Diploma program
Trends in practice
Trends in practice
Get trained in to spot trends and convert them into valuable initiatives!
Copenhagen, March 3–April 17, 2026Herning/Aarhus April 27 - May 29, 2026
Learn how to stay one step ahead of consumers
Trends sell, engage, mobilize, create, challenge, and change. Trends influence everything around us. What we buy, use, and recommend. The jobs we choose. The way we live. Where we travel, and the choices we make every day.
"Where did that come from?" That's how we often feel when a trend has overtaken us and consumers suddenly rush in the same direction in search of something new and exciting. Trends are the main ingredient for success, and there is much to be gained by learning to spot trends before everyone else and knowing where consumers will be rushing to tomorrow.
About the process
On this course, you will learn how to work with trends in practice. You will be trained in using the right methods and spotting trends before anyone else. You will be given effective tools for gathering and prioritizing new knowledge and translating it into action. You will acquire a language for communicating trends. And most importantly, you will gain the crucial skills needed to formulate and initiate valuable initiatives based on the trends you have spotted.
This diploma program is a collaboration between Aarhus Business Academy and pej gruppen.
The diploma course awards 5 ECTS credits. See admission requirements and grant opportunities here >
Teachers
Louise Byg Kongsholm
Louise Byg Kongsholm is the owner, CEO, editor-in-chief, consultant, and trend researcher of the pej group. She is responsible for the pej group's book publications'Trend Sociology','Cross Channel 1 + 2','Total Ret@il'andFra vugge til krukke, as well as the latest publications Retail Mega Mag , Retail Mega Mag andRetail Mega Mag from April 2024.
She is also editor-in-chief of TID & tendenser, 365DESIGN, TØJ Fashion & Business Trends, and she writes for a number of external magazines, gives lectures in both Denmark and Norway, and is often quoted in the press as a trend researcher specializing in trends, consumer behavior, retail, fashion, interior design, and food.
Jill Hawkins
Jill is ‘The Future Thief’, a British fashion psychologist, stylist, and trend researcher based in Denmark specializing in creativity and identity.
She explores and anticipates these shifts amongst different cultures and generations around the world, helping global brands make a positive difference by designing for the worlds of their future consumers.
Jill will be a guest lecturer on all courses (Herning/Aarhus and Copenhagen) and will give a two-hour online presentation on trend research and her personal reflections on trends.
Sara Ingeman
Sara Ingemann has 15 years of experience in the Danish fashion and design industry, and for more than 10 years she has worked with in-depth trend research, future insights, trend analysis, and concept development.
In 2012, she started Atelier Cph with Mandy Rep, and she now works for several Danish and international fashion, design, and lifestyle brands.
Throughout her career, she has been affiliated with several trend agencies, such as Trend Union, Fashion Snoops, and pej gruppen.
Sara teaches one day a week in the class that runs in Copenhagen.
You will find the answer to this during the course.
Trend anatomy – how do you know when something is a trend and not just a passing fad?
Trend types – what are gigatrends, megatrends, and microtrends? And how do you build a trend matrix?
How do trends emerge and spread, and what effect do they have in different industries?
Why is understanding the spirit of the times fundamental to working with trends?
What are the strengths and weaknesses of common methods for data collection, data processing, analysis, scenario development, etc.?
What basic skills and tools can be applied?
What processes and methods are used to collect, translate, and communicate trends to the rest of the organization?
The course is aimed at those who
work with branding, marketing, customer journeys, innovation, product development, design, sales, service, or are simply interested in learning more about trends
need to acquire a set of skills and methods that make sense when working with trends – both strategically and on a daily basis
will create a more agile and change-ready culture in the company, department, or team
wish to strengthen the courage to take the first important steps towards successful change
Copenhagen
Spring 2026
Course overview and locations
Module 1
March 3, 2026
Copenhagen
9:00 a.m. – 3:00 p.m.
Module 2
March 11, 2026
Copenhagen
9:00 a.m. – 3:00 p.m.
Module 3
March 18, 2026
Copenhagen
9:00 a.m. – 3:00 p.m.
Module 4
March 25, 2026
online
9:00 a.m. – 3:00 p.m.
Synopsis & Exam
Deadline for submission of synopsis:
Tuesday, April 7, 2026
Exam
Friday, April 17, 2026
Copenhagen
30 minutes per student
Location
Premises on 3/3 + 11/3 + 17/4
Danish Marketing Association
Bredgade 19 E, 2nd floor.
DK-1260 Copenhagen K
Location on March 18 will be announced later.
Herning/Aarhus
Spring 2026
Course overview and locations
Module 1
April 27, 2026
Herning
9:00 a.m. – 3:00 p.m.
Module 2
April 28, 2026
Aarhus
9:00 a.m. – 3:00 p.m.
Module 3
May 4, 2026
Herning
9:00 a.m. – 3:00 p.m.
Module 4
May 13, 2026
online
9:00 a.m. – 3:00 p.m.
