Study Guide

Objective

After completing the course, the student is able to:

• describe the starting points and significance of concept design
• describe the stages of the process of conceptual thinking
• apply concept design in marketing communication design processes
• create and develop marketing and campaign concepts
• take into account the principles of sustainable development in their work

Content

The main content of the course is the key phases, factors and design tools of concept design from the perspective of an advertising designer. The students learn to understand the significance of conceptual overall design from insight to individual campaign plans in different media and deepen their understanding in strategic planning of marketing communications, customer understanding and problem solving.