Academic regulations for Bachelor of Arts in International Communication and multimedia

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Academic regulations for Bachelor of Arts in International Communication and multimedia

1. The outline provisions of the academic regulations

The academic regulations for Bachelor ofArts in InternationalCommunication and multimedia (2012) have been drawn up by the and have been approved by the Dean ofThe Faculty ofSocialSciences on 15-05-2012

The academic regulations take effect on 01-09-2012

On successfulcompletion ofthe Bachelor ofArts in InternationalCommunication and multimedia,the student will be entitled to use the title Bachelor ofArts (BA) in InternationalCommunication and Multimedia

The academic direction and primary subject areas of the programme

The aim ofthe study programme is to provide the graduate with intermediate professionalcompetences.

Furthermore,it aims at qualifying the graduate to further studies at master degree levelin selected fields of communication and multimedia.

The InternationalCommunication and Multimedia study programme willprovide the students with the professional qualifications in different disciplines in the fields ofcommunication and multimedia production.

A student with a bachelor in InternationalCommunication and Multimedia should,in severaldifferent subject areas in the fields ofcommunication and multimedia production,be able to use the scientific methods and tools that are attached to the course.The student must be able to estimate the theoreticaland practicalissues and,on the basis ofhis/her achieved knowledge and skills,substantiate and choose the relevant models ofanalysis and the right solution to the problem at hand.

The students at InternationalCommunication and Multimedia make individualchoices about the professional profile oftheir study programme,as they are able to choose between different electives on the sixth semester (20 ECTS).Thus some students willspecialise in the disciplines ofbusiness communication,while other will

specialise in the areas ofmultimedia production.

The purpose ofthe InternationalCommunication and Multimedia study programme is to qualify students for the planning,development,and implementation ofcommunicative and multimedia production tasks independently or in close collaboration with others in companies and public institutions anywhere in the world.The International Communication and Multimedia study programme stresses the existing relationships between different disciplines such as communication,multimedia,culture,and marketing.

In order to provide the necessary qualifications,the following competences are strengthened:

• Communication theories and strategies

• Cross culturaland interculturalcharacteristics ofcountries,companies,and institutions in a variety ofbusiness and working scenarios

• Research methodologies

• Planning,design,development,and implementation ofmultimedia products from a technicalperspective,but with a close link to the communicative needs and requirements ofthe customer/scenario at hand

• Fundamentalmarketing theories and strategies

• Personalcompetences such as:

o Ability to work in internationaland interculturalgroups

o Ability to communicate professionally within interdisciplinary groups o Ability to work alone and in groups

o Project management

o Ability to combine and implement the findings in different subject areas

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Academic skills and qualifications:

The students willacquire academic,intellectual,professional,and practicalcompetences that willqualify them for immediate employment and further education.

The academic competences are:

• Knowledge and application ofcommunication theories and models

• Knowledge and application oftheoreticaland academic methods

• Methods ofanalysis ofproject framework

• Knowledge about information and documentation retrieval

• Knowledge and application ofscripting and design skills for the World Wide Web

• Independent working skills and initiative

• Knowledge about group dynamics and team work The intellectualcompetences are:

• Knowledge and experience in arguing independently,analytically,critically and systematically

• Comprehension,use,and reflection on different theories,methods and practice

• Independent work,both individually as wellas in cooperation with others

• Capability ofcommunicating the results ofhis/her own and other work in a clear language,orally as wellas written to different groups (professionalas wellas laymen)

• Capability to enter into dialogue concerning professionalissues with both professionals and laymen

• Ability to identify his or her own learning needs,and to structure his or her own learning process in various learning environments

• Ability to acquire new knowledge,and pass on this knowledge both written and orally The professionalcompetences are:

• Knowledge about the various communication theories,methods and subject areas

• Ability to combine his or her knowledge in different subject areas with relevant insight from other subject areas such as communication and multimedia production

• Capability ofacquiring further relevant knowledge in various areas ofcommunication,culture,and multimedia production

The practicalcompetences are:

• Ability to enter into a professionalteamwork with different professionalgroups dealing with practicalissues,as wellas being able to use and communicate his or her generalknowledge in that connection

• Skills to work in a structured,independent,and systematic manner,keeping an overview in respect of timeframes and quality demands

• Ability to use his or her professionalskills in connection with making qualified decisions,as wellas substantiate and defend them

• Capability to participate in the planning and the completion ofdifferent forms ofprojects and innovation work in relation to the communication and multimedia production areas,and to use his or her professionalskills

specifically in that connection.

Academic skills and qualif ications

The students willacquire academic,intellectual,professional,and practicalcompetences which willqualify them for immediate employment and further education.

• knowledge and application ofcommunication theories and models

• knowledge and application oftheoreticaland academic methods

• methods ofanalysis ofproject framework

• knowledge about how to reflect on project framework

• knowledge about information and documentation retrieval

• independent working skills and initiative

• knowledge about group dynamics and team work Intellectualcompetences

A bachelor in InternationalCommunication and Multimedia

• has knowledge and experience in arguing independently,analytically,critically and systematically.

• can understand,use and reflect on different theories,methods and practice.

• can work independently both individually as wellas in cooperation with others.

• is capable ofcommunicating the results ofhis / her own and others work in a clear language orally as wellas written to different groups (professionals as wellas laymen) and also enter into dialogue concerning professional issues with these groups.

• can identify his or her own learning needs and structure his or her own learning process in various learning environments.

• is able to acquire new knowledge in English,and pass on this knowledge both written and orally.

Professionalcompetences

A bachelor in InternationalCommunication and Multimedia

• Has knowledge about the various communication theories,methods and subject areas.

• Can combine his or her knowledge in the different subject areas with relevant insight from other subject areas such as marketing,project management,and multimedia production.

• Is capable ofacquiring further relevant knowledge in the various areas ofcommunication,culture,English language,and multimedia production (internationalcommunication,advertising,programming for the World Wide Web,desktop publishing,etc.).

