KREA Strategic Concept Design and Storytelling - MAR004AS3AE - Opinto-opas

KREA Strategic Concept Design and Storytelling, 10 cr - MAR004AS3AE

Upcoming implementations

KREA Strategic Concept Design and Storytelling MAR004AS3AE-3004 12.01.2026-15.05.2026 10 op (IBE5PAMAR, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

12.01.2026 - 15.05.2026
Groups
- IBE5PAMAR
- CONTACT
- EXCH
Teachers

Graham Hill, Ville Lahtinen, Veera Nguyen

Seats

15 - 40

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5

Current implementations

No ongoing implementations yet.

Past implementations

KREA Strategic Concept Design and Storytelling MAR004AS3AE-3002 13.01.2025-16.05.2025 10 op (TR3HECOM, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

13.01.2025 - 16.05.2025

Enrollment

02.01.2025 - 10.01.2025
Groups
- TR3HECOM
- IBE5PAMAR
- CONTACT
- TR3HEMAR2
- EXCH
Teachers

Graham Hill, Ville Lahtinen, Veera Nguyen

Seats

15 - 40

Degree Programme

TRALI Tradenomi liiketalous, INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5

Students will learn about strategic concept and content planning and content production in marketing and communications. The student will be able to take into account ethics, sustainability and responsibility in their solutions. The student will be able to work in a team to design a branded visual and narrative marketing concept for a client company and/or Creative Agency Krea. The student will be able to produce distinctive, attractive and useful content in line with the concept in a target group-oriented and multichannel way. Students will be able to use a variety of graphic design and image editing software and digital storytelling platforms. The student will be able to work in an entrepreneurial way on client projects and to sell and justify their solutions.

Company's brand strategy and guidelines
- customer understanding and market analysis
- strategic concept design
- visual communication and graphic design
- multichannel content production and target group-oriented storytelling
- entrepreneurship and self-driven teamwork in client projects
- The course involves working on client projects in a creative agency Krea

Implementation: Contact
If you already know the content of this course, you can demonstrate your knowledge. If you know how to demonstrate your knowledge of this course, please ask your course teacher for more information

Anderson, Donald L (2019). Organization design: creating strategic & agile organizations. Sage
Fraser, Heather M.A (2019). Design works: a guide to creating and sustaining value through business design. University of Toronto Press.
Hanlon, Annmarie (2019). Digital marketing: strategic planning & integration Sage 2019
Lazauskas, J. & Snow, S. (2018). The storytelling edge: How to transform your business, stop screaming into the void, and make people love you. John Wiley & Sons, Inc. E-kirja.
Rodriguez, M. (2020). Brand storytelling: Put customers at the heart of your brand story. Kogan Page.

During the course, you will be able to contribute to the strategic development of corporate brands. You will develop a concrete concept plan and multi-channel storytelling for a client. You will use different graphic design methods and tools and apply strategic brand thinking to create a responsible marketing or communication concept. The course involves close teamwork as part of the Creative Agency Krea.

It is recommended that students have completed the courses Strategic Branding, Integrated Marketing Communication and Basics of Graphic Design and Tools or have equivalent knowledge.

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.

Student
- knows the concepts and process of strategic concept planning
- can use a graphic design program at a basic level
- understand what a visual concept is,
- knows what a narrative content marketing concept is
- has some room for improvement in terms of commitment to work and scheduling

Student
- has a good understanding of the strategic concept design process
- has a good command of graphic design software and is able to study it in a somewhat self-directed way
- can design a branded visual concept and a distinctive narrative content marketing concept
- can produce narrative and visual content that adds value for target audiences and business customers
- be able to produce content in a multi-channel way, so that the content complements each other and reinforces the attractiveness and awareness of the concept
- be able to justify and sell their solutions, taking into account sustainability and responsible marketing aspects
- take responsibility for their own tasks in the project, actively take responsibility for the success of the project as a whole and share their knowledge within the team.

Student
- has an excellent understanding of the strategic concept design process
- use graphic design software professionally and study it in a self-directed manner
- can design and implement a distinctive visual concept in line with brand guidelines
- design and implement a distinctive and narrative content marketing concept
- produce content in a multi-channel manner to develop an excellent customer experience
- excels at selling and justifying their solutions
- takes into account the ethical aspects of sustainability, responsibility and marketing
- is self-directed, entrepreneurial and has a positive attitude
- takes responsibility for the project with excellence, shows initiative and shares knowledge within and across teams