The aim of the project was to give students a realistic insight into how creative agencies work – from brainstorming and market analysis to marketing and the final pitch. In a structured process involving a kick-off meeting, task allocation, studio recordings in HNU's own film studio, and a presentation, the groups worked together like a real agency. The client was the Marketing and Communications Department at HNU. The students not only developed a podcast concept, but also implemented all the steps themselves – from the idea to the editing to the finished video podcast for various channels.
Why a podcast?
After intensive discussion, all groups deliberately chose the podcast medium. The reasons: podcasts are no longer a niche format, but reach a broad target group – especially in the area of true crime, which fits in with the content of the economic crime studies program. The students conducted in-depth market research, analyzed existing formats, and developed target group-oriented content that both informs and inspires.
Pitch perfect
In addition to Prof. Dr. Barbara Dannenmann (focus manager), Stephanie Jordan and Maike Netscher (lecturers), Julia Liebhardt (head of the HNU marketing and communications team), the director of the Business Criminology programme, Prof. Dr. Elmar Steurer, was also present at the pitches. The students' results were thoroughly convincing.
“The project impressively demonstrates how theory and practice can be intertwined in a degree programme. The students not only learned how an agency works—they were the agency. I am delighted with the excellent results and am excited to see how the concepts will be implemented in the future,” said Stephanie Jordan.
