Academic regulations for Bachelor of Arts in International ...

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Academic regulations for Bachelor of Arts in InternationalCommunication and multimedia

1. The outline provisions of the academic regulations

The academic regulations for Bachelor of Arts in International Communication and multimedia (2012) have been

drawn up by the and have been approved by the Dean of The Faculty of Social Sciences on 15-05-2012

The academic regulations take effect on 01-09-2012

On successful completion of the Bachelor of Arts in International Communication and multimedia, the student will

be entitled to use the title Bachelor of Arts (BA) in International Communication and Multimedia

The academic direction and primary subject areas of the programme

The aim of the study programme is to provide the graduate with intermediate professional competences.

Furthermore, it aims at qualifying the graduate to further studies at master degree level in selected fields of

communication and multimedia.

The International Communication and Multimedia study programme will provide the students with the professional

qualifications in different disciplines in the fields of communication and multimedia production.

A student with a bachelor in International Communication and Multimedia should, in several different subject

areas in the fields of communication 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 theoretical and practical issues and, on

the basis of his/her achieved knowledge and skills, substantiate and choose the relevant models of analysis and

the right solution to the problem at hand.

The students at International Communication and Multimedia make individual choices about the professional

profile of their study programme, as they are able to choose between different electives on the sixth semester (20

ECTS). Thus some students will specialise in the disciplines of business communication, while other will

specialise in the areas of multimedia production.

The purpose of the International Communication and Multimedia study programme is to qualify students for the

planning, development, and implementation of communicative 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 cultural and intercultural characteristics of countries, companies, and institutions in a variety of business

and working scenarios

• Research methodologies

• Planning, design, development, and implementation of multimedia products from a technical perspective, but

with a close link to the communicative needs and requirements of the customer/scenario at hand

• Fundamental marketing theories and strategies

• Personal competences such as:

o Ability to work in international and intercultural groups

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 will acquire academic, intellectual, professional, and practical competences that will qualify them for

immediate employment and further education.

The academic competences are:

• Knowledge and application of communication theories and models

• Knowledge and application of theoretical and academic methods

• Methods of analysis of project framework

• Knowledge about information and documentation retrieval

• Knowledge and application of scripting and design skills for the World Wide Web

• Independent working skills and initiative

• Knowledge about group dynamics and team work

The intellectual competences 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 well as in cooperation with others

• Capability of communicating the results of his/her own and other work in a clear language, orally as well as

written to different groups (professional as well as laymen)

• Capability to enter into dialogue concerning professional issues 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 professional competences 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 of acquiring further relevant knowledge in various areas of communication, culture, and multimedia

production

The practical competences are:

• Ability to enter into a professional teamwork with different professional groups dealing with practical issues, as

well as being able to use and communicate his or her general knowledge 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 professional skills in connection with making qualified decisions, as well as substantiate

and defend them

• Capability to participate in the planning and the completion of different forms of projects and innovation work in

relation to the communication and multimedia production areas, and to use his or her professional skills

specifically in that connection.

Academic skills and qualif ications

The students will acquire academic, intellectual, professional, and practical competences which will qualify them

for immediate employment and further education.


• knowledge and application of communication theories and models

• knowledge and application of theoretical and academic methods

• methods of analysis of project 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

Intellectual competences

A bachelor in International Communication 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 well as in cooperation with others.

• is capable of communicating the results of his / her own and others work in a clear language orally as well as

written to different groups (professionals as well as 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.

Professional competences

A bachelor in International Communication 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 of acquiring further relevant knowledge in the various areas of communication, culture, English

language, and multimedia production (international communication, advertising, programming for the World Wide

Web, desktop publishing, etc.).

Practical competences



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

• Enter into a professional teamwork with different professional groups dealing with practical issues as well as

being able to use and communicate his or her general knowledge in that connection.

• Work in a structured, independent, systematic way and with an overview – in respect of timeframes and quality

demands.

• Use his or her professional skills in connection with making qualified decisions as well as substantiate and

defend them.

• Participate in the planning and the completion of different forms of projects and innovation work in relation to the

communication and multimedia production areas and use his or her professional skills 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 school exam (equivalent to 12

years of school). 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 of at least 600 (paper-based) or 100 (internet-based test). The Aarhus University TOEFL

code is 8935.

o IELTS test with a minimum score of 7.0 points

o Cambridge/Oxford test: Certificate of Proficiency (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 additional language – other than English – equivalent to the Danish B level (minimum 200 hours of

instruction) or your native language at the highest level

• Either history, social subjects or contemporary history equivalent to the Danish B level (minimum 150 hours of

instruction) is required.

To obtain an assessment of of your subject levels in the additional language and either history, social subjects or

contemporary history, you must provide official documentation of the total number of hours/lessons of teaching

you have received in the specific, relevant subjects during your final three upper secondary/high school years,

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 general and

specific admission requirements before 5 July in order to be considered for admission.

Danish students must fulfil one of the following requirements to be admitted to the ICM study programme:

• STX

• HF

• HH

• HTX

• Or equivalent

In addition, you must have English at A level as well as 'Begyndersprog på A/Fortsættersprog på B', 'Historie' at

B level, 'Idehistorie' B, 'Samfundsfag' B or 'Samtidshistorie' B.

This programme grants access to:

The International Communication and Multimedia (ICM) education gives access to a selected number of Master’s

degree programmes: MA (LSP) – (cand.ling.merc.), MA - (cand.mag.) and cand.it.

The International Communication and Multimedia study programme especially aims at Master’s degree

programmes in media production and IT, communication, English, international studies, culture and tourism.

Transitional regulations

http://http//www.au.dk/da/regler/2001/bek789



2. The structure of the programme

Overview of exams -

Module / f irst-year

examExam title / type of examination Subject type / marking Sem./ECTS

Principles of CommunicationConstituent and

mandatory1. sem.

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

MethodologyConstituent and

mandatory1. sem.


Academic WritingConstituent and

mandatory1. sem.


Media Production IConstituent and

mandatory1. sem.


Media Production II (2)Constituent and

mandatory2. sem.


Fundamentals of MarketingConstituent and

mandatory2. sem.


SemioticsConstituent and

mandatory2. sem.


Cultural StudiesConstituent and

mandatory2. sem.


Philosophy of ScienceConstituent and

mandatory3. sem.

- External exam with an external examiner Graded 5 ECTS

Public Relations WritingConstituent and

mandatory3. sem.


Global MarketingConstituent and

mandatory3. sem.


Media Production IIIConstituent and

mandatory3. sem.


Intercultural CommunicationConstituent and

mandatory3. sem.


Media Production IVConstituent and

mandatory5. sem.


Corporate CommunicationConstituent and

mandatory5. sem.




Studies Abroad or

Internship (Abroad or

in Denmark)

(30 ECTS / 4. sem.)

Studies Abroad (courses of 30 ECTS) Mandatory 4. sem.

- Internal exam without a co-examiner Pass/fail 30 ECTS

Internship abroad or in Denmark - 15 ECTS Mandatory 4. sem.


Internship Report Mandatory 4. sem.


Studies Abroad (courses of 15 ECTS) +

Written ReportMandatory 4. sem.


Elective Courses

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


Elective 2 Elective course 5. sem.


Elective 3 Elective course 5. sem.


Specialisation

Electives

(20 ECTS / 6. sem.)

Elective Course 1 Elective course 6. sem.


Elective Course 2 Elective course 6. sem.


Bachelor Module Bachelor ProjectConstituent and

mandatory6. sem.




Diagram of the programme's structure -

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

Principles ofCommunication10 ECTS

Methodology 5 ECTS

AcademicWriting 5 ECTS

MediaProduction I 10 ECTS

MediaProduction II(2) 10 ECTS

Fundamentalsof Marketing 5 ECTS

Semiotics 10 ECTS

CulturalStudies 5 ECTS

Philosophy ofScience 5 ECTS

PublicRelationsWriting 5 ECTS

GlobalMarketing 5 ECTS

MediaProduction III 10 ECTS

InterculturalCommunication5 ECTS

Studies

Abroad or

Internship

(Abroad

or in

Denmark)

30 ECTS

MediaProduction IV 10 ECTS

CorporateCommunication10 ECTS

Elective Courses

10 ECTS

Specialisation

Electives

20 ECTS

BachelorProject 10 ECTS

Rules and regulations for academic progression -

The aim of the study programme is to provide the graduate with intermediate professional competences.

Furthermore,

it aims at qualifying the graduate to further studies at master degree level in selected fields of communication and

multimedia.

The International Communication and Multimedia study programme will provide the students with the professional

qualifications in different disciplines in the fields of communication and multimedia production.

A student with a bachelor in International Communication and Multimedia should, in several different subject

areas in

the fields of communication 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 theoretical and practical issues and, on the

basis of

his/her achieved knowledge and skills, substantiate and choose the relevant models of analysis and the right

solution to

the problem at hand.


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 will specialise in the disciplines of business communication, while

other will

specialise in the areas of multimedia production.

The purpose of the International Communication and Multimedia study programme is to qualify students for the

planning, development, and implementation of communicative 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 cultural and intercultural characteristics of countries, companies, and institutions in a variety of business

and

working scenarios

• Research methodologies

• Planning, design, development, and implementation of multimedia products from a technical perspective, but

with a



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

• Fundamental marketing theories and strategies

• Personal competences such as:

o Ability to work in international and intercultural groups

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 will acquire academic, intellectual, professional, and practical competences that will qualify them for

immediate employment and further education.


• Knowledge and application of communication theories and models

• Knowledge and application of theoretical and academic methods

• Methods of analysis of project framework

• Knowledge about information and documentation retrieval

• Knowledge and application of scripting and design skills for the World Wide Web

• Independent working skills and initiative

• Knowledge about group dynamics and team work

The intellectual competences 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 well as in cooperation with others

• Capability of communicating the results of his/her own and other work in a clear language, orally as well as

written to

different groups (professional as well as laymen)

• Capability to enter into dialogue concerning professional issues 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 professional competences 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 of acquiring further relevant knowledge in various areas of communication, culture, and multimedia

production

The practical competences are:

• Ability to enter into a professional teamwork with different professional groups dealing with practical issues, as

well as

being able to use and communicate his or her general knowledge 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 professional skills in connection with making qualified decisions, as well as substantiate

and

defend them

• Capability to participate in the planning and the completion of different forms of projects and innovation work in

relation to the communication and multimedia production areas, and to use his or her professional skills

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).



