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2012/2013  BA-IMK_VFNF  Naming & Framing: Creative wordmaking as a vehicle for innovative thinking and product development

English Title
Naming & Framing: Creative wordmaking as a vehicle for innovative thinking and product development

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Semester
Course period Autumn
Changes in course schedule may occur
Tuesday 11.40-14.25, week 36-41, 43-46
Time Table Please see course schedule at e-Campus
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Viktor Smith - Department of International Culture and Communication Studies
Secretary - Tine Silfvander - ts.iadh@cbs.dk
Main Category of the Course
  • Business psychology
  • Philosophy and philosophy of science
  • Innovation and entrepreneurship
  • Communication
  • Management of Information and Knowledge Management
  • Marketing
  • Experience economy and service management
  • Language and Intercultural Studies
Last updated on 23-04-2012
Learning objectives
The participants should gain a clear understanding of the basic theoretical and methodological concepts and principles presented during the course and hands-on skills in creative wordmaking for commercial and/or organizational purposes as practiced in case-based excercises in class.
The course has been developed in the "join us" spirit of the new CBS, and welcomes students from all of CBS CBS. It contributes new insights and tools that are relevant to students specializing both in marketing communication, organizational communication, and cross-lingual business communication.
Naming & Framing: Creative wordmaking as a vehicle for innovative thinking and product development :
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period Winter Term, Individual written home assignment based on a real-life case proposed by the student and approved by the teacher. Scope: Maximum 8 standard pages. Mark according to the 7-point scale, no second examiner.

Re-take: Same as ordinary exam.
Aids Open Book, Written Aid is permitted
Duration Please, see the detailed regulations below
Course content

What were HIV virus and iPods before they became known as... exactly that?

“Having a name for it” is not just a matter of putting labels on objects and phenomena in the infinite variety of reality. It is a matter of identifying and making sense of such objects and phenomena, and in some sense, indeed, of creating them.

Most research into words and their meanings is focused on existing words and what they mean to us now, or – a bit closer to our current subject – on how children figure out the meaning of words that the rest of us have already learned. In this course, we take a somewhat different approach, focusing on how new words are created and gradually come tomean something still more specific to still more people encountering them in their everyday lives – until the point where most of us would say that we “know” the word and are quite familiar with the thing or phenomenon it denotes.

We will rely on selected insights gained in the latest empirical research in the fields of experimental psycholinguistics and cognitive psychology, as well as more goal-oriented research into the creation and consumer acceptance of names for innovative commercial products, and the need for linguistic innovation e.g. in the coruse of EU legal integration. A key focus is the interplay between the built-in semantic potential of the word itself and the additional stimuli that affect our "online" sense-making and gradual concept formation when encountering it in running discourse, such as other texts and images on the package of novel products.


The course will supply the participants with new knowledge and operational tools for contributing constructively to such team enterprises as product idea development and implementation, and to meet the need for lexical innovation in the course of such activities as translation and organizational communication management.

Teaching methods
The course combines theoretical lectures with hands-on, case-study exercises that reinforce the participant’s practical language management skills. Results are presented in the shape of oral group presentations for peer discussion and feedback.
Expected literature

Aitchison, J. (2003). Words in the mind. An introduction to the mental lexicon. 2nd Edition. Oxford: Blackwell.

Benches, R. (2006). Creative compounding in English. Amsterdam: John Benjamins.

Gill, T. & Dubé, L. (2007). “What is a leather iron or a bird phone? Using conceptual combinations to generate and understand new product concepts”. Journal of Consumer Psychology 17(3): 202-217.

Smith, V.; Møgelvanh-Hansen, P.; Hyldig, G. (2010). “Spin versus fair speak in food labelling: A matter of taste?” Food Quality and Preference 21(8): 1016-1025.

Last updated on 23-04-2012