Study Guide

Learning outcomes

The student is able to
- explain the concept, contents and characteristics of marketing thought
- use the methods of marketing communication and branding in their professional activity
- draw up a marketing plan
- select appropriate methods and channels for marketing communication and branding.

Implementation and methods of teaching

- Lectures as face-to-face teaching
- Project assignment: personal brand or values based concept collection
- On-site presence and participation in discussion
- Literature
Possible:
- Visits
- Visiting lecturers

Timing and attendance

Attendance 80%.

Learning material and recommended literature

- Computer program for visual presentations
- Pen and paper
- Camera (mobile phone)
- Senses and brain
- Literature to be announced at the beginning of the course

Learning environment

LAB Institute of Design. The course is taught face-to-face and independent parts according to a given timetable.

Contents

The course is taught face-to-face.
The task section is carried out independently according to a given timetable.
The lectures include theoretical parts, audiovisual material and group and individual classroom exercises.
The course involves designing a value based brand concept for an existing or fictional company, collection or person.
Where possible, the course aims to organise visits or guest lecturers.
Attendance and participation in discussion are essential to the nature of the course.

Assessment criteria

LAB assessment criteria.

Assessment scale

1-5

Failed (0)

0 Failed.
Did not attend or complete tasks.
Tasks not handed-in.

Assessment criteria: level 1 (assessment scale 1–5)

Student is able to
- schedule one's own working poorly, but has been present min 60%
- produce a brand concept and personal branding plan or concept collection with guidance
- produce a visual ensemble
- apply previously learned into product and collection design with guidance

Assessment criteria: level 3 (assessment scale 1–5)

Student is able to
- schedule one's own working and has been present min 80%
- produce a brand concept and personal branding plan or collection according the that
- produce an interesting, clear and logical visual ensemble
- apply previously learned into product and collection design

Assessment criteria: level 5 (assessment scale 1–5)

Student is able to
- schedule one's own working and has been present min 90%
- produce a professional level brand concept and thoughful personal branding plan or ambitious collection
- produce a professional level visual ensemble
- apply previously learned into product and collection design independently