Vak: Communication- and Media Theory 3 credits: 5

In the project students create a communication campaign. To create it and different media products, they need a theoretical basis.

Communication theory is about different topics related to creating a communication campaign, such as integrated marketing communications, customer journey, objectives, budget, content and media strategies, testing and measuring, GDPR and ethics. 

Media theory addresses the role played by the visual elements in any type of media-related communication, from photography to time-based media. Students pay attention to the composition of images, the colours used, the contrast, the point of view, the typographic choice and many other characteristics, with a critical eye on the immediate meaning (denotation) and additional meanings (connotations) that might occur. Since most communication activities are nowadays implemented in an online and digital environment, the student is also asked to consider the impact of the web design best practices and ultimately the usability of the (visual) products.