3. The programme's individual subjects and exams:

1. Principles of Communication

Objective:

The objective of the 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 of rhetorical communication will be 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 will focus on introducing the students to the academic field of communication theories,

communication planning as well as analyzing sender-receiver relationships. Moreover, the students will be given

an introduction to the theoretical principles of rhetorical communication with the purpose of improving their

presentational and communicative skills.

The course will include an introduction to the principles of Web 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

- Verbal and non verbal communication

- Persuasive communication

- Rhetorical communication

- Barriers to communication

b) Proficiency in:

- Analysing sender-receiver relationships

- Communication planning

- Designing verbal/non-verbal as well as persuasive types of communication

- Presenting a given topic

- Writing for the web

Method of ins truction:

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

presentations, discussions as well as lectures. The students will have the opportunity to hand in a number of

assignments during the semester.

Language of ins truction:

English

METHOD OF EVALUATION

1Examinees Product Product framework Duration Preparation

time

Materials

permitted

Bas is for

assessment

Group Combined

practical

and

written

Supplied/asked

question

10 week(s) Submission

Remarks

During the semester the student will write a semester project

combining the courses Principles of Communication and Media

Production I. AU Herning will give the topic of the project, and

the student should demonstrate his/her knowledge about and

proficiency in Principles of Communication.

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

scale.

The students will receive feedback on the semester project.

In order to get access to the exam following the course of

Principles of Communication, the student must pass Rhetorical

Communication by giving a presentation and participating

actively when giving feedback to fellow students. The lecturer

will further define the criteria of the presentation and the

feedback processes at the beginning of the semester.

Re-examination

Students failing to obtain the mark 02 at the ordinary exam will

sit for an individual 4-hour written examination based on an

assignment handed out at the beginning of the exam. The

examination is without Internet access, but books and notes may



be used. AU Herning will determine the time and date of the re-

exam.


scale.

Evaluation criteria

The evaluation of the 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 of a specific problem

- Demonstrated ability to work out examples of

communication (if required) considering the task at hand by

applying theories of e.g. verbal and non-verbal communication.

- Demonstrated 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.

- Demonstrated knowledge of principles of written

communication

The mark is determined on the basis of the student’s overall

performance.

The mark 12:

For an excellent performance displaying a high level of command

of all aspects of the 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 of the theory chosen for the solution of a specific

problem

- Demonstrates an exceptional ability to apply theories to

and argue for the proposed solution in terms of verbal/non-

verbal communication

- Uses relevant vocabulary and demonstrates exceptionally

good written proficiency

- Writes a well-structured paper observing the formal

requirements of the academic genre including correct handling of

sources

The mark 02:

For a performance meeting only the minimum requirements for

acceptance.

The student

- Demonstrates basic theoretical knowledge within

Principles of Communication, 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 of her/his solution.

- Demonstrates a basic understanding of the academic

principles of handling sources

- Shows an ability to communicate appropriately with basic

argumentation skills

Censorship: Internal

2. Methodology

Objective:

The objective of the 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 well as their future role in organisations.

Course background:

While Philosophy of Science refers to the sciences reflection on the production of valid knowledge,

methodological approaches cover the systematic effort to produce valid knowledge. All scientific methods are

based on a number of scientific conditions and therefore the terms are entwined. This course focuses on



Methodology.

For every student it is important to be able to produce knowledge. In order to do so students must have insight

into formulation of research problems, research designs, and techniques for data generation and analyzing data

as well as quality criteria for assessing different types of knowledge.

The course has a natural link to other courses where problem solving is of major 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 of the 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


May include tutorials with casework, presentations, discussions as well as lectures. The students will have the

opportunity to hand in a number of assignments during the semester.


English



time

Materials

permitted

Bas is for

assessment

Individual Written Supplied/asked

question

5 hour(s) All the usual Submission

Supervision:

jaPC: ja

Remarks

Students will sit for an individual 5-hour written examination

based on an assignment handed out at the beginning of the exam.

All exam aids are allowed.

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

scale.

Re-examination

All re-exams will follow the above procedure

Re-examination


Evaluation criteria


following criteria:

- Demonstrated knowledge about and understanding of quantitative

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

of the proposed research design

- Demonstrated knowledge of principles of project management and

understanding of the importance of these principles

- Demonstrated 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

- Demonstrated knowledge of principles of written communication


performance.

The mark 12:



minor weaknesses.

The student

- Convincingly demonstrates knowledge and understanding of

quantitative and qualitative methods including mixed methods

- Demonstrates an exceptional ability to argue for the relevance



of the theory chosen for the solution of a specific problem.

- Demonstrates an exceptional ability to argue for the chosen

research design (e.g. research techniques and data analysis)

considering the problem at hand.

- Reflects upon the quality of the proposed research design

The mark 02:


acceptance.

The student

- Demonstrates basic knowledge and understanding of quantitative

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 of argumentation

- Is aware of the existence of the different quality criteria,

but fails to relate these criteria to their proposed

methodological approaches


3. Academic Writing

Objective:

The primary aim of the course is to provide the students with fundamental academic writing skills and methods

in relation to project writing and academic argumentation. Moreover the students should acquire useful study

techniques and methods in relation to the reading and writing of academic texts.

Contents:


The course will focus on the academic genre including theories and principles to be used when students

complete a wide selection of academic writing tasks.

Furthermore, the students will be introduced to central elements of writing 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 of lectures and tutorials including exercises and assignments to be handed in during the

semester.


English



time

Materials

permitted

Bas is for

assessment


question


Supervision:

jaPC: ja

Remarks

The student will sit for an individual 4-hour written

examination. All aids allowed.

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

Re-examination

All re-exams will follow the above procedure.

Evaluation criteria


following criteria:

- Demonstrated knowledge of the genre conventions of

academic writing

- Demonstrated ability to apply the theories and



principles of academic writing

- Demonstrated ability to handle sources correctly

- Demonstrated ability to write a cohesive and coherent

text observing the conventions of academic writing and

argumentation

- Demonstrated ability to communicate correctly and

appropriately in written English


performance.

The mark 12:



minor weaknesses.

The student

- Demonstrates comprehensive knowledge of the genre

conventions of academic writing

- Demonstrates excellent ability to handle all references.

- 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:


acceptance.

The student

- Demonstrates basic knowledge of the genre conventions of

academic writing, but shows certain shortcomings when applying

the knowledge to the issues raised in the assignment

- Demonstrates a basic understanding of the principles of

handling references


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 of the 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 of a coherent

whole. A visual identity is to be used in all publications that represent the company: website, mails, business

cards, letters and all other publications.

The course will provide the students with the necessary knowledge about and skills in using digital photography

techniques, Illustrator and Photoshop techniques to create a website that implements the visual identity.

Finally it is also the objective of the course for the students to obtain knowledge about and skills in how to follow

design principles in the design of a 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 of a web application, in which a website layout and

design can be set up and previewed for prototyping purposes.

Contents:


- Design of visual identities including logo design, colour and font choice

- Creation of a Design Manual / Style Guide

- Analysis of websites, photographs, graphics and layouts.

- Techniques for achieving sharp photos

- Photographic composition

- Photography techniques for optimal or creative exposure

- Corrective image manipulation: Enhancements, corrections and retouching.

- Image compositing, e.g. combining different images

- Creation of graphics

- Web design principles

- Creation of website layouts and designs

- Using wire framing applications

- The web design process


a) Knowledge about:

- Basic theory about identities

- Digital photography tools and techniques: Composition, exposure and creative photography techniques

- Forming a model for the division of website content into boxes, and where which images are to be put.



- 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 of images for the web using

Photoshop (latest version)

- Graphics creation: Creation and manipulation of graphics 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 practical assignments.


English



time

Materials

permitted

Bas is for

assessment

Group Combined

practical

and

written

Supplied/asked

question


Remarks

During the semester, the students will in groups write a

semester project combining the courses Media Production I and

Principles of Communication. A media product is also to be made.

AU Herning will give the topic of the 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 visual identity, a web site layout and

a style guide.

A report must be written and enclosed with the project. The

required contents of the report will be elaborated during the

course.

It must be stated on each report section and project file which

student was responsible for it.

All material used to create the product must be handed in,

including original images, Photoshop and Illustrator documents

with all layers and objects intact.

The teacher and an internal co-examiner assess the handed in

material. Subsequently, the students will receive feedback on

the project.


scale. The mark is based on the individual competencies

demonstrated in both the design- and technical performance in

the handed in Adobe application as well as the knowledge,

reflections and arguments written in the report.

Re-examination

If the student fails to obtain the mark 02 at the ordinary exam

the student will have to attend a re-exam. The student will be

given a website case to solve within six hours, sitting in a

room specified by AU Herning. No internet access will be

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


following criteria:

- Demonstrated proficiency in creating and manipulating

images and graphics for websites using a digital camera and

appropriate professional software.

- Demonstrated understanding of and ability to use web

design theories in practice, and to document this understanding

in an academically sound report.



- Demonstrated ability to create visual identities 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 of a broad palette of tools

and techniques in the applied applications (Adobe Creative Suite

latest version), and the ability to choose the right tool for

the job, plus documenting this in a report.




solution.


performance.

The mark 12:



minor weaknesses.

The student

- An extensive overview and knowledge of the 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 of tools and techniques. The images and graphics are

mainly original work made by the student(s) and are all

optimized correctly for the web in an appropriate format.

- The ability to choose the right technical solutions from

a broad palette of options, so that the most efficient ones in

the case in question are chosen, based on a thorough knowledge

of their function.

- The ability to apply relevant design theory and

principles into practice in order to achieve a web site design

that follows principles of good design, and achieves the

communicative goals of the project.

- The ability in the report to completely support all

design choices and technical solutions with relevant theory,

e.g. design theories and principles of good 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 of the relation between the

findings of the other semester subject sections and Media

Production I.

- A detailed design manual / style guide that contains all

necessary information and reflects a well structured web design

process.

- The ability to present the project contribution in a

structured manner

- The group report is coherent and covers all the parts of

the course relevant to the proposed solution to the case

specified.




solution.


communication

The mark 02:


acceptance.

