About
This English spoken minor, aims to strengthen the core values and customer journeys of either existing or new brands by exploring, analyzing and implementing multimodal-design interventions. Cognitive, behavioral, linguistic and visual theories are used to influence the target group through both written language (copywriting) and cultural visual language (image related). Neuroscientific insights applied in consumer testing help to understand the way in which design contributes to building affective brand values.
Social & Sustainable Focus
The quickly advancing field of digital marketing, branding and
communication and a rapidly changing society requires a strong sense
of public responsibility from its designers. The ability to emphasize, to
anticipate intentional and unintended social and sustainable implications of one’s design
(human-centered branding), is essential in order to create durable added
value and increase future-proof brand equity.
In this minor various aspects of this discipline are developed by working on a case for a real client in a multidisciplinary and international student group.
The aim is to create added social and sustainable value for an existing or a new brand.
So, join us and embark on an exciting journey to improve our world.
Program Modules
BDP1 - Project
In the Project & Coaching part you are invited as junior professional to work in multidisciplinary and international teams to design and develop (strategic) communication and branding campaigns, plus supportive media and touchpoints based on challenging client cases. The project is largely based on the Design Cycle. Your focus should be on being able to substantiate, test and document the strategic branding / design choices and results.
BDP1 - Theory
In the Brand Management & Implementation part you acquiring knowledge in the field of building, managing and communicating brands (and the visual and behavioral design of products, services and organisations they represent in the minds of users and other stakeholders). Second objective is how to use this theory to advice clients (or other commissioning parties) on how to create value and trust, utilizing an implementation plan.
BDP2 - Psychology
What moves a consumer to buy or use a particular (sustainable) service? How brands are stored in our memory and are recalled is key to be relevant. Which associations evokes a particular (image of a) brand? Therefore the specialist should have knowledge about the cognitive and psychological aspects that relate to the mental influence and the building of brands. These aspects are dealt with in the Applied Psychology course.
BDP3 - Trends & Innovation
This course creates awareness for the exponential rate of change that is affecting lives of humans all over the world. Together we explore developments & innovations in Technology, Branding, Media and Design and we analyse how these changes create new opportunities for brands and will impact society as a whole. We study how bold brands innovate in their way of communicating and interacting with consumers.
BDP4 - Concept & Design
In this course attention will be given to methods to generate design concepts and how to convert ideas into suitable design solutions with use of all aspects of design as colour, shape, contrast and typography. Readability on screen as on print, but also the experience of the design by the user will be discussed. For all kind of tools (Adobe CC) there will be demand-driven tool support. This will be done in workshop assistance every week.
BDP5 - Brands & Social Interaction
In this course you will learn how brands can create a meaningful interaction and an extensive relationship with consumers. Students will map out thouch points in a customer journey. You will learn how to manage the different touchpoints through insights of applied psychology. Hereby adding value for the customer as well as the brand by optimizing touchpoints so that potential customers can become loyal customers.
Key Staff
The minor is provided by a highly qualified and skilled team of lecturers and professionals with years of experience in the international educational environment as well as in the global business world.
Harro leupen
BDP1 Project Coach / BDP3 Trends
Course Coordinator. His main focuses lies in developing novel media concepts to educate, persuade, and inform specific target audiences. Concepts that strike and engage people and where inclusion is crucial, considering the diverse backgrounds, beliefs, and values of an increasingly connected world. His goal is to design with sensitivity to these differences and add value through cross-cultural design.
Nicolette Wever
BDP1 Project Coach
Design Thinking expert and change facilitator/visualizer. Independent professional in the field of illustration, visual communication and facilitation of creative change and innovation. She holds an Msc in Creativity and Change Leadership. Expertise: facilitation and visualisation for management teams in business and higher education, municipalities, non- profit organisations, and commercial clients.
Erik Schoppen
BDP1 Theorie / BDP2 Psychology
Management author. Lectures strategic brand management, design innovation, neuroscience, applied psychology, and sustainable behavioral change. He researches Trust in Sustainability to clarify the effects of sustainable trust systems on our brain and in society. He developed the Build Bridge Bond-methodology for sustainable brand leadership. He received his master in media technology research on digital media and trust.
Margreet Oostenbrug
BDP4 Concepting & Design
An accomplished designer and educator known for creating courses based on student feedback and industry trends. Holds a master in Learning and Innovation with research on 'Value Creation'. She is passionate about projects that merge diverse interests, lifestyles, and pressing issues for meaningful impact. With extensive expertise in design education and insightful research, she fosters creativity, authenticity, and sustainability in education.
Ids Kooistra
BDP4 Concepting & Design
Experienced designer in the branding industry. Passionated about design, whether it's creating logos for start-ups or developing onboarding apps for big tech companies. As an historian (MA), he specializes in storytelling and understanding historical events, but also actively keeps up with new trends to motivate students to embrace technology in their work - helping students explore their own passions and interests in concepting and design.
Davey Schipper
BDP5 Brand Interaction
As an enthusiastic lecturer he guides students in understanding the significance of meaningful interactions and strong relationships between brands and consumers. His passion lies in educating students how to effectively manage and optimising touchpoints in the customer journey. Holding an Msc in Social Psychology he empowers students to add mental and social value to both customers and brands.
Frequently Asked Questions
General
Type: minor, Bachelor level
Duration: 1 semester
ECTS: 30
Start: February, September
Language: English
Focus: Social fabric, Sustainable cases
Institute: School of Communication, Media & IT
Entry Conditions
You need basic Adobe CC skills (Illustrator, Photoshop, InDesign, Premiere, Animate) in order to participate in this programme.
It is expected that you bring your own device with Adobe CC installed.
How do I register?
You have to pre-register to participate in this minor.
Please note, there are a limited number of places reserved in this programme for exchange students.*
Link to Hanze University register page
*Places for minors that have pre-registration with a waiting list are awarded based on a draw.
Pay attention to the deadlines of the draw.
More information?
For specific questions or more detailed information about the minor, please send an email to:
m.i.oostenbrug@pl.hanze.nl