Artesis Plantijn Hogeschool Antwerpen
Media, Design en IT
JAP: Campaigning41142/3630/2627/1/76
Study guide

JAP: Campaigning

41142/3630/2627/1/76
Academic year 2026-27
Is found in:
  • International programmes Media, Design and IT
This is a single course unit.
Study load: 4 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Teaching staff: Van den Bulck Helga
Languages: English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Re-sit exam: is possible.
Possibility of deliberation: This course unit is eligible for deliberation according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 104,00 hours

Caution

IPMDI/JAP/002

Prerequisites

There are no prerequisites for this course.

Short description

You already know the communication tools and techniques for a creative process. You know how to judge the value of a creative concept. You know the procedures that enforce the power of a convincing message to a target audience.
There are no fixed rules to decide whether a campaign is good or bad. A lot of authors give practical advice and the do’s and don’ts concerning language, lay-out, typography, photography. You deal with this advice in a critical way.
You will learn how to develop a commercial/social marketing campaign for a real customer or an international competition.
You will work with your fellow students as a real full service communication agency, on an integrated communication and media-strategy. When your strategy and planning is agreed upon, you can start with generating campaign concepts.
As for the creative execution, you are expected to produce a minimum of 3 creative executions of your campaign idea.

This course is limited to 5 participants.
This course is only open to students of Advertising and Public Relations.

Learning outcomes (list)

runs a campaign, taking into account ethical principles
takes into account the relevant social and economic issues and/or trends when developing a communication strategy
uses the correct media statistics when developing a communication assignment
creates attractive key visuals for your concepts
writes messages for different carriers that support the entire customer journey/touchpoints
processes terminology and key terms in a web text with the aim of making this SEO-proof
writes longer, commercially creative texts that encourage the target group to take an intended action
writes (almost) error-free communication-related texts in English (press release, report, handout, CV...)
express yourself quickly and (almost) flawlessly in an English-speaking professional situation (meeting, negotiation, job interview ...)
can argue and defend your opinion in English in a nuanced way
presents fluently, target group-oriented and professionally adequately in English, avoiding typical mistakes made by Dutch speakers
processes the content of English-language sources in your own English-language article, presentation, report or report
can interpret the nuances in an English-language presentation and formulate your own point of view in English
independently develops an integrated communication plan for profit and/or social profit organisations
independently develops a communication strategy for a brand with a multidisciplinary mindset and approach
independently draws up a tactical and strategic media plan
implements a pretest and posttest in your campaign planning
provides a realistic budget depending on your creation and strategy

Course content

You already know the communication tools and techniques for a creative process. You know how to judge the value of a creative concept. You know the procedures that enforce the power of a convincing message to a target audience.
There are no fixed rules to decide whether a campaign is good or bad. A lot of authors give practical advice and the do’s and don’ts concerning language, lay-out, typography, photography. You deal with this advice in a critical way.
You will learn how to develop a commercial/social communication campaign for a real customer or an international competition.
You will work with your fellow students as a real full service communication agency, on an integrated communication and media-strategy. When your strategy and planning is agreed upon, you can start with generating campaign concepts.
As for the creative execution, you are expected to produce a minimum of 3 creative executions of your campaign idea.

This course is limited to 5 participants.

This course is only open to students of Advertising and Public Relations.

Educational organisation (list)

Learning Activities
Lectures and / or tutorials12,00 hours
Practicum8,00 hours
Work time outside of contact hours84,00 hours

Evaluation (text)

Permanent evaluation and campaign: 100%.
If you fail in January, an individual assignment will be given.

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodProject assignment100,00
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodProject assignment100,00