PORTFOLIO WORKING
EDITION 1.2015
Institution VIA Design VIA Design is the largest design- and business academy in Scandinavia within the fashion and lifestyle sectors.
SINA MARLEEN PETERSEN
VIA Design
Business Fashion & Lifestyle
Course Branding & Marketing
Elective
A business to a prefer way of living, people‘s set of attitudes that are regarded as fashionable and desirable.
VIA Design provides students with a basic understanding of structures and processes within the industry.
Students develop basic skills in Photoshop, Illustrator and InDesign as used in the Marketing/Branding Industry.
Adobe
CONTENT 3 Editorial 4 Branding & Marketing Management 6 8 10 14 18 20 22 24
Design 1st Semester Branding 2nd Semester Marketing 2nd Semester Concept Development 2nd Semester Macroeconomics 2nd Semester Business Economics 2nd Semester Study Skills 2nd Semester Elective 2nd Semester
26 Curriculum Vitae 27 Semesterplan 28 Registration of Marks 30 Final Evaluation Appendix
EDITORIAL Every once in a while we all have doubts about ourselves. About how we are perceived, what others think about us and especially about what is being said when we are not in the room. May it be, because we want people to like us or appreciate our work, we ultimately seek to build relationships, friendships, true bonds. It is not surprising that this is exactly the same for most major companies. Their ultimate aim is to successfully build strong and rewarding relationships with their customers? The brand around a company and their products is not only their knowledge, their outstanding quality or their extraordinary service. It needs all those small components of the puzzle to tell a coherent story to the customers and make a person wish to be connected to the brand. Just like in private life - if you tell an intriguing story people call for an experience with you. In modern - oh so competitive - industry this cannot be left to happen by chance. The strategic approach to build Brand Equity and analytical methods needed to measure the impact is part of my studies at VIA Design. The following pages of my first year Portfolio shall give an insight to my work, process and future prospects. Sina Marleen Petersen
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BRANDING & MARKETING MANAGEMENT The Branding & Marketing Management course at VIA Design provides students with a basic understanding of structures and processes within the industry and gives deeper insight into the fashion and lifestyle sector. The Academic Profession (AP) degree programs spreads over 4 semesters, during which students will be introduces to various disciplines within the field of fashion and lifestyle including Design, Purchasing and Production.
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ithin the first semester all undergraduate AP student follow the same common core subjects. This ensures the coverage of a variety of disciplines and equips all students with a basic understanding of all aspects within the fashion and lifestyle business. The second semester purely focuses on Branding & Marketing Management. Before the final first exam students will be taught design processes, visual communication, trends analysis and sociology. Additionally VIA Design offers students to improve their individual skills by choosing two electives of their choice. Prospectively all students must arrange a compulsory work placement for their third semester trainee experience and also get the opportunity to apply for their third semester abroad. To complete the Academic Profession (AP) degree students shall take a written examination, consisting of a problem statement designed by the student in collaboration with a company of their choice. Concluding the student will finish with an oral exam.
After graduating students have acquired the skills to get an Assistance employment within Branding & Marketing or are able to continue their studies with a BA top-up program. During their studies different modules train students to communicate, plan and carry out concepts. Furthermore students will be able visually present marketing programs. Focusing on the global market and specific target groups the course takes a strategic approach to all presentations of problems. The main content of the course includes brand values as well as trends and tendencies on diverse consumer markets. Various marketing channels such as digital, electronic and print media are main subjects in lectures. The overall method of working follows an interdisciplinary approach including collaboration with other international programs at VIA Design such as fashion designer, retailers and purchasers from the fashion and lifestyle sector. Resulting in a broad knowledge of the variety of professions students will be prepared for challenges after finishing their education 2015 @ VIA Design
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DESIGNING LIFE „Designers are meant to be loved, not to be understood.“ - Fabienne Barral
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should have read the quote before I started my lectures on Design during the first semester. Being used to working very strategically - the ‚German‘ way I‘d call it - I was struggling to understand the design process in the beginning.
