Creative Marketing - Entertainment Sports and Events

Semester & Location:	Spring 2025 - DIS Copenhagen
Type & Credits:	Elective Course - 3 credits
Major Disciplines:	Business, Entrepreneurship, Marketing
Prerequisite(s):	None
Faculty Member:	Benjamin Holk Henriksen - Current students contact via canvas inbox
Time & Place:	Weekday, time, classroom

 

Course Description

The course covers 360 marketing strategies in creative industries, involving various platforms and channels. By examining some of the most influential companies, creative talents and celebrities, students will learn the fundamental marketing concepts, as well as brand new, digital, state of the art, buzz marketing trends and video tactics, and become masters of brand design and content creation. 

The course serves as an inspirational hands-on knowledge base for future professionals within advertising, marketing, and communication. The combination of theoretical insight and practical experience enables you to apply for marketing or communication positions in most industries, including sustainable industries, the financial sectors, advertising agencies, SoMe firms, and entertainment business companies like film studios, production companies, talent representation, record labels, TV networks, magazines and much more.

Over the semester we familiarize ourselves with cases on creative marketing, hereby learning from the best. Since the 70s the Nordic countries have been a powerhouse in the creative industries, creating top music acts, Academy award winning movies, acclaimed actors, international designers, fashion brands, and architects. Very impressive given the population size. We will study, and learn from, the success of the Nordic countries, including the creative craft, distribution channels and gate keepers, funding options, and marketing tactics that made or supported these amazing creative achievements. We will pull from the course lecturer’s experience as entertainment consultant for the Danish Ministry of Foreign Affairs in Los Angeles, classroom discussions, featured commercials, trailers and music videos, student presentations, guest lectures and field studies, and disclose global PR stunts and business cases like: DOGMA 95, Rhianna, the Kardashians ability to harvest from controversial PR, the rumored fight in the Colosseum between Facebooks’ Mark Zuckerberg and Twitters’ Elon Musk, Warner Bros. marketing campaign for “Don’t’ worry darling”, starring Harry Styles, that has been as dramatic off-screen as it is on-screen, Taylor Swifts easter eggs, and the gossip that surrounds Olivia Rodrigo’s single “Driver’s License.”

The semester is divided into a strategic and a creative part. Part 1: During the strategic part students will develop strategic planning and digital marketing skills, incl. acclaimed concepts such as 360 marketing strategies, brand design, creative mission, target group definitions, public relations, creative brief, brand coms, paid owned and earned media, social media, buzz marketing/Viral marketing, Influencers etc. We will analyze barriers to entry in marketing and the entertainment business, and get an understanding of the distribution system, incl. streaming platforms, pilot season essentials, film & music festivals, film markets etc. Part 2: During the creative campaign part, students will learn how to pitch a project and work with storytelling tools and hands-on filmmaking techniques to master content creation. Being able to develop and manage visual content is an essential part of modern digital marketing, including the development of advertising trailers, SoMe-postings, live-streaming events etc.

 

Learning Objectives

Analyze barriers to entry in the media and entertainment business (music, film, media, fashion, design etc.).

Identify public sector and private industry players and stakeholders, including film institutes, film studios, sales and distribution companies, TV networks, agents, managers, record labels, media, advertising agencies etc.

Understand the distribution system and gatekeepers in the marketing entertainment business, including streaming platforms, pilot season essentials, film & music festivals, film markets etc.

Develop strategic planning and digital marketing skills, incl. acclaimed concepts such as 360 marketing strategies, brand design, creative mission, target group definitions, public relations, creative brief, brand coms, paid owned and earned media, social media, buzz marketing/Viral marketing, Influencers, content creation etc.

Study modern viral, digital marketing tactics to gain extensive exposure (PR).

Gain valuable marketing and entertainment industry knowledge from classroom discussions, Professor lectures, featured trailers and music videos, and student presentations.

Learn the crafts of filmmaking incl. how to pitch, and work with storytelling tools and filmmaking techniques.

Build hands-on marketing experience from promoting a product, an artist or film: Work in teams to conduct strategic planning and a creative brief for a marketing campaign.

Develop hands-on campaign experience from producing a creative campaign, including a commercial, music video or film trailer:

Learn from the best: Participate in field studies or guest lectures with leading Danish and international artists and marketing industry professionals.

Become culture savvy and function as a bridge between the American and European marketing and entertainment Industry.

Prepare for a job in advertising, marketing, communications, media, fashion, design, production and more. The combination of theoretical insight and practical experience enables you to apply for marketing or communication positions in most industries, including sustainable industries, the financial sectors, advertising agencies, SoMe firms, and entertainment business companies like film studios, production companies, talent representation, record labels, TV networks, magazines and much more.

Develop and produce a video to support job applications.

