Course Syllabus

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Designing Communication Campaigns

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DCC

Semester & Location:

Spring 2026 - DIS Copenhagen
Type & Credits:

Elective Course - 3 credits
Major Disciplines: Advertising, Communication, Marketing
Prerequisite:

None
Faculty Members:

Louise Blaabjerg Christoffersen (current students contact via Canvas inbox)
Time & Place:

Thursdays 10:05-13:00

Classroom: V10-D11

Course Description

In this course, students work in teams to design, develop, and pitch strategic communication campaigns based on real-world-inspired cases. Each group will work with its own campaign context and communication challenge, allowing for diverse strategic approaches and creative solutions across the class.

The course integrates strategic insight with creative practice. Students learn to analyze stakeholders, issues, media dynamics, and organizational goals, and translate these insights into a coherent communication strategy. Alongside this strategic work, students develop and produce a set of creative campaign assets of their own choosing, which may include video, digital, social, experiential, or mixed-media formats.

Throughout the semester, theoretical models and case discussions support the ongoing development of each group’s campaign. Group consultations, workshops, and assignments emphasize collaboration, project management, and the ability to synthesize research, strategy, and creativity into a compelling campaign narrative. The course balances theory and practice, equipping students with practical tools for strategic planning while encouraging experimentation and innovation in creative execution.

As an integrated part of the curriculum, the course includes field studies in Copenhagen, where students visit communication agencies and private companies and engage with professionals working with strategic communication campaigns. These visits provide insight into current industry practices, tools, and challenges.

The course culminates in a final pitch, in which each team presents its campaign strategy and creative outputs to the class, simulating a professional client or agency setting. This experience prepares students for careers in communication, public relations, marketing, and related fields, where strategic thinking, teamwork, and persuasive presentation are essential.

 

Learning Objectives

By the end of the course, students should be able to:

  • Understand and apply key theories and models within strategic communication, media dynamics, and campaign planning to real-world communication challenges.

  • Conduct basic campaign research, including stakeholder and issue analysis, and translate findings into a coherent Campaign Plan.

  • Design integrated communication campaigns that align strategic objectives with creative concepts across multiple media and formats.

  • Develop and produce a set of creative campaign assets that support the overall strategy, demonstrating thoughtful use of storytelling, messaging, and media choices.

  • Collaborate effectively in teams to manage complex projects and synthesize strategic and creative work.

  • Professionally pitch a communication campaign, clearly articulating strategic rationale, creative choices, and expected impact.

    Course Faculty

Louise Blaabjerg Christoffersen is a strategic communications professional with more than ten years of experience developing communication strategies and campaigns for organizations across the public and private sectors. Her work focuses on translating strategic insight into clear messaging and creative campaign solutions that address stakeholders, media dynamics, and organizational goals.

Louise has held senior communication roles including Communications Lead for Local Outreach at Innargi (2023–2025) and Director and Senior Communications Advisor at Radius CPH (2017–2023), where she worked extensively with public sector communication and campaign strategy. She previously worked as an Analyst and Project Manager at the Danish think tank Mandag Morgen. Alongside her professional practice, she has taught as an External Lecturer at Copenhagen Business School (2018–2023). She holds an MSc in Political Communication and Management from Copenhagen Business School and a B.A. in International Business Communication from Aarhus University.

Required Texts

Holtzhausen et al. 2021: Principles of Strategic Communication, Routledge (available as an e-book under 'Modules').

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:

Assignment 1: Situational Analysis & Strategic Foundation (25%)

Assignment 2: Creative Brief – The Big Idea (25 %)

Assignment 3: Campaign Plan and in class pitch (25 %)

Class participation: 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.

 

Course Project: Designing a Strategic Communication Campaign

Throughout the course, students work in groups to develop a strategic communication campaign based on an assigned case study. Each group will receive a brief describing a specific organization and a communication problem the campaign should address. The project is developed in three consecutive assignments.

 

Assignment 1: Situational Analysis & Strategic Foundation (25%)

Students begin by analyzing their assigned organization and communication challenge. This assignment focuses on understanding the organizational context, stakeholders, and strategic objectives that will form the foundation of the campaign. Groups present their initial findings to the class and receive feedback.

See the full description under 'Assignments'.

 

Assignment 2: Creative Brief – The Big Idea (25 %)

Building on the strategic foundation, students develop a creative brief that defines the core idea of the campaign. This assignment centers on translating strategy into a clear creative concept, including key messages and an overarching narrative that will guide all campaign elements. The hand in must include examples of creative assets.

See the full description under 'Assignments'.

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 use AI to produce creative assets. Students who choose this option must clearly state how they have used AI. 

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:

  • AI can serve as a foundation for creative decisions, with students modifying, refining, or building upon AI outputs as needed.
  • Explain and justify AI choices in the final presentation.

Link to suggested tools on Canvas: Suggested AI Tools

 

Assignment 3: Campaign plan and final pitch (25 %)

In the final assignment, students integrate strategy and creativity into a complete campaign plan. Groups submit a written campaign plan with creative assets attached and present their campaign in a final pitch that simulates a real-world client or agency presentation.

See the full description under 'Assignments'.

 

Participation (25%)

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:

• Attendance: According to DIS policy, two consecutive unexcused absences will result in a report to Academic Support. 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.

• Active participation: Level of preparation and involvement in class and group discussions including field studies.

• Inspiration Campaign presentation: To learn and prepare you for the final pitch, you will team up with a partner and present a campaign that you find interesting to the rest of the class in a 5 minute presentation. 

Failing to contribute to your team's work during the semester – including everything from group work sessions, production of materials to presentations will be reflected in the participation grade.

 

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 Summary:

Course Summary
Date Details Due