Before we started the first lecture my expectations weren‘t very specific. What I aimed to gain was an understanding of the overall design process as well as a basic understanding of fashion concerning the design process. In addition I was curious of whether I would have been capable of following a artistic career as I always dreamed of being a Fashion Designer. In this class I saw the chance to challenge myself and make the final decision on the choice of my course. Furthermore I was looking forward to finally be taught basic drawing techniques and improve my personal skills concerning different idea generating methods. As part of the module we started with identifying the target group we would like to work for. Looking at the variety of Personas, that had similar demographic features to the people who created it, I worked with a lady in her 40s. Such choice enabled me to practice my research on likes, want and needs that I was less familiar with. In order to capture what we had found out the next task was to create a moodboard. With the class not knowing any details on my Persona I received close guesses on the age, income and lifestyle, which approved the relevance of my work. In addition to developing a concept around this persona the class also covered techniques and methods supporting the process of generating ideas and such as looking a Product Design Identity and possible improvements.
In generally I found it difficult follow some methods I have never heard before while fellow students have already adopted certain ways of drawing and designing. Furthermore I struggled to observe distinct progress in my work as the lectures were quite few and schedules within a short period of time. Therefore I practiced my basic drawing skills in addition to the given assignment and lectures. By also experimenting with different idea-generating techniques I have learned that having a concept before starting the design process is not the idea here. The tools I now have at hand can be used to think outside the box and put my inspiration together to then create outlines of a concept. The interactive approach of Johnny allowed the class to try everything during the process so that newly adopted skills where practiced before proceeding to the next step. I personally appreciate the possibility to ask for advice and constructive criticism along the way and the guidance and material I was given provided reliable support. This characteristic of the course mattered the most to me, because previously attempts to learn more about design and drawing had failed due to a lack of professional guidance an advice. Concluding I haven‘t changed the choice of my course and remained with ‚Branding & Marketing Management‘, because I can see the creative possibilities as well a the advantage of having a strategic way of working. From my experience within Branding, that I gained during the past couple of month I can say that this class has provided a different perspective on the creation of concepts and product design, which is crucial to consider when working within Branding & Marketing.
Module
Semester
The Design module was one of the commin core subject taught by Johnny Vestergaard Jensen.
This first semester module was taught from September until December 2014. The module was completed by a design portfolio and provides 4 ECTS points.
7 DESIGN PORTFOLIO TASK // Create a concept marketing and advertising campaign for the target group chosen. As a Branding & marketing Student I chose the latter and created two proposals for possible campaigns. The product I worked with is the ‚Deep Sleep Pillow Spray‘ by this works. Grade: 12
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THE SECRET OF
BRANDING
The public easily recognises a well-branded product. Once a coherent brand image is promoted around a product people learn to associate the name with the product itself without the need for any more explanation. Yet the secret of sucessful branding is not only mental but equally important is physical availability.
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randing Strategy & Analysis is one of the main subjects of the Branding & Marketing Management course at VIA Design. As the title of the module implies these lecture do not only cover the development of branding strategies according to taught theories but also the knowledge and skills to analyse them. In order to be prepared for upcoming interdisciplinary project as well as real life work experiences I strive to acquire a thorough and broad knowledge of the major theories and methods. Moreover I want to acquire a broad understanding of successful branding and the long-term impact on the company‘s success. I expect the studies to equip me with tools to design and implement a thorough brand strategy and to scale its performance.
The lectures held during the second semester were based on Strategic Brand Management by K. L. Keller and aligned all activities on building, growing and sustaining brand equity. With contemporary approaches and references to additional reading such as The New Strategic Brand Management by J. N. Kapferer students were provided with a broad array of perspectives. Generally lectures covered topics from the assigned reading, but rather than recapitulating all models and theories from the literature, videos provided a new perspective on the topic or built a base for group discussion. Thus the previously learned theory could be applied to real business cases and we were able to practice our critical thinking about complex decision-making of major brands.
Module
Semester
The Branding Strategy & Analysis module is one of the two main subjects and was taught by Paul McElheron.
The second semester module was taught from February until June 2015. The module will be completed by a written reports and provides 5 ECTS points.