Practicalcompetences

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A student with a bachelor in InternationalCommunication and Multimedia has acquired competences to:

• Enter into a professionalteamwork with different professionalgroups dealing with practicalissues as wellas being able to use and communicate his or her generalknowledge in that connection.

• Work in a structured,independent,systematic way and with an overview – in respect oftimeframes and quality demands.

• Use his or her professionalskills in connection with making qualified decisions as wellas substantiate and defend them.

• Participate in the planning and the completion ofdifferent forms ofprojects and innovation work in relation to the communication and multimedia production areas and use his or her professionalskills specifically in that

connection.

Authority

Executive order on bachelor and master studies in business language,No.789 dated 7 September 2001 incl.of later revisions,VTU see http://http://www.au.dk/da/regler/2001/bek789 (in Danish only)

Admission requirements and prerequisites

To be admitted to the study programme you must have,at least,passed a high schoolexam (equivalent to 12 years ofschool).The following requirements must also be met:

• English at A-level.The language qualifications comparable to an 'English A-level" in Denmark can be documented as follows:

o TOEFL test results ofat least 600 (paper-based) or 100 (internet-based test).The Aarhus University TOEFL code is 8935.

o IELTS test with a minimum score of7.0 points

o Cambridge/Oxford test: Certificate ofProficiency (CPE)

o “C2 level” obtained by examination from a CEFR validated English language course

o English-taught entrance examination (“upper secondary school/high school”) or Bachelor’s degree.

• An additionallanguage – other than English – equivalent to the Danish B level(minimum 200 hours of instruction) or your native language at the highest level

• Either history,socialsubjects or contemporary history equivalent to the Danish B level(minimum 150 hours of instruction) is required.

To obtain an assessment ofofyour subject levels in the additionallanguage and either history,socialsubjects or contemporary history,you must provide officialdocumentation ofthe totalnumber ofhours/lessons ofteaching you have received in the specific,relevant subjects during your finalthree upper secondary/high schoolyears, including course and examination descriptions.You should also provide syllabus and book list.

Documentation must be submitted with your application.The applicant must meet and document the generaland specific admission requirements before 5 July in order to be considered for admission.

Danish students must fulfilone ofthe following requirements to be admitted to the ICM study programme:

• STX

• HF

• HH

• HTX

• Or equivalent

In addition,you must have English at A levelas wellas 'Begyndersprog på A/Fortsættersprog på B','Historie'at B level,'Idehistorie'B,'Samfundsfag'B or 'Samtidshistorie'B.

This programme grants access to:

The InternationalCommunication and Multimedia (ICM) education gives access to a selected number ofMaster’s degree programmes: MA (LSP) – (cand.ling.merc.),MA - (cand.mag.) and cand.it.

The InternationalCommunication and Multimedia study programme especially aims at Master’s degree programmes in media production and IT,communication,English,internationalstudies,culture and tourism.

Transitional regulations

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2. The structure of the programme

Overview of exams - Module / f irst-year

exam Exam title / type of examination Subject type / marking Sem./ECTS

Principles ofCommunication Constituent and

mandatory 1.sem.

First-year exam - Internalexam with a co-examiner Graded 10 ECTS

Methodology Constituent and

mandatory 1.sem.

Academic Writing Constituent and

mandatory 1.sem.

Media Production I Constituent and

mandatory 1.sem.

Media Production II (2) Constituent and

mandatory 2.sem.

Fundamentals ofMarketing Constituent and

mandatory 2.sem.

Semiotics Constituent and

mandatory 2.sem.

CulturalStudies Constituent and

mandatory 2.sem.

Philosophy ofScience Constituent and

mandatory 3.sem.

- Externalexam with an externalexaminer Graded 5 ECTS

Public Relations Writing Constituent and

mandatory 3.sem.

GlobalMarketing Constituent and

mandatory 3.sem.

Media Production III Constituent and

mandatory 3.sem.

InterculturalCommunication Constituent and

mandatory 3.sem.

Media Production IV Constituent and

mandatory 5.sem.

Corporate Communication Constituent and

mandatory 5.sem.

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- Externalexam with an externalexaminer Graded 10 ECTS Studies Abroad or

I nterns hip (Abroad or in Denmark)

(30 ECTS / 4. s em.)

Studies Abroad (courses of30 ECTS) Mandatory 4.sem.

- Internalexam without a co-examiner Pass/fail 30 ECTS Internship abroad or in Denmark - 15 ECTS Mandatory 4.sem.

- Internalexam without a co-examiner Pass/fail 15 ECTS

Internship Report Mandatory 4.sem.

- Internalexam without a co-examiner Pass/fail 15 ECTS Studies Abroad (courses of15 ECTS) +

Written Report Mandatory 4.sem.

- Internalexam without a co-examiner Pass/fail 30 ECTS Elective Cours es

(10 ECTS / 5. s em.) Elective 1 Elective course 5.sem.

Elective 2 Elective course 5.sem.

Elective 3 Elective course 5.sem.

- Externalexam with an externalexaminer Graded 10 ECTS Specialis ation

Electives

(20 ECTS / 6. s em.)

Elective Course 1 Elective course 6.sem.

- Externalexam with an externalexaminer Graded 10 ECTS Elective Course 2 Elective course 6.sem.

Bachelor Module Bachelor Project Constituent and

mandatory 6.sem.

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Diagram of the programme's structure -

1.semester 2.semester 3.semester 4.semester 5.semester 6.semester

Principles of Communication 10 ECTS

Methodology 5 ECTS

A cademic Writing 5 ECTS

Media Production I 10 ECTS

Media

Production II (2)

10 ECTS

Fundamentals of Marketing 5 ECTS

Semiotics 10 ECTS

Cultural Studies 5 ECTS

Philosophy of Science 5 ECTS

Public Relations Writing 5 ECTS

Global Marketing 5 ECTS

Media

Production III 10 ECTS

Intercultural Communication 5 ECTS

Studies Abroad or Internship (Abroad or in Denmark) 30 ECTS

Media

Production IV 10 ECTS

Corporate Communication 10 ECTS

Elective Courses 10 ECTS

Specialisation Electives 20 ECTS

Bachelor Project 10 ECTS

Rules and regulations f or academic progression -

The aim ofthe study programme is to provide the graduate with intermediate professionalcompetences.

