• 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

Textbook: The New Rules of Marketing and PR

By David Meerman Scott

6th Edition

Chapter 1. The old rules of marketing and PR are ineffective in an online world.

Chapter 2. The new rules of marketing and PR.

Chapter 4. Social media and your targeted audience.

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

Chapter 14. Social networking (OUT sites) as marketing.

Chapter 22. Search engine marketing.

Chapter 23. Make it happen.

Textbook/Compendium: Digital Marketing & Social Media

Transcripts from the film series: Holk Master-class, ABC of Strategy, Marketing & Communications by Benjamin Holk Henriksen.

Compendium: Digital Marketing & Social Media

Articles and cases.

Recorded film lectures (available via CBS Canvas):

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

Course description, readings and film etc. may be subject to change.