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Furthermore the lectures considered the historical development of brands and the impact of economic events on their development. Thoughts and theories from the sociologic field as well as insights of cultural & ethnical studies provided new considerations and topics for discussion so that we were able to give thorough suggestions and recommendation on given tasks and real-life cases. On top of such theory based work we were given the opportunity to test the impact of branded products ourselves. The coke taste test on a focus group consisting of 4 classmates allowed us to document and asses the effect successful branding has. Commonly the specialities Branding and Marketing are known for being the same or one being part of the other. Not being able to confidently distinguish both fields myself I now have fully internalized the distinct differences. Through my independent studies and reading I prepared classes and was glad to participate in discussions. Thus I was able to deepen my understanding on different models. Furthermore I found myself making connection to theories while observing and studying real-life cases. Concerning group assignments we were meant to complete in class I experienced and mismatch of knowledge with some of my classmates who hadn‘t completed their reading. Not being prepared to contribute to our work required me to fill them in on the material. Even though this stopped us from working productively I had the chance recapitulate what I have learned. Reciting and explaining studied theories help me to fully comprehend their meaning and relevance within the industry. Prospectively I believe that I need ramp up my additional studies and utilize the recommended reading to support my studies. For the final assignment, which will not be completed by the time this Portfolio is due I chose to focus my studies on the role of Packaging as I catch myself buying products because of its packaging. This assigment will give me the opportunity to understand the impact and be more aware of how packaging can be used as a part of
ASSIGNMENT // Written Report PROBLEM STATEMENT // The Role of Packaging in Consumer Buying Behaviour
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MARKETING MANAGEMENT
Marketing is one of the main subjects in the Branding & Marketing Management course. Therefore I believe that it provides valuable essentials and basic knowledge for my future studies and upcoming interdisciplinary semester projects. I want to acquire a thorough understanding about the importance of the marketing department and the impact on the rest of a company. Hence I believe that in reverse the company and its micro- and macroeconomic environment has major impact as well. In order to create coherent marketing programs in the future I strive to practice the use of theories and methods studied for this module and apply them to complex issues of the industry. Furthermore I believe it is important to comprehend the relation that Marketing has to Branding and how they can complement each other.
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he Marketing lectures always start with the repetition of the previous chapter presented by a student, who prior to class prepared presentation of 10 minutes. This provided as brief overview of what has been covered in earlier classes. Proceeding with a lecture on the reading material, that was guided by a given preparation sheet for each chapter/class by the teacher, it build the base for the following work in class. While all students know the material from the book the teacher was provide real life examples and personal experience, which makes it easier to comprehend the purpose of a model. Furthermore did the lectures not only cover major marketing topics like the value chain, but also left space for discussion about the relationship to micro- and macroeconomic developments. The following tasks, usually with en emphasis on teamwork challenged us to use models and theories in order to process data and provide a thorough analysis. Such tasks were related to examples of the industry and regularly challenged critical inspection to adopt alternative views and give recommendations based on the studies and put all findings into perspective. Regular individual & group presentations enabled us to communicate our finding and receive feedback on our work as well as presentation skills. Throughout the the semester we continuously followed the strategic marketing process to acquire a profound understanding of connections between analysis, strategies, the implementation of marketing activities and the meaning of a follow-up program. All the material we have covered provides the foundation for our assignment and the final examination. In cooperation with Concept Development the students are asked to write a Business Plan and create a Marketing Programm complementing the Brand Image. Since this assignment will not be completed by the time this Portfolio shall be handed in, I have included an excerpt from one of the major assignments we were given in class. After a long period without Marketing classes the task was to analyse and asess the Marketing Strategy of ‚Jägermeister‘ and draw a conclusion in order to give a recommendation on their prospective 2-year Marketing Strategy. Using the models and theories we have been introduced to in classes I found this a extremely useful taks to understand the context and practive the theoretical knowlege we have acquired so far. Furthermore I gained a lot of new perspective from the two days of groupwork and became aware of apspects I haven‘t thought about before. For me personally was the recurring same structure of the lectures a reliable base for my own preparation. The earlier given preparation sheet was a great support while reading the material and provided a guideline what to focus on. Hence I could fully concentrate on new perspectives and ideas that were given in class and was prepared for working with business cases. Moreover I was able to apply the theories in group works and develop ideas to recommend prospective marketing programs. During the process of learning about the major aspects of marketing the individual business cases helped to related models to real-life examples so that I was able to better understand the dimension. I believe that the regular practical work provided as good preparation for the upcoming first year exam and the assignment in cooperation with Concept Development. I know comprehend the distinction between and the relationship to Branding and know how to apply marketing programs to complement the former. Concluding I have received a thorough introduction to the overall Marketing process and a profound understanding of all models and theories included. Nevertheless I believe that it requires more practice to be able to fully comprehend the relation to other departments of a company.
