• demonstrate ability to work with a creative brief.
• demonstrate ability to conduct strategic planning.
• demonstrate ability to analyze a communication campaign.
• show that they master the ability to adapt a master campaign to a new market.
• be familiar with the concept "barriers to entry".
• demonstrate ability to analyze a competitive market.
• show knowledge of inter-cultural concepts incl. Hofstede.
• understand pros and cons of using a centralized or decentralized marketing approach.
• be able to develop a pitch for a new campaign including storyline, tagline and log-line.
• be able to structure their work flow and assignment/presentation.
• demonstrate ability to read the case and subtract important information based on the strategic tools learned over the semester.

Course description

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

Companies working internationally are faced with the global-local dilemma. On the one hand they seek to reap the efficiency benefits of globally standardized advertising. On the other, national differences require specialized advertising to effectively reach target audiences in different markets.

The course will provide the students with an understanding of the problems and opportunities facing people working with international advertising. Students will understand the relationship between corporate marketing and communications, subsidiaries, the master ad agency and local sub-agencies. Watch and analyze commercials and current marketing and communication trends, conduct international research and strategic planning, and adapt these strategies to the local markets.

Content and structure

The course combines discussion-based class sessions, lectures, guest lectures, teamwork, and team presentations.

The semester is divided into two parts:

Part 1. The creative brief.

Conduct campaigns and define the creative brief behind current strategies and campaigns.

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

Lesson 2. The creative brief.

Lesson 3. The organizations objectives and strategy.

Lesson 4. Mission & Vision.

Lesson 5. History, traditions, philosophy and values.

Lesson 6. Primary and secondary target group incl. preferences, values and

Consumer behavior/analyses with an intercultural lens.

Lesson 7. Stakeholder management concerns.

Lesson 8. Positioning.

Lesson 9. Benchmark (cases, competitors, past campaigns)

Lesson 10. SWOT analysis

Lesson 11. Product portfolio and industry (Boston Matrix).

Lesson 12. The communication platform.

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

Part 2. The international campaign (going global).

How to work with an agency or local marketing department on adapting the creative brief (business plan, strategy and communication platform) to a new market, and come up with a pitch for new creative campaign. Topics include:

Lesson 13. International market research and barriers to entry.

Lesson 14. Centralization & decentralization (incl. the communication platform).

Lesson 15. Hofstede’s 5 dimensions.

Lesson 16. The value paradox.

Lesson 17. Advertising forms.

Lesson 18. The international media mix (usage).

Lesson 19. The ideal pitch: Storytelling, logline and tagline.

The actual number of lessons may vary depending on the CBS calanedar and structure.

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 etc.

Textbook: Basic textbook “Global Marketing and Advertising, Understanding Cultural Paradoxes” (Third edition) by Marieke de Mooij is used.

Holk’s Masterclass: Film

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

Commercials.

Current media affairs.

This list might be subject to changes.