The student

- A basic overview of the 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 of few but minimally

sufficient technical solutions from a broad palette of options,

so that the most efficient ones in the case in question are

chosen, based on a thorough knowledge of their function.



- The construction of a 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 technical solutions with relevant

theory, e.g. design theories and principles of good design.

- The use of well-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

minimal but acceptable range of techniques and choice of correct

computer applications. Some images and graphics are original

work made by the student(s) and are all optimized correctly for

the web according to course theory.


argumentation skills.


principles of handling sources.


5. Media Production II (2)

Objective:

The primary aim of the course is to teach students to design, layout, develop and implement static websites

(e.g. without dynamic content, PHP, etc.). Basic JavaScript will also be part of the course, introducing basic

syntax and a selection of options.

The course will provide tools for this work in the form of web design theory and introduction to website coding

languages (XHTML/HTML5, CSS and JavaScript programming).

Course background:

After mastering the design of website layouts and graphical contents of websites, the next logical step is being

able to create functional websites.

Websites are still widely used as channels of communication. Although much of the contact with the target

audience is done through social media, much information is presented through websites.

Later on in their studies, the students will need to know how to make dynamic websites, content management

systems and incorporate animated elements in an appropriate way. Mastering the creation and styling of static

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 well as websites that are optimised for

search engines are part of the skills relating to the solid design and construction of static websites.

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

Knowledge about:

- Web design theory

- WYSIWYG tools for development of websites (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 all major 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 well as 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 of the website contents.


Lectures, tutorials and practical assignments


English



time

Materials

permitted

Bas is for

assessment

Individual Combined

written

Supplied/asked

question

12 week(s)

15 minutes

All the usual Defence



and oral

Remarks

During the semester, the students will write a semester project

combining the courses of Semiotics and Media Production II. The

topic of the project will be given by AU Herning.

The students will attend an oral examination based on the report

and course curriculum. This will be a group exam with individual

assessment.

The report and the oral examination are assessed by the lecturer

and an internal examiner.

Students receive one individual mark 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 of the research conducted as part of the

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 of the individual

student. If no specific names are stated for individual code

sections, the code will affect the mark of all students in the

group. If specific names are stated, these sections will affect

individual marks directly.

In the part of the semester project report that relates to Media

Production II, the design and technical choices 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:


have to sit for a 6-hour re-examination based on an assignment

handed out at the beginning of the examination. The time and

date of the re-examination will be 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 will be no access to the World

Wide Web (Internet) during the examination.

The re-examination will be evaluated by the lecturer and an

internal examiner.

The student will receive one mark according to the Danish 7-step

scale.

All re-examinations will follow this procedure.

6. Fundamentals of Marketing

Objective:

Theobjective of the course:

Toprovide students with knowledge about marketing management in order to understandthe challenges and decisions when planning to market or marketing products andservices.

Course background:

Marketingas a topic appeared in the first part of the 20th century. Economists hadneglected the institutions that help an economy function, so early marketersfi l led in the intellectual gaps left by economists.



Theprimary role of marketing management, in any organization, is to design andexecute effective marketing programmes that will pay off. Companies must beable to controlthe process of planning and executing the conception, pricing, promotion, anddistribution of ideas, goods, and services to create exchanges that satisfyindividual and organizational objectives. Therefore an important issue inmarketing has always been the understanding of the unfulfi l ledneeds of people and organizations.

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


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

Afterhaving completed the course, the student is expected to have achieved thefollowing knowledge and developed the following skil ls and competencies:

- Knowledgeabout the central marketing theories, i .e. consumer behaviour, organisationalbuying behaviour, competitor behaviour and strategy, segmentation bases andmodels, targeting, differentiation and positioning, marketing parameters,strategy and planning

- Ability tosystematically analyse the behaviour of consumers, competitors, andorganisations

- Ability to discussand argue in favor of segmentation and positioning decisions

- Ability to design and account for the marketingmix of a company



- Ability to discuss and argue in favour ofmarketing strategic decisions

- Ability towrite in a well-structured manner, observing the formal requirements of theacademic genre including the abil ity to argue in favour of the proposedsolution

- Knowledgeof principles of written communication


Teaching may take the form of tutorials with casework, presentations and discussions as well as lectures.


English



time

Materials

permitted

Bas is for

assessment


question

4 hour(s) Selected Submission

Supervision:

jaPC: ja

Remarks

4-hour written exam. The examination is an open-book exam that

includes access to books, and printed notes. There will be no

access to the World Wide Web (Internet) during the exam.


scale.

Re-examination:


have to sit for a written re-exam following the same procedure

as the ordinary exam.


The mark 12:



minor weaknesses.

The examinee shows:

- An extensive overview and knowledge of the central

marketing theories included in the course curriculum, i.e.

consumer behaviour, organisational buying behaviour, competitor

behaviour and strategy, segmentation bases and models,

targeting, differentiation and positioning, marketing

parameters, strategy and planning

- A very extensive knowledge of the individual marketing

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 of consumers, 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 of a company

- An outstanding ability to discuss and argue in favour of

marketing strategic decisions

- An outstanding skill to generally and specifically

identify, analyse and provide a suggested solution to the

problem in question by applying the concepts, models, theories

and methods of the course in a very conscious and well-

argumented way (the link between theory and praxis).

- A very extensive knowledge of the consequences of



choosing the applied theoretical and methodical approach to the

concrete problem.

The mark 02:


acceptance.

The examinee shows:

- A not very extensive overview over and an uncertain

knowledge of the central marketing theories of international

business activities included in the course curriculum, i.e.

consumer behaviour, organisational buying behaviour, competitor

behaviour and strategy, segmentation bases and models,

targeting, differentiation and positioning, marketing parameters,

- A rather limited and partial amount of knowledge of the

individual marketing theories as well as 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 of consumers, competitors, and organisations

- An relatively limited ability to discuss and argue in

favor of segmentation and positioning decisions

- An relatively limited ability to design and account for

the marketing mix of a company

- An relatively limited ability to discuss and argue in

favour of marketing 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 of well-

argumented use of the concepts, models, theories and methods in

the course.

- A very uncertain and unreflecting knowledge of the

consequences of choosing the applied theoretical and 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 theoreticalinsight into the theories of semiotics to be used when analysing and creating variouscommunication materials, including the genre of web communication.

Course background:

Theories of semiotics study and explain how meaning iscreated in the minds of individuals, thus how we interpret and attach meaningto different signs. In the context of planned communication, it is of utmostimportance to understand the meaning creation process in order to be able tocommunicate effectively with a target audience. Communicators face thechallenge of communicating in a manner that from an audience perspective makessense, seems relevant and interesting, and thus has the intended effect. Byfocusing on message content and the reception process, theories of semioticsprovide a framework and tools to be used when creating communication contentfor various communication genres. The course will focus on the theories ofsemiotics to be used for analysing communication and applied in the creation ofspecific communication material. These theories will be applied in analysing differentgenres of existing communication materials from a variety of contexts as wellas in creating communication materials.

In order to meet the above-mentioned objectives, thestudent should acquire the following qualifications:



Knowledge about

- Theories of semiotics

- Genre conventions

- Communication as meaning creation

Skil lsin:

- Analysing communication genres usingthe theories of semiotics

- Applying the theories of semiotics indesigning various communication materials.



During the course the student will have the opportunity to hand in a number of written assignments.


English



time

Materials

permitted

Bas is for

assessment

Group Combined

practical

and

written

Supplied/asked

question


Remarks


combining the courses of Semiotics and Media Production II. The

topic of the project will be given by AU Herning.

A randomly selected number of students may attend an oral

examination based on the report and the syllabus.

The report and the oral examination are assessed by the teacher

and an internal censor.

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

Re-examination


the student will have to sit for a written 4-hour re-examination


The student will be asked to answer a number of questions

related to the course curriculum. Moreover, the student will be

asked to either analyze and/ or produce communication materials

by applying his/her knowledge of communication theories and

semiotics.

The examination is an open book exam without Internet access,

but books and notes may be used.

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

All re-exams will follow this procedure

Evaluation criteria


following criteria:

- Demonstrated knowledge of the theories of semiotics



- Demonstrated knowledge of different communication genres

- Demonstrated ability to analyze or produce materials of

different communication genres by applying the theories of

semiotics and taking into consideration the situational context

and the target group


manner observing the formal requirements of the academic writing

genre including the ability to argue in favour of the proposed

solution


communication


performance.

The mark 12:



minor weaknesses.

The student

- Demonstrates exceptional ability to include and account

for relevant theories and methods

- Demonstrates in-depth knowledge of the theoretical field

of semiotics

- Demonstrates exceptional ability to apply the theories

of semiotics considering the situational context, the target

group and the purpose of the communication task.

- Demonstrates excellent skills in using the principles of

academic writing, incl. structure, argumentation, and references.

The mark 02:


acceptance.

The student

- Demonstrates basic theoretical knowledge within the

field of semiotics, 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 of his/her solution.


principles of handling sources



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 objectiveof the course:

The aim of the course is to provide the students with knowledge of currenttheories and recent scientific research within the different paradigms ofintercultural Studies. At the end of the course the student will be able to accountfor the theories studied. The student will also be able to distinguish betweenthe different discourses in the field of intercultural studies and to applythis knowledge in a practical context.

Course background:



The course builds on the general concepts and skil ls acquired in AcademicWriting and Principles of Communication from the first semester.


The course will focus on general culturaltheories in the field of cultural studies. The students will be presented todifferent theoretical models and will have to apply these theoretical models oncase material in order to achieve an understanding of the theories.To achievethe aim of the course the students will have to acquire the followingqualifications:

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



time

Materials

permitted

Bas is for

assessment

Individual Combined

practical

and

written

Supplied/asked

question


Remarks

The students will write a paper of 8 standard pages based on the

different theories they have learned during the semester and

will be evaluated based on the following criteria:

- The ability to explain and apply cultural theories that

are relevant when analyzing a specific topic

- The ability to argue in favour of the proposed solution

- The ability to write the paper in a structured manner

EXAM

The students have to choose between several problem formulations



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 of Contents, Bibliography and appendices, in

concordance with the Guidelines for Written Reports.

The report will be assessed by the teacher and an internal

censor.

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


performance.

RE-EXAM


the student will have to sit for a 5-hour written re-

examination. The time and date of the exam will be determined by

AU-IBT.

On the day of the written re-examination the student draws a

subject with related questions in Intercultural Communication.

