• Demonstrate the ability to conduct strategic planning.
• Demonstrate the ability to develop and work with a creative brief.
• Demonstrate their understanding of big data collection and marketing.
• Understand and work with Customer journey mapping.
• Understand the principles of social media and the model paid, owned, earned media.
• Demonstrate their ability to work with Holk’s communication platform model.
• Demonstrate the ability to analyze a communication campaign.
• Be able to develop a pitch for a new campaign and work with storytelling tools including three-act-structure, tagline and logline.
• Be able to structure their work flow and assignment.
• Demonstrate the ability to read a case and subtract important information based on the strategic and creative tools learned over the semester.
• Understand the changing media landscape within areas of digital media and digitalization, and the consequences it has for businesses.

Course description (online course).

The course is an online course designed to help and prepare busy students for a life as strategic planners, marketers and creative communication professionals within areas of digital marketing and social media.

The course is designed to make busy students able to acquire the latest knowledge about advertising agency procedures and digital marketing concepts. The course is based on a flexible learning schedule involving online lectures, readings, film lectures, case questions, online discussions etc.

The media landscape is changing and we need to address the new media platforms when we plan our marketing and advertising strategies. The course explores the impact technology has had on the marketing industry particularly with the advent of various digital marketing disciplines.

Content and structure.

The semester is divided into two parts. In the first part we will explore concepts such as strategic planning, the creative brief including strategic objective, target group, communication platform value words, Customer journey mapping, Social media, Paid, owned, earned media, Big data and more. In the second part we will focus on the creative aspects of campaign development, including Holk’s communication platform, brand consistency across all touch-points, logline, tagline, advertising form and three-act-structure.

Short resume: Benjamin Holk Henriksen, MBA, Cand.jur, Filmmaker.

Benjamin has been Head of Trade Department at The Danish Embassy in Singapore, Senior Trade Officer - Entertainment at Trade Commission of Denmark Los Angeles and Senior Director Creative, Music Denmark, Los Angeles. Before that he held the positions as Account Manager with the advertising agency Kunde & Co. and Sales manager with the Dutch fashion company Berghaus, and the German company Steilmann GmbH & Co. In 2004 he was elected Vice President of Delta Mu Delta National Honor Society in Business and in 2008 top 100 Business talents by Berlingske Nyhedsmagasin.

Benjamin lecture, or has lectured, the following courses CBS: Int. strategic management, International Advertising, The art of strategic planning and communication campaign development, Digital marketing and Social media. And the following at DIS: Strategic planning, International advertising, Designing communication campaigns, Digital media in marketing.

Please view www.themindofaleader.com or www.holkmasterclass for Benjamin's acclaimed film and book publications including outstanding entrepreneurs, CEO’s, Designers, directors etc. such as LEGO chairman Jørgen VIg Knudstorp, Designer Philippe Starck, Marketing professor Philip Kotler, Joe & The juice founder Kaspar Basse, The Body shop founder Anita Roddick, IKEA CEO Germany Dennis Balslev, Acer inc. founder Stan Shih, Global marketing manager at Carlsberg & Tuborg Malin Gardestrøm, Film director Michael Moore and many more.

Literature/Readings.

Books (Buy online or from CBS library).

Textbook: The New Rules of Marketing and PR (David Meerman Scott):

Chapter 4: Social media and your targeted audience.

Chapter: 5 Blogs: Tapping millions of evangelists to tell your story.

Chapter:15 Mobile marketing: Reaching buyers wherever they are.

Chapter:16 Social networking sites and marketing.

Chapter:24 Search engine marketing.

Textbook: Holk Master-class, ABC of Strategy, Marketing & Communications by Benjamin Holk Henriksen (Purchase – link will be provided on Learn).

Cases.

A number of cases are included in the syllabus.

Articles (links provided on Learn).

Using Customer journey maps to improve customer experience by Adam Richard. November 15, 2010. Harvard Business Review.

Customer journey mapping an introduction. HM Government.

Recorded film lectures (available via learn).

A number of videos made by the lecturer will be provided on Learn.

Course description, readings and film etc. may be subject to change. So do not buy your readings before a syllabus has been uploaded to learn.

Supplementary readings and film.

H olk Master-class (Some of the episodes will be available via learn).

Agency positions and the creative brief.  

Mission & Vision.

Target group.

Positioning.

Reflection on product portfolio management and the Boston Matrix.

Holk’s Communication Platform model CPM.

Community Marketing.

Cross Promotion

Brand equity and Brand extension.

Social media & viral marketing.

Paid, owned, earned media.

Big data.

Strategies in an ever-changing media landscape.

Customer journey mapping.

Aristotle’s Modes of persuasion. 

Creative development, Tagline, Logline and structure.

Storytelling.

Important.

A few of the readings and episodes about basic marketing and advertising disciplines might also be part of the online course International Advertising.

Make sure to be active on Learn as this is where you find links to film, study questions etc.

Course description, readings and film etc. may be subject to change. So do not buy your readings before a syllabus has been uploaded to learn.