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2017/2018  KAN-CIBCV2053U  The art of strategic planning and communication campaign development

English Title
The art of strategic planning and communication campaign development

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn, Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 70
Study board
Study Board for Master of Arts (MA) in International Business Communication in English
Course coordinator
  • Benjamin Holk Henriksen - Department of Management, Society and Communication (MSC)
  • Simon Ulrik Kragh - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Communication
  • Marketing
  • Strategy
Last updated on 01-09-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: Demonstrate sufficient knowledge in terms of course readings and academic models.

Be able to break case information down to a creative brief summarizing the important conclusions from strategic planning.

Based on their creative brief students must be able to develop a creative pitch including tagline, logline and storyline.
  • Demonstrate knowledge in terms of strategic planning tools.
  • Demonstrate knowledge of marketing and communication trends.
  • Demonstrate the ability to link theory and practice.
  • Demonstrate the ability to structure a strategic planning approach.
  • Demonstrate the ability to be creative based on a structured approach.
The art of strategic planning and communication campaign development:
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Multiple choice AND written assignment
Duration 3 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer and Winter
Aids Closed book: no aids
However, at all written sit-in exams the student has access to the basic IT application package (Microsoft Office (minus Excel), digital pen and paper, 7-zip file manager, Adobe Acrobat, Texlive, VLC player, Windows Media Player), and the student is allowed to bring simple writing and drawing utensils (non-digital). PLEASE NOTE: Students are not allowed to communicate with others during the exam.
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Description of the exam procedure

The exam is 3 hours.


Part 1.

Multiple choice test.


Part 2.

Question 2.1.) Students will be presented with a case and tested on their abilities to break it down to a creative brief summarizing the important conclusions from strategic planning. 


Question 2.2.) Based on their creative brief students will be asked to develop a creative pitch including tagline, logline and storyline.

Course content and structure

Course description


The course will prepare students for a life as strategic planners, marketers and communication and advertising professionals.


Over the semester students will learn some of the most important disciplines and tools of the marketing and communications profession. Students will study communication trends and learn how to analyze a given market or situation, conduct hardcore strategic planning and develop the foundation for a creative communication campaign.


The individual disciplines and topics will be linked to real scenarios and cases, making it more hands on.


Content and structure:

The semester is divided into two parts:


Part 1: Strategic Planning.


The first part of the course focuses on strategic planning. Topics include:


Lesson 1. The relation between marketing, communications and ad agencies.

Lesson 2. The organizations objectives and strategy.

Lesson 3. Mission & Vision.

Lesson 4. History, traditions, philosophy and values.

Lesson 5. Primary and secondary target group incl. preferences, values and

Consumer behavior/analyses.

Lesson 6. Stakeholder management.

Lesson 7. Positioning.

Lesson 8. Benchmark (cases, competitors, past campaigns).

Lesson 9. SWOT analysis.

Lesson 10. Product portfolio and industry (Boston Matrix).

Lesson 11. The communication platform.


Students will choose their own company and present findings as the course evolve.


Part 2: Campaign development.


The second part of the semester will focus on the communication campaign development. Based on the tools acquired during part 1, students will learn how to identify or develop:


Lesson 12. The creative brief (connecting strategic planning and campaign).

Lesson 13. The media mix.

Lesson 14. Watch and analyze commercials and current trends.

Lesson 15. Storytelling, logline and tagline.

Lesson 16. Additional sales-points and product attributes.



This two part structure during one semester, allows students to first learn how to research, conduct strategic planning and break the information down to a creative brief. And then learn the tools to develop the strategic creative campaign based on the creative brief.


There may be more or less than the above set 16 lessons depending on the CBS program/calendar/syllabus.

Teaching methods
Lectures will include:

Lectures incl. power-point slides.
Readings and discussions.
Group work.
Short 5 min. student presentations.
Video commercials.
Print commercials.
Video film.
Feedback during the teaching period
Class presentation feedback, assignment feedback, and student to students feedback.
Student workload
Forberedelse og eksamen 106 hours
Undervisning 100 hours
Expected literature

Required readings:

Brief Case: Mission, Vision and Strategic Intent. By Andrew Campbell and Sally Yeung

Text book: Henry Mintzberg Strategy Safari: Chapters: Design school and positioning school.

Harvard cases: Virgin, Lavender.

Holk’s Masterclass: Film

The Mind of a Leader chapter/episodes: Mission & vision, Centralization and decentralization, communication platform, positioning, communication.


Current media affairs.


This list might be subject to changes.


Last updated on 01-09-2017