Synopsis & Exam
Deadline for submission of synopsis:
Friday, May 22, 2026
Exam
Friday, May 29, 2026
Aarhus / online
30 minutes per student
Location
Herning – modules 1 + 3
Strategihuset
pej gruppen
Bitsovvej 2
7400 Herning
Aarhus – module 2 + exam
Aarhus Business Academy (Guldbygningen)
Ringvej Syd 104
8260 Viby J
(see room on the screen at the entrance)
I believe that everyone needs to pay attention to trends if they want to be relevant to the future. Being aware of them does not mean you have to follow them. It just means you will have a better idea of how the needs of your audience and the world they live in are changing, which will help your understanding of your place in it, and what you can offer to make their lives better. In my opinion, good trend forecasting is about spotting problems and helping to solve them.
– Jill Hawkins, Founder of 'The Future Thief' and keynote speaker at pej gruppen
Frequently asked questions
The diploma program is broad and is for anyone who wants to get a deeper understanding of trends and how they can be implemented in their company or organization. It's relevant for people who work with strategy, product development, concept development, communication, marketing, and stuff like that.
There are no specific requirements for participating in the diploma course ‘Trends in Practice’. However, it is an advantage to have an interest in trends and their practical application. Previous participants have included designers, consultants, concept and product developers, graphic designers, teachers, a parish priest, a recruitment consultant, and many more.
The course consists of presentations, pair discussions, group work, and individual work on your own synopsis topic. There will be 2-3 instructors associated with the course, but the primary instructor is Louise Byg Kongsholm. The first three days are a full teaching program, and the last day is online with a webinar with Jill Hawkins in the morning and individual sparring on synopsis in the afternoon with the primary instructor.
On the first day, the book ‘Trendsociologi’ (Trend Sociology) is handed out, and it is specified which chapters should be skimmed vs. read for each class. There are 2-3 hours of reading between each session, as not everything in the book needs to be read. In addition, reference is made to various articles and reports that are available for the preparation of synopses, but not all of the content will be relevant to everyone.
During the course, you will have access to a range of resources, including the book ‘Trend Sociology’, various articles and reports in a shared Dropbox folder, and slides from the lectures, which will be sent by email. These resources are available to help you prepare your synopsis and better understand the material.
You must submit a written document of approximately four pages describing the issue you have been working on during the course. The problem statement should be based on how you would implement trends in practice in your company/organization—either as a process, as a tool for product or service development, communication, or similar, or how you would use your knowledge to develop, refine, or communicate/sell goods and services. The synopsis must be sent to the teacher and examiner before the exam so that they have time to read it and be prepared. It is possible to see other students' assignments during the course.
Yes, you will have the opportunity to receive feedback on your synopsis during the course. Time will be set aside for individual sparring with the instructors, where you can receive feedback and advice on how to improve your synopsis.
There are 30 minutes allocated per examinee, including greetings, starting up the computer, etc., as well as the examinee leaving the room, the voting, and the examinee receiving their grade. This means that there are actually only 20 minutes for the exam, divided between a 10-minute presentation and a 10-minute dialogue.
If it is only one of the four days, you can still participate. You can either participate online on the day you are ill, or you can get an individual review of the material when you are well again. If it is two out of four days, we recommend that you move on to the next class.
Price & material
Full board on teaching days
The ultimate primer – theoretical, methodological, and practical work with trends (value: DKK 400)
5 physical editions, 1 weekly newsletter, 1 ticket to the Kick Off seminar (value DKK 3,200)
14.995,-
The price is exclusive of VAT and includes tuition, full board, teaching materials, and exams.
Who has previously participated in the program?
Q&A with Maria Helgstrand: Read here what a former participant has gained from the program >
- Marketing manager at a kitchen company
- Freelance interior designer
- Parish priest
- Communications officer in a trade union
- Packaging concept developer
- Purchasing manager for a housing chain
- Teacher from design school
- Business Development Manager
- Creative director at a fashion company
- In-store designer for a large chain
- Stylist in a department store
- Visual communicator in the advertising industry
- Social media manager at a university
- Project manager in the food industry
- Shop owner selling lifestyle products
- Brand manager in a fashion company
- Category manager in supermarket chain
- Market analyst in an advertising agency
- Art director in the media industry
- Head of non-profit organization
- Marketing Director at a recruitment agency
- HR manager in a large organization
What participants say about the course
Lene Nørgaard
, Marketing and Event Manager
Randers Storcenter
New, concise, intensive, and highly practical training that provides a valuable boost to structuring and visualizing work with trends. Opens up for a more structured philosophy in the creative industry. Provides valuable insight into various tools and instruments for processing current trends, identifying them, and supporting them.
During the course, parallels can be drawn to your own industry, so that the training makes sense and can be immediately transferred to everyday life. Recommended for anyone who works with decisions for the future, regardless of industry.
Line Marie Jørgensen
Project coordinator
MCH A/S - Formland
I chose to take the course "Trends in Practice" at PEJ because I have always found predicting trends interesting. I have had an incredibly educational course, and I have gained more than I could have hoped for. I have a degree in marketing and communication, and I expect to use what I have learned on the course to refine my communication and the marketing materials that need to be prepared for offline and online media respectively.