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PRODUCT LIFE CYCLE
III.
II.
I.
I. Asian Market
II. US Market
III. European Market
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synergy of image and product
only one product in the product portfolio
rarety of herbal liqueurs on the asian market
law restrictions for alcolholic beverages
WEAKNESSES . THREADS
OPPORTUNITIES . STRENGTHS .
SWOT ANALYSIS
Module
Semester
The Marketing Management module is one of two main subjects and was taught by Gitte Villemoes Larsen.
The second semester module was taught from February until June 2015. The module will be completed by a written business reports and provides 5 ECTS points.
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C O N C E P T DEVELOPMENT TASK // Create a sketch of the brand Book cover inspired by a graphic designer of your choice.
inspired by Paula Scher
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efore starting the module 'Concept Development' I imagined it to be structured like all the other second semester modules - acquiring knowledge about model and theories of the particular field and using such to analyse existing business cases. Yet against my expectations the lessons took another approach. The lessons and teaching content ware built on one another so that regular assignments were either intended to provide material for the next class or be a practice for newly acquired knowledge. Furthermore were all lectures integrated in the brand building process that leads to the final assignment of creating a brand book. Within the class we built groups, that we have work with for the whole semester. Not only is such long-term cooperation one more reason to choose group mates carefully, also has it challenged our long-term commitment to the idea and concept we have created around it. I truly appreciated the regular presentation about our process and development in front of the class to receive valuable feedback on how the concept is perceived by people, who are not involved in the process. This enabled us to adjust the concept regarding the recommendation and improve the overall product. The whole process and all the little steps included to build a cohesive brand has also provided a solid base for out Marketing Management Assignment, where we are asked to write the suitable Business Plan for the concept and create the suitable Marketing Program for it. The final product, which has not been finished by the time this Portfolio will be handed in, will be a brand book for our newly created brand ‚aurarum‘. A cosmetic range including a collection of skincare products, created for the aging skin of active people. The special aspects of having the same advantages as Make-Up shall allow the customer a carefree use without worries about negative impact on their skin. Never before have I worked without any guidelines and created a product, concept and brand idea around a self-chosen target group. This procedure was particularly valuable for my learning. As I like to learn from my mistakes I would call my learning approach ‚learning by doing‘. The whole process of developing our brand image taken step by step and allowed me gradually build my skills. Starting this class without any knowledge about Graphic Design and the programs used, I now posses a basic understanding of the step and aspects included when working with visuals. I was able to acquire valuable skills in the major Adobe Design Programs and am now capable of visually implementing ideas and concepts. Moreover I have sharpened my senses for different aspects of brand concepts such as fonts and know their impact on the audience. I can say that I am more aware when looking at marketing material and logo design so that whenever I receive any kind of design material (e.g. menu card) I practice my analytical skills. Additionally the lecture by Janne Høgshøj "The Paper Lady", who has great experiences in Graphic Design Print as well as Digital also drew my attention to materials used to support a message. I now have got an overview on the whole process of creating a consumer-inspired product and developing the concept around it, which represents the base needed in order to create a coherent brand image and a marketing program accordingly.
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DANCE | TANZ | DANS
Contemporary dance consists of the most honest and self-expressive movements.
