Course Syllabus
Designing Communication Campaigns |
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| Semester & Location: |
Fall 2024 - DIS Copenhagen |
| Type & Credits: |
Elective Course - 3 credits |
| Major Disciplines: | Advertising, Communication, Marketing |
| Prerequisite: |
None |
| Faculty Members: |
Benjamin Holk Henriksen(current students contact via Canvas inbox) |
| Time & Place: |
Tuesdays 13:15-16:10 Classroom: V10-D11 |
Course Description
In this course, you will try your hands on as a project manager for a Danish company or NGO, with the goal of planning an actual communication campaign. This course gives you the unique opportunity to work with a real life client based in Copenhagen and subjects you to actual case scenarios from Danish and international companies. You will learn how to take different stakeholders into account, conduct strategic planning and develop a creative campaign.
Group consultations and assignments will supplement the ongoing campaign creations that span throughout the semester. This team-like setting will prepare you for life in a business environment in which the ability to organize, coordinate, and present complicated information is an absolute must.
This course thereby gives you a unique opportunity to prepare yourself for a professional career. The course is divided between theory and practice, including the development of a strategic Communication Platform and the production of a 1-3 min. film commercial. Together, we will look into the different generations of communication paradigms and you will build on those insights and address the key elements within the communications campaign that you design for your client.
You will address the essential elements in devising a strategic issues management and communications campaign. The focus will be on how strategic communication can be used to proactively address 1) a company or an organization’s reputation, and 2) stakeholders in terms of creating or regaining a positive brand in the eye of the public, the media and key opinion leaders (KOL). The course will also give you an understanding of media dynamics, and how the politicization of a company creates both threats and opportunities for the communicating company.
As an integrated part of the classroom curriculum, we will go on a field study to a leading communications department where you will engage in a conversation with a communications expert about cases and tools.
During the course, the class will be divided into teams that will approach an actual Danish company and receive a brief and campaign objective, which they have to respond to with a presentation and the production of a film commercial.
The models introduced will give the teams an opportunity to create different kinds of campaigns. For example, an issued-based campaign, an attempt to change public opinion, to increase membership for an NGO, or a campaign for a company trying to address some critical issues. Former teams have produced campaigns for companies such as: Carlsberg, Tivoli Gardens, VEGA Music venue, Joe & The Juice, Mikkeller Beer, ALIS Street wear, Pumpehuset Music venue, Sofar Sounds CPH, HopeNow, Hotel Nimb, Papirøen etc.
Learning Objectives
The course has four major learning objectives. By the end of the course you should be able to:
• Understand and identify theoretical findings and developments within strategic communication models, media tendencies, political change and the impact they have on companies and basic campaign research.
• Identify and analyze communication and campaign trends and tools, and create and present a Communication Platform for a given case.
• Understand and use basic film and story-telling tools.
• Based on your work with a Danish company or organization, create a film commercial that builds on the developed Communication Platform and value words.
Course Faculty
Benjamin Holk Henriksen, Filmmaker, Author, Master of Law, MBA
Mail: BHH@themindofaleader.com
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. "Designing 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.
Thornley. "Creating Effective Print Ads." 17 December 2013. Web.
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
Film from Holk Master-class, ABC of Strategy, Marketing & Communications.
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.
At the end of the semester, student teams will present their Communication Platform and subsequent film and print campaigns to the class.
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
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 that you explain why your chose each brand. com!
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.
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:
• 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.
• To learn and prepare you for the final team film commercial, you will team up with a partner and be given a simple 1 min. film commercial assignment that must: be shot on a phone or digital camera, contain dialogue or voice-over, and include the three basic compositions. The assignment is based on course lectures and theories. To receive a passing grade, you are required to present and turn in your film and pre-production elements such as shot-list, storyboard etc. Detailed information on all assignments will be given in class in advance of due dates. It's important that the film is exported to a MP4, MOV file etc. ready to play in class.
• As part of the participation students (in pairs) will also present a short TV or internet commercial (max 1 min duration). Please provide information about the commercials background or success (no powerpoint slides etc.).
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
Course Summary:
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