 

Faculty

Benjamin Holk Henriksen- Master of Law (University of Copenhagen), MBA (California State University), and Certificate in Directing (University of California, Los Angeles). Co-owner of Holk & Lassenius and together with Fredrik Lassenius, authored and produced the international leadership and marketing research project: ”The Mind of a Leader”, published as books and film series, including Philip Kotler, Anita Roddick, Philippe Starck, Michael Dukakis and many more. Served as Senior Entertainment Industry consultant with The Danish Ministry of Foreign Affairs in Los Angeles, and Senior Consultant Music Denmark – Los Angeles. He has a vocal performance on Danish bestselling band “Shu-bi-dua 8”, plays the role as Henrik Bødker in the academy award winning movie “Pelle the conqueror”, composed music for more than 30 film episodes featured on national Danish TV, and plays guitar on “Djoso’s krost/Pharfar” (released in England and Denmark). With DIS since 2013.

 

Readings

Articles and cases:

• Film directing ‘Shot by Shot: Composing shots, Spatial connections p.121-143. Shot by Shot__xid-844314_1.pdfPreview the document.
• On Film-making ‘an introduction to the craft of the director’ p 272-273.
• The Healthy Edit p. 14, 106-108. On Film-making__xid-843899_1.pdfPreview the document.
• Understanding the Music Industry: Artist Managers and Booking Agents – what they do and why you need them. Budi Voogt. December 31st, 2019
• How is a cinema’s box office income distributed? Stephen Follows 31 Comments February 20, 2017
• Jimi Hendrix’s Business Legacies. Author: Mike Alleyne. Online Pub Date: January 15, 2020 | Original Pub. Date: 2020
• Beyoncé: Say My (Brand) Name. Author: David B. Allan. Online Pub Date: January 02, 2019 | Original Pub. Date: 2019
• David Bowie: Fame and Finance. Author: David Allan. Online Pub Date: January 02, 2018 | Original Pub. Date: 2018
• Taylor Made: Swift Branding. Author: David B. Allan. Online Pub Date: January 02, 2019 | Original Pub. Date: 2019
• Rihanna’s Commercial Umbrella. Author: Mike Alleyne. Online Pub Date: January 15, 2020 | Original Pub. Date: 2020
• “Real Situation”: The Mainstream Marketing of Bob Marley. Author: Mike Alleyne. Online Pub Date: January 02, 2019 | Original Pub. Date: 2019.
• The Hunger Games: Catching Fire: Using Digital and Social Media for Brand Storytelling. Author: Mohanbir Sawhney & Pallavi Goodman. Online Pub Date: January 02, 2018 | Original Pub. Date: 2016
• The King’s Speech Producers’ Dilemma: Case A. Author: Angus Finney & Allègre L. Hadida. Online Pub Date: January 15, 2020 | Original Pub. Date: 2019
• Pepsi “Live” and Learn: All Publicity Is Not Good Publicity. Author: David Allan & Donna Falgiatore. Online Pub Date: January 02, 2018 | Original Pub. Date: 2018.
• Once upon a time at Netflix, by Michael Lev-Ram. 2019.
• MarketLine Industry Profile. Online Music Streaming in the United States. March 2020.
• Brief Case: Mission, Vision and Strategic Intent, Andrew Campbell and Sally Yeung.
• The Communication Platform Model (Canvas PP lecture).
• Stakeholder Mgt. (Canvas PP lecture).
• Target group (Canvas PP lecture).
• Positioning (Canvas PP lecture).

Supplementary readings:

• What Should the NFL Do About Colin Kaepernick? A Decision-Making Case Study. Author: Rhema D. Fuller, Larry Brandon & Whitney Griffin. Online Pub Date: April 09, 2018 | Original Pub. Date: 2018
• FC Bayern Munchen goes social – the value of social media for professional sports clubs. Jochen Wulf1, Matthias So¨ llner1,2, Jan Marco Leimeister1,2, Walter Brenner1. 1Institute of Information Management, University of St. Gallen, Unterer Graben.
• Improving Communication Effects and Value in Professional Soccer: An Analysis of the Chinese Super League. Author: Qiwei Huang & Ryan M. Brewer. Online Pub Date: January 02, 2018 | Original Pub. Date: 2008
• Reboot: Major League Soccer’s 2018 Relaunch of Chivas USA as the Los Angeles Football Club. Author: R. Douglas Manning. Online Pub Date: January 02, 2018 | Original Pub. Date: 2016
• Super Bowl LII Needs a Dress Rehearsal: JT’s Back, Back, Back! Author: David Allan. Online Pub Date: April 09, 2018 | Original Pub. Date: 2018.

The list may be subject to change.

Field Studies

Field studies are designed and arranged in order to offer the student a change to experience the industry at first hand. During the visit students will be able to ask questions or discuss topics related to the field study. Potential field studies include: Nordisk Film Cinema (Oldest and largest movie production company in Denmark), Music venues such as Vega, Music producer studios, Copenhagen Zoo, The Tivoli gardens, major sport clubs, Acclaimed Film directors, Music managers etc. 