Dance is the language of emotions and feelings. It can be applied to express any situation or mood and portrays a story, relationship or any other expression. I have used liquid colour that shall resemble a dancer‘s body to create organic shapes & fluidity. The drops at the center of each letter resemble the torso or heart of the performer and therefore tend to be placed at the left side of all asymmetrical letters. Purple resembles sensitivity, compassion, free spirit, creativity, deep feelings, idealism, fantasy, intuition, visionary & self expression - my associations with dance. Task // create your own alphabet-font about yourself - your values, your core identity, your origin et cetera
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Concept Development Sina Marleen Petersen
Module
Semester
The Concept Development module facilitates the two main subjects and was taught by Mary Nørgaard-Larsen.
The second semester module was taught from February until June 2015. The module will be completed by a brandbook assignment and provides 4 ECTS points.
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MACRO ECONOMICS Macroeconomics (from the Greek prefix makro- meaning „large“ and economics) is a branch of economics dealing with the performance, structure, behavior, and decision-making of an economy as a whole, rather than individual markets.
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he module ‚Macroeconomics‘, which was schedules with 5 lectures for the second semester, was designed to give the students a understanding for macroeconomic events and their significance for the national and global economy. I expect the module to introduce me to the major methods and theories to analyse macroeconomic events & decision and provide an understanding of their impact. Solidly based on the general Business Cycle the lecture introduced the meaning of ‚Equilibrium‘. In connection with the Aggregate Demand and Aggregate Supply Curve all further topics could be related and provided a understanding of general macroeconomic relations and effects. With defining the term ‚Inflation‘ we started a discussion not only about the disadvantages, but also the benefits of this process. From there we were introduced to fiscal & monetary policies. Using the AD/AS curve we had the possibility to show the impact of such policies,
consider multipliers and abstract their impact on the political development. The use of recent economic examples and events such as the financial crisis and the happenings in Greece provided the foundation for profound discussion to practice the recently acquired knowledge. Furthermore we were able to identify misunderstandings and questions political decisions based upon the new input. Before this course I was not able to put any political developments, such as political conferences & summits and their outcomes, into context in order to understand the impact on the national or global economy. Having completed the module and actively participated in discussion I am now able to follow political initiatives and comprehend their impact on socioeconomic development, which is crucial to consider when adapting any marketing program. Through class discussion I was able to put myself into my opponents‘ position and with the information of their background such as country of origin comprehend their argumentation.
19 Module
Semester
The Macroeconomicsmodule provides basic knowledge to facilitate the two main subjects and was taught by Morten Neubert.
The second semester module was taught from February until June 2015. The module was completed by a test assignment and provides 2 ECTS points.
The classes built on one another so that new perspectives and considerations on economic impacts were continuously added and discussed. By using the given video material I was able to recap what I have learned at home and apply it in discussion in the following lecture. The now acquired knowledge enabled me to pay more attention to the news and for example follow the happenings around ‚Greece‘. This provided a solid base and practice to evaluate and present data for the final case on the prospective developments of Greece. Moreover it provided knowledge to critically discuss opinion within our group. Eventually we were able to give recommendations and support them with references to what has been taught in class and read on the news. I personally was repeatedly challenged to explain the German perspective on ‚Greece‘, which made me reflect a lot more on the news that I would have before.
Also I adopted a stronger opinion on this particular topic, which enabled me to acquire a solid position on group discussions. The assignment shows the final test on all macroeconomic and political fields previously covered in class. With 21 out of 23 points I can say that I have acquired a profound basic understanding of global political developments and an understanding for their impact. Although the test was graded with a 10 I believe I need to keep up with the news on a regular basis and track political events in order to understand the global development. Furthermore I believe that an important factor in political research is the credibility of the source. I have learned that the political attitude of the author as well as its origin has major impact on his perspective portrayed. Therefore all sources of information - especially regarding politics - require critical analysis of time, place and details of the author.
