Forfatter: linemehr

Internship at Design Hotels™

As a last part of my studies before the bachelor thesis I did a compulsory internship at Design HotelsTM in Berlin. The aim of the internship was to gain skills within a specific field and to transfer theory into skills in a real working position. For five months I worked in the PR and Communications department with responsibility of e.g.:

Performance reporting 
Statistics on how the department performed in relation to it’s targets. This include launch campaigns, media coverage, PR missions and press releases.

Media Visits
Contact with and managing the communication between hotels and the journalist or influencer for media visits. 

Support of PR managers
Curate material and photos for journalists along with handling requests. 

Media Coverage
Managing and making sure media coverage was collected and archived in the database. 

Projects:
Design Hotels™ Book 2018 influencer outreach
Organize and manage a collaboration with influencers about the Design Hotels™ Book 2018. 

Social media coverage guide
Producing a guide to influencers on how Design Hotels™ would like to receive the material produced in collaboration with them on e.g. media visits. 

Media coverage
Improving the working procedure for how to manage and archive media coverage. 

Topics: 

  • Media coverage
  • Launch Campaigns
  • Press Releases
  • Contact with journalists and influencers
  • Arranging and managing media stays
  • Administrative support

Reflection
During the internship I developed on several levels. First of all I gained experience with working in a bigger company with different departments and how to work together towards mutual goals. I also got an understanding of public relations and the hospitality business. Second of all the intership was a personal development for me working in a German working culture with many international people. The internship was a big stepping stone for me to reflect on what I dream of working with in the future and what my goals are. 

Period: August 2018 – January 2019

Cross Media

This course introduced how to communicate consistently and with synergy across channels like e.g. web, mobile and social media. For a good customer experience this is key, so the customer is recognized across the different channels of a company.

Project
The exam consisted of a group report and an individual oral exam defending the report. I took part in analyzing the current omnichannel maturity of the Copenhagen based surf shop, Pleasant. Based on the analysis we presented recommendations for how to reach a higher maturity in the six different disciplines of the The Omnichannel Hexagon developed by Rasmus Houlind.

Topics

  • Strategic communication
  • Cross media
  • Omnichannel marketing
  • Organizing and Management Customer Recognition
  • Permission Gathering
  • Data Collection
  • Data Discovery
  • Communication and Service for customers
  • Performance Analysis

Reflection
This course gave me a great understanding of the difference between the ideal theoretical scenarios versus the real world when it comes to what is ideal and what is realistic. The topic was a big interest for me, since I could relate it very well to personal customer experiences. After this course I have narrowed my career dreams into creating experiences for customers whether is includes digital or analog communication, user experiences or events.

Period: April – June 2018

Continuous Improvement

This course was focusing on how companies continuously can improve its activities and processes. LEAN Management was introduced as the main methodology in relation to other management systems like e.g. Environmental Management and Quality Management.

Project:
As a part of the exam we analyzed the influencer agency Gonzo Media from different perspectives in relation to optimizing processes. One of the analyses looked into the value stream and the supply chain. Another analysis investigated the types of waste production in the working flow and how to prevent it.

Topics:

  • LEAN Management
  • Quality Management
  • Environment Management
  • 5S
  • SMED
  • TPM
  • 5 x Why
  • VSM
  • Kaizen
  • ISO standards

Reflection
The course gave me an understanding of how to optimize a workflow from a professional perspective. The methods introduced helped me getting an overview of every part of a workflow and how to improve it. Furthermore it taught me how to identify and reduce waste in a production.

Period: March – April 2018

Video Production 

The aim of this course was to gain knowledge about project- and production management of videos for TV, films, web and social media. This included theory and practical work of the topics: Value stream, work flow, planning, funding, budgeting, filming and editing.

Project
One part of the exam project was to produce an advertisement video for the international semester at DMJX (Danish School of Media and Journalism) with foreign students as the target group and social media as platform. The project included both the pre-production, production and post-production done by my group of three students.

The other part of the exam project was to describe and analyse how a production company manages their video productions. My group analysed Flicker Factory in Copenhagen and listed our results in a report.

Topics

  • Budgeting of video and film productions
  • Planning of video and film productions
  • Production management
  • Video editing in Premiere Pro

Reflection
This course taught me the basics of how production companies work. I now have an understanding of the phases and the long list of titles working during these phases. Most importantly I have learned basic video editing in Premiere Pro which can give me an advance in many feature projects.

Period: Jan – Mar 2018 

Elective student activities 

Since a fourth of my class are on exchange semester, this course was e-learning with opportunity to specialize our studies. In groups of two we had to choose 3 subjects out of 16 where my group chose:

  • Speedy Gonzales (Website Optimization)
  • CRM (Customer Relation Management)
  • Mobile News Channel

Project
Speedy Gonzales (Website Optimization)
In the first report we analysed the loading speed of tv2.dk, defined points for optimization and how to implement them.

CRM (Customer Relation Management)
In the second report we looked into how Tivoli’s current CRM strategy could be improved by optimizing the loyalty of returning customers.

Mobile News Channel
In the third report we composed a basis for the decision whether a fictive daily newspaper should aim for a future native or mobile app. This included pros and cons for both regarding e.g. advertisement sale and ownership of user data.

