Course Syllabus
Digital Media in Marketing |
 |
| Semester & Location: |
Sprig 2025 - DIS Copenhagen |
| Type & Credits: |
Elective Course - 3 credits |
| Major Disciplines: |
Communication, Marketing, Media Studies |
| Prerequisite: |
None |
| Faculty Member: |
Tue W. Storm - Current students contact via canvas inbox |
| Time & Place: |
Tuesdays and Fridays 11:40-13:00 Classroom: V10-A32 |
Course Description
Digital Media in Marketing Project explores the impact technology has had on the marketing industry - particularly with the advent of various digital marketing disciplines. Technological advances have made the latest tools in online advertising and social media available to even small businesses and individual consumers.
The Media landscape is changing and medias goes digital, which is why we need to address and take the new media platforms important when we plan our marketing and advertising strategies. With the world rapidly changing in this digital age, both the proliferation of the internet and with computing power that doubles every two years (Moore’s Law), many old rules and techniques in marketing simply do not work anymore, and some are more important than ever before. We will discuss how technology and digitalizing affect the business environment now and in the future-looking at some of the most prominent Futurist thinkers. This course prepares its students for career paths in the marketing and media industry’s jobs of the future.
This course is especially aimed at those who are looking at pursuing a career in online marketing. We will explorer many interrelated online marketing disciplines, in order to make the students understand these disciplines.
Being able to understand consumer behavior and addressing it, is the underlying core theme throughout all aspects of this course, teaching students how to apply storytelling, social media planning, production and execution of online marketing plans and advertising campaigns including a short video commercial.
Approach to teaching
This is a project focused ‘hands on’ course. Successful students interact through the lessons and are well prepared for each lesson. Students will be graded on how they participate in discussions, participate in group work and field studies and present their project conclusions.
Learning objectives of the course
This course is designed in a manner making it possible for students to acquire the latest knowledge about the future of digital media and online marketing disciplines.
At the end of the course you will be expected to be able to:
- Understand the importance of People and Culture when looking at marketing.
- Understand the importance of digital media and technology available now and in the future.
- Understand the changing media landscape within the area of digitalizing and the consequences it has for businesses.
- Understand and describe how some of the world’s leading brands have successfully applied content and digital media into their strategy.
- Understand big data and online business analytics.
- Understand and work with Customer Journey mapping.
- Develop the framework for a digital media marketing plan.
- Work with storytelling tools.
- Create a short video for content marketing.
- Understand the interrelation between the different disciplines within online marketing.
- Analyze different online advertising campaigns.
- Work in a team environment, both as an integral member and developing a leadership style.
Course Instructor
Tue Walin Storm With over 20 years of experience in global film and TV production, Tue is a seasoned filmmaker and writer who has developed series for Netflix and DR, directed award-winning commercials for brands like Heineken, Ford and Jaguar, and earned accolades such as a Cannes Lion. Currently part of the director duo Storm/Hansen, Tue combines his industry expertise with a passion for exploring storytelling and creativity in film and marketing. His work bridges the gap between artistic vision and real-world communication, focusing on crafting compelling narratives that resonate across diverse audiences.
Teaching methods, assignments and projects
The course is given in 80-minute classes consisting of lectures, cases, articles, assignments and classwork. In the first class, working groups will be assigned. Students will work in their groups throughout the course and for several assignments.
Projects allow students to apply the learning in practice, which leads to a deeper understanding of the learnings. These skills and learnings are directed towards the jobs that are in high demand. The course combines discussion-based class sessions, lectures, guest lectures, teamwork, team presentations and field studies. As the course focuses one areas within digital marketing and social media and strive to develop students abilities to work over the internet and digital medias, some sessions might be open lectures from your computer, based on “flip-the class-room-film”, teamwork or web-based assignments.
The semester is divided into two parts and team assignments
Team presentation A) Customer journey map, touch-points and the creative brief.
Teams will present the customer journey map and touch-points, and define the creative brief for a company of the group's own choosing, including the strategic objective, target group, communication platform value words and more. The thoughts behind the one-page creative brief will be presented using PowerPoint, Prezi etc. Considerations may include:
A.1. Define customer journey map and touch points.
- Identify customers.
- Identify touch-points (From discovery to renew phase).
- Identify sources for data collection.
- Know how to conduct surveys ranking customer experience at each touch-point in order to detect problems (actual rankings not needed).
- Know how to conduct interviews with stakeholders to understand customer needs and problems and draw customer journey maps (actual interviews not needed).
NB Customer Journey Maps (quantitative and qualitative): For this project you make up the fake number of responses and the results. Thus you chose where the company is performing and not performing. Make sure to make the right touch-points for your product.
A.2. The creative brief.
The organization's Strategic Objective (what you are trying to achieve. For example: raise awareness, launch new products, gain fans/earned media, push customers according to the customer journey map etc.)
Look at your Customer journey Map for suggestions. Make the CJM relevant.
- Mission & Vision (if available).
- History, traditions, philosophy and Values.
- Primary and secondary target group (preferences, values, buying habits).
- Considerations in regards to potential stakeholders.
- Positioning map: The product or service position compare to competitors (Price/quality and other relevant aspects/value propositions). NB Positioning map: For this project you may makeup all results except the value proposition "price" that has to be real. You also makeup the fake number of surveys you "made".
- Product portfolio concerns (other owned products brand. coms.)
- Benchmark (Your competitors value words/brand coms).
- NO need for a SWOT model (Its just a tool you can use to evaluate findings).
- The communication platform (Value words/brand coms the campaign is trying to convey).
- The final result is a one-page creative brief including communication platform value words.
- 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.
Team presentation B) Digital media campaign (content creation and budget).
B.1. Teams will develop a digital media campaign including two short film commercials and two photos based on the creative brief developed for Team Presentation A.