Furthermore,

it aims at qualifying the graduate to further studies at master degree levelin selected fields ofcommunication and multimedia.

The InternationalCommunication and Multimedia study programme willprovide the students with the professional qualifications in different disciplines in the fields ofcommunication and multimedia production.

A student with a bachelor in InternationalCommunication and Multimedia should,in severaldifferent subject areas in

the fields ofcommunication and multimedia production,be able to use the scientific methods and tools that are attached to the course.The student must be able to estimate the theoreticaland practicalissues and,on the basis of

his/her achieved knowledge and skills,substantiate and choose the relevant models ofanalysis and the right solution to

the problem at hand.

The students at InternationalCommunication and Multimedia make individualchoices about the professional profile of

their study programme,as they are able to choose between different electives on the fifth (10 ECTS) and sixth semester (20 ECTS).Thus some students willspecialise in the disciplines ofbusiness communication,while other will

specialise in the areas ofmultimedia production.

The purpose ofthe InternationalCommunication and Multimedia study programme is to qualify students for the planning,development,and implementation ofcommunicative and multimedia production tasks independently or in

close collaboration with others in companies and public institutions anywhere in the world.The International Communication and Multimedia study programme stresses the existing relationships between different disciplines such

as communication,multimedia,culture,and marketing.

In order to provide the necessary qualifications,the following competences are strengthened:

• Communication theories and strategies

• Cross culturaland interculturalcharacteristics ofcountries,companies,and institutions in a variety ofbusiness and

working scenarios

• Research methodologies

• Planning,design,development,and implementation ofmultimedia products from a technicalperspective,but with a

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close link to the communicative needs and requirements ofthe customer/scenario at hand

• Fundamentalmarketing theories and strategies

• Personalcompetences such as:

o Ability to work in internationaland interculturalgroups

o Ability to communicate professionally within interdisciplinary groups o Ability to work alone and in groups

o Project management

o Ability to combine and implement the findings in different subject areas

Academic skills and qualifications:

The students willacquire academic,intellectual,professional,and practicalcompetences that willqualify them for immediate employment and further education.

• Knowledge and application ofcommunication theories and models

• Knowledge and application oftheoreticaland academic methods

• Methods ofanalysis ofproject framework

• Knowledge about information and documentation retrieval

• Knowledge and application ofscripting and design skills for the World Wide Web

• Independent working skills and initiative

• Knowledge about group dynamics and team work The intellectualcompetences are:

• Knowledge and experience in arguing independently,analytically,critically and systematically

• Comprehension,use,and reflection on different theories,methods and practice

• Independent work,both individually as wellas in cooperation with others

• Capability ofcommunicating the results ofhis/her own and other work in a clear language,orally as wellas written to

different groups (professionalas wellas laymen)

• Capability to enter into dialogue concerning professionalissues with both professionals and laymen

• Ability to identify his or her own learning needs,and to structure his or her own learning process in various learning

environments

• Ability to acquire new knowledge,and pass on this knowledge both written and orally The professionalcompetences are:

• Knowledge about the various communication theories,methods and subject areas

• Ability to combine his or her knowledge in different subject areas with relevant insight from other subject areas such

as communication and multimedia production

• Capability ofacquiring further relevant knowledge in various areas ofcommunication,culture,and multimedia production

The practicalcompetences are:

• Ability to enter into a professionalteamwork with different professionalgroups dealing with practicalissues,as wellas

being able to use and communicate his or her generalknowledge in that connection

• Skills to work in a structured,independent,and systematic manner,keeping an overview in respect of timeframes and

quality demands

• Ability to use his or her professionalskills in connection with making qualified decisions,as wellas substantiate and

defend them

• Capability to participate in the planning and the completion ofdifferent forms ofprojects and innovation work in relation to the communication and multimedia production areas,and to use his or her professionalskills

specifically in that connection.

Authority

Executive order on bachelor and master studies in business language,No.789 dated 7 September 2001 including later

revisions,VTU see http://www.au.dk/da/regler/2001/bek789 (in Danish only).

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3. The programme's individual subjects and exams:

1. Principles of Communication Objective:

The objective ofthe course is to provide the students with knowledge about communication theories and skills in communication planning to prepare them for their future role as communicators in organisations,companies and institutions.

The field ofrhetoricalcommunication willbe covered in order to strengthen the students’abilities to present a given topic to a given audience in a given situation.

Contents:

THE CENTRAL ISSUES OF THE COURSE:

The course willfocus on introducing the students to the academic field ofcommunication theories,

communication planning as wellas analyzing sender-receiver relationships.Moreover,the students willbe given an introduction to the theoreticalprinciples ofrhetoricalcommunication with the purpose ofimproving their presentationaland communicative skills.

The course willinclude an introduction to the principles ofWeb writing to support the students in their work with their 1st semester website.

To achieve this aim,the student has to acquire the following qualifications:

a) Knowledge about:

- Relevant communication theories - Communication planning

- Verbaland non verbalcommunication - Persuasive communication

- Rhetoricalcommunication - Barriers to communication b) Proficiency in:

- Analysing sender-receiver relationships - Communication planning

- Designing verbal/non-verbalas wellas persuasive types ofcommunication - Presenting a given topic

- Writing for the web Method of ins truction:

36 lessons which combine theory with practicalassignments.May include tutorials with casework,

presentations,discussions as wellas lectures.The students willhave the opportunity to hand in a number of assignments during the semester.

Language of ins truction:

English

METHOD OF EVALUATI ON

1 Examinees Product Product framework Duration Preparation time

Materials permitted

Bas is for as s es s ment Group Combined

practical and written

Supplied/asked question

10 week(s) Submission

Remarks

During the semester the student willwrite a semester project combining the courses Principles ofCommunication and Media Production I.AU Herning willgive the topic ofthe project,and the student should demonstrate his/her knowledge about and proficiency in Principles ofCommunication.