Topics

  • Website optimization
  • Customer Relation Management
  • Mobile News 

Reflection
One thing I really liked about this course was the possibility to adjust my studies into my interests and dig into the topics on my own principles. I could work on the report when it fitted me according to my calendar because there were no scheduled lectures but only deadlines.

To learn more about each topic I would have to spend more than a week per topic, but I am happy I have an understanding of each of them after this and have a stepping stone for digging deeper into each topic.

 

Period: Jan 18

Business and Media Law

The purpose of this course was to introduce us students to the Danish and European law regarding media production and management activities. The course was divided into three themes:

  • Subjects related to establishment and operation of businesses and media productions
  • Media law regarding freedom of expression along with the balance of opposite considerations concerning private life, personality, reputation etc.
  • Subjects related to marketing, advertisement and sponsorship

Project
Throughout the course we made several small tasks and problems practicing and discussing the laws.

The course was examined with a multiple-choice test and a written report discussing two law-related problems.

Topics

  • Business establishment
  • Business law
  • Media law
  • Marketing law

Reflection
The course gave me an understanding of the problematics I as student and employee can face during media productions such as where I am allowed to film or my rights of privacy. Furthermore, it gave me an understanding of different kinds of companies and what it takes to establish one.

Period: Oct – Dec 2017 

Mobile and Social Media 

During this course I got to understand the role of mobile and social media in the marketing mix. The course had focus on the role of a project manager in order to make us students capable of managing and supervise customers how to reach the most optimal result out of their objectives.

Furthermore, the course dealt with what consequences of mobile and social media has to tradition media.

Project
The exam consisted of an individual and a group written report.

In the individual report I analysed Facebook focusing on how we use it, why we use it and who uses it.

In the group report we extended my analysis and development of the app Shop Vegan with e.g. a marketing plan and analysis of the customer journey.

Topics

  • The mobile landscape
  • Mobile marketing
  • Mobile user experiences
  • Social media with focus on mobile platforms
  • Content strategies for social media

Reflection
A good learning from working with a personal project with a group was to hear their opinion about my project and thoughts. Furthermore, it was exciting to expand the project with the group.

The app is something I would like to go further with one day when I have finished my studies and find the opportunity for funding.

Period: Nov – Dec 2017

Digital Media Production 2

Throughout this course I have learned how to research, analyse and visualize user needs for digital media productions from a business point of view. Furthermore, the course contained theory and methods in prototyping and testing.

Project
After brainstorming and researching I came up with the idea to the app “Shop Vegan”. In a report I documented how this app was unlike similar apps on the market as well as the customer need illustrated in a Value Proposition Canvas. Furthermore, I developed and designed a click-able prototype showing the main features related to the user’s needs and tested it. The test results and recommendations for changes was described in the report along with a discussion of the business idea.

Topics

  • User needs
  • Value Proposition Canvas
  • Prototyping
  • User centered design
  • User testing
  • Surveys and research
  • App development process
  • Business Model Canvas

Reflection
I do not think I have ever been so motivated for a course as I was for this. Here I could combine many of the theory and experiences I have gained over the years into one project. Along with that I could work on a topic I not only saw as a school project but something I could see myself working with in the future and where the value was clear both to me and people involved.

Period: Oct – Nov 2017

Innovation

In this course all study programmes of Danish School of Media and Journalism worked together in mixed teams on an innovation project. The aim was to work in teams with diversified competencies and try the challenges and advantages of this. Meanwhile the purpose was the enlighten us of each other’s skills and how to optimize them to think innovative and out of the box.

Project
Our group was asked to come up with an innovative way to increase the percentage of inhabitants of Copenhagen who vote for the local election. Our solution to the problem was The Copenhagen Bag. The bag containing local samples should be delivered to all newcomers and through that create a relationship between the newcomers and the city. This idea was built on the insight that people who feel connected to and are active in their local environment vote, so they have an influence.

The project was in collaboration with the Municipality of Copenhagen.

Topics

  • Innovation
  • Social innovation
  • Idea generation
  • Innovative communication
  • Pitching 

Reflection
Idea generation has for me always been something you should not spend too much time on. After these weeks I realised that brainstorming takes time and you should not just go with the first idea that comes up in your mind but wait until the brilliant idea turns up.

From working in mixed teams, I got more secure in my profile as a manager and more aware of the all the skills the other professions master.

Period: Sep 2017 

Marketing

The aim of this course was to give me an overview and acquaintance with relevant fundamental terms, theories and models within marketing in a cross-curricular perspective.

Throughout the set of lectures, I gained knowledge of marketing communication and planning, research methods along with related analysis models.

Project
As the final course of the first year of these studies, the course required curriculum from previous courses. The project contained a marketing plan for a fictive magazine company who wished to expand their market to another Nordic country. The strategic and tactical marketing plan included advise for this expansion plus proposals for further research.

Topics

  • Qualitative and quantitative research
  • Segmentation
  • Target groups
  • Branding
  • Competitor analysis
  • Business models
  • Stakeholder analysis
  • Strategic analysis
  • PEST analysis
  • SWOT analysis
  • Value chain
  • Customer decision journey
  • Competitive strategies
  • Market communication

Reflection
The heavy load of literature did not keep me from reading every page carefully since I found all of the topics very interesting and still do. The course gave a good overview of important reflections and decisions had to be made when working in the media business.

I am aware that this course did not make me an expert of marketing, but it gave me an overview of the topics included and makes it possible for me to work with marketing experts along with contributing.

Period: May and June 2016