Digital film and Media Strategies: Seminar A: Film, TV and Digital Storytelling

Course content

The course will focus on strategic communication in a creative and production-oriented marketing perspective and will include production exercises with different media such as video, podcast, virtual reality and written material.

We will work with campaigns and branding from a creative as well as strategic perspective, look at distribution of factual and fictional narratives in the form of short as well as feature length films, web series and podcasts on different digital platforms, using very different means such as influencers and event making to attract attention. We will also work with the issue of storytelling itself and the question of a data driven creation and marketing dialogue between storyteller and audience. This question will be actualised in planning and production and student productions will be given feedback from a commissioning editor from a major film company. Other guests will come from film institutions talking about strategic distribution of feature films and about their support for the development of web series projects. We will also meet a commissioning editor for TV fiction series and a commissioning editor from a streaming service. The guests will focus on the creative aspect of storytelling as well. This aspect will be followed by a cooperation in idea making and branding by a major storytelling institution.


Master’s Degree Programme in Film and Media Studies 2019.




Learning outcome

At the examination, the student is able to demonstrate:

Knowledge and understanding of:

  • digital communication, dissemination and narrative in different genres and across different media and digital platforms.
  • key concepts for understanding communicative film and media strategies and the specific criteria and design behind such strategies in digital media environments, including concepts such as spin, propaganda, branding, PR and event management.
  • the connections between digital film and media launch strategies and new production and online distribution and use patterns.
  • the development and assessment of communication strategies, narratives and other dissemination strategies in various digital contexts.


Skills to:

  • analyse all aspects of a digital communication or dissemination case study based on relevant theoretical concepts and knowledge about audience/viewers/users.
  • explain theoretically the differences and similarities between different digital communication and dissemination strategies across different platforms.
  • use theoretical, analytical and practical knowledge to carry out a work assignment for partners in the film and media industries.


Competencies to:

  • analyse all the aspects of a given communication or dissemination case study.
  • develop a digital communication or dissemination strategy from concept to product in collaboration with an organisation or company.

evaluate the implementation and results of a given communication strategy on the basis of an academic analysis of the film and media context in which it is employed.

Class teaching, individual presentations and group work with practical production. The course will usually be visited by guest teachers from the industry. In seminars, special cases are being discussed, e.g. producing, distributing and launching fictional and factual formats for various media and platforms or cross-media campaigns and value-based digital communication for businesses and organizations relevant to specific types of film and media users.

Theory of digital film and media strategies is used, among other things on cross-media communication, combined with audiovisual exercises.

Sidefagsstuderende skal følge Seminar B. Det er ikke muligt at følge Seminar A og C.

Continuous feedback during the course of the semester
Feedback by final exam (In addition to the grade)
Peer feedback (Students give each other feedback)
Type of assessment
Marking scale
7-point grading scale
Censorship form
External censorship
Criteria for exam assessment
  • Category
  • Hours
  • Class Instruction
  • 56
  • Preparation
  • 353,5
  • English
  • 409,5