Leading Creative Planning and ProductionLaajuus (5 cr)

Learning objectives

After completing the course successfully, the student can lead is/herself and effectively manage own work in the various stages of creative planning processes and multichannel content production. In terms of meta skills student will develop creativity, cooperation and networking, emotional intelligence, deduction and decision making skills and (cognitive) flexibility and ambiguity tolerance.

Contents

• Customer, Brand, and Market Insight
• Concept Design
• Creative Planning
• Multichannel Storytelling
• Digital Content Production and optimizing for various platforms

Starting level and linkage with other courses

No prerequisites but at understanding of digital marketing communication basics is recommended. This course unit is part of the master's degree's curriculum. Completion of the course requires master's study entitlement.

Implementation methods, demonstration and Work&Study

This course has strong emphasis is team work and it also requires self-directive approach to the creative project. Students work in creative teams doing a project (concept + content) based on a brief provided by a non-profit organization. In addition to team work, course learning methods include contact lessons, independent information search and online studies. Students will also be discussing their learning and the creative project in form of a reflection journal.

Assessment criteria - grade 1

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.

The student is familiar with concepts, methods and knowledge related to all stages of the creative planning process: from customer and market insight to customer-centric concept planning and multichannel storytelling. S/he can operate as part of a creative team and knows how to plan a content concept and can produce customer-centric narrative content for digital channels for limited internal or external purposes.

Assessment criteria - grade 3

In addition to criteria in grade 1, the student understands and can evaluate concepts, methods and knowledge related to making strategic content marketing decisions for different types of business needs and market challenges.

S/he can lead oneself and use various types of creative planning resources according to business/operational needs. S/he can deliver an effective content plan and produce attractive narrative content for digital channels based on customer and market insight.

S/he can can act independently and manage creative planning process and various storytelling solutions successfully via multiple channels.

Assessment criteria - grade 5

In addition to the criteria for grade 3, the student can critically evaluate and innovate customer-centric concepts, methods and knowledge related to developing content marketing solutions for various types of business needs and market challenges of the commissioning non-profit organisation.

As part of a creative team, she/he can implement and manage creative planning processes independently, constructively and effectively, while supporting the learning process of others. S/he can initiate and influence co-operation between different stakeholders and prioritise actions.

S/he can proactively seek and analyse business critical and project specific information to continuously improve the creative planning process and to boost the success of various storytelling solutions in given contexts and on multiple digital platforms.

He/she demonstrates excellent commitment and attitude to course responsibilities and assignments and is able to carry out the creative project / assignments according to the given deadlines.

Learning materials

To be provided during the course by teachers and the project commissioner. Student will also be required to search for background materials (relevant to the course cause marketing project) themselves.