Sjællands Erhvervsakademi
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Strategic Video and Podcast Marketing

2026/2027
Danish title
Strategic Video and Podcast Marketing
Study programme
International Sales and Marketing
Level of education
Bachelor’s Degree Programme
Semester location
2. Semester
Subjects duration
1 semester
ECTS
10
Programme element
Elective
Language of instruction
English
Start time of / lesson
Spring
Location
Roskilde
Subject code
41389012
Subject responsible
Thomas Bech Rasmussen ‏
Anne Oppermann Helverskov ‏
Philip Mumgaard ‏
  • Content and learning outcomes
    Imagine transforming your boldest ideas into captivating stories that resonate across screens and speakers.

    The Strategic Video and Podcast marketing course is your gateway to mastering the art of crafting compelling narratives that captivate audiences, whether they are watching, listening, or interacting.

    The ability to create compelling video and podcast content is a crucial skill for any business professional. Whether you are aiming to build your personal brand, enhance corporate communication, or develop innovative marketing and experiential strategies, mastering these mediums can set you apart in a competitive job market. This elective is designed to equip you with the tools and techniques to excel in this dynamic field.

    This course dives into multiple marketing disciplines, such as inbound, outbound, storytelling, video, podcast, and experiential campaigns that transcend traditional formats. You will explore how to craft memorable, interactive encounters with audiences across various digital and physical touchpoints.

    Through the elective, you will learn how to plan and produce content, blending the theory of transmedia and cross-platform storytelling with practical skills in video production and podcast creation. Too many companies are posting content without a plan or purpose – with this course, you will help marry creativity with strategy.
  • Learning objectives
    Knowledge
    The student will have:
    • Knowledge on how to apply storytelling to capture an audience's attention in a noisy marketplace
    • Insight into the role of video content, podcasts, and digital media in creating experiences
    • Knowledge of trends in consumer behavior related to media and experience consumption, particularly across digital platforms
    Skills
    The student will be able to:
    • Design and implement content campaign on a strategic and operational level
    • Produce brand activation strategies, including social media, video production and podcast creation, in connection with storytelling and experiential promotion
    • Apply key marketing theories and models in the context of brand activation strategies
    Competences
    • Analyze competitive landscapes and consumer preferences to inform strategic brand activation decisions
    • Integrate video and podcast content into coherent strategies
    • Critically evaluate the platform and media potential of brand activation solutions
  • Exam
    Strategic Video and Podcast Marketing exam
    Requirement for access to the exam
    None
    Elective exam
    Yes
    Type of exam
    Written assignment with oral examination
    Process and organization
    An oral group exam based on a written synopsis, related to a self-chosen company submitted in advance and a video and/or podcast production developed around a self-chosen case. Additionally, the students bring a video and/or a podcast production of a maximum of two minutes to the exam, reflecting the professional proposals in the submitted synopsis.

    A group must consist of four to five students. Smaller groups or individual examinations are only allowed with special permission from the Head of Study.

    Students may choose to take the exam in either Danish or English. All group members must take the exam in the same language.
    Formal requirements

    The written synopsis must be a maximum of 3 pages, regardless the amount of group members.  
    A standard page is 2.400 characters including spaces and footnotes.

    If a written assignment does not meet the formal requirements, the assessors may reject the assignment. If the assignment is rejected, no grade will be given, and the student will have used an exam attempt.

    Duration
    Duration varies based on group size
    The time allocated for the oral examination (including assessment) is as follows:

    4 students = 75 minutes
    5 students = 90 minutes
    ECTS
    10
    Individual exam or group exam
    Group exam
    Max group size
    5
    Exam languages
    Danish/English
    Aid
    All aids
    Grading scale
    7-point grading scale
    Type of evaluator
    Internal censure
    Assessment criteria
    The test is internally assessed, and an individual grade is given according to the 7-point grading scale. The final grade will be based on the evaluation of the oral presentation, with reference to the course learning objectives. Grades will be assigned individually. The grade is based on the oral performance during the exam and also includes an assessment of the student’s video and/or podcast production.
    Temporal location
    2. Semester
    The exam will be held at the end of the teaching period.
    Opportunity to apply for special conditions
    Read more about special conditions on -> Moodle
    Re-examination and re-examination due to illness
    Same rules apply as for the ordinary examination
    Re-examination due to illness or failed exam corresponds to the ordinary exam, but can be changed depending on circumstances.