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 will be no access to the World

Wide Web (Internet) during the exam.


scale.

The paper will be assessed by the teacher and an internal

censor.


The mark 12:



minor weaknesses.

The examinee shows:


models and theories included in the course curriculum.

- A convincing general knowledge of the basic premises on

which the models and theories are built.

- A very extensive knowledge of the individual models and


relevance - or lack thereof - in relation to the concrete

situation (case discussion paper).


assessing the “practical” case problem as well as a very

convincing ability to argue for what seems relevant and

irrelevant in this (case discussion paper).


identifying, analysing and providing a suggested solution to the



argumented way (the link between theory and praxis).

- A very extensive knowledge of the consequences of


concrete problem.

- A convincing overview of own problem solving method in

relation to the concrete problem as well as a profound

perspectivisation and reflection of this.

The mark 02:


acceptance.

The examinee shows:

- A not very extensive overview over and an uncertain

knowledge of the various models and theories included in the

course.

- A not very convincing knowledge of the basic premises on

which the models and theories are built.

- A rather limited and partial amount of knowledge of the

individual models and theories as well as a rather uncertain

explanation for their relevance - or lack thereof - in relation



to the concrete situation (case discussion paper).

- A relatively limited ability to generally and

specifically assessing the “practical” case problem as well as a

relatively common and general skill to argue what seems relevant

and irrelevant in this (case discussion paper).

- A not very well-documented ability to generally and

specifically identifying, analysing and providing a suggested

solution to the problem in question - and showing a lack of well-

argumented use of the concepts, models, theories and methods

included in the course.

- A very uncertain and unreflecting knowledge of the


approach to the concrete problem.

- A non-convincing overview of own problem solving method

in relation to the concrete problem as well as a profound lack

of perspectivisation and reflection of this.

The mark 02 is given when the student shows a modicum of


course.

9. Philosophy of Science

Objective:

The objective of the course is to provide the students with knowledge about different scientific approaches and

traditions to enable them to work scientifically and systematically and to critically reflect upon and apply valid,

scientific argumentation and methods.

Course background:

Philosophy of science refers to the scientific reflection on the production of valid knowledge while

methodological approaches cover the systematic effort to produce valid knowledge. All scientific methods are

based on a number of scientific conditions and therefore the terms are entwined. This course focuses on

Philosophy of science.

Students must relate to the fact that philosophy of science – through scientific paradigms – has a central

position in problem solving, as it will influence the solution of a given problem.

As students in International Communication and Multimedia they must be able to critically reflect upon and

apply the theories of science in relation to these particular fields of study.

The course has a natural link to other courses where problem solving is of major importance.

Knowledge, skills, and qualifications:


a) Knowledge about:

- The concepts of science and how sciences evolve

- Production of knowledge

- Relevant scientific paradigms

- Valid, scientific argumentation

- The central position of philosophy of science in relation to problem-solving and methodology

b) Proficiency in:

- Identifying and applying scientific traditions and paradigms

- Reflecting upon and discussing the role of philosophy of science in relation to problem-solving and

methodology

- Producing valid, scientific arguments


May include tutorials with casework, group presentations, discussions and group work (face-to-face and/or

online) as well as lectures. Students will have the opportunity to discuss and elucidate a number of scientific

questions, carry out exercises and/or hand in a number of assignments during the semester.


English



time

Materials

permitted

Bas is for

assessment


question


Supervision:

jaPC: ja

Remarks





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

scale.

Re-examination


Evaluation criteria


following criteria:

- Demonstrated overview of various scientific approaches

included in the course curriculum

- Demonstrated knowledge and understanding of valid production

of knowledge

- Demonstrated ability to elucidate, critically argue, reflect

upon and discuss the relation between philosophy of science,

choice of method and problem-solving

- Demonstrated ability to write in a well-structured manner,



- Demonstrated knowledge of principles of written communication


performance.

The mark 12:



minor weaknesses.

The student

- Demonstrates an excellent and convincing overview of various

scientific approaches included in the course curriculum

- Convincingly demonstrates knowledge and understanding of valid

production of knowledge

- Demonstrates an excellent ability to elucidate, critically

argue, reflect upon and discuss the relation between philosophy

of science, choice of method and problem-solving

- Demonstrates excellent ability to discuss and elaborate on all

relevant aspects of the exam assignment in relations to the

course curriculum

- Uses relevant vocabulary and argues convincingly for proposed

solutions and conclusions

- Writes a well-structured paper observing the formal

requirements of the academic genre including correct handling of

sources

The mark 02:


acceptance.

The student

- Demonstrates basic theoretical knowledge within the area of

study including the different scientific traditions and

production of knowledge

- Demonstrates a basic ability to link the scientific traditions

to choice of method and problem-solving

- Shows and ability to present a solution taking into account

relevant aspects and theories, but the contribution lacks focus

and reflection

- Demonstrates the ability to include relevant theories in the

paper but shows certain shortcomings with it comes to discussing

and critically reflecting upon the consequences of the

scientific tradition(s)

- Demonstrates an understanding of the academic principles of

handling sources



10. Public Relations Writing

Objective:

The aim of the course is for the students to obtain knowledge about relevant PR theories and practices in

national and international companies/organisations and to develop their planning and communication skills

within various PR genres.



Contents:


The focus will be on PR theories to gain an understanding of the field of contemporary PR. Moreover, the

students will acquire knowledge of the different PR genres and tools and develop communication skills in

producing PR genres such as press releases, newsletters and brochures.


a) Knowledge about:

- Theories on contemporary PR

- PR planning processes

- Communication planning strategies in relation to relevant stakeholder groups and media

b) Proficiency in:

- PR planning

- Analysing communication situations

- Applying PR theories in practice

- Public relations writing incl. relevant PR genres such as press releases, brochures, newsletters etc.


Teaching may take the form of tutorials with case work, presentations and discussions as well as lectures.



English



time

Materials

permitted

Bas is for

assessment


question

5 hour(s) Selected Submission

Supervision:

jaPC: ja

Remarks


based on an assignment handed out at the beginning of the

examination. Students are expected to create a written PR piece

in which they demonstrate knowledge about and skills in applying

PR theories in practice. In addition, they are supposed to

answer assignment specific questions in relation to the setting

of the assignment. In answering the questions, students should

demonstrate theoretical as well as practical knowledge.

The examination is without Internet access, but books and notes

may be used.


scale.

Re-examination:


Evaluation criteria

The evaluation of the student’s semester project is based on the

following criteria:

- Knowledge of relevant PR theories and of the structure

and function of PR in organisations

- Demonstrated ability to apply PR theory in practice

- Skills in producing PR genres

- Demonstrated ability to argue in favour of suggested

solutions


manner observing the formal requirements of academic writing

- Knowledge of principles of good written communication


performance.

The mark 12:



minor weaknesses.

The examinee shows:

- Extensive overview and knowledge of relevant PR theories

and of the structure and function of PR in organisations

- Excellent skills in applying relevant PR theories in

practice along with the ability to argue for the relevance of

the theories as well as the suggested solutions

- Convincing demonstration of producing PR genres of

relevance to the situation and demonstrated ability to argue for

the structure and content of the PR genres

- An excellent ability to structure and organise the paper




including the handling of sources

- Excellent skills in written communication

The mark 02:


acceptance.

The examinee shows:

- Basic theoretical knowledge within the theories relating

to public relations

- Basic ability to apply the theories in practice

- Basic ability to follow the conventions of the relevant

PR genre(s), but shows certain shortcomings when arguing for the

proposed solution

- An understanding of the requirements of the academic

genre including the handling of sources

- An ability to communicate appropriately and clearly with

basic argumentation skills

Censorship: External

11. Global Marketing

Objective:


To provide students with knowledge about global marketing management in order to understand the challenges

and decisions when planning to market or marketing products and services in foreign countries. Following the

perspectives from Fundamentals of Marketing, there is a toning towards innovative and creative marketing,

including entrepreneurial and intrapreneurial issues.

Course background:

The globalisation of companies is the involvement of customers, producers, suppliers and other stakeholders in

the global marketing process. Global marketing therefore reflects the trend of firms selling products and

services to selected countries.

The primary role of marketing management in any organisation is to design and execute effective marketing

programmes that will pay off. Companies can do this in their home market or they can do it in one or more

international markets.

Going international can be a very expensive exercise in terms of both money and top management time and

commitment. The task becomes even more complex when the company starts operations in several countries as

marketing programmes must adapt to the needs and preferences of customers that have different levels of

purchasing power as well as different languages, cultures, etc. Moreover, patterns of competition and methods of

doing business differ between nations and sometimes also within regions of the same nation.

A company needs to gain a competitive advantage by going international and by making the choice of

geographical scope a key strategic decision.


The course consists of the following main elements:

- Decide whether to internationalise

- Decide which markets to enter

- Market entry strategies

- Design the global marketing programme

Implement and coordinate the global marketing programme

After having completed the course, the student is expected to have achieved the following knowledge and

developed the following skills and competencies:

a) Knowledge about:

- The central marketing theories of international business activities, i.e. internationalisation, choice of

market(s), penetration strategies and establishment of an international marketing programme

- International markets and country differences

- International data sources and skills in gathering data from international sources (desk research)

b) Proficiency in:

- The ability to analyse and account for internationalisation processes

- The ability to analyse and account for which specific market(s) to enter

- The ability to select and account for a relevant market entry strategy

- The ability to design and account for a global marketing programme

- The ability to write in a well-structured manner, observing the formal requirements of the academic genre,


Knowledge of principles of written communication.


Lectures supplemented with group work, casework, discussions and student presentations.


English


1



Examinees Product Product framework Duration Preparation

time

Materials

permitted

Bas is for

assessment

Individual Combined

written

and oral

- -

Remarks

During the semester, the student will write a semester project

combining the courses Global Marketing and Media Production III.

