Course Syllabus

Designing Communication Campaigns

Semester & Location:	Spring 2026 - DIS Copenhagen
Type & Credits:	Elective Course - 3 credits
Major Disciplines:	Advertising, Communication, Marketing
Prerequisite:	None
Faculty Members:	Stig Tue Walin Storm (current students contact via Canvas inbox)
Time & Place:	Tuesdays 08:30-11:25 Classroom: V10-D11

 

Course Description

In this course, students work in teams with a Danish company or NGO to develop a strategic communication campaign based on a real client brief. The course is centered on applied strategic communication and gives students hands-on experience working with real-world organizational challenges, stakeholders, and constraints.

Students learn how to analyze a communication context, identify key stakeholders, conduct strategic planning, and develop a coherent Communication Platform that can guide creative execution. Throughout the semester, teams translate strategic insights into a creative campaign, including the production of two 1–3 minute film commercials.

The course follows a clear progression. First, students are introduced to the key strategic elements required to build a Communication Platform. Next, teams develop and test this strategy for their assigned client. Finally, the strategy is translated into a creative campaign that is executed through film production, covering pre-production planning, shooting, editing, and presentation of the finished films. The emphasis is on clear execution and strategic coherence rather than technical perfection.

Group consultations, workshops, and assignments support the ongoing campaign work. The course is structured to reflect professional communication environments where collaboration, coordination, and the ability to structure and present complex information are essential.

The course integrates theory and practice, with a strong emphasis on strategic decision-making, argumentation, and coherence. Students work with different communication paradigms and campaign types while adapting their approach to the specific challenges faced by their client.

A central focus of the course is how organizations manage reputation, public attention, and stakeholder relationships in a complex media environment. Students gain insight into media dynamics, politicization, and the tensions that arise when organizations communicate under public scrutiny.

As part of the course, students participate in a field study with a professional communications department, engaging directly with practitioners and discussing real cases, tools, and challenges from the industry.

The models introduced in the course enable teams to apply the same strategic framework across different communication challenges, including issue-based campaigns, public opinion campaigns, NGO membership campaigns, and corporate campaigns addressing reputational or strategic issues.

Previous student teams have developed campaigns for organizations such as Carlsberg, Podimo, Tivoli Gardens, VEGA Music Venue, Joe & The Juice, Mikkeller, ALIS, Pumpehuset, Sofar Sounds Copenhagen, Deeper Roots Brewery, Hotel Nimb, and Papirøen.

Learning Objectives

By the end of the course, students are expected to be able to:

• Identify and apply key theories and models within strategic communication, stakeholder management, and campaign planning.
• Analyze communication contexts, including media dynamics, political and social factors, and reputational risks.
• Develop and present a coherent Communication Platform for a real organizational case.
• Translate strategic analysis into a clear creative direction.
• Apply basic film and storytelling tools in communication campaigns.
• Produce a film commercial that reflects strategic intent and defined value words.
• Structure, argue, and defend communication decisions in presentations.
• Collaborate effectively in teams and reflect on group processes and roles.

Course Faculty

Stig 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.

Required Texts

• Friedman, Andrew and Samantha Miles. Stakeholders: Theory and Practice. p. 3, 27. 
• Harkin, James. "Target Practice: The Evolution of Niche" from Niche: The Missing Middle and Why Businesses Need to Specialize to Survive. pp 56 – 84. 
• Ind, Nicolas. "Defining  the Brand" from Living the Brand pp 81 – 121. 
• Katz, Steven. "Composing Shots: Spatial Connections" from Film Directing Shot by Shot: Visualizing from Concept to Screen.  p.121-143. 
• Mackendrick, Alexander. "Camera Movement" from On Film-Making: An Introduction to the Craft of the Director’ p 272-273. 
• Faucheux, Ronald. "The Elements of Campaign Strategy" and "Crafting Your Campaign's Message" from Running For Office: The Strategies, Techniques, and Messages Modern Political Candidates Need to Win Office. p. 46-88. 
• Brief Case: Mission, Vision and Strategic Intent. By Andrew Campbell and Sally Yeung 1991.
• A foundation of community, Issues Management as an Organizational and Academic Discipline. By Robert L. Health, Michael J. Palenchar. Oaks, CA. Sage 2009.
• Public Relations Disasters by Gerry McCusky. March 2006.
• Strategy Safari: A guided tour through the wilds of Strategic Management. By Henry Mintzberg 2005. Chapters 4 (p 97-103): positioning school.
• The Dynamics of Organizational Identity. By Mary Jo Hatch, Majken Schultz. First Published August 1, 2002

Selected texts in the course compendium, as well as various readings online on Canvas. On days with “no readings,” you might be reading texts handed out in previous classes. The texts will always be given to you with enough time to prepare.

