About the Book
In many cases academic business books are disconnected from reality focusing on theories behind theories that have gone out of fashion. “Holk Master-class, ABC of Strategy, Marketing & Communications” is a modern encyclopedia connecting theory and practice. A teaching system enabling industry professionals or students in bachelors -, undergraduate -, or master programs, to accelerate in their learning experience and reach their goals. The book includes models and full transcripts from the acclaimed film series by the same name. It serves as excellent independent reading, or as a study tool when watching the film series, taking notes, highlighting quotes or drawing conclusions. 48 chapter topics divided into 8 parts: Strategic planning and branding I + II, Communication campaign development, Media activation, Digital marketing and social media, Global management, HR management and innovation, and Entrepreneurship. The book presents and reflects on both classic and new business concepts and workflows, including customer journey mapping and the creative brief. It features graphic strategic models and descriptions, followed by interviews with acclaimed entrepreneurs, CEO’s, industry professionals and professors. Learn from companies like IKEA, Carlsberg, Trustpilot, Joe & The juice, Mikkeller, Ole Henriksen skincare, David & Goliath advertising, Red Cross and many more. Read the book chapters before class as flip-the-class-room, in class as basis for discussion, or simply as inspiration. Bring your class book to life. Connect business models with real life experience.