The topic of the project will be chosen by the student and

approved by AU Herning. A randomly selected number of students

may attend an oral examination based on the report and the

syllabus. In the project as well as during the oral examination,

the student should demonstrate his/her knowledge about and

proficiency in Global Marketing. The student receives one mark according to the Danish 7-step

scale. Reexamination: The reexamination will be conducted as a 4-hour written

examination based on a case. All aids are allowed. The mark 12: For an excellent performance displaying a

high level of command


minor weaknesses. The examinee shows: - An extensive overview and knowledge of the central

marketing theories of international business activities included

in the course curriculum, i.e. internationalisation, choice of

market(s), penetration strategies and establishment of an

international marketing programme - A very extensive knowledge of the individual marketing


relevance – or lack thereof – in relation to the problem in

question (case) - A convincing knowledge of international markets and

country differences - An extensive overview of international data sources and

a very convincing skill to gather data from international sources - An outstanding skill to analyse and account

for

internationalisation processes, analyse and account for which

specific market(s) to enter, select and account for a relevant

market entry strategy as well as design and account for a global

marketing programme - An outstanding skill to generally and specifically

identify, analyse and provide a suggested solution to the



argumented way (the link between theory and praxis). - A very extensive knowledge of the consequences of


concrete problem. The mark 02: For a performance meeting only the minimum requirements for

acceptance. The examinee shows: - An insecure knowledge and not very extensive overview of

the central marketing theories of international business

activities included in the course curriculum, i.e.

internationalisation, choice of market(s), penetration

strategies and establishment of an international marketing

programme - A rather limited and partial amount of knowledge of the

individual marketing theories as well as a rather uncertain

explanation for their relevance – or lack thereof – in relation

to the problem in question (case) - A not very convincing knowledge of international markets

and country differences - An not very extensive overview of international data

sources and a not very convincing skill to gather data from

international sources - A relatively limited ability to analyse and account for

internationalisation processes, analyse and account for which

specific market(s) to enter, select and account for a relevant

market entry strategy as well as design and account for a global

marketing programme - 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 of well-argued

use of the concepts, models, theories and methods in the course - A very uncertain and unreflecting

knowledge of the


approach to the concrete problem. The mark 02 is given when the student shows a modicum of


course.

12. Media Production III

Objective:


The primary aim of the course is to provide the student with the necessary knowledge to produce dynamic web

solutions using Content Management Systems.

During the course, the student will be introduced to theory and research within the fields of Interaction Design,

Usability and Search Engine Optimisation. The student will acquire overall knowledge of how Content

Management Systems work and be introduced to some of the most versatile and commonly used PHP-based

Open Source Content Management Systems of today with specific focus on one of these systems.

At the end of this course, the student will be able to evaluate, plan and produce dynamic websites with a

selected PHP-based Open Source Content Management System based on customer needs and argue for the



choice of Content Management System. The student will be able to analyse and argue for his/her design, content

and interaction choices based on research and theory within Interaction Design and Usability, and the student

will be able to document findings in a Style Guide. In addition, s/he will be able to evaluate and implement

relevant Search Engine Optimisation techniques for dynamic websites.


Interaction design and usability:

- Have knowledge about the history of interaction design and different approaches/schools

- Understand, evaluate and use central concepts in the interaction design process to improve usability of

dynamic websites

- Analyse and research requirements

- Design alternative interfaces

- Prototype

- Evaluate

- Understand and evaluate common online usability issues related to human cognitive processes, human

perception and human interaction with websites

- Analyse and create proper Style Guide documentation for the Interaction Design process.

Search Engine Optimisation:

- Understand what Search Engine Optimisation is and the general concepts behind how search engines work

- Understand, evaluate and implement common SEO techniques related to dynamic websites generated with

CMS:

- White-hat and black-hat SEO techniques

- Organic SEO for dynamic websites

- Code and SEO friendly URLs

- Content and keywords, etc.

- Linking strategies

- PPC

Open Source Content Management Systems:

- Understand what a Content Management System is and how it can be used

- Have knowledge about some of the most versatile and commonly used Content Management Systems of today

- Understand, analyse and evaluate the most commonly used PHP-based Open Source Content Management

Systems and their strengths and weaknesses

- Understand, evaluate and apply these PHP-based Open Source Content Management Systems to create

dynamic websites – with particular focus on one system

- Understand and apply techniques to customise templates/themes and modules/components/plugins to the

needs of a project.


a) Knowledge about:

- Content Management Systems and web architecture in general

- Definition of PHP & MySQL

- Search Engine Optimisation and implementing techniques

b) Proficiency in:

- Interaction design and processes

- Usability guidelines

- The most commonly used PHP-based Open Source Content Management System of today

- Building a website in Content Management Systems

- Customising and manipulating Content Management System templates/themes

- Integrating and manipulating modules/components/plugins in a Content Management System

Development of a Style Guide (documentation)


A combination of lectures, demonstrations and tutorials including exercises.


English



time

Materials

permitted

Bas is for

assessment

Individual Combined

written

and oral

- -

Remarks


combining the courses Global Marketing and Media Production III.


approved by AU Herning, and the student should demonstrate their

knowledge about and proficiency in Media Production III. Product: Dynamic website generated with one of the

PHP-based Open Source

Content Management Systems from the course curriculum. The

website must include the following elements: • Back-end administration • User interactivity other than

navigation • Installation and configuration of relevant

components/modules/plugins according to the project needs • A template/theme that has been customised or

manipulated

to the project needs • Intuitive navigation, interaction and usability • Style Guide The student will attend an



oral examination based on the report

and course curriculum. This will be a group exam with individual

assessment. The report, the website and the oral examination are assessed by

the teacher and an external examiner. The student receives one mark according to the Danish 7-step

scale. Reexamination: Students failing to obtain the mark 02 in Media Production III

will sit for a 6-hour written examination where they will be

given a case involving the development of applications and/or

technical solutions related to the contents of the Media

Production III course. The only aids allowed are the approved

textbooks and printed notes used for the course; all access to

the internet and online sources will be available for the

duration of the examination. The products are assessed by the teacher and an external

examiner according to the criteria for achieving objectives

(excluding the criteria directly related to the report). The student receives one mark according to the Danish

7-step

scale. All reexaminations will follow the above procedure. Evaluation criteria: The evaluation of the student’s

semester project is based on the

following criteria: - Demonstrated ability to evaluate and apply relevant

theories about Interaction Design, Usability and Search Engine

Optimisation in the final product and report - Demonstrated ability to build a complete dynamic website

with a PHP-based Open Source Content Management System and argue

for the choice of the system - Demonstrated ability to customise and manipulate the

Content Management System template/theme and

modules/components/plugins according to the needs of the given

customer - Demonstrated ability to integrate Search Engine

Optimisation techniques in the Content Management System. The mark is determined on the basis of the

student’s overall

performance. The mark 12: For an excellent performance displaying a high level of command


minor weaknesses. The student: - Produces all required material and includes all relevant

digital files both in original and release-ready format. - Demonstrates a good understanding of the technology

behind PHP-based Content Management Systems – PHP, MySQL and web

architecture in general. - Produces a dynamic website with one of the PHP-based

Open Source Content Management System from the course curriculum

and argues well for choice of system. - Integrates some Search Engine Optimisation techniques

and argues for choices made. - Produces a website that complies with all the relevant

interactive design theories and fulfills the customer’s

requirements as well as appeals to the intended target audience

in all aspects. - Produces a highly customised or manipulated

template/theme for the Content Management System that is

suitable for the project needs and explains the construction

very well. - Integrates several customised modules/components/plugins

to the Content Management System and uses them on the website as

well as explains why and how they are integrated. The

integration must look nice from a design perspective. - Provides user interactivity on the website (other than

navigation) containing one or more complex functionalities

(login to secured sections, comments, guestbook, ordering...). - Produces a well-structured project report

including

documentation of the design process and content mentioned above

supplied with good arguments for relevant choices made.

Statements should be supported by references to relevant and

reliable course theory. - Produces a detailed Style Guide with all relevant and

correct information needed in regards to the produced material

and the course theory. The mark 02: For a performance meeting only the minimum requirements for

acceptance. The student: - Produces most of the required material and includes most

of the relevant digital files. - Demonstrates only little understanding of the technology

behind PHP-based Content Management Systems – PHP, MySQL and web

architecture in general with deficiencies. - Produces a dynamic website with one of the PHP-based

Open Source Content Management Systems from the course

curriculum with few or no real arguments for the choice of

system. - Integrates a few or no Search Engine Optimisation

techniques and argues vaguely for choices made. - Produces a website that complies poorly with the

relevant interactive design theories and only partially fulfills

the customer’s requirements as well as appeals to the intended

target audience in a deficient but still acceptable way. - Integrates a template/theme for the Content

Management

System that is partially suitable for the project needs and

manipulates it to some extent. - Integrates a few easy modules/components/plugins to the

Content Management System and uses them on the website, but is

not able to explain how they are integrated or manipulated very

well. The integration does not look very nice from a design

perspective. - Does not provide or has only partially implemented user

interactivity on the website (other than navigation); the

website does not contain complex functionalities (login to

secured sections, comments, guestbook, ordering...). - Produces a semi-structured project report including

documentation of the design process and content mentioned above

supplied with lacking but acceptable arguments for relevant

choices made. Statements should be supported by references to

relevant and reliable course theory. - Produce a basic Style Guide with acceptable and relevant

information in regards to the produced material and the course

theory. Evaluation of the reexamination: The same as the evaluation of the original examination as



described above.

13. Intercultural Communication

Objective:


The course builds on the foundations laid in the courses Cultural Studies and Principles of Communication and

Semiotics. Within a multidisciplinary frame, it focuses on cultural variations of communication paradigms.

The objective of the course is to develop the students’ communicative competence in a globalised world, where

communication with people from different cultures is a common feature in many jobs. Moreover, the course

specifically considers how the internet revolution influences intercultural communication in private companies’

internal as well as external communication.

From a methodological point of view, the course explores how theory is nurtured by practice and vice versa,

thereby developing the students’ capacity of translating theoretical knowledge into handling cultural complexity

in work life.

Course background:

Since Gabriel Tarde, in 1901, wished for the development of a “science of compared conversation” of all peoples

in the world, the discipline of intercultural communication has grown into a wide and complex academic field. It

investigates not just visible and easily recognisable verbal and non-verbal behaviours, but also underlying

values and norms which might affect the message in intercultural communication.

Historically, the discipline of intercultural communication has focused much on risks of miscommunication and

the role of miscommunication in negative stereotyping of the Other. However, recent research tends to rather

explore the positive outputs of intercultural communication in multinational and globalised companies. Another

recent development of the field is conditioned by the internet revolution, which makes any message available to

a global public in the second that it is put online.

