Based on competitor, user and company / brand analyses, the subject area focuses on the development of creative brand and campaign concepts which can be adapted to and executed on both physical and digital platforms based on insights about target group behaviour and needs.

The student will gain knowledge about:
● visual and verbal brand identity for the development of innovative brand concepts.
● applied theories and practical creative and qualitative methods to identify user insights and innovative campaign concepts.

The student will get the skills to:
● apply creative methods, tools and techniques for the development of innovative concepts and products.
● assess and apply relevant qualitative methods for the identification of relevant user insights.
● apply an empathic and analytical approach to the concept development process.

The student will learn to:
● handle complex and development-orientated issues related to concept development.
● independently enter into disciplinary and interdisciplinary cooperation on brands and concepts.
● identify their own learning needs and structure their own learning in relation to working with concept development.