The student receives one mark according to the Danish 7-point scale.

The students willreceive feedback on the semester project.

In order to get access to the exam following the course of Principles ofCommunication,the student must pass Rhetorical Communication by giving a presentation and participating actively when giving feedback to fellow students.The lecturer willfurther define the criteria ofthe presentation and the feedback processes at the beginning ofthe semester.

Re-examination

Students failing to obtain the mark 02 at the ordinary exam will sit for an individual4-hour written examination based on an assignment handed out at the beginning ofthe exam.The examination is without Internet access,but books and notes may

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be used.AU Herning willdetermine the time and date ofthe re- exam.

Evaluation criteria

The evaluation ofthe student’s performance is based on the following criteria:

- Demonstrated knowledge about and understanding of communication theories covered by the course’s curricula - Demonstrated ability to apply relevant theory to the solution ofa specific problem

- Demonstrated ability to work out examples of

communication (ifrequired) considering the task at hand by applying theories ofe.g.verbaland non-verbalcommunication.

- Demonstrated ability to write in a well-structured

manner,observing the formalrequirements ofthe academic genre including the ability to argue in favour ofthe proposed

solution.

- Demonstrated knowledge ofprinciples ofwritten communication

The mark is determined on the basis ofthe student’s overall performance.

The mark 12:

For an excellent performance displaying a high levelofcommand ofallaspects ofthe relevant material,with no or only a few minor weaknesses.

The student

- Convincingly demonstrates knowledge and understanding of communication theories relevant to the task at hand

- Convincingly demonstrates the ability to argue for the relevance ofthe theory chosen for the solution ofa specific problem

- Demonstrates an exceptionalability to apply theories to and argue for the proposed solution in terms ofverbal/non- verbalcommunication

- Uses relevant vocabulary and demonstrates exceptionally good written proficiency

- Writes a well-structured paper observing the formal

requirements ofthe academic genre including correct handling of sources

The mark 02:

For a performance meeting only the minimum requirements for acceptance.

The student

- Demonstrates basic theoreticalknowledge within

Principles ofCommunication,but shows certain shortcomings when applying the knowledge to the issues raised

- Shows an ability to present the solution taking into

account relevant aspects,but the contribution lacks focus and reflection.

- Demonstrates basic ability to elaborate on and discuss the various aspects ofher/his solution.

- Demonstrates a basic understanding ofthe academic principles ofhandling sources

- Shows an ability to communicate appropriately with basic argumentation skills

Censorship: Internal

2. Methodology Objective:

The objective ofthe course is to provide the students with knowledge about different research methods to be used in connection with academic and scientific projects.

In addition,the students should learn how to plan and manage a project process to prepare them for project work in connection with their study programme as wellas their future role in organisations.

Course background:

While Philosophy ofScience refers to the sciences reflection on the production ofvalid knowledge,

methodologicalapproaches cover the systematic effort to produce valid knowledge.Allscientific methods are based on a number ofscientific conditions and therefore the terms are entwined.This course focuses on

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Methodology.

For every student it is important to be able to produce knowledge.In order to do so students must have insight into formulation ofresearch problems,research designs,and techniques for data generation and analyzing data as wellas quality criteria for assessing different types ofknowledge.

The course has a naturallink to other courses where problem solving is ofmajor importance.

a) Knowledge about:

- Quantitative research methods and their application - Qualitative research methods and their application - Mixed methods

- Quality criteria in quantitative and qualitative research

- Project management including risk management,scheduling and resource management.

b) Proficiency in:

- Applying appropriate research methods based on the characteristics ofthe task and problem at hand - Creating good research design considering the research purpose and context

- Arguing for the chosen research design and methods - Managing a project

Method of ins truction:

May include tutorials with casework,presentations,discussions as wellas lectures.The students willhave the opportunity to hand in a number ofassignments during the semester.

English

Bas is for as s es s ment Individual Written Supplied/asked

question

5 hour(s) Allthe usual Submission

Supervision:

ja PC: ja Remarks

Students willsit for an individual5-hour written examination based on an assignment handed out at the beginning ofthe exam.

Allexam aids are allowed.

The student receives one mark according to the Danish 7-step scale.

Re-examination

Allre-exams willfollow the above procedure Re-examination

Allre-exams willfollow the above procedure Evaluation criteria

- Demonstrated knowledge about and understanding ofquantitative and qualitative methods,including mixed methods

- Demonstrated ability to apply relevant theory in practice seen in relation to the task at hand

- Demonstrated ability to argue for the chosen research design considering the problem at hand.This includes choice of techniques and data analysis

- Demonstrated ability to reflect upon and discuss the quality ofthe proposed research design

- Demonstrated knowledge ofprinciples ofproject management and understanding ofthe importance ofthese principles

- Demonstrated ability to write in a well-structured manner, observing the formalrequirements ofthe academic genre including the ability to argue in favour ofthe proposed solution - Demonstrated knowledge ofprinciples ofwritten communication The mark is determined on the basis ofthe student’s overall performance.

The mark 12:

The student

- Convincingly demonstrates knowledge and understanding of quantitative and qualitative methods including mixed methods - Demonstrates an exceptionalability to argue for the relevance

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ofthe theory chosen for the solution ofa specific problem.

- Demonstrates an exceptionalability to argue for the chosen research design (e.g.research techniques and data analysis) considering the problem at hand.

- Reflects upon the quality ofthe proposed research design The mark 02:

The student

- Demonstrates basic knowledge and understanding ofquantitative and qualitative research methods including mixed methods

- Shows an ability to link the theories to the task at hand,but the presentation is characterized by being unstructured and insufficient in terms ofargumentation

- Is aware ofthe existence ofthe different quality criteria, but fails to relate these criteria to their proposed methodologicalapproaches

3. Academic Writing Objective:

The primary aim ofthe course is to provide the students with fundamentalacademic writing skills and methods in relation to project writing and academic argumentation.Moreover the students should acquire usefulstudy techniques and methods in relation to the reading and writing ofacademic texts.

