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2021/2022  KAN-CIBCV1515U  International branding and ethics

English Title
International branding and ethics

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)
  • Meike Janssen - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Intercultural studies
  • Communication
  • Marketing
Teaching methods
  • Online teaching
Last updated on 04-02-2021

Relevant links

Learning objectives
  • Demonstrate the ability to conduct strategic planning.
  • Demonstrate the ability to analyze a communication campaign, work with a creative brief and adapt a master campaign to a new market.
  • Demonstrate the ability to analyze a competitive market.
  • Demonstrate an understanding of inter-cultural concepts incl. Hall and Hofstede.
  • Demonstrate an understanding of how business ethics and global actions impact your corporate culture and brand perception.
  • Demonstrate an understanding of the terms and relationships between “Code of conduct”, “Corporate Social Responsibility” and “Sustainability”.
  • Be able to develop a pitch for a new campaign including story, tagline and logline.
  • 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.
International branding and ethics:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Written assignment
Duration 24 hours to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter and Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
See ordinary exam
Description of the exam procedure

Students may be asked to:

Analyze a case using methods and models learned over the semester.

Work with an existing creative brief or develop a creative brief.

Demonstrate their abilities to analyze a competitive market based on the case information, and methods and models learned over the semester including Holk’s communication platform model, barriers to entry, centralization and decentralization, Hall, Hofstede etc.

Turn a creative brief into a campaign for a new market.

Develop a pitch for a new campaign using tools learned over the semester such as storytelling tools etc.

Course content, structure and pedagogical approach

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, stakeholder concerns, Corporate Social Responsibility and Sustainability, 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.

Description of the teaching methods
Online film.
Online questions related to film and lectures.
Online film lectures.
Online cases.
Online readings
Online discussions.
Feedback during the teaching period
Online study questions.
Student workload
Preparation 134 hours
Online-lectures, film and cases 30 hours
Exam incl. preparation 42 hours
Expected literature

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


Textbook/Compendium: International Advertising

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


Compendium:  International advertising

Articles and cases.

Recorded film lectures (available via Canvas).

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


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




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 Canvas 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 Canvas.


Last updated on 04-02-2021