It is important and mandatory to read all required materials prior to class time in order to get full benefit from the classes.

 

Grading Elements:

Team presentation 1, Strategy and Creative brief incl. communication Platform: 25%

Class test: 25%

Team presentation 2, Film commercial and story-telling tools: 25%

Class participation (incl. film assignment): 25%

Note: Detailed information of all assignments will be given in class in advance of due dates. To be eligible for a passing grade in this class you must complete all of the assigned work. Late papers will be deducted a third of a grade point per day it’s late.

Team presentation 1: Strategy and Creative brief

Communication Platform (oral) during the semester During the semester, you are required to collectively produce an actual political or commercial Communication Platform (analysis, strategic planning), and present it to class. Detailed information on all assignments will be given in class in advance of due dates. The group presentation based on the creative brief should include:

• The organizations objectives and strategy (what are you trying to achieve).
• Mission & Vision (if available).
• History, traditions, philosophy and values. Primary and secondary target group (preferences and values).
• Considerations in regards to potential stakeholders that can help or hurt the campaign.
• The product or service position (relation between price and quality relative to competitors)
• Benchmark (who are the key competitors and where is competition going in terms of brand coms.).
• Past, current and future (what have they done marketing and communication wise).
• The campaign and products relation to the product portfolio and markets (how your campaign fit in with potential other products brand coms ).
• NO need to include a SWOT analysis (strength, weaknesses, opportunities, threats). But some find it good to evaluate your findings.
• The designed communication platform word / Brand Coms / Value words – explain why you chose them!.
• A 1 page creative brief: Summary of all the above points and findings.

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

Team presentation 2: Film commercial

Each team will produce two short films based on the Communication Platform. At the end of the semester, each team will present their film to the class. This presentation will be evaluated on the team’s ability to:

• Start the presentation with a short summary of the previous strategic findings and objective.
• Produce efficient film commercials.
• Present film, story-telling tools and production incl. tagline, logline, shot-list, storyboard, location, audio, actors etc. 
• Give a clear and structured presentation to the client. 
• Answer questions addressed.  
• Work as a team with fellow students.
• Keep one film max. 30 sec. in duration and the other max. 2 min (if you can justify it).
• Include voiceover or dialogue in at least one film.
• Include a few closeup compositions in at least one film.
• Use sound effects.
• Use non copyright music found on the web.
• Use the audio podcast box for sound recording etc.

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.

Production budget:

Each group has been allocated a 500 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 Form.

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 policyLinks to an external site. 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:

1. 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.
2. AI Storyboard Generation
• Develop an AI-generated storyboard including camera angles, key compositions, and scene transitions—students may refine or modify AI-generated boards.
3. 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.
4. 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.
5. AI Sound Design & Music
• Create an AI-generated soundtrack and sound effects, with the option to mix in additional recorded elements.
6. AI Editing & Post-Production
• Utilize AI for video editing, color grading, and final compositing, while retaining creative control over the final product.

Participation

The participation grade is strongly influenced by the activity level and quality of your class participation. Attendance in class is key. Unauthorized absences and lack of preparation will have a strong negative influence on the class participation grade. Participation will be evaluated on the following areas:

• To prepare you for the final team film commercial, you will work in pairs on a short individual assignment. Each pair must produce a simple 1-minute film commercial that is shot on a phone or digital camera, includes dialogue or voice-over, and demonstrates the three basic compositions introduced in class. The assignment is based on course lectures and theory. To receive a passing grade, you must present and submit both the finished film and relevant pre-production materials, such as a shot list and storyboard. Detailed instructions and deadlines will be provided in class.
• As part of the participation grade, students will work in pairs to present an existing TV or online commercial of their own choice. The presentation should include brief context, such as the commercial’s background, target group, purpose, and/or reception. No PowerPoint slides are required.
• Attendance: According to DIS policy, two consecutive unexcused absences will result in a report to the Academic Registrar. Any unexcused absence over the course of the entire semester will have a negative effect on the participation grade; three unexcused absences or more may cause your home university to be notified.
•  Level of preparation and involvement in class and group discussions – in class and on Canvas.

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 Plan: May be subject to change

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 

                      DIS - Study Abroad in Scandinavia - www.DISabroad.orgLinks to an external site.