Strategisk Kommunikation - Skovbo Golfklub

Martine Jacobsen, Mathilde Rouzé Prætorius, Eva Belter-Andersen, Simone Rebecca Freundlich & Maria Schlundt

Studenteropgave: Semesterprojekt


The aim of this project is to examine the golf club, Skovbo Golfklub from a practice theoretical perspective. In order to examine the practice of the interviewees of the target group of Skovbo Golfklub, we have conducted individual, qualitative interviews with six members of the golf club. The purpose of these interviews is to examine the members’ routines and ways of being a part of the golf club using practice theory put forward by Andreas Reckwitz. In our interviews we find that there are several practices carried out by the target group, and that these are part of the reason the golf club is having trouble communicating equally with the target group. The results of our practice analysis are thereafter put to use in the design of a communication plan, which seeks to improve the communication between Skovbo Golfklub and the target group. This communication plan is moreover developed on the basis of theories concerning strategic communication put forward by Mie Femø Nielsen and Preben Sepstrup.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato20 maj 2015
VejledereYngve Harbøll Søndergaard Jensen


  • Golf
  • Strategisk kommunikation
  • Praksisteori