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BUSINESS ECONOMICS
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or my course 'Branding & Marketing Management' it is crucial to acquire an understanding of companies and the economic environment they act in. Studying at a institution focused on Design and Business I expect to work with industry-related cases in order to comprehend companies decision and strategic development. For the second semester module 'Business Economics' I strive to practice calculating financial ratios, which I have been introduced to us in the first semester. In this context I shall practice my skills and extend my basic knowledge in Excel and utilize it as a tool. Further I expect to extend my knowledge of the relevant meaning and impact of financial ratios on a company their business. Therefore I want to be able to analyze financial reports as well as the meaning of annual reports in relation to the industry's market development. Based upon such I will be able to draw conclusions and give recommendation concerning future prospects. As we have already completed the Macroeconomics module we were already familiar with the meaning and relevance of the AD/AS curve. This basic understanding helped me to follow the development in a microeconomic environment and understand the market structure for specific companies and their competition. Starting with discussing different market segments we also considered the importance of supply and demand. Since this course was taught only to Branders we put special emphasis on the role of marketing and it‘s impact on demand.
21 Module
Semester
The Business Economics module provides a basic understanding for the economic environment of businesses. It was taught by Mary Nørgaard-Larsen.
The second semester module was taught from February until June 2015. The modulvve will be completed by a graphic brandbook assignmentand provides 2 ECTS points.
This focus provided me with a deeper understanding for my Marketing classes so that I'm now able to consider more aspects when working with complex business related problems. In order to leave the theoretical level and asses real- life business cases we discussed the meaning of costs as well as the perfect competition and its effects on sales & pricing. This basic understanding gave for meaning to the following calculation (of e.g. price elasticity) and enabled us to draw conclusions on a companies performance.
As the 'Business Economics'-module will not be completed by the time of handing in this Portfolio I hope to develop my practical calculating skills using Excel. I can say that by know I have acquired a theoretical understanding of microeconomic coherencies I strive to practice my practical comprehension for annual reports and financial statements in order to draw cohesive and thorough conclusions on economic development for specific businesses and their industry.
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STUDY SKILLS „Research is formalized curiosity. It is poking and prying with a purpose“ - Zora Neale Hurston
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ith the choice of continuing my education at an institution with an academic approach it is crucial to acquire the knowledge and skills to meet the academic standards. Not only does it matter for my time at the University, but also is it premised when working within the industry. The second semester module included is designed to equip all students with fundamental techniques and methods that shall be used to complete prospective exam, assignments and report In future studies. I personally expected to improve my writing skills by practical assignments and following evaluations in order to become aware of any weak points. In classes the group was given an informative lecture on research related topics and was introduced to the major requirements that need to be fulfilled in order to pass examinations. We have discussed the basic understanding of scientific and methodological approaches when working with different kinds of data. ‘Research Methods in Business Studies – Fourth Edition’ (Pervez Ghauri & Kjell Grønhaug 2010) was recommended for personal reviews and provided a guideline on problem formulation, different methods and research terminology. Additionally it was the source for a group presentation that was held in every lesson for the rest of the class as a presentation of the individual learning. In additional to academic research approaches Kim focused on business and market research to gives the group a better understanding of their field of study. Covering the main concerns of academic research the main product of this module is a written report focused on quantitative and qualitative research and data. Including the task to design a methodology, students shall get familiar with structuring a academic report. Furthermore it is asked to choose the right selection of media and learn to express their findings in a clear and concise manner. For me personally I experienced the lecture to be very theory based and therefore found it hard to actually practice my skills, as the group was not given any major assignment to practice on. Furthermore didn’t the group presentations provide me with a new perspective or other aspects as the reading I have done for my personal studies. As I know that I need examples and a task to challenge myself in order to improve my skills, I enjoyed the possibility to ask questions and exchange knowledge, ideas and opinions with the teacher and my classmates. This provided the opportunity to question my believes and helped to see the bigger picture about certain topics and adopt different perspectives. As by the point of handing in this portfolio I haven’t completed my assignment for this module I cannot make a statement of my improvement, yet I do not feel fully prepared by the classes and therefore will assignment myself to self-study in order to reach a higher quality level of academic writing.
ASSIGNMENT // Written Report PROBLEM STATEMENT // The Role of Customer Service within Retail Market
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Chapter 12
Qualitative Data Analysis presented by Louisa Peine & Sina Marleen Petersen
Module
Semester
The Study Skills module is a additional subject to facilitate academic work at VIA Design and was taught by Kim Lilholt Ruggaard.
The second semester module was taught from February until June 2015. The module will be completed by a written reports and provides 1 ECTS point.