Teams will explain how the creative campaign relates to the strategic objective, value words and brand consistency across all touch-points.
Teams will conduct media allocation (budget) for 50.000 US dollar across digital media (SEO, SEM, SE-Advertising).
The presentation will begin with a short summary of the strategic findings and objective (PowerPoint, Prezi etc.).
The presentation may include: Creative pitch tools: Logline, tagline, advertising form, storyboard. Creative deliverables/material:
Two films (one max 30 sec. one max 2 minutes in duration). One film must include dialogue. The other must include dialogue or voice-over.
Two photos that can also be used/uploaded on Social Media.
B.2. Explain where you will post your two photos and how the overall campaign is going to affect (or relate to) Paid, Owned, Earned media.
NEW AI addition:
AI is rapidly being incorporated into many aspects of digital marketing and content creation. To reflect this shift, groups now have the option to produce one of their two commercials using AI. Students who choose this option must integrate all six AI categories into their workflow, ensuring that the final film is a video, not a series of still images.
Students must not share personal information when using AI tools and should familiarize themselves with the DIS AI policy before incorporating AI into their projects.
Requirements:
- Use all six AI categories, either partially or primarily AI-generated.
- AI can serve as a foundation for creative decisions, with students modifying, refining, or building upon AI outputs as needed.
- Ensure the film follows a coherent narrative structure with motion, transitions, and varied compositions.
- Explain and justify AI choices in the final presentation.
AI Integration Categories:
- AI Concept & Scriptwriting
- Generate a logline and tagline aligned with the Communication Platform.
- Create a script using AI-generated dialogue, either as a starting point or fully AI-assisted.
- AI Storyboard Generation
- Develop an AI-generated storyboard including camera angles, key compositions, and scene transitions—students may refine or modify AI-generated boards.
- AI Video Generation (Video Output Required)
- AI-generated moving images with motion, transitions, and scene cuts—students may incorporate their own footage or adjust AI visuals.
- AI Voice Overs & Dialogue
- Use AI-generated voice over or dialogue, either fully or as a base that can be edited, combined, or supplemented with student-recorded audio.
- AI Sound Design & Music
- Create an AI-generated soundtrack and sound effects, with the option to mix in additional recorded elements.
- AI Editing & Post-Production
- Utilize AI for video editing, color grading, and final compositing, while retaining creative control over the final product.
Link to suggested tools on Canvas: Suggested AI Tools
Production Budget
Each group has been allocated a 1,000 DKK budget for their commercial production. The funds must be used exclusively for production-related expenses such as props, wardrobe, SPX make-up, AI tool subscriptions, or other necessary production costs - but you must follow these guidelines:
- Budget must be approved by the lecturer before any purchases.
- Please submit your planned expenses in advance for approval.
- One person per group (the Producer) must handle all purchases.
- All expenses must be documented with receipts. No receipt = no reimbursement.
- Reimbursement will be processed via this form: Student Expense Refund FormLinks to an external site..
Failing to contribute to the team’s work during the semester – including everything from group work sessions, production of the Communication Platform and preparation for and execution of the team’s oral presentation at the exam – will be reflected in this element of the total grade for completing the course.
Midterm test
There will be a midterm test. You will be evaluated on your ability to demonstrate sufficient understanding of the course work and topics covered in class.
Final test
There will be a final test. You will be evaluated on your ability to demonstrate sufficient understanding of the course work and topics covered in class.
Class participation
- As part of the participation students (in pairs) will also present an existing TV or internet commercial (max 1 min duration) of their choice. Please provide information about the commercial's background and/or success etc. (no powerpoint slides etc.).
Late Paper Policy (Incl. presentations expected to be handed in)
Late papers will be deducted a third of a grade point per day they are late. All work must be handed in in order to get a passing grade.
Reading and required books (e-book under modules on Canvas)
The New Rules of Marketing and PR (David Meerman Scott) (e-textbook, find it under 'Modules'):
Chapter 4: Social media and your targeted audience.
Chapter: 5 Blogs: Tapping millions of evangelists to tell your story.
Chapter 14. Social networking as marketing.
Chapter 22. Search engine marketing.
Content Rules (Handley and Chapman).
E-book: Holk Master-class, ABC of Strategy, Marketing & Communications.
Readings on Canvas
Global marketing and advertising, chapter 10.
Film directing ‘Shot by Shot: Composing shots, Spatial connections p.121-143.
On Film-making ‘an introduction to the craft of the director’ p 272-273.
The Healthy Edit p. 14, 106-108.
Agency positions.
Holk’s communication platform model.
Case: What Should the NFL Do About Colin Kaepernick? A
Decision-Making Case.
Film
Agency positions and the creative briefs
Holk’s communication platform model CPM
Social media & viral marketing
Paid, owned, earned media
Big data
Customer journey mapping
Creative development, tagline, logline and structure
Storytelling
For students with special interest, the DIS library subscribes to Marketing Week, which brings the latest news for marketing, advertising and media professionals. The Copenhagen Business School subscribes to International Journal of Advertising, which provides a quarterly review of marketing communications.
Laptop policy
As the class is meant to be 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.
Grading elements
- Class Participation and short presentation of an advertising case: 20%
- Team presentation A: 20% (Presentations must be handed in. They will be graded as part of the presentation).
- One midterm test: 20%
- Team presentation B: 20% (Presentations must be handed in. They will be graded as part of the presentation).
- One final test: 20%
**Note: To be eligible for a passing grade in this class, you must complete all of the assigned work.
Academic Regulations
Please make sure to read the Academic Regulations on the DIS website. There you will find regulations on:
DIS - Study Abroad in Scandinavia - www.DISabroad.org
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
Course Summary:
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