Facts and figures
The programme at a glancePart of School
Programme information
What to expectAbout the programme
You will work in a team with Dutch and other international students. During the programme, you will take four courses which provide you with the theory needed to turn your branding project into a success.
Why choose Creative Branding & Management?
You will strengthen your skills in developing creative concepts for Rotterdam-based (international) companies. You will be challenged to find innovating solutions in brand management, building on the identity and authenticity of the brand. While working on the project in a multicultural team of students, you will develop your cross-cultural skills. Furthermore you will enlarge your network in the international creative industry. In the theoretical courses, you will be stimulated to actively process the information and concepts, so that you deepen your understanding of the theory and will be ready to put it into practice.
Method
When you enroll in this course, you will join a class of approximately 50 students. Together with your classmates, you will attend the group lectures. Besides this, you will team up with a group of 3 or 4 other students to build a creative concept and develop a marketing-communication plan for a brand. The lecturers are available for questions and help, but it is up to you and your group to take the lead, to decide how you are going to apply the theory, and most of all: impress your (real) client!
Type of assessment
- Written exam
- Powerpoint report
- Essay
- Presentations
- Report
- Communication portfolio
- Written assessment
Learning outcomes
If you have successfully completed this exchange programme then you are able to:
- Work for and with marketing agencies;
- Understand the process of designing a campaign that is in line with the brand identity, positioning and proposition of the brand;
- Next to understanding this process, be able to apply these steps;
- Support your ideas with relevant theories, consumer insights and other relevant data and visuals to convince your client to implement your marketing campaign.
Calendar
|
2 March 2020 |
Introduction activities + Start of programme |
|
30 March 2020 |
Exams |
|
11 May 2020 |
Exams |
|
27 April 2020 |
Holiday |
|
18 May 2020 |
Resits + End of programme |
|
25 May - 12 June 2020 |
The Game (optional for 8 ECTS) |
N.B. Hey, good story! Is a 16 ECTS programme. However, if you are interested in putting everything you have learned into practice, you can stay for Confronteers, The Game. This is an 8 ECTS programme. In case you want to have more information about this option, please send an email to com-international@hr.nl.
Awarding
After completing your exchange programme at Rotterdam University of Applied Sciences, you will receive a:
- Transcript of records
Subjects
An indication of the subjects you can expectBlock 1
-
Creative Communication Creativity (2 ECTS)
Creative Communication Creativity (2 ECTS)
Topics
- Strategic brand portfolio
- Brand positioning
- Brand strategy
- Brand proposition
- Creative concepts
Learning materials
No books, only Powerpoints and practicing with designing propositions and creative concepts during class.
Learning outcomes
- You know how to understand the current positioning, to do a creative rebranding to create a new value proposition and turn this into a creative concept. This will be the start of your marketing campaign.
-
Be True to Yourself (2 ECTS)
Be True to Yourself (2 ECTS)
Topics
- Brand identity
- Brand authenticity
- CSR
- Storytelling
Learning materials
Powerpoint, articles.
Learning outcomes
- You will be able to understand what the brand stands for, what the important elements of the brand and the different visions on this subject are. You will be asked to integrate and to use this knowledge while creating a brand positioning and creative concept, which should stay true to the brand.
-
Project (4 ECTS)
Project (4 ECTS)
Topics
- Design a Strategic Marketing Communication plan
- Communication (extra courses/ workshops that can help you design the marketing communication plan)
- Assessment, in which you reflect on the steps you have taken
Learning material
No books will be used. Use the theory from the other courses and get in touch with the consumers, experts and your clients to get more information.
Learning outcomes
- You will take the role of a marketing agency, based on a briefing from a real company. You will first design the creative concept (first 5 weeks) and then translate this concept into the correct channels and advertisements.
Block 2
-
Put the Concept into Action (2 ECTS)
Put the Concept into Action (2 ECTS)
Topics
- Marketing execution
- Transmedia communication
- Crossmedia communication
- Channels
- Execution
- Budgetting
Learning materials
Powerpoint, online existing courses on transmedia, your own research.
Will you be able to seduce your consumer to follow your story through different channels? For inspiration on transmedia communication, check out the ‘Why so serious?’ campaign of the Dark Knight 2007-2008 (Batman).
Learning outcomes
- You will be able to translate your concept into a transmedia communication plan.
-
Be Relevant (2 ECTS)
Be Relevant (2 ECTS)
Topics
- Consumer psychology
- Triggers (neuro)
Learning materials
Articles, Powerpoints, self-study.
Learning outcomes
- You are able to dive a bit deeper into the mind of the consumer and apply this to marketing.
-
Project (block 1 + 2)
Project (block 1 + 2)
This course continues in block 2.
Practical matters
What you need to knowLocation Kralingse Zoom
Where you can find us