ELECTIVE ADOBE
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I
have to clarify that this elective was not my initial choice. Concerning the second semester elective I chose to go to New York City and participate in the Study Trip offered by VIA Design. Since New York is one of the most inspiring and culturally interesting cities I wanted to broaden my horizon and revisit the ‚Big Apple‘. After some research on previous trip about various company visits I decided to invest the money and spend 10 days learning about the most successful brands and their strategies. After the trip meeting with all the participants and the responsible teacher I found myself feeling incredibly disillusioned. The fact that we were responsible to organize all company visits ourselves was a smart task to teach us organizational skills and practice negotiations, yet the rest of the program reminded me more of a leisure trip, including a lot of shop. I am aware that the free time would have been what I made out of it, though I had expected more guidance to actually gain more knowledge for the investment I make. Hence I made the decision to drop out and chose a module that I would benefit a lot more from. As I was applying for my internship at the same time I stumbled upon Adobe-Skill requirements a lot more than I had expected and frightened to be able to fulfill them. With the increasing understanding of the importance of graphic design I was thrilled to advance my own skills to be able to compete on within the industry. As I chose the Beginner Adobe program I hoped to gain a thorough understanding of the use of Photoshop, Illustrator and InDesign, learn about the basic tools and practice to apply them. The course was structured to introduce us to each program separately so that we could concentrate on the specific tasks they can be used for. After practicing on different assignments every student was asked to create 10 InDesign pages using the tools of all Adobe Design Programs and present their individual procedure and learning to class. Regarding my personal assignment I chose to split the 10 pages and work on 3 different project in order to practice all Adobe Design Programs. In order to explore more tools and possibilities in Photoshop I chose to create my very own Spring Cookbook. Therefore I got a friend to take photos of me, which I later edited in Camera Raw and Photoshop. The actual Cookbook was created in InDesign and made up 6 pages. As mentioned earlier was the beginning of April also the time to apply for my third semester work plac^ement. This gave me the opportunity to improve the look of my CV and work on the Design. Illustrator allowed me to draw individual graphics in order to visually present the level of my skills. I once again combined all elements in InDesign and created 3 different CV layout pages. In consultation with Mary I decided to use the elective to further develop the brand we have earlier created in Concept Development. I was able to acquire enough knowledge in Illustrator that I created a 3D bottle illustration as well as a brand logo for our class. I can safely that this elective helped me to achieve the skills in need to get started and initiative further practice. After the end of the course I have already used all of the programs for small tasks in classes or private designs. I am positive about developing the acquired skills in the future and am happy to now be able to fulfil job requirements. Still I think it is not easy do adopt new techniques without being given advice. If I have a certain project/design in mind I always go back to the tools I already know how to use and try to make it work. Even though there may be even better effects and results I could achieve I is hard to discover ways to use and train them. Elective
Semester
The Beginner Adobe Elective module provides a basic understanding for the major Adobe design progrmas. It was taught by Mary Nørgaard-Larses.
The second semester module was taught in April 2015. The module was completed by a 10 page assignment and provides 4 ECTS points.
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aurarum COSMETICS
Showing the process in Adobe Illistrator: creating the first draft of bottles for our cosmetic brand ‚aurarum‘.
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As one of my 10 pages I choose to redesign my CV and use it for the upcomming internship applications. Due to the fact that I applied in Germany all content is in German.
1
1
1
3
3
Team Dynamics – who is?
Strategic Design Practice what innovates?
Design Diving – what was?
Ideation – what if?
Visual Business Model – what works?
3
6
3
Innovation
120 ECTS – appear in the right hand side under subjects/projects Subjects and projects will be adjusted on a continuous basis.
Speciality projects & work experience
1st year exam – oral part
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2
7
Electives – 4 weeks
1 Sustainability
1
Culture & International Marketing
2 2
15
5
Work placement 9 weeks Work placement exam
3rd Semester 30 ECTS
Global Marketing & Branding
4
5
5
Electives – 4 weeks
Study Skills
Macro Economics 1
Business Economics 1
Concept Development
Brand Strategy & Analysis
Marketing Management
2nd Semester 30 ECTS
Basic subjects and common core projects
1st year exam – written part
Strategic & Personal Networking
Technology: material and product knowledge
5 Business: economics, management, supply chain management, retail, branding
Design: design processes and 4 design communication
3
Discovery – what is?