Based on these assumptions, the course investigates the risk of misunderstandings as well as the opportunity

of new understandings when engaging in intercultural communication in the work setting.


• Verbal and non-verbal communication

• Tangible communication acts and underlying values and cultural norms

• Face-to-face versus virtual intercultural communication in a globalised world

• Intercultural communication and identity construction of individuals, teams and speech communities

In order to fulfil the above-mentioned objectives, the student should acquire the following qualifications:

Knowledge about:

1. The impact on intercultural communication of diverging

- Linguistic systems (lexical repertoires, morphosyntaxic variations)

- Paralinguistic signs (speed, vocal intensity, pitch, intonation, particular vocal productions)

- Non-verbal signs (proxemics, haptics, kinesics)

- Turn-taking paradigms (gap and overlap, turn order, turn length, turn taking techniques, back channels)

- Thematical, logical and rhetorical structures of discourse (genres, theme managing, linear, circular and

parallel constructions, irony and humour)

2. The function of speech in social interaction, through culturally defined conceptions of interpersonal relations

(high/low power distance, individualism/collectivism, high context/low context cultures,

linear/multilinear/reactive cultures, consensus/conflict oriented societies etc.)

Proficiency in:

1. Applying the acquired theories and tools to cases from the business world with a focus on themes such as

speech communities, inpatriation, value creation, learning processes and knowledge exchange in globalised

corporate cultures.

Discussing the above-mentioned tools with regard to internet communication of companies and costumers (on

homepages, social media, blogs etc.)


A combination of lectures and tutorials with case work, presentations, discussions and one mid-term written

assignment with student peer review.


English



time

Materials

permitted

Bas is for

assessment

Individual Written Self-chosen

subject


Remarks



Written assignment on a self-chosen subject. The problem statement must be approved by the teacher. The

paper covers 10 standard pages (2,400 characters per page, including blanks, excluding table of contents,

bibliography and appendices). The report is assessed by an external examiner. Reexamination A new written

assignment identical to the above-mentioned. Evaluation criteria The evaluation of the student’s performance

is based on the following criteria: - Demonstrated knowledge of the presented theories of intercultural

communication - Demonstrated ability to distinguish and critically discuss the different genres of writings in

intercultural communication (such as popularised texts for the business community, student textbooks,

academic articles) - Demonstrated ability to apply the theories to cases from the business world -

Demonstrated ability to find and select cases that illustrate a given theory - Demonstrated ability to find and

select relevant sources not included in the course material - Demonstrated ability to write in a well-

structured manner observing the formal requirements of the academic writing genre, including the ability to

argue in favour of the proposed solution - Demonstrated ability to critically discuss the texts and theories

proposed The mark is determined on the basis of the student’s overall performance. The mark 12: For an

excellent performance displaying a high level of command of all aspects of the relevant material, with no or

only a few minor weaknesses. - Demonstrates exceptional ability to include and account for relevant theories

and methods - Demonstrates excellent ability to critically discuss the different genres of writings in

intercultural communication - Demonstrates exceptional ability to apply theories of intercultural

communication - Demonstrates excellent skills in selecting cases, in order to illustrate and discuss a given

theory - Demonstrates excellent ability to find and select relevant sources not included in the course material

- Demonstrates excellent skills in using the principles of academic writing, including structure, argumentation

and references. The mark 02: For a performance meeting only the minimum requirements for acceptance. The

student - Demonstrates basic theoretical knowledge within the field of intercultural communication, but shows

certain shortcomings when applying the theories and methods - Shows lack of ability to select relevant cases

in order to illustrate and discuss a theory - Shows an ability to present a solution taking into account relevant

aspects, but the solution/argumentation lacks focus and reflection - Shows shortcomings when elaborating on

and discussing aspects of his/her solution - Demonstrates only a very basic understanding of the academic

principles of handling sources The mark 02 is given when the student shows a minimum of understanding,

knowledge and skills acceptable for passing the course. Censorship: External

14. Media Production IV

Objective:

The primary aim of the course is to provide students with the necessary knowledge to design, plan, develop and

implement animated websites that include digital video in FLV format.

The course will provide tools for this work in the form of use and implementation of basic ActionScript

programming for interactivity, Digital Video planning, shooting and editing, and development of fully animated

and interactive elements for (X)HTML-based websites.

Contents:


- Animation techniques using Flash Professional (latest version)

- ActionScript scripting (latest version)

- Digital video planning and shooting

- Digital video editing using Adobe Premiere Pro (latest version)

- Implementation of digital video in a variety of formats, including FLV, MP4, etc.

- Digital animation history and theory

To achieve this aim, students have to acquire the following qualifications:

a) Knowledge about:

- Common ActionScript Library

- Controlling sound

- Design, development, and implementation of buttons and event handling

- Managing content and troubleshooting basic interactivity through ActionScript

b) Proficiency in:

- Development of complex animations using the diverse animation techniques available in Flash (latest version)

for introductory purposes (intro pages/teasers), and for presentation purposes.

- Planning, shooting and editing video using Adobe Premiere Pro (latest version)

- Preparing, encoding and embedding video into Flash (latest version)

- Controlling multiple timelines

- Controlling and displaying graphics

- Controlling text

- Use of ActionScript (latest version) snippets to add interactivity

- Development and implementation of basic ActionScript (latest version) scripts to add interactivity

- Development of a design/technical manual (documentation)


Lectures, tutorials, and practical assignments.


English



time

Materials

permitted

Bas is for

assessment

Group Combined

practical

Self-chosen

subject




and

written

Remarks


combining the courses Corporate Communication and Media

Production IV.


approved by AU Herning. In the project as well as during the

oral examination, the student should demonstrate his/her

knowledge about and proficiency in the topics studied in Media

Production IV during the course. The student is to produce an

animated solution that demonstrates a wide variety of skills

acquired during the course, and that integrates the digital

video produced as part of the course curricula.


examination based on the report, the Media Production product,

and the syllabus.

The teacher and an external censor assess the report and the

oral examination.

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

Re-examination



handed out at the beginning of the exam. AU Herning will

determine the time and date of the re-exam.

During the re-exam the student is expected to demonstrate his or

her skills in the development of interactive animations and its

integration in a given HTML/CSS scenario.

The only aids allowed during the re-examination are books and

printed notes. All internet access will be unavailable.

The student will receive one mark according to the Danish 7-

point scale

Evaluation Criteria


following criteria:

- Demonstrated ability to develop complex animations being

critical in the choice of the available animation techniques,

and which comply with the customer’s needs and requirements

- Demonstrated ability to include relevant and well

structured ActionScript in order to generate interactivity that

is relevant to the case at hand

- Demonstrated ability to plan, shoot, and edit digital

video that complies with the customer’s needs, and which

provides with relevant information about the customer and/or

products/services

- Demonstrated ability to integrate digital video and

Flash elements into static XHTML/CSS based web sites

- Demonstrated ability to integrate digital video into

Flash-based web pages

- Demonstrated ability to analyze, plan, develop and

launch a complete animated solution according to the needs of

the given customer

- Demonstrated ability to apply the relevant design and

animation theories in the final product

- Demonstrated ability to argue for the design, animation

and implementation choices, based on the design and animation

theories, as well as the customer’s needs


performance.

The mark 12:



minor weaknesses.

� The student produces a sufficient number of interactive

animations that are solely developed on Flash, and that answer

directly to the customer’s needs and the audience’s skills.

� The main site includes a digital video that complies

with all the relevant theories, and with the customer’s needs.

� The loading time of the intro/teaser page is under 10

seconds, includes a skip-intro option, and includes sound, which



relates directly to the animation that takes place on the

screen.

� The site complies with all the relevant design theories,

contains valid XHTML and CSS code (according to the w3.org

validation services), all the images are optimized for the web,

and fulfills the customer’s requirements.

� The report explains clearly each stage of the web site

and digital video development process, relating to other

relevant courses in a documented manner and the design/technical

manual is clear and contains all the necessary elements for the

customer to take over the maintenance of the web site at the end

of the collaboration.

� The student is able to read, use, and explain the use of

basic ActionScript code for interactivity, as well to explain,

use and implement the adequate animation techniques relevant to

the different sections of the site.

The mark 02:


acceptance.

� The student produces a minimum number of interactive

animations that are solely developed on Flash, and that answer

directly to the customer’s needs and the audience’s skills.

� The main site includes a digital video that complies

with all the relevant theories, but does not answer to the

customer’s needs.

� The loading time of the intro/teaser page is over 10

seconds, fails to include a skip-intro option, and includes

sound, which does not relate directly to the animation that

takes place on the screen.

� The site complies with all the relevant design theories,

but contains invalid XHTML and/or CSS code (according to the

w3.org validation services), not all the images are optimized

for the web, or fail to fulfill the customer’s requirements.

� The report explains only partially each stage of the web

site and digital video development process, and fails to relate

to other relevant courses in a documented manner

� The design/technical manual is unclear or fails to

contain all the necessary elements for the customer to take over

the maintenance of the web site at the end of the collaboration.

� The student is only able to use and explain ActionScript

snippets for interactivity, but is unable to produce his/her own

ActionScript code to achieve interactivity

� The students cannot clearly explain, use and implement

the adequate animation techniques relevant to the different

sections of the site.

� The student shows an ability to communicate

appropriately with basic argumentation skills.


15. Corporate Communication

Objective:

The aim of the course is to provide the students with knowledge of theories and methodological approaches to

corporate communication and to provide them with skills within planning and managing corporate communication

tasks.

Course background:

The course builds on the knowledge acquired in the first three semesters from all previous courses in

communication of the ICM study programme or their equivalents.

Contents:


The focus of the course is to provide the student with knowledge about the nature and role of corporate

communication in a modern context. This includes knowledge about stakeholder relations, corporate identity,

image, reputation, strategies and tools used to manage a coordinated and coherent corporate communication

system, incl. crisis, change and CSR communication.

Moreover, students learn to identify and analyse stakeholder relations, analyse and plan corporate

communication on an everyday basis and in times of organisational change and crisis.

