Knowledge

The student...

has knowledge of the concepts of integrated advertising and content marketing
a knowledge of brand-building nationally and internationally
has an understanding of methods and techniques for strategic communications work within integrated advertising and content marketing
has an understanding of art direction in integrated advertising (visual identity)
has an understanding of storytelling and dramaturgy within text work for integrated advertising and content marketing
has an understanding of art direction in content marketing (editorial vs brand)
has knowledge of how they can learn about others¿ roles and values through communication and develop an ability to reflect who they are
has knowledge of communication and the exchange of symbols and how these develop our identity when interacting with others
has knowledge of what affects a message
has an understanding of cultures as a community of meaning

Skills

The student...

can undertake relevant research and analyses into communication strategies with regard to integrated advertising and content marketing
can provide art direction in integrated advertising and content marketing
can write texts for different integrated advertising and content marketing components, both editorially and commercially
can produce pieces to a high level using design tools
can explain and provide reasoning for strategic choices, analyses, studies and communications strategies within brand-building nationally and internationally
can recognise and use messages in media and popular culture
can use relevant communications in assignment solutions that relate to the target group

General competence

The student...

is able to explain and reflect upon the concept of integrated advertising and content marketing
is able to provide strategic reasoning for decisions made in work on communications strategies
is able to explain visual decisions
is able to write texts in different registers and recognise the principles of integrated advertising and content marketing
is able to explain and reflect upon what is required to build a brand nationally and internationally
is able to account for and reflect upon content marketing as a strategic tool
is able to assess different measures and develop strategies
recognises the characteristics of art direction in content marketing
can collaborate with professionals from related fields and communicate with a common conceptual understanding in interdisciplinary problem-solving/co-operation
has knowledge of the significance of communication in a cultural context

Subject description FRE2100

Branding and brand concept