Tag: Strategy

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

Management and Organization

During the seven-weeks course I gained wide range knowledge of how management and organizations work in the media and communication business through relevant theory and practical work with representatives from the field.

The course came around structure, strategy, culture and power both in organizations and projects and suited me to identify and solve management and cooperation challenges.

Projects 

  • Analysis of projects done by Nørgård Mikkelsen based on an interview with one of their project managers
  • Written report about the company culture at DR after a tour in the DR City
  • Analysis and discussion of DR’s strategy based on their official strategy
  • Written report about talent management at Nordisk Film based on an interview

Topics:

  • Organization management
  • Organization structure
  • Project organizations
  • Project management
  • Organization culture
  • Strategy
  • Talent management 

Reflection
This course gave me a fundamental understand of how organizations are structured and how they work. The ongoing contact to the media business gave me a practical perspective of the theory learned and prepared me to some of the challenges waiting for me in the future.

Period: Oct – Dec 2016