 

Guest Lecturers

Potential Guest Lectures include:

• Fredrik Lassenius- former Product Manager at EMI (Rolling Stones, Janet Jackson etc.)
• Nicolai Bundesen- Manager for best-selling Danish artist Rasmus Seeback.
• Pharfar best-selling rapper. His band Bikstok performed at Scandinavians largest festival Roskilde Festival 2019, in front of 130.000 Festival goers.
• Michael Hansen and Tue W. Storm founders of Storm/Hansen. The duo has directed commercials for top companies such as Ford, Pirelli, Nielsen etc.
• Asger Leth, acclaimed film director of movies like Man of a ledge, Ghost of cite soleil etc.
• Michael Noer acclaimed film director of movies such as “R”, Papillion and more.
• Kåre Wancher drummer in the acclaimed band “Michael learns to rock”. The band has sold over 11 million records around the world.
• Anders Huulgaard, acclaimed storyboard artist and marketing specialist. Anders has worked on more than 20 movies including “The dark tower,” starring: Idris Elba, Matthew McConaughey and Tom Taylor.
• And more.

Approach to Teaching

The student will be part of a dynamic classroom including presentations, discussions, cases, video screenings and more. The lecturer will use his own international experience as a high-level filmmaker, composer and business consultant with specific experience from living and working with strategic marketing in Denmark, Sweden, Germany, Singapore and Los Angeles, to challenge the readings and cases, motivate the students and add extra hands-on layers to the learning experience.

 

DIS Accommodations Statement 

Your learning experience in this class is important to me.  If you have approved academic accommodations with DIS, please make sure I receive your DIS accommodations letter within two weeks from the start of classes. If you can think of other ways I can support your learning, please don't hesitate to talk to me. If you have any further questions about your academic accommodations, contact Academic Support acadsupp@dis.dk. 

Expectations of the Students

In order to create the best possible learning experience, students are expected to be motivated and contribute to the overall learning experience, including class activities, presentations, discussions etc. Thus in order to get a good participation grade, students are expected to take part in class lectures and demonstrate their academic level and ability to use the tools and knowledge, gained from readings and discussions, on hands-on projects and presentations.

 

Evaluation

Students will be evaluated on their level of academic knowledge, including their ability to present cases, take part in classroom discussions and apply the gained academic knowledge on a hands-on project.

 

Class participation

You are expected to attend all parts of the course. Unauthorized absences and lack of preparation will have a negative influence on the grade. If you have an emergency that will prevent you from attending class, you should contact me beforehand. You will be evaluated on the following areas:

• Attendance: According to DIS policy, two consecutive unexcused absences will result in a report to the Academic Registrar. Three or more absences will have a negative effect for your academic standing at DIS, and your home university may be notified.
• Level of preparation and involvement in class and group discussions, i.e. the ability to apply insights and learning points from readings to class room discussions.
• Active participation in field studies and study tours.
• Short oral presentation of a case. Students will present a 5 min. case. This could be a webpage, video commercial, print ad or news story that relates to topics discussed in class. The presentation should include the following elements:

1) Summary: Present and explain the case.

2) Analysis: Explain why it is important form the perspective of Entertainment Marketing.

3) Take away points: Implications, overview, recommendations.

(Max 1 power-point slides pr. presentation).

 

Team presentation 1: Strategic planning and the creative brief (Presented in class and turned in).

Teams are assigned the task of developing a strategic plan and creative brief for an artist, movie or product (Commercial, music video, TV series or movie concept). Please use the creative brief template bullet points as guideline for the longer strategic presentation. NO need for a SWOT model (Its just a tool you can use to evaluate findings).

Make sure that there is a red thread/argument through the presentation, that you conclude something from every slide and that you explain why your chose each brand. com/communication platform word!

 

Team presentation 2: The creative campaign (Presented in class and turned in).

Teams will be assigned the task of creating a social media post and producing two video commercials for an artist, movie or a product (Commercial, music video, TV series or movie concept).

The presentation includes a summary of presentation I, storyboard, loglines, two commercials (incl. voiceover or dialogue) and a shared tagline.

Duration: Film one max. 30 sec. film two max. 2 min. (if justified).

Additional advice:

• Give a clear and structured presentation to the client.
• Answer questions addressed.
• Work as a team with fellow students.
• Include voiceover or dialogue in the two film.
• Include a few closeup compositions in at least one film.
• Use sound effects.
• Use the audio podcast box for sound recording etc.

 

Midterm test and Final test

There will be a test and a final test. You will be evaluated on your ability to demonstrate sufficient understanding of the course work and topics covered in class.

 

Grading

Assignment	Percent
Team presentation 1	20%
Midterm exam	20%
Team presentation 2	20%
Final exam	20%
Participation	20%

 

Laptop policy

As the class is meant to be active, interactive and hands on, laptops or electronic devices may not be used during regular class lessons. Laptops may however be used for group work activities.

 

Tests and assignments - Late submission policy

Day 1 late – 10 point automatic reduction.

Day 2 late – 10 point automatic reduction.

Assignment can no longer be accepted beyond day 2 resulting in 0 points

 

Academic regulations

Please make sure to read the Academic Regulations on the DIS website. There you will find regulations on:

• Course Enrollment and Grading
• Academic Expectations and Honor Code

 

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