Campaign Communication (EN)2019/2020
This module concerns the development and planning of a communication campaign for a specific organisation with a focus on transmedia and user involvement. 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.Knowledge
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.
● Argumentation strategySkills
● Communication and rhetoric
● Visual communication
● Innovation processes
● Apply scientific methods and theories to research, analysis and in connection with academic immersionCompetences
● 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
● 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
Equipment needed to participate
A computer with Adobe suite installed.
The learning outcomes of the exam are identical with the learning outcomes of the subject(s)/modul(es)Prerequisites for access to the examinationThe 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.Exam in one or more subjectsType of examCombined written and oral examinationType of assignmentThe 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 requirementsThe scope of the written paper is 5 standard pages +/-10%. The written paper must, as a minimum, include:
• Table of contents
• Problem formulation
• Source listIndividual exam or group examIndividualExam languagesDanish(Norwegian/Swedish)DurationThe 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 aidsThe 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 evaluation7-point grading scaleExaminersExternal censureExam criteriaKnowledge
- 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.
- 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.
- 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:
Gulbrandsen, I. and Just, S., 2017. Strategizing communication. 1st ed. Frederiksberg:
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
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