To achieve the aforementioned goals, the student will acquire the following qualifications:

a) Knowledge about:

- The nature and role of corporate communication

- Corporate identity, image and reputation

- The stakeholder approach

- Strategies and tools used in creating and managing a coordinated and coherent corporate communication

system



- Crisis and change communication

- CSR communication

b) Skills in:

- Identifying and analysing an organization’s stakeholders

- Analysing and planning corporate communication both in relation to everyday communications with key

stakeholders and in times of organisational change and crisis

- Analysing and managing an organization’s corporate (brand) identity, image and reputation


Teaching may take the form of tutorials with case work, presentations and discussions as well as lectures.



English



time

Materials

permitted

Bas is for

assessment

Group Combined

practical

and

written

Self-chosen

subject


Remarks


combining the courses Corporate Communication and Media

Production IV.


approved by AU Herning. In the project as well as during the

oral examination, the student should demonstrate his/her

knowledge about and proficiency in the topics studied in

Corporate Communication during the course.


examination based on the report and the syllabus.

The teacher and an external censor assess the report and the

oral examination.

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

Re-examination



handed out at the beginning of the exam. AU Herning will

determine the time and date of the re-exam.

The student is expected to demonstrate his/her knowledge about

and proficiency in the topics studied in Corporate

Communication.

The examination is with Internet access, books, and notes.

The student will receive one mark according to the Danish 7-

point scale

All re-exams will follow this procedure

Evaluation Criteria


following criteria:

- Demonstrated knowledge of corporate communication

theories incl. corporate identity, image and reputation as well

as the nature and role of corporate communication in a modern

context.

- Demonstrated ability to analyse stakeholder relations

and subsequent choice of corporate communication genres.

- Demonstrated ability to argue in favour of suggested

solutions.

- Demonstrated ability to apply strategies and tools when

creating and managing a coordinated and coherent corporate

communication system.


manner observing the formal requirements of academic writing.


performance.

The mark 12:



minor weaknesses.

The student demonstrates:

• Exceptional ability to select and apply relevant

corporate communication theories

• Exceptional ability to critically analyze stakeholder

relations.



• A focused, structured and reflected approach

• Fluent and excellent language from a communicative point

of view.

The mark 02:


acceptance.

The student:

• Demonstrates basic theoretical knowledge within the

theories relating to corporate communication, but shows certain

shortcomings when applying the theories and methods to practice.

• Shows an ability to present the solution, but the

contribution lacks focus and reflection.

• Is uncertain when elaborating on and discussing the

various aspects of her/his solution.

• Communicates fairly fluent, but lacks communicative

proficiency and correctness.


Studies Abroad or Internship (Abroad or in Denmark)

Objective (Studies):

The purpose of studying abroad at a foreign educational institution is for the student to increase and apply the

knowledge relevant to the ICM study program. This period also aims at allowing the student to experience

cultural,

educational and learning situations that differ from the ones at AU Herning.

In close collaboration with the foreign educational institution, and upon approval from the supervisor appointed

by AU

Herning, the student will elect a number of relevant courses to be attended while abroad.

Courses and contents depend on the offer from the host institution’s study programme.

The professional contents of the selected courses should promote the student’s development on a personal,

professional and educational level, as well as to be relevant to the main fields of study covered by the ICM

study

programme.

Objective (Internship):

The objective of the placement is to provide the students with the experience of solving practical problems in a

real

working environment using their acquired organisational and team working skills.

The students are expected to work with projects related to the ICM study programme, including but not limited

to:

1. Project planning

2. Organisation

3. Use of different marketing and communication tools

4. Communication

5. Media production

The student is expected to gain the following knowledge and developed the following skills and competencies:

• Ability to identify and formulate a relevant problem

• Ability to apply theoretical knowledge in practice

• Ability to reflect critically on the relevance of the chosen theories in relation to the practical case

• Ability to use theoretical knowledge to create a practical solution (product)

• Ability to argue for the proposed solution(s)/product(s)

• Responsibility

• Team work

The module consists of the following exams:

1. Studies Abroad (courses of 30 ECTS)

Objective:



cultural, educational and learning situations that differ from the ones at AU Herning.

Contents:



by AU Herning, the student will elect a number of relevant courses to be attended while abroad.




study programme.

The selected courses should add up to a total of 30.0 ECTS.




Determined by the host institution


English or the language taught at the educational institution Abroad



time

Materials

permitted

Bas is for

assessment

Individual - - -

Remarks

No exam in AU-IBT

2. Internship abroad or in Denmark - 15 ECTS

Objective:

The objective of the placement is to provide the students with the experience of solving practical problems in a

real working environment using their acquired organisational and team working skills.

Contents:

The students are expected to work with projects related to the ICM study programme, including but not limited

to:

1. Project planning

2. Organisation

3. Use of different marketing and communication tools

4. Communication

5. Media production







• Responsibility

• Team work


-


English



time

Materials

permitted

Bas is for

assessment

Individual Practical - Teaching

participation

Remarks

The placement must be for a period of at least 15-20 weeks with

weekly working hours adding up to the country’s current full-

time regulations.

The company certifies that the student has completed the

placement, and evaluates the student’s performance during the

internship.

Internship certificate and evaluation form.

Compliance with the conditions of the internship.

Signed and sealed certificate and evaluation form filled by the

company where the student did his/her internship.

The certificate and evaluation form will be available with the

ICM Study Programme Secretary. It is the student’s

responsibility to deliver the filled certificate and evaluation

form to AU Herning no later on the deadline published on AU

Herning’s Blackboard system.

Failure to deliver the certificate will result in the student

receiving a failing mark on his/her internship.

A negative evaluation will result in the student having to

attend a meeting with an appointed counsellor at AU Herning, the

result of this meeting will determine whether the student

receives a passing mark at the end of the internship or not.



AU Herning reserves the right to contact the company where the

student is doing his/her internship at any time before, during,

and after the internship period.

No censorship

3. Internship Report

Objective:

The objective of the internship report is for the student to analyse and reflect theoretically on a practical subject

of which experience has been gained during the internship.

Course background:

The internship report functions as a link between theoretical knowledge and practical experience gained during

internship. Drawing on all previous courses constituting the study programme, the student identifies a relevant

problem and reflects and analyses related issues with the purpose of finding a solution.

Contents:


The problem definition defined by the student must be relevant for the ICM study programme as well as for the

organisation/company as such. The report must include examples of relevant practical solutions to the problem

identified, e.g. a website, a poster, a banner, a brochure, a press release etc. to illustrate the practical outcome

of the internship period. The form and structure of the report should comply with the academic requirements for

written reports and as such follow the guidelines and principles from the course of Academic Writing.

The report should include but is not limited to:

• An account of the relevance of the problem(s) in question

• A short presentation of the organisation/company and its core activities

• A presentation and discussion of relevant theory

• An analysis of the problem using relevant theory

• An account of the theoretical background of the outcome (product)

The report is prepared individually in English and must consist of 10-15 standard pages excl. examples of

products.

The report must be submitted at AU Herning in triplicate: Two paper copies and one electronic copy (CD-ROM).

It is the student’s responsibility to provide the organisation/company in question with a copy of the report. The

deadline for the delivery of the report will be published on AU Herning’s Blackboard system.








-


English



time

Materials

permitted

Bas is for

assessment

Individual Written Self-chosen

subject

Submission

Remarks

The report will be evaluated by an ICM lecturer and given a mark

according to the Danish 7-point scale.

Re-examination

If the student fails to obtain the mark 02 at the ordinary exam,

a new internship report will have to be prepared. The report

must take its point of departure in a new problem definition,

including a new perspective.

Evaluation criteria


following criteria:

• Demonstrated ability to identify and formulate a problem

definition

• Demonstrated ability to place and discuss the subject of

the report in a larger theoretical context

• Demonstrated ability to reflect on and argue for the

relevance of the internship task(s)/organisation and the subject



of the report in relation to the ICM programme

• Demonstrated ability to write a well-structured report

observing the formal requirements for academic project reports

• Demonstrated ability to apply relevant theory to practice

• Demonstrated ability to create a relevant and

appropriate product in relation to the context of the task in

question

• Demonstrated ability to write an idiomatically and

grammatically correct report

The mark 12:



minor weaknesses.

The examinee shows:


models and theories included in the previous courses of the ICM

programme.

- Very extensive knowledge of the individual models and

theories described in relation to the concrete situation.

- Excellent skills in assessing the relevance of various

theories in relation to the problem definition.

- An outstanding ability to specify, identify, analyse and

provide a solution to the problem in question by applying

relevant concepts, models, theories and methods in a conscious

and reasoned manner.

- Excellent skills in using the principles of academic

writing, incl. structure, argumentation, references and

idiomatic language.

No censorship

4. Studies Abroad (courses of 15 ECTS) + Written Report

Objective:

Studies:



cultural, educational and learning situations that differ from the ones at AU Herning.

Contents:



by AU Herning, the student will elect a number of relevant courses to be attended while abroad.




study programme.

The selected courses should add up to a total of 15.0 ECTS.

Report:

The objective of the project report is for the student to analyse and reflect theoretically on a practical subject of

relevance for the ICM study programme.

Course background:

The student prepares a project report individually on a topic that is relevant to the ICM study programme, and

functions as a link between theoretical knowledge and practical experience gained during the exchange period

and the first four semesters at AU Herning.

Drawing on all previous courses constituting the study programme, the student identifies a relevant problem and

reflects and analyses related issues with the purpose of finding a solution.

The topic has to be selected by student, and approved by the appointed counsellor at AU Herning. The topic has

to be presented to the appointed counsellor no later than on the date published on AU Herning’s Blackboard

system.

Contents:


The problem definition presented by the student must be relevant for the ICM study programme. The report

must include examples of relevant practical solutions to the problem identified, e.g. a website, a poster, a

banner, a brochure, a press release etc. to illustrate the practical outcome of the internship period. The form and

structure of the report should comply with the academic requirements for written reports and as such follow the

guidelines and principles from the course of Academic Writing.



The report should include but is not limited to:

• An account of the relevance of the problem(s) in question

• A presentation and discussion of relevant theory

• An analysis of the problem using relevant theory

• An account of the theoretical background of the outcome (product)

The report is prepared individually in English and must consist of 10-15 standard pages excl. examples of

products.

The report must be submitted at AU Herning in triplicate: Two paper copies and one electronic copy (CD-ROM).








Determined by the host institution




time

Materials

permitted

Bas is for

assessment

Individual - - -

Remarks

Written report in a subject selected by the student and approved

by AU-IBT: Evaluation based on the contents of the report

No censorship

Elective Courses


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 will specialise in the disciplines of business

communication, while other will specialise in the areas of multimedia production.


