Part I. Strategic planning and branding

Mission & Vision

Target group

Stakeholder - & Issue management

Positioning

Reflection on the Marketing Mix

Fast Moving Consumer Goods

 

 

 

 

 

 

 

 

 

 

 

Part II. Strategic planning and branding

Reflection on product portfolio management and the Boston Matrix

Product life cycle

Brand equity and Brand extension

Reflections on the SWOT analysis

Reflection on leadership and Michael Porter’s value chain

Reflection on Lean

Strategic Planning

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Part III: Communication campaign development

Agency positions and the creative brief

Holk’s Communication Platform model CPM

Aristotle’s Modes of persuasion

Creative development, Tagline, Logline and structure

Storytelling

 

 

 

 

 

 

 

 

 

 

 

 

 

Part IV: Media activation

Push Pull strategy

Community Marketing

Print

Product Placement

Cross Promotion

PR and the art of writing a press release

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Part V: Digital marketing and social media

Big data marketing and performance based advertising

Customer journey mapping

Social media & viral marketing

Paid, owned, Earned media

Strategies in an ever-changing media landscape

 

 

 

 

 

 

 

 

 

 

 

 

 

Part VI. Global business management

Reflection on business development and Ansoff’s Product Market Growth Matrix

Barriers to entry

Reflection on sustainable competitive advantage strategy tripod and PEST analysis

Reflection on strategic planning and Michael Porter’s five forces

Centralization & Decentralization

Reflection on Hofstede’s cultural dimensions and Hall’s High- and low-context cultures

 

 

 

 

 

 

 

 

 

 

 

 

 

Part VII: HR management and innovation

Reflection on mission, vision and the golden circle.

Career Planning

Reflection on HR management and Maslow’s hierarchy of needs.

Leadership & job motivation

Code of conduct and CSR

Business innovation

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Part VIII: Entrepreneurship

Personal branding

Entrepreneurship: From idea to action 1

Entrepreneurship: From idea to action 2

Entrepreneurship: From idea to action 3

The basis for entrepreneurship

Strategic management for entrepreneurs

Managing investors and growth

 

Interviewees: Dennis Balslev, CEO IKEA Germany. Fmr. CEO IKEA Denmark • Asger Leth, Director & Screenwriter • Petter A. Stordalen, Founder and owner of Nordic Choice Hotels • Peter Holten Mühlmann, Founder and CEO, Trustpilot • Henrik Fisker, Automotive designer and entrepreneur • Lars Liebst, CEO Tivoli • Christina Bilde, Spokes person Roskilde Festival • Malin Gardeström, International Marketing Manager, Carlsberg & Tuborg • Anders Kryger, Industrial PhD Fellow at MAN Diesel & Turbo • Andreas Rasche, Professor at Copenhagen Business School. Department of Management, Society and Communication • Benjamin Holk Henriksen, Associate professor, Author, Filmmaker ”The Mind of a Leader”, ”Holk Master-class” • Birgitte Mabeck, Head of fundraising and marketing Red Cross • David Angelo, Founder & Chairman, David & Goliath advertising agency • Fumiko Kano Glückstad, Assistant Prof. PhD in Cross-Cultural Communication & Cognition • Klaus Nørskov, Head of communication Red Cross • Leif Rasmussen. Strategic Branding. Lecturer, DIS – Study Abroad in Scandinavia • Matthew Bagwell, Managing Director Naked Communications Europe • Malene Torp, Executive Director, DIS – Study Abroad in Scandinavia • Peter Giacomello, Sponsorship and Reputation Director, Marketing Carlsberg • Seidi Suurmets, PhD Fellow at the department of Marketing, Copenhagen Business School.

