Artesis Plantijn Hogeschool Antwerpen
Management en Communicatie
campus Meistraat
Meistraat 5 - 2000 Antwerpen
T +32 3 220 55 20 - F +32 3 220 55 59
mc@ap.be
Campaign strategy35085/2184/2122/1/00
Study guide

Campaign strategy

35085/2184/2122/1/00
Academic year 2021-22
Is found in:
  • Bachelor of Communication Management, programme stage 3
    Specialisation:
    • Commercial Communication
This is a single course unit.
Study load: 5 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Co-ordinator: Van den Bulck Helga
Other teaching staff: Broos Gisèle, Cornil Koen, Dreessen Kristel, Gemoets Ann, Orlent Indra
Languages: Dutch, English, French
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2021 ()
Re-sit exam: is possible.
Possibility of tolerance: You have to pass this course unit (will never be tolerated).
Total study time: 130,00 hours

Prerequisites

having passed, or having a tolerated mark for Communication training French AND having passed, or having a tolerated mark for Communication training English AND having passed, or having a tolerated mark for WS3 Communication plan (2CC) AND having finished at least 60 ects credits in programme part (year) 1 AND having finished at least 40 ects credits in programme part (year) 2 AND having passed, or having a tolerated mark for Advertising AND to be taken together with Campaign research AND to be taken together with Campaign execution.

Learning outcomes (list)

You write fluent, targeted texts in several foreign languages.
You will draft mails, letters and briefings in flawless French and English.
You communicate and present fluently, target-group-oriented and professionally adequate in several foreign languages, while avoiding typical mistakes made by Dutch speakers.
You give and defend your opinion on a specialised communication topic and discuss a campaign in several foreign languages (e.g. via an advertising pitch).
You'll discuss a campaign in multiple foreign languages.
You understand and use both written and audiovisual sources in languages other than Dutch.
You can interpret the nuances in an English or French-language account and formulate your own position on it.
You will independently develop an integrated communication plan for profit and social profit and for private and government organisations on the basis of research results obtained. This includes naming and classifying objectives, target groups and public groups, working out a strategy and choosing and creatively realising appropriate means of communication.
You draw up a communication strategy with an appropriate communication and strategic media plan.

Study material (list)

Mandatory
Mandatory

Educational organisation (list)

Exam duration
Estimated time for testing4,00 hours
Learning Activities
Collaborative learning82,00 hours
Lectures and / or tutorials24,00 hours
Work time outside of contact hours20,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Academic yearContinuous skills assessment hands on (Permanent evaluation)19,00Reclame strategie: paper strategisch plan
Academic yearContinuous skills assessment hands on (Permanent evaluation)19,00Mediaplanning strategie: strategische keuze media
Academic yearContinuous skills assessment hands on (Permanent evaluation)19,00Engels: zie studiewijzer op Digitap
Academic yearContinuous skills assessment hands on (Permanent evaluation)13,00Frans: zie studiewijzer op Digitap
Academic yearKnowledge test6,00Frans: zie studiewijzer op Digitap
Academic yearKnowledge test19,00Reclame - Schriftelijk digitaal examen
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodContinuous test assessment (Permanent evaluation)13,00Frans: mondeling examen, zie studiewijzer op Digitap
2nd examination periodKnowledge test19,00Reclame - Schriftelijk digitaal examen
2nd examination periodKnowledge test6,00Frans: schriftelijk examen, zie studiewijzer op Digitap
2nd examination periodSkills assessment hands on19,00Engels: zie studiewijzer op Digitap
2nd examination periodSkills assessment hands on19,00Mediaplanning strategie: strategische keuze media
2nd examination periodSkills assessment hands on19,00Reclame strategie: paper strategisch plan
Evaluation(s) for both exam chances, not reproducible in re-sit exam
MomentForm%Remark
Academic yearSkills assessment hands on5,00Peerassessment