Contents:

The course willfocus on the academic genre including theories and principles to be used when students complete a wide selection ofacademic writing tasks.

Furthermore,the students willbe introduced to centralelements ofwriting academic English,including theory about argumentation and reasoning.

a) Knowledge about:

- Academic writing conventions

- Relevant theories relating to written communication,argumentation and reasoning - Structure

- Research strategies

- Basic theories about cohesion,coherence and language functions b) Proficiency in:

- Handling references

- Structuring and writing academic texts

- Academic writing skills including argumentation and reasoning.

A combination oflectures and tutorials including exercises and assignments to be handed in during the semester.

English

question

4 hour(s) Allthe usual Submission

Supervision:

ja PC: ja Remarks

The student willsit for an individual4-hour written examination.Allaids allowed.

The student receives one mark according to the 7-point scale.

Re-examination

Allre-exams willfollow the above procedure.

Evaluation criteria

- Demonstrated knowledge ofthe genre conventions of academic writing

- Demonstrated ability to apply the theories and

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principles ofacademic writing

- Demonstrated ability to handle sources correctly - Demonstrated ability to write a cohesive and coherent text observing the conventions ofacademic writing and argumentation

- Demonstrated ability to communicate correctly and appropriately in written English

The mark 12:

The student

- Demonstrates comprehensive knowledge ofthe genre conventions ofacademic writing

- Demonstrates excellent ability to handle allreferences.

- Demonstrates excellent argumentation,reasoning and communication skills

In addition,the paper is well-organized,strongly coherent, cohesive,well-argued,and stylistically appropriate paper The mark 02:

The student

- Demonstrates basic knowledge ofthe genre conventions of academic writing,but shows certain shortcomings when applying the knowledge to the issues raised in the assignment

- Demonstrates a basic understanding ofthe principles of handling references

- Shows an ability to communicate appropriately with basic argumentation and reasoning skills

In addition,the paper is adequately organized and coherent, sufficiently cohesive and stylistically appropriate to make acceptable reading.

4. Media Production I Objective:

The aim ofthe course is for the students to obtain knowledge about and skills in designing complete visual identities for customers,choosing colours,images,fonts and other design elements to be part ofa coherent whole.A visualidentity is to be used in allpublications that represent the company: website,mails,business cards,letters and allother publications.

The course willprovide the students with the necessary knowledge about and skills in using digitalphotography techniques,Illustrator and Photoshop techniques to create a website that implements the visualidentity.

Finally it is also the objective ofthe course for the students to obtain knowledge about and skills in how to follow design principles in the design ofa website layout and how to present this in Photoshop and/or a wire framing application,ready for construction.

A wire framing application is an application,often in the form ofa web application,in which a website layout and design can be set up and previewed for prototyping purposes.

Contents:

- Design ofvisualidentities including logo design,colour and font choice - Creation ofa Design Manual/ Style Guide

- Analysis ofwebsites,photographs,graphics and layouts.

- Techniques for achieving sharp photos - Photographic composition

- Photography techniques for optimalor creative exposure

- Corrective image manipulation: Enhancements,corrections and retouching.

- Image compositing,e.g.combining different images - Creation ofgraphics

- Web design principles

- Creation ofwebsite layouts and designs - Using wire framing applications

- The web design process

a) Knowledge about:

- Basic theory about identities

- Digitalphotography tools and techniques: Composition,exposure and creative photography techniques - Forming a modelfor the division ofwebsite content into boxes,and where which images are to be put.

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- Wire framing applications and their use b) Proficiency in:

- Identities: Planning,designing and producing an identity that suits the project needs and appeals to the intended target audience.The identity is formulated in a design manual/ style guide.

- Image manipulation: Manipulation,combination,optimization and correction ofimages for the web using Photoshop (latest version)

- Graphics creation: Creation and manipulation ofgraphics using Illustrator (latest version) and Photoshop (latest version)

- Web site design process: Using a structured process when designing a website.

- Web site layout and design: Setting up elements in a website prototype that follows web design principles.

Lectures,tutorials,and practicalassignments.

English

Remarks

During the semester,the students willin groups write a

semester project combining the courses Media Production I and Principles ofCommunication.A media product is also to be made.

AU Herning willgive the topic ofthe exam project and the student should demonstrate his/her knowledge in the subjects studied in this course.

For the exam in Media Production I,the student must,together with the group,create a visualidentity,a web site layout and a style guide.

A report must be written and enclosed with the project.The required contents ofthe report willbe elaborated during the course.

It must be stated on each report section and project file which student was responsible for it.

Allmaterialused to create the product must be handed in, including originalimages,Photoshop and Illustrator documents with alllayers and objects intact.

The teacher and an internalco-examiner assess the handed in material.Subsequently,the students willreceive feedback on the project.

The student receives one mark according to the Danish 7-point scale.The mark is based on the individualcompetencies demonstrated in both the design- and technicalperformance in the handed in Adobe application as wellas the knowledge, reflections and arguments written in the report.

Re-examination

Ifthe student fails to obtain the mark 02 at the ordinary exam the student willhave to attend a re-exam.The student willbe given a website case to solve within six hours,sitting in a room specified by AU Herning.No internet access willbe available and the only acceptable aids are books and other printed sources on the subject pre-approved by the examiner.

The requirements and assessment are the same as for the ordinary exam.

Evaluation criteria

- Demonstrated proficiency in creating and manipulating images and graphics for websites using a digitalcamera and appropriate professionalsoftware.

- Demonstrated understanding ofand ability to use web design theories in practice,and to document this understanding in an academically sound report.

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- Demonstrated ability to create visualidentities and to create a detailed design manual/ style guide that documents this,including a finished layout and design using an

appropriate wire framing application.

