• Demonstrate the ability to conduct strategic planning.
• Demonstrate the ability to work with a creative brief.
• Demonstrate the ability to analyze a communication campaign.
• Show the ability to adapt a master campaign to a new market.
• Be familiar with the concept "barriers to entry".
• Demonstrate the ability to analyze a competitive market.
• Show knowledge of inter-cultural concepts incl. Hall and Hofstede.
• Understand the pros and cons of using a centralized or decentralized marketing approach.
• Be able to develop a pitch for a new campaign including story, tagline and logline.
• Be able to structure their work flow and assignment/presentation.
• Demonstrate the ability to read a case and subtract important information based on the strategic and creative tools learned over the semester.
• Prove the ability to structure workflow and assignment.

Course description (online course).

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

The course is designed to make busy students able to acquire the latest knowledge about strategic planning, global business management, creative campaign development and storytelling, based on a flexible learning schedule involving online lectures, readings, film lectures, case questions, online discussions etc.

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 semester is divided into two parts. In the first part we will explore concepts such as strategic planning and the creative brief including strategic objective, mission & vision, target group, and communication platform value word.

In the second part we will focus on the global and creative aspects including market research, barriers to entry, Hall and Hofstede’s research, Holk’s communication platform model, value words or brand coms, brand consistency logline, tagline, advertising form and three-act-structure.

(Maybe subject to change: An updated detailed syllabus will be uploaded in the beginning of the semester)

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

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.

Hatch & Schultz: The Dynamics of Organizational Identity (Link provided on learn).

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.

Holk Master-class (Some of the episodes will be available via Learn).

Agency positions and the creative brief.  

Mission & Vision.

Stakeholder - & Issue management.

Positioning

Reflection on product portfolio management and the Boston Matrix.

Reflections on the SWOT analysis.

Holk’s Communication Platform model CPM

Reflection on business development and Ansoff’s Product Market Growth Matrix.

Barriers to entry.

Reflection on strategic planning and Michael Porter’s five forces.

Reflection on sustainable competitive advantage strategy tripod and PEST analysis.

Reflection on Hofstede’s cultural dimensions and Hall’s High- and low-context cultures.

Centralization & Decentralization.

Creative development, Tagline, Logline and structure

Storytelling

Film from The mind of a leader (Some episodes might be available via Learn).

Centralization & Decentralization.

Important.

A few of the readings and episodes about basic marketing and advertising disciplines might also be part of the online course Digital marketing and social media.

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.