Course Syllabus
Digital Media in Marketing |
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| Semester & Location: |
Summer 2024 - DIS Copenhagen |
| Type & Credits: |
Elective Course - 3 credits |
| Major Disciplines: |
Communication, Marketing, Media Studies |
| Prerequisite: |
None |
| Faculty Member: |
Benjamin Holk Henriksen - Current students please use canvas inbox |
| Time & Place: |
V10-D11. 9-11:50 |
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, 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
Benjamin Holk Henriksen
Master of Law from University of Copenhagen, MBA from California State University and a Certificate in Directing from UCLA. Co-owner of Holk & Lassenius and co-author and co-producer of 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. Experience as strategic planner at an advertising agency and Senior Trade Officer and head of trade section for the Danish Ministry of Foreign Affairs in Los Angeles and Singapore. With DIS since 2013.
Teaching methods, assignments and projects
The course is given in 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 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.
1) Identify customers.
2) Identify touch-points (From discovery to renew phase).
3) Identify sources for data collection.
4) Know how to conduct surveys ranking customer experience at each touch-point in order to detect problems (Actual rankings not needed).
5) 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 of 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 organizations 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.
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. com!
Team presentation B) Digital media campaign (content creation).
B.1. Teams will develop a digital media campaign including two short film commercials and two photos.
Teams will explain how it relates to the strategic objective, value words and brand consistency across all touch-points.
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 film (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 be uploaded on a social media (SoMe).
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.
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.
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.
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
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).
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: Sports Master.
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
Course Summary:
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