- Demonstrated understanding ofa broad palette oftools and techniques in the applied applications (Adobe Creative Suite latest version),and the ability to choose the right toolfor the job,plus documenting this in a report.

solution.

The mark 12:

The student

- An extensive overview and knowledge ofthe various models and theories included in the course curriculum.

- Planning and creating an identity that suits the project needs and appeals to the intended target audience.The identity is consistently applied in the design.

- The Photoshop documents demonstrate knowledge about a broad range oftools and techniques.The images and graphics are mainly originalwork made by the student(s) and are all

optimized correctly for the web in an appropriate format.

- The ability to choose the right technicalsolutions from a broad palette ofoptions,so that the most efficient ones in the case in question are chosen,based on a thorough knowledge oftheir function.

- The ability to apply relevant design theory and

principles into practice in order to achieve a web site design that follows principles ofgood design,and achieves the communicative goals ofthe project.

- The ability in the report to completely support all

design choices and technicalsolutions with relevant theory, e.g.design theories and principles ofgood design.

- That a solid design process has been planned and conducted.

- The ability to use well-founded sources when choosing theories,principles and techniques.

- A clear understanding ofthe relation between the findings ofthe other semester subject sections and Media Production I.

- A detailed design manual/ style guide that contains all necessary information and reflects a wellstructured web design process.

- The ability to present the project contribution in a structured manner

- The group report is coherent and covers allthe parts of the course relevant to the proposed solution to the case specified.

solution.

The mark 02:

The student

- A basic overview ofthe various models and theories included in the curriculum.

- Planning and creating an identity that suits the project needs and appeals to the intended target audience to an acceptable degree.

- The ability to apply only a few,but minimally

sufficient,relevant design theories and principles in the design.

- The knowledge and application offew but minimally sufficient technicalsolutions from a broad palette ofoptions, so that the most efficient ones in the case in question are chosen,based on a thorough knowledge oftheir function.

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- The construction ofa basic website layout and design using a wire framing application,Adobe Illustrator (latest version) and Adobe Photoshop (latest version)

- A report that demonstrates the ability to only partially

support the design choices and technicalsolutions with relevant theory,e.g.design theories and principles ofgood design.

- The use ofwell-founded sources when applying theories, principles and techniques.

- A design manual/ style guide containing relevant

information in order for the website to be recreated or expanded while maintaining its style.

- The images and graphics demonstrate knowledge about a minimalbut acceptable range oftechniques and choice ofcorrect computer applications.Some images and graphics are original work made by the student(s) and are alloptimized correctly for the web according to course theory.

- Shows an ability to communicate appropriately with basic argumentation skills.

- Demonstrates a basic understanding ofthe academic principles ofhandling sources.

5. Media Production II (2) Objective:

The primary aim ofthe course is to teach students to design,layout,develop and implement static websites (e.g.without dynamic content,PHP,etc.).Basic JavaScript willalso be part ofthe course,introducing basic syntax and a selection ofoptions.

The course willprovide tools for this work in the form ofweb design theory and introduction to website coding languages (XHTML/HTML5,CSS and JavaScript programming).

Course background:

After mastering the design ofwebsite layouts and graphicalcontents ofwebsites,the next logicalstep is being able to create functionalwebsites.

Websites are stillwidely used as channels ofcommunication.Although much ofthe contact with the target audience is done through socialmedia,much information is presented through websites.

Later on in their studies,the students willneed to know how to make dynamic websites,content management systems and incorporate animated elements in an appropriate way.Mastering the creation and styling ofstatic websites is important,as this not only lays a solid foundation for rich media content,but also plays a role on its own.Creating websites with style and animation that downloads fast as wellas websites that are optimised for search engines are part ofthe skills relating to the solid design and construction ofstatic websites.

To achieve the above objectives,the student has to acquire the following qualifications:

Knowledge about:

- Web design theory

- WYSIWYG tools for development ofwebsites (Dreamweaver latest version)

- Organic Search Engine Optimisation,e.g.ways in which to get a higher page rank in search engines without paying for it

- JavaScript syntax: how to include it correctly and basic JavaScript solutions.

Proficiency in:

- Creating clean,valid website code (latest widely supported version in concordance with the current W3C standards),which is cross-browser compatible and works on allmajor operating systems and mobile devices, using Notepad,Adobe Dreamweaver (latest version) or other code editor

- Using advanced website code to include images and graphics in a website and to style a website in a variety of ways,catering for Search Engine Optimisation,usability as wellas aesthetics while doing so

- Using photography,Adobe Photoshop (latest version) and Adobe Illustrator (latest version) to create design and artwork saved in an appropriate format for the target platform

- Following design principles when organising the layout and the styling ofthe website contents.

Lectures,tutorials and practicalassignments Language of ins truction:

English

Bas is for as s es s ment Individual Combined

written

12 week(s) 15 minutes

Allthe usual Defence

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and oral Remarks

During the semester,the students willwrite a semester project combining the courses ofSemiotics and Media Production II.The topic ofthe project willbe given by AU Herning.

The students willattend an oralexamination based on the report and course curriculum.This willbe a group exam with individual assessment.

The report and the oralexamination are assessed by the lecturer and an internalexaminer.

Students receive one individualmark according to the Danish 7- step scale.

For the examination in Media Production II,the student must create a website together with the group.The website should reflect the findings ofthe research conducted as part ofthe design process,which includes research made in relation to Semiotics and other related subjects.The product should apply as many tools and techniques from the course curriculum as are relevant in order to demonstrate the knowledge ofthe individual student.Ifno specific names are stated for individualcode sections,the code willaffect the mark ofallstudents in the group.Ifspecific names are stated,these sections willaffect individualmarks directly.

In the part ofthe semester project report that relates to Media Production II,the design and technicalchoices made and their possible alternatives must be argued for with references to theory while following the Guidelines for Written Reports.

On each report section,it must be stated which student is responsible for what part.

Re-examination:

Students failing to obtain the mark 02 at the ordinary exam will have to sit for a 6-hour re-examination based on an assignment handed out at the beginning ofthe examination.The time and date ofthe re-examination willbe determined by AU Herning.

