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2022/2023  KAN-CIBCV1521U  The conscious consumer & digital marketing

English Title
The conscious consumer & digital marketing

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 60
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
  • Communication
  • Marketing
  • Strategy
Teaching methods
  • Online teaching
Last updated on 10-02-2022

Relevant links

Learning objectives
  • Demonstrate the ability to conduct strategic planning.
  • Demonstrate the ability to develop and work with a creative brief and customer journey mapping.
  • Demonstrate an understanding of big data collection and marketing.
  • Demonstrate an understanding of trends and drivers of (conscious) consumer behavior and how to monitor needs, habits and customs.
  • Understand the changing media landscape within areas of digital media and digitalization, and the consequences it has for businesses; including social media and the model paid, owned, earned media.
  • Demonstrate the 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.
  • Demonstrate the ability to read a case and subtract important information based on the strategic and creative tools learned over the semester.
  • Demonstrate an understanding of how business ethics and corporate social responsibility impacts your brand perception.
The conscious consumer & digital marketing:
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:

Receive a case and be asked to analyze it using methods and models learned over the semester.

Be asked to work with or develop a customer journey map.

Be asked to conduct a new campaign based on social media or/and the concept “paid, owned, and earned media”.

Be asked to work with an existing creative brief or develop a creative brief.

Be asked to 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 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, conscious consumer behavior and ethics.



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, conscious consumer behavior, business ethics and corporate social responsibility, 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.

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 and cases.
Student workload
Preparation. 134 hours
Online-lectures, film and cases. 30 hours
Exam incl. preparation. 42 hours
Expected literature

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.

Last updated on 10-02-2022