Artesis Plantijn Hogeschool Antwerpen
Media, Design en IT
Minor Brand Advertising41401/3630/2627/1/55
Study guide

Minor Brand Advertising

41401/3630/2627/1/55
Academic year 2026-27
Is found in:
  • International programmes Media, Design and IT
This is a single course unit.
Study load: 8 credits
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: 208,00 hours

Prerequisites

There are no prerequisites for this course.

Short description

In this module, you’ll learn how to develop advertising campaigns that really resonate: creative, strategically thought-out and culturally relevant. You’ll explore the influence of values, norms and communication habits on advertising, particularly in an international context. How do brands tailor their message accordingly? And how do you ensure that your concept continues to work across borders, target audiences and channels?

You’ll translate brand stories into flexible ideas that adapt easily to different media and contexts. In doing so, you’ll explore how personalisation and an understanding of the customer journey ensure more effective communication at the right time, via the right channel.

You combine traditional and digital resources into a single powerful whole and develop everything into a visually compelling campaign. You conclude the module with a professional pitch in which you present your concept in a creative and coherent campaign deck.

Within this module, there may be an additional cost for a visit to a museum, trade fair or event, which may include transport costs, digital prints and basic drawing materials such as pencils, felt-tip pens, a craft knife, a ruler, an A4 cutting mat, a fine black felt-tip pen, an eraser, a sketchbook, etc.

Learning outcomes (list)

You investigate how cultural values, norms and communication codes influence the success of advertising in various international contexts.
You translate a brand message into an international advertising concept.
You investigate how brands use personalization in digital and traditional advertising.
You apply personalization within an advertising campaign.
You use insights from your touchpoint analysis to make targeted and well-considered choices for the use of advertising within the various phases of the customer journey.
You investigate how you can roll out a concept as a flexible system for a broader campaign.
You pitch your creative concepts convincingly and purposefully to an audience within an advertising context.
You develop a creative concept for an advertising campaign in which traditional and digital media reinforce each other.
You draw up a realistic and clear media plan in which you make creative choices for media channels and forms of expression that strengthen your concept.
You adjust the visual and textual choices of your design based on feedback and measurable reactions from the target group.
You demonstrate how visual style, tone of voice and message in a campaign are finetuned across media in order to form one integrated whole.
You present a structured integrated advertising campaign in a professional and visually well-thought-out manner.

Course content

  • International advertising
  • Cultural sensitivity
  • Personalisation
  • Customer journey
  • Touchpoint analysis
  • Integrated campaigns
  • Creative concept
  • Media planning
  • Cross-media design
  • Professional pitch presentation

Study material (list)

Adobe Creative softwareMandatory
Online Learning material on DigitapMandatory
Study guideMandatory

Educational organisation (list)

Learning Activities
Lectures and / or tutorials30,00 hours
Work time outside of contact hours178,00 hours

Evaluation (text)

For the conditions governing the resitting of a missed (partial) examination within and outside the examination periods, please refer to the Teaching and Examination Regulations.

Outside the examination period, the following also applies: Not every assessment activity can be resat for organisational or pedagogical reasons.

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodSkills assessment permanently during class weeks (Permanent evaluation)100,00Digital / Presentation
Evaluation(s) for re-sit exam
MomentForm%Remark
1st examination periodSkills assessment during the examination series100,00Digital / Presentation