The student is expected to demonstrate his/her knowledge about and proficiency in the topics studied in Media Production II.

The examination is an open-book exam which includes access to books and printed notes.There willbe no access to the World Wide Web (Internet) during the examination.

The re-examination willbe evaluated by the lecturer and an internalexaminer.

The student willreceive one mark according to the Danish 7-step scale.

Allre-examinations willfollow this procedure.

6. Fundamentals of Marketing Objective:

The objective of the course:

To provide students with knowledge about marketing management in order to understand the challenges and decisions when planning to market or marketing products and services.

Course background:

Marketing

as a topic appeared in the first part of the 20th century. Economists had

neglected the institutions that help an economy function, so early marketers

filled in the intellectual gaps left by economists.

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The primary role of marketing management, in any organization, is to design and execute effective marketing programmes that will pay off. Companies must be able to control

the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Therefore an important issue in marketing has always been the understanding of the unfulfilled

needs of people and organizations.

Marketing in a managerial perspective, plays a central part in private as well as public organisations’ decision-making.

THE CENTRAL ISSUES OF THE COURSE:

The course consists of the following main elements:

1.

Behaviour of competitors

2.

Behaviour in consumer and business markets

3.

Segmentation, targeting and positioning

4.

Marketing parameters

5.

Marketing strategies and plans

After

having completed the course, the student is expected to have achieved the following knowledge and developed the following skills and competencies:

- Knowledge

about the central marketing theories, i.e. consumer behaviour, organisational buying behaviour, competitor behaviour and strategy, segmentation bases and models, targeting, differentiation and positioning, marketing parameters, strategy and planning

- Ability to

systematically analyse the behaviour of consumers, competitors, and organisations

-

Ability to discuss

and argue in favor of segmentation and positioning decisions

-

Ability to design and account for the marketing

mix of a company

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-

Ability to discuss and argue in favour of marketing strategic decisions

- Ability to

write in a well-structured manner, observing the formal requirements of the academic genre including the ability to argue in favour of the proposed solution

- Knowledge

of principles of written communication

Teaching may take the form oftutorials with casework,presentations and discussions as wellas lectures.

English

question

4 hour(s) Selected Submission

Supervision:

ja PC: ja Remarks

4-hour written exam.The examination is an open-book exam that includes access to books,and printed notes.There willbe no access to the World Wide Web (Internet) during the exam.

Re-examination:

Students failing to obtain the mark 02 at the ordinary exam will have to sit for a written re-exam following the same procedure as the ordinary exam.

The mark 12:

The examinee shows:

- An extensive overview and knowledge ofthe central marketing theories included in the course curriculum,i.e.

consumer behaviour,organisationalbuying behaviour,competitor behaviour and strategy,segmentation bases and models,

targeting,differentiation and positioning,marketing parameters,strategy and planning

- A very extensive knowledge ofthe individualmarketing theories described in an adequate explanation for their relevance - or lack thereof- in relation to the problem in question (case)

- An outstanding ability to analyse and account for the behaviour ofconsumers,competitors,and organisations - An outstanding ability to discuss and argue in favor of segmentation and positioning decisions

- An outstanding ability to design and account for the marketing mix ofa company

- An outstanding ability to discuss and argue in favour of marketing strategic decisions

- An outstanding skillto generally and specifically identify,analyse and provide a suggested solution to the problem in question by applying the concepts,models,theories and methods ofthe course in a very conscious and well- argumented way (the link between theory and praxis).

- A very extensive knowledge ofthe consequences of

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choosing the applied theoreticaland methodicalapproach to the concrete problem.

The mark 02:

The examinee shows:

- A not very extensive overview over and an uncertain knowledge ofthe centralmarketing theories ofinternational business activities included in the course curriculum,i.e.

consumer behaviour,organisationalbuying behaviour,competitor behaviour and strategy,segmentation bases and models,

targeting,differentiation and positioning,marketing parameters, - A rather limited and partialamount ofknowledge ofthe individualmarketing theories as wellas a rather uncertain explanation for their relevance - or lack thereof- in relation to the problem in question (case)

- An relatively limited ability to analyse and account for the behaviour ofconsumers,competitors,and organisations - An relatively limited ability to discuss and argue in favor ofsegmentation and positioning decisions - An relatively limited ability to design and account for the marketing mix ofa company

- An relatively limited ability to discuss and argue in favour ofmarketing strategic decisions

- A not very well-documented ability to generally and

specifically identify,analyse and provide a suggested solution to the problem in question – and showing a lack ofwell-

argumented use ofthe concepts,models,theories and methods in the course.

- A very uncertain and unreflecting knowledge ofthe

consequences ofchoosing the applied theoreticaland methodical approach to the concrete problem.

The mark 02 is given when the student shows a modicum of understanding,knowledge and skills acceptable to pass the course.

7. Semiotics Objective:

The objective of the course:

The aim of the course is to provide the students with fundamental theoretical

insight into the theories of semiotics to be used when analysing and creating various communication materials, including the genre of web communication.

Course background:

Theories of semiotics study and explain how meaning is

created in the minds of individuals, thus how we interpret and attach meaning to different signs. In the context of planned communication, it is of utmost importance to understand the meaning creation process in order to be able to communicate effectively with a target audience. Communicators face the

challenge of communicating in a manner that from an audience perspective makes sense, seems relevant and interesting, and thus has the intended effect. By

focusing on message content and the reception process, theories of semiotics provide a framework and tools to be used when creating communication content for various communication genres. The course will focus on the theories of semiotics to be used for analysing communication and applied in the creation of specific communication material. These theories will be applied in analysing different genres of existing communication materials from a variety of contexts as well

as in creating communication materials.

In order to meet the above-mentioned objectives, the

student should acquire the following qualifications:

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Knowledge about

-

Theories of semiotics

-

Genre conventions

-

Communication as meaning creation

Skills in:

-

Analysing communication genres using the theories of semiotics

-

Applying the theories of semiotics in

designing various communication materials.

