysis of which must form part of the written paper and be further elaborated on at the oral exam.

    During the exam period, the student develops a solution and prepares a presentation both of which they will bring along to the oral exam. The solution may be material and/or immaterial. However, it is important that the solution is oriented towards the specialisation and the profession that the student is training for. The quality of the solution should be such as is to be expected of a professional bachelor in Design and Business. There must always be
    consistency in the corelation between the type of solution, its quality and the professional standard and learning objectives of the line of specialisation.
    Formal requirements
    The scope of the written paper is 5 standard pages +/-10%. The written paper must, as a minimum, include:
    • Table of contents
    • Introduction
    • Problem formulation
    • Method
    • Process
    • Analysis
    • Conclusion
    • Source list
    Individual exam or group exam
    Individual
    Exam languages
    Danish(Norwegian/Swedish)
    Duration
    The oral exam has a duration of 30 minutes. 10 minutes are set aside for the presentation by the student. Another 10 minutes are set aside for a professional dialogue, and finally, the last 10 minutes are set aside for a discussion of the student’s performance, and marking.
    Permitted exam aids
    The student may bring their own notes provided that a copy is handed to the examiner and the co-examiner at the oral exam.
    Type of evaluation
    7-point grading scale
    Examiners
    External censure
    Exam criteria
    Knowledge
    - trend theory
    - anthropological method
    - cultures and the history of ideas and sciences
    - design theory and semiotics
    - argumentation strategy
    - future analysis
    - innovation processes
    - technology and
    - communication and rhetoric.

    Skills
    - identify and assess trends and phenomena in relation to trend and social theory and in a historical context
    - apply an anthropological approach to the collection of relevant data
    - draw up design briefs on the basis of research and data processing
    - communicate trends, fashion and lifestyle, in writing and orally
    - handle, transform and communicate knowledge visually
    - apply innovative approaches to problem solving
    - identify the potential for new markets and solutions based on an assessment of the trend and the development of the market
    - communicate complex, well-argued and well-documented professional issues across cultures within the field of design, lifestyle and innovation.

    Competencies
    - work strategically and innovatively - independently and in cooperation with others
    - handle development-oriented assignments in design and idea generation
    - manage the development and optimisation of an organisation's communication strategy
    - communicate in accordance with a given company's identity and brand and
    - prepare written and oral future analytical presentations based on ideological and cultural and theoretical analyses.
  • Preliminary literature list
    This is a preliminary literature list. A final literature list will be provided in connection with study start.
    Fiske, J., 2011. Introduction to Communication Studies. 3rd ed. London: Routledge. Chap. 1:
    Communication Theory.
    Gulbrandsen, I. and Just, S., 2017. Strategizing communication. 1st ed. Frederiksberg:
    Samfundslitteratur.
    Jenkins, H. et al., 2016. By Any Media Necessary. New York: NYU Press.
    Jenkins, H., Ford, S., and Green, J., 2013. Spreadable Media: Creating Value and Meaning in a
    Networked Culture. New York: New York University Press. Chap. 5, pp.195 - 228
47
hours of teaching
90
hours of preparation
The figure shows the extent of workload related to the subject divided into different study activities.

In the subject Campaign Communication (EN) you will receive 47 hours of instruction, which corresponds to 63 lessons (1 lesson = 45 min.) and 34% of your total workload for the subject.

The teaching primarily consists of the following activities: internal lecturers, workshops, group work, cases.
The preparation primarily consists of the following activities: reading your own notes, reading the curriculum, preparation for the exam, exam.

Read about KEAs Study Activity Model

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