Interviewees: Dennis Balslev, CEO IKEA Germany • Kaspar Basse, Founder, CEO Joe & The Juice • Malin Gardeström, International Marketing Manager, Carlsberg & Tuborg • Klaus Riskaer Pedersen, Entrepreneur, Author, Founder of CyberCity • Lars Liebst, CEO Tivoli • Christina Bilde, Spokes person Roskilde Festival • Lars Seier Christensen co-founder and fmr. CEO Saxo Bank • Mikkel Borg Bjergsø Founder and CEO Mikkeller • David Angelo, Founder & Chairman, David & Goliath advertising agency • Ole Henriksen, Founder and Creative Director, Ole Henriksen Skin Care Brand • Peter Holten Mühlmann, Founder and CEO, Trustpilot • Benjamin Holk Henriksen, Associate professor, Author, Filmmaker ”The Mind of a Leader”, ”Holk Master-class” • Peter Ålbæk Jensen, Producer, Founder & fmr. CEO, Zentropa • Petter A. Stordalen, Founder and owner of Nordic Choice Hotels • Anders Kryger, Senior Business Strategist, Industrial PhD Fellow at MAN Diesel & Turbo • Andreas Rasche, Professor at Copenhagen Business School. Department of Management, Society and Communication • Birgitte Mabeck, Head of fundraising and marketing Red Cross • Christer Karlsson, Professor CBS, Stockholm School of Economics, EIASM. Brussels Accredited “This is Lean: Resolving the Efficiency Paradox”, N. Modig & P. Ahlstrom “Research Methods for Operations Management” • Leif Rasmussen. Strategic Branding. Lecturer, DIS – Study Abroad in Scandinavia • Malene Torp, Executive Director, DIS – Study Abroad in Scandinavia • Matthew Bagwell, Managing Director Naked Communications Europe • Peter Giacomello, Sponsorship and Reputation Director, Marketing Carlsberg • Seidi Suurmets, PhD Fellow at the department of Marketing, Copenhagen Business School.

Interviewees: Malin Gardeström, International Marketing Manager, Carlsberg & Tuborg • Molly DeWolf Swenson Founding member / CMO of RYOT • Ole Henriksen, Founder and Creative Director, Ole Henriksen Skin Care Brand • Peter Ålbæk Jensen, Producer, Founder & fmr. CEO, Zentropa • Johan Boserup, Global CEO of Trading at WPP's GroupM • Lars Seier Christensen, Founder and owner Seier Capital, Co-founder and fmr. CEO Saxo Bank • Lars Liebst, CEO Tivoli • Asger Leth, Director & Screenwriter, DGA award winner. (Ghosts of Cité Soleil, Man on a Ledge, Five Obstructions, Move on (Telekom)) • Anders Kryger, Senior Business Strategist, Industrial PhD Fellow at MAN Diesel & Turbo • Benjamin Holk Henriksen, Associate professor, Author, Filmmaker ”The Mind of a Leader”, ”Holk Master-class” • Christina Bilde, Spokes person Roskilde Festival • David Angelo, Founder & Chairman, David & Goliath advertising agency • Dr. Kate Stone, Director Novalia • Matthew Bagwell, Managing Director Naked Communications Europe • Malene Torp. Executive Director, DIS – Study Abroad in Scandinavia • Steffen Hjaltelin, Founder & Partner at Hjaltelin Stahl • Tue Walin Storm, Director, Screenwriter, Founder Storm/Hansen (Nielson, Ford, Pirelli, The Raveonettes).

 