1st Semester 30 ECTS
01.08.2014
15 Final exam
Electives
2
3
5
3
2
Business Economics 2
Campaigns
E-Strategy
Management & Leadership
Macro Economics 2
4th Semester 30 ECTS
Course overview AP Degree in Design, Technology and Business – Branding & Marketing Management
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28 Registration of Marks – Branding and Marketing Management AP Sina Marleen Petersen Student Name: _________________________ According to the Danish Ministerial Order on Academy Profession Degree Programmes and Professional Bachelor’s Degree Programmes, the student is required to participate in the course programme scheduled by the educational institution. TEKO expects all students to commit themselves fully to their studies and take an active role in projects as well as all other programme activities. Students must take responsibility for the development of their own professional and personal skills by participating in learning activities and teamwork with other students. Portfolio Requirements 1. The subjects and projects listed below must be passed to register for the exam at the Branding and Marketing Management specialty (AP Degree). 2. Common core subjects and electives must be passed. Specialty subjects must be included in the working portfolio which must be passed. Included in the Working Portfolio- reflection and assignments from: 1. Registration of Marks – this is the form to include and you must fill in the marks. If the subject has not yet been concluded, leave it blank. 2. Include 2 reflections and work from: 1st semester projects or subjects or 1 from 1st semester and your elective subject in 2nd semester 3. Include reflection and an assignment from: all 2nd semester specialty subjects that are marked with an * ( asterisk) Legend C = common core subjects, E = electives, S = specialty subjects * = included in the working portfolio Registration for the oral part of the First Year Exam: 1st semester subjects/projects: Discovery Team dynamics Strategic design practice Design diving Ideation Visual business model Design Business:economics,management, supply chain mgmt.,retail, branding Technology Strategic & Personal Networking
Subjects Date C C C C C C C C C C
7 Mark
passed passed 10 4 12
Other comments
Design Portfolio Grade
passed passed passed
Registration for the 3rd semester Work Experience Exam 2nd semester subjects/projects: Working portfolio, end 2nd semester Entrepreneurship *Marketing Management *Macroeconomics 1
Subjects Date C C S S
pending Mark passed pending 10
Assignment hascomments not been graded yet Other Assignment has not been graded yet Test Grade
29
pending pending pending pending passed 10
Assignment has not been graded yet Assignment has not been graded yet Assignment has not been graded yet Assignment has not been graded yet
recommended Mark
T E Y ED
C T O N
ET L P OM
BRANDING @
VIA
Design
Looking back at the time I have spent at VIA Design I must admit that my view on my life, my goals, my habits and my values has changes quite a bit. Not only that I now life in another country surrounded by people from all over Europe I have also opened up to adopt different perspectives and forced myself to question statements and actions more often. But not only have I occupied myself with what impacts me from the outside but also have I questions my own actions and opinions a lot more. I have become more critical, but also a lot more ambitious and focused on where I want to go and what I want to achive in life. Overall my contribution is appreciated and my organised and structured manner of work is valued for any kind of group work. As a Implementor and Monitor Evaluator in regrads to the Belbin team roles I am aware of my weaknesses and something lack deep insight knowledge on project because of taking such roles. Prospectively I‘d like to practice the balance of taking the role I‘m comfortable in as well as getting the insight into projects. Regarding extra curricular activities I can refer to my trip to London in autumn last year. Not only that the city itself is a massive inspiration from a Branding & Marketing perspective, but the most impact had the Musuem of Advertising. The visit has reassured my choice to study Branding & Marketing and made a lasting impression. Sina Marleen Petersen
VIA Design 1st & 2nd Semester Working Portfolio 225819 Sina Marleen Petersen Branding & Marketing Management sinamarleenpetersen.weebly.com Picture Credit Frontpage & Editorial Page Design: Ugne Tusaite Photography: Dumitria Negoita Model: Sina Marleen Petersen
Š Sina Marleen Petersen 2015