Since the 70s the Nordic countries have been a powerhouse in the creative industries, creating top music acts, Academy award winning movies, acclaimed actors, international designers, fashion brands, and architects. We will study, and learn from, the success of the Nordic countries, including the creative craft, distribution channels and gate keepers, funding options, and marketing tactics that made or supported these amazing creative achievements.
The course covers 360 marketing strategies in creative industries, involving various platforms and channels. By examining some of the most influential companies, creative talents, and celebrities working today, students will learn the fundamental marketing concepts, as well as brand new, digital, state of the art, buzz marketing trends and video tactics, and become masters of brand design and content creation. We will pull from the course lecturer’s experience as entertainment consultant for the Danish Ministry of Foreign Affairs in Los Angeles, classroom discussions, featured commercials, trailers and music videos, student presentations, guest lectures and field studies, and disclose global PR stunts and business cases.
Master of Law (University of Copenhagen). M.B.A. (California State University). Certificate in Directing (University of California, Los Angeles). Co-owner of Holk & Lassenius, and together with Fredrik Lassenius, authored and produced 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. With DIS since 2013.
Long Study Tour
About this tour
During the summer course, our classroom will move to the exotic, beautiful, and historic island of Mallorca, Spain, where we will study creative marketing in the entertainment business from various perspectives, such as sports, art, TV and movie production, tourism, and winemaking. The island features a La Liga soccer stadium, film festivals, acclaimed TV and movie production companies, concert venues, theaters, Michelin restaurants, local newspapers, yoga retreats, whale watching, and much more. We will explore some of these venues and engage with local marketing experts, depending on their availability and the season.
Learning outcomes
Expand your theoretical knowledge into a broader hands-on marketing experience, demonstrating how concepts and models discussed in the classroom can be practically applied
Discuss creative marketing with industry professionals to learn more about career opportunities
Collaborate and work more closely with your fellow students and teacher in an educational and social setting outside DIS
Possible activities
Visit a La Liga soccer stadium to experience how all departments must be aligned and work together to create both customer satisfaction and brand consistency
Speak with producers in the TV and film industry to learn what attracts international productions and players such as Netflix to the island
Discover the hidden gems at the Joan Miró museum and discuss why Mallorca is and has been a creative catalysator for artists of all kinds
Visit the local newspaper to engage in a debate about Mallorca as a brand
Looking for some advice? We’ll support you every step of the way.