When you come from the creative industry, where things move quickly, it's nice to have some tangible tools to guide you along the way and to use in your daily work. In addition to an educational course that teaches you that trends are so much more than predictions, you encounter many different industries during the program and have a unique opportunity to network with people from many different backgrounds.
Helle Dollerup Lyngaa Wegeberg
Art Director
Creative Circle
I have been working with trends for several years, but now there is more structure to it. I have acquired the tools to approach tasks differently and test them from multiple angles. This is partly due to my understanding of trend hierarchies and how to work with them. Understanding where a trend comes from and using the hierarchy as a tool for planning and designing communication so that it becomes more understandable and tangible for both yourself and the recipient.
We actively use it internally in our company in our work with trends and communicating them, and also when our customers request it. Combining the program with the experience and knowledge I already had has in many ways equipped me even better to develop both my own and our customers' businesses.
Birgit Torkildsby
Regional Color Marketing Manager
Jotun LADY
Trends in Practice is a rewarding and educational diploma course in which participants are expertly guided through an extensive syllabus by Louise Byg Kongsholm. Here you will gain insight into and knowledge about how and why trends in all different industries are linked to the times we live in. You will also learn how to spot signals early on, so that you are prepared to make the right choices, launch the right products, and, not least, keep track of who your target group is and what they want and expect. You will learn methods and processes – tangible and concrete for what is (for many) a "vague" field such as trend analysis and trend research. The diploma course is highly recommended for anyone who deals with trends in one way or another; working with product development, assortment, marketing, strategy, or communication, to name a few.
Anne Ryvang
Commercial Communications Lead
Schibsted
The Trends in Practice course has broadened my horizons and given me valuable insights and perspectives for my daily work. My list of sources for trend inspiration and communication has doubled, and I am filled with inspiration and motivation to introduce trend insights to my organization in new and improved ways. I can only recommend everyone to dive into trend sociology as a supplement to the more traditional commercial tools within the lifestyle, advertising, and retail industries.
Karima Andersen
Design Manager Lighting
Fritz Hansen – Architect MAA
The diploma program "Trends in Practice" has personally given me qualified tools to articulate, exemplify, and thus argue for design-related decisions in my daily work.
In other words, I can more quickly and effectively get to the heart of the matter using language that is understood and accepted because the message is clarified through theory linked to practice.
I generally experience a more open and responsive attitude towards working with trends, which was my main goal from the outset. This allows you to tailor the course to your own needs, which I think is a strength and makes the program relevant and useful.
Ann-Louise Grand Bjerrehuus
Senior Private Label Manager
Salling Group
In my work with brand strategy, packaging design, and development, among other things, it is important to be aware of existing trends and their current status, as this also provides a better understanding of consumer behavior. I chose the course 'Trends in Practice' because I needed more insight into how I could create a better understanding of current trends and how this work is structured and used in practice.
The course has given me insight into how trends and tendencies arise and develop, as well as how these are assessed and can be used on a more practical level. The exciting speakers provided insight into their work with trends and tendencies, which will inspire my future trend research.
Understanding trends is an important perspective to have in your work, as not everything can be read in numbers; you also need to understand the small trends that are happening around the world. My commercial background and trend work give me a stronger foundation when making decisions in my work.
Mette Møllnitz
Head of Product & Design
Dencon
Where consumers are heading and which trends are important to capture in our designs cannot be spotted by looking into a crystal ball, but instead requires hard work.
Participating in the ‘Trends in Practice’ course will significantly change my furniture design process. The theoretical knowledge taught in the course has given me a better understanding of the external circumstances that also play an important role in why trends emerge. I have gained a new perspective that allows me to see and view the world much more objectively than before. The fact that there are actually methods and tools for trend spotting makes spotting trends in practice much more tangible and has changed my view that it is not only the design department that should be trend spotting. In the future, I will involve all departments in our company, especially when it comes to collecting data in the research phase.
In the future, the research work prior to a design brief will be more structured, and most importantly: Always keep your eyes and ears open so that you can then use the methods and tools you have learned for further analysis of trends and, most importantly, communicate them and work with them in the company to make us strong in the field and at the same time be able to defend the choices we make in the design process and the development of new products.
The course should be a compulsory subject for everyone working in product development.
Anna Sofie Bank Erbou
Subject teacher
Hansenberg
Trends have always been interesting to me as a former design student. A world filled with impulses and signals that must be interpreted and acted upon. As a teacher in the graphic design industry, where things change rapidly, it is important to stay up to date on what consumers want and which technologies will affect our work. But where do you find these currents and trends? And how do you incorporate them into your own context to assess which ones are worth following? We have long been searching for a practice that could add value to our work as teachers.
The diploma module ‘Trends in Practice’ has given me tangible tools for working with trends, not only in my teaching, but also at an organizational level. It is about keeping your eyes and ears open for signals in society and using these tools to capture the signals and concretize their effect. The teaching on the module has been practical, concise, and intense, which has been perfect for initiating new initiatives in the workplace. Our students have already benefited from the new tools and gained new insights into solving complex tasks. I can definitely recommend this to EVERYONE who works with the development of both products and services.
