Artesis Plantijn Hogeschool Antwerpen
Media, Design en IT
Brand DesignLab 4 - Advertising41373/3527/2526/1/75
Study guide

Brand DesignLab 4 - Advertising

41373/3527/2526/1/75
Academic year 2025-26
Is found in:
  • Bachelor of Graphical and Digital Media, programme stage 2
    Programme option:
    • Labs year 2 sem 4: BDL
  • Microcredential in de grafische en digitale Media
    Programme option:
    • Advertising
    • Brand
This is a single course unit.
Study load: 6 credits
Co-ordinator: Claes Saar
Other teaching staff: Draulans Frederik, Van Hecke Bavo
Languages: Dutch
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.03.2026 (2nd semester)
Re-sit exam: is possible.
Possibility of deliberation/tolerance: This course unit is eligible for deliberation/tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 156,00 hours

Prerequisites

to be taken together with Photo & Compositing.

Learning outcomes (list)

Understand
You compare relevant media channels for advertising based on their characteristics and application possibilities within a campaign context.
You substantiate for each selected media channel which formats, target groups and strategies are the most effective in terms of the campaign objectives.
You analyse the different phases of the customer journey and substantiate a suitable message, channel choice and creative approach within an advertising campaign for each phase.
Explore
You apply different techniques in a targeted manner to arrive at a variety of creative and useful campaign ideas.
You develop an overarching campaign concept that is strong in content and brand-oriented, and can serve as a basis for multiple derivatives for different channels and/or target groups.
You develop a unique visual identity for an advertising campaign that ties in with the brand identity of the parent brand.
You develop an advertising campaign that conceptually ties in with the brand identity of the parent brand.
Je schrijft originele en prikkelende copy die creatief de kernboodschap van een campagne verwoordt.
You write consistent, target group-oriented copy for a multi-phase advertising campaign.
You translate your advertising concept into visual and textual elaborations on appropriate communication media.
Materialize
You apply the chosen message, channels and creative approaches in a targeted manner in an advertising campaign that plays into the entire customer journey.
to communicate
You defend your campaign choices.

Educational organisation (list)

Learning Activities
Practicum48,00 hours
Work time outside of contact hours108,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodProject assignment100,00indien- en/of presentatiemomenten kunnen in de examenperiode gepland worden - raadpleeg de studiewijzer voor de exacte afspraken.
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodProject assignment100,00