During the course the student willhave the opportunity to hand in a number ofwritten assignments.

English

Remarks

During the semester,the students willwrite a semester project combining the courses ofSemiotics and Media Production II.The topic ofthe project willbe given by AU Herning.

A randomly selected number ofstudents may attend an oral examination based on the report and the syllabus.

The report and the oralexamination are assessed by the teacher and an internalcensor.

Students receive one mark according to the Danish 7-point scale.

Re-examination

Ifthe student fails to obtain the mark 02 at the ordinary exam the student willhave to sit for a written 4-hour re-examination based on an assignment handed out at the beginning ofthe exam.

The student willbe asked to answer a number ofquestions related to the course curriculum.Moreover,the student willbe asked to either analyze and/ or produce communication materials by applying his/her knowledge ofcommunication theories and semiotics.

The examination is an open book exam without Internet access, but books and notes may be used.

The student willreceive one mark according to the 7-point scale.

Allre-exams willfollow this procedure

Evaluation criteria

- Demonstrated knowledge ofthe theories ofsemiotics

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- Demonstrated knowledge ofdifferent communication genres - Demonstrated ability to analyze or produce materials of different communication genres by applying the theories of semiotics and taking into consideration the situationalcontext and the target group

manner observing the formalrequirements ofthe academic writing genre including the ability to argue in favour ofthe proposed solution

The mark 12:

The student

- Demonstrates exceptionalability to include and account for relevant theories and methods

- Demonstrates in-depth knowledge ofthe theoreticalfield ofsemiotics

- Demonstrates exceptionalability to apply the theories ofsemiotics considering the situationalcontext,the target group and the purpose ofthe communication task.

- Demonstrates excellent skills in using the principles of academic writing,incl.structure,argumentation,and references.

The mark 02:

The student

- Demonstrates basic theoreticalknowledge within the

field ofsemiotics,but shows certain shortcomings when applying the theories and methods.

- Shows an ability to present the solution taking into

account relevant aspects,but the solution/argumentation lacks focus and reflection.

- Shows shortcomings when elaborating on and discussing aspects ofhis/her solution.

- Demonstrates a basic understanding ofthe academic principles ofhandling sources

- Shows an ability to communicate appropriately with basic argumentation skills

The mark 02 is given when the student shows a minimum of understanding,knowledge and skills acceptable for passing the course.

Censorship: Internal.

8. Cultural Studies Objective:

The objective of the course:

The aim of the course is to provide the students with knowledge of current theories and recent scientific research within the different paradigms of

intercultural Studies. At the end of the course the student will be able to account for the theories studied. The student will also be able to distinguish between the different discourses in the field of intercultural studies and to apply this knowledge in a practical context.

Course background:

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The course builds on the general concepts and skills acquired in Academic Writing and Principles of Communication from the first semester.

THE CENTRAL ISSUES OF THE COURSE:

The course will focus on general cultural

theories in the field of cultural studies. The students will be presented to different theoretical models and will have to apply these theoretical models on case material in order to achieve an understanding of the theories.To achieve the aim of the course the students will have to acquire the following

qualifications:

a)

Knowledge about:

-

General and current theories of cultural analysis

-

The different paradigms of intercultural studies

-

Tools for performing cultural analyses

b)

Proficiency in:

-

Analyzing aspects of intercultural relations

-

Choosing the appropriate theory to solve the problem at hand

English

Bas is for as s es s ment Individual Combined

Remarks

The students willwrite a paper of8 standard pages based on the different theories they have learned during the semester and willbe evaluated based on the following criteria:

- The ability to explain and apply culturaltheories that are relevant when analyzing a specific topic

- The ability to argue in favour ofthe proposed solution - The ability to write the paper in a structured manner EXAM

The students have to choose between severalproblem formulations

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presented by the teacher,and write a paper addressing the issues presented in the problem formulation.The paper should be 8 standard pages (1800 characters per page),excluding blanks, and excluding Table ofContents,Bibliography and appendices,in concordance with the Guidelines for Written Reports.

The report willbe assessed by the teacher and an internal censor.

Students receive one mark according to the Danish 7-point scale.

RE-EXAM

Ifthe student fails to obtain the mark 02 at the ordinary exam the student willhave to sit for a 5-hour written re-

examination.The time and date ofthe exam willbe determined by AU-IBT.

On the day ofthe written re-examination the student draws a subject with related questions in InterculturalCommunication.

The student should apply relevant theory from the course in answering the questions.

The examination is an open-book exam that includes access to books,and printed notes.There willbe no access to the World Wide Web (Internet) during the exam.

The paper willbe assessed by the teacher and an internal censor.

The mark 12:

The examinee shows:

- An extensive overview and knowledge ofthe various models and theories included in the course curriculum.

- A convincing generalknowledge ofthe basic premises on which the models and theories are built.

- A very extensive knowledge ofthe individualmodels and theories described in an adequate explanation for their relevance - or lack thereof- in relation to the concrete situation (case discussion paper).

- An outstanding skillto generally and specifically assessing the “practical” case problem as wellas a very convincing ability to argue for what seems relevant and irrelevant in this (case discussion paper).

- An outstanding skillto generally and specifically

identifying,analysing and providing a suggested solution to the problem in question by applying the concepts,models,theories and methods ofthe course in a very conscious and well- argumented way (the link between theory and praxis).

- A very extensive knowledge ofthe consequences of

choosing the applied theoreticaland methodicalapproach to the concrete problem.

- A convincing overview ofown problem solving method in relation to the concrete problem as wellas a profound perspectivisation and reflection ofthis.

The mark 02:

The examinee shows:

- A not very extensive overview over and an uncertain knowledge ofthe various models and theories included in the course.

- A not very convincing knowledge ofthe basic premises on which the models and theories are built.

- A rather limited and partialamount ofknowledge ofthe individualmodels and theories as wellas a rather uncertain explanation for their relevance - or lack thereof- in relation