1. Elective 1

Objective:






-


English



time

Materials

permitted

Bas is for

assessment

Individual Combined

practical

and

written

- -

Remarks

Please refer to the individual course descriptions

2. Elective 2

Objective:








-


English



time

Materials

permitted

Bas is for

assessment

Individual Combined

practical

and

written

- -

Remarks


3. Elective 3

Objective:






-


English



time

Materials

permitted

Bas is for

assessment

Individual Combined

practical

and

written

- -

Remarks


Specialisation Electives






1. Elective Course 1

Objective:






Please consult the individual course descriptions


English



time

Materials

permitted

Bas is for

assessment

Individual Combined

written

- -



and oral

Remarks

-

2. Elective Course 2

Objective:






Please consult the individual course descriptions


English



time

Materials

permitted

Bas is for

assessment

Individual Combined

written

and oral

- -

Remarks

-

Bachelor Module

Objective:

The bachelor project should illustrate the student’s ability to account for, analyse, reflect on and argue for a

problem

statement and its solution. The student is expected to include knowledge and relevant theories acquired during

the

study in general. In addition, the student should demonstrate an ability to collect, analyse and apply new

knowledge.

Furthermore, the student is expected to communicate professionally and appropriately.


1. Bachelor Project

Objective:

The bachelor project should illustrate the student’s ability to account for, analyse, reflect on and argue for a

problem statement and its solution. The student is expected to include knowledge and relevant theories

acquired during the study in general. In addition, the student should demonstrate an ability to collect, analyse

and apply new knowledge.

Furthermore, the student is expected to communicate professionally and appropriately.

Contents:

The bachelor project must be related to one of the 6th semester electives.

Students may work with their Bachelor project individually or in groups of up to four members.

The project work should be based on a real problem identified, e.g. in a firm/company or organisation, or on a

theoretical problem in accordance with the requirements of the respective elective. The topic of the project is to

be agreed with the supervisor in question.

All supervision should be based on proposals from the student(s) concerning:

• Identification of topic

• Problem statement and delimitation

• Choice of methodology and of theory

• Structuring

• Time schedule

See respective course descriptions for more detailed guidelines concerning content.

The student is expected to have acquired knowledge, tools and methods relating to courses taken during all

previous semesters. Add to this the student must use the latest theories and material relating to the topic areas

covered in the project.

Length of Bachelor report

• One student: 35 pages,

• Two students: 45 pages,



• Three students: 55 pages,

• Four students: 65 pages.

Including: introduction and conclusion.

Excluding: table of contents, bibliography & appendices etc.

One page contains 1800 characters without spaces.

Group project reports should appear as a unified whole, the contribution of each student, however, must be

clearly stated in the report and the table of contents.

Furthermore, the project must be provided with an executive summary in English of a maximum of 1 page.


-


English



time

Materials

permitted

Bas is for

assessment

Individual Combined

written

and oral

Self-chosen

subject

Submission

Remarks

Evaluation of Bachelor Project Report

The bachelor project is defended in an oral examination that

comprises a presentation (5-10 minutes) and a discussion of the

problems analyzed in the report. Duration of the examination is

30 minutes per student.

For specific evaluation criteria see respective electives.

The report and the oral examination are assessed by teacher/s

and external censor/s.

Requirements for passing an examination:

Each mark given must be at least 02 in order for the student to

have passed the examination.

If the student fails to obtain the mark 02 in one or both parts

of the examination, the student will have to work out a new

project and sit for an oral examination.




4. Other rules and regulations

Regulations for 1st-year examination

The student must have acquired passing marks according to the Danish 7-step scale in all the first year courses

no later than 2 (two) years after the start of the studies.

If the student has not passed all the first-year courses after 2 (two) years from the date of registration to the

study programme, he or she will be removed from the study programme.

Credit and f lexibility

An exemption is a deviation from that or those regulations that normally apply for the area in question. Exemption

can be granted on the basis of an application sent to the authority that has the power to grant such exemption.

An application for exemption must be submitted to the Board of Studies. If another authority has the power to

grant exemption, the Board of Studies forwards the application to the appropriate authority (e.g. the dean, rector

or ministry).

An application for exemption must be made in writing, stating reasons, and submitted as soon as possible. For the

application to be processed immediately, it must include a precise account of the regulation from which

exemption is sought, and what such exemption is intended to achieve (e.g. permission to use special aids,

extension of examination time, and postponement of time limits).

Documentation for the unusual conditions that justify exemption must be enclosed with the application.

Importance will not normally be attached to such conditions if they are not documented.

Registration and withdrawal

In the autumn of 2008 AU Herning adopted course registration obligation on STADS Self-service for all students

- at this URL: https://ab1ssf.isc.ih.dk/hih/

When students have completed their course registration AU Herning will see to it that they will automatically

become registered for all examinations related to the courses.

This procedure was introduced to meet the requirements of the executive order on examination regulations.

Fall semester online course registration via STADS Self-service takes place from the 1st to the 15th of June.

Spring semester online course registration via STADS Self-service takes place from the 1st to the 15th of

December.

Subsequently, AU Herning automatically registers the students for the examinations finishing each separate

course. This means that the course registration replaces the exam registration, which was previously done by the

students via STADS Self-Service.

It is the students’ responsibility to register for the right courses before deadline as otherwise AU Herning cannot

register them for the examinations.

In case students would like to withdraw from an examination later on this is to be done via STADS Self-service. If

they do not withdraw at least one week before the handing in of projects/reports or oral examinations it would

count as an examination attempt.

Regulations for extraordinary examinations (re-exams)

For a student to be granted a re-exam opportunity immediately after the ordinary examination period (up to four

weeks after the ordinary examination period), he/she must have registered for the ordinary exam. If a student

does not take the re-exam during the immediate extraordinary examination period, he/she will have to wait for a

whole year.

If a student has not registered for an ordinary exam, he/she will not be entitled to participate in the immediate

extraordinary examination period, and will have to wait for a whole year to be able to take the exam.

In case of failure to participate on an ordinary and/or extraordinary examination period due to illness documented

in written form by a doctor, the student can apply for an extraordinary examination.

Requirements for Graduation

For a student to be granted the title of Bachelor of Arts in International Communication and Multimedia, he or she

needs to have acquired 180 ECTS by means of passing marks in concordance to the Danish 7-step scale in all

compulsory courses (110 ECTS), in the fifth and sixth semester elective courses of his or her choice (30 ECTS),

and the Bachelor Project (10 ECTS).

Approved marks are necessary for the Internship – Internship Report or Studies Abroad – Studies Report (30

ECTS). Detailed information concerning the specific examination requirements for each course can be found on

the individual course descriptions.

Spelling and f luency

Each student’s spelling and phrasing skills make up part of the assessment of all written examinations,

irrespective of the language used. More importance is placed on the academic content, but spelling and phrasing



skills are a modifying factor in the overall assessment of the achievement of set objectives.

Each student’s oral presentation skills make up part of the assessment of all oral examinations, irrespective of

the language used. More importance is placed on the academic content, but oral presentation skills are a

modifying factor in the overall assessment of the achievement of set objectives.

Regulations for assignments

Stipulations regarding the extent of written dissertations are stated in the description of the individual study

element.

A normal page for written submissions is 2400 characters (with spaces). To calculate normal pages, both text

and notes are included, but not the front page, table of contents and bibliography.

Written submissions that do not comply with these stipulations cannot be accepted for assessment.

Using computers for examinations

For the university’s regulations regarding the use of computers for examinations, see

http://www.au.dk/en/rules/2002/au6.

For further details, please consult AU Herning examination regulations.

Project-oriented procedures

Options for project-oriented procedures are stated in the description of the individual study element.

Exemption

An exemption is a deviation from that or those regulations that normally apply for the area in question. Exemption

can be granted on the basis of an application sent to the authority that has the power to grant such exemption.

An application for exemption must be submitted to the Board of Studies. If another authority has the power to

grant exemption, the Board of Studies forwards the application to the appropriate authority (e.g. the dean, rector

or ministry).

An application for exemption must be made in writing, stating reasons, and submitted as soon as possible. For the

application to be processed immediately, it must include a precise account of the regulation from which

exemption is sought, and what such exemption is intended to achieve (e.g. permission to use special aids,

extension of examination time, and postponement of time limits). Documentation for the unusual conditions that

justify exemption must be enclosed with the application. Importance will not normally be attached to such

conditions if they are not documented.

Appeals and complaints

Complaints must be addressed to the BCOM Board of Studies. The prerequisite for a complaint to be dealt with

immediately is that it is in writing and reasoned. It must appear from the complaint what the student(-s) wish

complain about and what he/she/they intend to achieve with the complaint.

Examination appeals must be filed within 14 days after publication of test results, cf Examination Executive No.

1016 dated 24 August 2010 regarding studies in vocational education (UVM), chapter 10. For details, please

see https://www.retsinformation.dk/Forms/R0710.aspx?id=133234

Exam complaints must be filed online; see further details and find the COMPLAINT FORM here:

http://studerende.au.dk/en/studies/subject-portals/language-and-

communication/bachelorlanguageandcommunication/exams/complaintsaboutexams/

Examinations

Closer regulations regarding how and to what extent the student must have participated in classes in which the

type of examination involves such participation are stated in the description of the individual study element.

In the assessment of all written examinations, emphasis will be placed on the student’s ability to present an

academic problem area and manage an academic task, including compliance with formal academic requirements

(references, quotations, etc.).

In the assessment of all oral examinations, emphasis will be placed on the student’s ability to present academic

material, organise an oral presentation and enter into academically constructive dialogue.

The results of all examinations are stated in the examination result (the diploma), including their ECTS value.

An average is calculated with one decimal place of all graded assessments. Each assessment is included in the

calculation of the ECTS value.

Acts and executive orders, as well as the university’s rules and regulations relating to education, are available in

the electronic rules and regulations of Aarhus University at www.au.dk/en/rules/index.html

http://www.au.dk/en/rules/index.html



5. Revised academic regulations

Date: Remarks: Effective as from:

05-11-2013 - 01-11-2013

05-09-2013 - 05-09-2013

07-03-2013 Media Production II, internal censorship 01-09-2012

Udskrevet den 05-11-2013

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