Interviewees: Asger Leth, Director & Screenwriter, DGA award winner. (Ghosts of Cité Soleil, Man on a Ledge, Five Obstructions, Move on (Telekom)) • Andreas Rasche, Professor at Copenhagen Business School. Department of Management, Society and Communication • Benjamin Holk Henriksen, Associate professor, Author, Filmmaker ”The Mind of a Leader”, ”Holk Master-class”• Birgitte Mabeck, Head of fundraising and marketing Red Cross • Christina Bilde, Spokes person Roskilde Festival • Dr. Kate Stone, Director Novalia • David Angelo, Founder & Chairman, David & Goliath advertising agency • Henrik Fisker, Automotive designer and entrepreneur (BMW Z8, Aston Martin DB9, V8 Vantage, Fisker Karma, Mustang Rocket, VLF Force 1, Destino V8) • Klaus Nørskov, Head of communication Red Cross • Lars Liebst, CEO Tivoli • Leif Rasmussen. Strategic Branding. Lecturer, DIS – Study Abroad in Scandinavia • Matthew Bagwell, Managing Director Naked Communications Europe • Molly DeWolf Swenson Founding member / CMO of RYOT • Malin Gardeström, International Marketing Manager, Carlsberg & Tuborg • Mikkel Borg Bjergsø Founder and CEO Mikkeller brewery, bars and restaurants • Ole Henriksen, Founder and Creative Director, Ole Henriksen Skin Care Brand • Peter Ålbæk Jensen, Producer, Founder & fmr. CEO, Zentropa • Peter Giacomello, Sponsorship and Reputation Director, Marketing Carlsberg • Peter Holten Mühlmann, Founder and CEO, Trustpilot • Petter A. Stordalen, Founder and owner of Nordic Choice Hotels • Steffen Hjaltelin, Founder & Partner at Hjaltelin Stahl • Tue Walin Storm, Director, Screenwriter, Founder Storm/Hansen (Nielson, Ford, Pirelli, The Raveonettes).

Interviewees: Mikkel Borg Bjergsø Founder and CEO Mikkeller brewery, bars and restaurants • Malin Gardeström, International Marketing Manager, Carlsberg & Tuborg • Molly DeWolf Swenson Founding member / CMO of RYOT • Petter A. Stordalen, Founder and owner of Nordic Choice Hotels • Peter Holten Mühlmann, Founder and CEO, Trustpilot • Steffen Hjaltelin, Founder & Partner at Hjaltelin Stahl • Stefan Kehl, Market Director Nordics (Norway & Denmark), SET, AppNexus • Benjamin Holk Henriksen, Associate professor, Author, Filmmaker ”The Mind of a Leader”, ”Holk Master-class” • Birgitte Mabeck, Head of fundraising and marketing Red Cross • Christina Bilde, Spokes person Roskilde Festival • Dr. Kate Stone, Director Novalia • David Angelo, Founder & Chairman, David & Goliath advertising agency • Johan Boserup, Global CEO of Trading at WPP's GroupM • Klaus Riskaer Pedersen, Entrepreneur, Author, Founder of CyberCity and CopyGene. Fmr. member of the European Parliament (MEP) • Klaus Nørskov, Head of communication Red Cross • Lars Seier Christensen, Founder and owner Seier Capital, Co-founder and fmr. CEO Saxo Bank • Matthew Bagwell, Managing Director Naked Communications Europe.

Interviewees: Dennis Balslev, CEO IKEA Germany. Fmr. CEO IKEA Denmark • Mikkel Borg Bjergsø Founder and CEO Mikkeller brewery, bars and restaurants • Anne Marie Bülow, Professor at Copenhagen Business School. Dept. of management, society and communication • Birgitte Mabeck, Head of fundraising and marketing Red Cross • Benjamin Holk Henriksen, Associate professor, Author, Filmmaker ”The Mind of a Leader”, ”Holk Master-class” • Fumiko Kano Glückstad, Assistant Prof. PhD in Cross-Cultural Communication & Cognition • Henrik Fisker, Automotive designer and entrepreneur (BMW Z8, Aston Martin DB9, V8 Vantage, Fisker Karma, Mustang Rocket, VLF Force 1, Destino V8) • Johan Boserup, Global CEO of Trading at WPP's GroupM • Karim Jabbar. Entrepreneurship & Innovation specialist. Industrial PhD Fellow, Lecturer, DIS – Study Abroad in Scandinavia • Kaspar Basse, Founder, CEO Joe & The Juice • Klaus Nørskov, Head of communication Red Cross • Lars Liebst, CEO Tivoli • Lars Seier Christensen, Founder and owner Seier Capital, Co-founder and fmr. CEO Saxo Bank • Leif Rasmussen. Strategic Branding. Lecturer, DIS – Study Abroad in Scandinavia • Matthew Bagwell, Managing Director Naked Communications Europe • Malin Gardeström, International Marketing Manager, Carlsberg & Tuborg • Ole Henriksen, Founder and Creative Director, Ole Henriksen Skin Care Brand • Peter Ålbæk Jensen, Producer, Founder & fmr. CEO, Zentropa • Petter A. Stordalen, Founder and owner of Nordic Choice Hotels • Peter Holten Mühlmann, Founder and CEO, Trustpilot • Tue Walin Storm, Director, Screenwriter, Founder Storm/Hansen (Nielson, Ford, Pirelli, The Raveonettes).

