MAPD5100 Strategies in Product Communication Course description

Stories can be used in many ways, e.g. to generate ideas, increase your understanding of the users, create better understanding within teamwork, explain a service, sell an idea or to brand products. In the development of a product or a service, you have to work almost like a film director to build up a product story to which users can relate. In this module you will develop your use of communication strategies with emphasis on conscious use of storytelling in design.

Admission to the Master's programme.

After completing the course, the student is expected to have achieved the following learning outcomes defined in terms of knowledge, skills and general competence:

Knowledge 

The student 

• has in-depth knowledge of storytelling as a design research method  
• has in-depth knowledge of how storytelling is used in branding  
• has advanced knowledge of interview techniques with the aim of getting user insights 

Skills 

The student 

• is capable of using storytelling as a method for research and concept development  
• is capable of using concept mapping to develop an idea into a sustainable product concept 
• is capable of using dramaturgy in storytelling to sell or explain an idea, product or concept 
• is capable of writing a sales pitch 
• is capable of consciously develop and use material (product semiotic) and/or visual communication in his/her project 

General competence 

The student 

• understands the need for, and use of collaboration with external partners 
• is familiar with developing a project based on insights/stories from external users/resource persons  
• Is familiar with implementing communication (storytelling) in projects

• Concept development 
• Storytelling 
• Product semantics 
• Branding 
• Concept mapping 
• Interview tecniques 
• Dramaturgy

The most important teaching and learning methods for this course are individual work, group work, lectures, discussions, tutorials and studio courses.

The following required coursework must be approved before the student can take the exam:

• Participation in activities regarding your chosen specialization the 2 first weeks in the course.
• A preliminary sales pitch to a relevant target group 2-3 A4 pages (individual or in group) 
• One oral project presentation. Storytelling must be used as a tool in the presentation (individual or in group) 
• reflection paper (individual)

Individual or group portfolio examination. Single student max. 35 A4 pages, group work max. 45 A4 pages. The portfolio consists of: 

• description of the product concept 
• design process documentation  
• a finished sales pitch  

The examination result can be appealed.

No restrictions.

A grading scale of A (highest) to F (lowest) where A to E is a pass grade and F is a fail grade.

Two internal. External examiner is used periodically.