Interviewees: Kaspar Basse, Founder, CEO Joe & The Juice • Petter A. Stordalen, Founder and owner of Nordic Choice Hotels • David Angelo, Founder & Chairman, David & Goliath advertising agency • Dennis Balslev, CEO IKEA Germany. Fmr. CEO IKEA Denmark • Henrik Fisker, Automotive designer and entrepreneur (BMW Z8, Aston Martin DB9, V8 Vantage, Fisker Karma, Mustang Rocket, VLF Force 1, Destino V8) • Johan Boserup, Global CEO of Trading at WPP's GroupM •

Karim Jabbar. Entrepreneurship & Innovation specialist. Industrial PhD Fellow

Lecturer, DIS – Study Abroad in Scandinavia • Andreas Rasche, Professor at Copenhagen Business School. Department of Management, Society and Communication • Asger Leth, Director & Screenwriter, DGA award winner. (Ghosts of Cité Soleil, Man on a Ledge, Five Obstructions, Move on (Telekom)) • Birgitte Mabeck, Head of fundraising and marketing Red Cross • Benjamin Holk Henriksen, Associate professor, Author, Filmmaker ”The Mind of a Leader”, ”Holk Master-class” • Christina Bilde, Spokes person Roskilde Festival • Dr. Kate Stone, Director Novalia • Lars Seier Christensen, Founder and owner Seier Capital, Co-founder and fmr. CEO Saxo Bank • Lars Liebst, CEO Tivoli • Malene Torp, Executive Director, DIS – Study Abroad in Scandinavia • Molly DeWolf Swenson Founding member / CMO of RYOT • Malin Gardeström, International Marketing Manager, Carlsberg & Tuborg • Mikkel Borg Bjergsø Founder and CEO Mikkeller brewery, bars and restaurants • Ole Henriksen, Founder and Creative Director, Ole Henriksen Skin Care Brand • Peter Ålbæk Jensen, Producer, Founder & fmr. CEO, Zentropa • Peter Holten Mühlmann, Founder and CEO, Trustpilot.

Interviewees: Klaus Riskaer Pedersen, Entrepreneur, Author, Founder of CyberCity and CopyGene. Fmr. member of the European Parliament (MEP) • Lars Seier Christensen, Founder and owner Seier Capital, Co-founder and fmr. CEO Saxo Bank • Mikkel Borg Bjergsø Founder and CEO Mikkeller brewery, bars and restaurants • Kaspar Basse, Founder, CEO Joe & The Juice • Molly DeWolf Swenson Founding member / CMO of RYOT • Ole Henriksen, Founder and Creative Director, Ole Henriksen Skin Care Brand • Peter Ålbæk Jensen, Producer, Founder & fmr. CEO, Zentropa • Peter Holten Mühlmann, Founder and CEO, Trustpilot • Petter A. Stordalen, Founder and owner of Nordic Choice Hotels • Steffen Hjaltelin, Founder & Partner at Hjaltelin Stahl • Asger Leth, Director & Screenwriter, DGA award winner. (Ghosts of Cité Soleil, Man on a Ledge, Five Obstructions, Move on (Telekom)) • Benjamin Holk Henriksen, Associate professor, Author, Filmmaker ”The Mind of a Leader”, ”Holk Master-class” • Henrik Fisker, Automotive designer and entrepreneur (BMW Z8, Aston Martin DB9, V8 Vantage, Fisker Karma, Mustang Rocket, VLF Force 1, Destino V8).

Film episodes & book chapters

(48 episodes of approx. 15 min in duration)

CONTACT DETAILS

 

Location: Copenhagen DenmarkEmail: bhh@holkmasterclass.comTel: +45 51909066

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