International Advertising

Advertising is all about creating a message and sending it to the consumer so that he or she will react in a specific way. But how do you get the consumer to react the way you intended? How do you cut through the clutter of all those other advertisements and reach the consumer? To write objectives, you must have some understanding of how these messages work. In this course you will learn about the principles and practice that make an advert effective.

International Advertising is an intermediate to advanced level programme for creative, internationally-oriented students.

Would you like to know more about this programme or do you have a specific question? Please contact the programme coordinator, Karin van Gastel.

The programme takes place during one semester and contains the following courses:

Please note that the programme reflects a (logical) bundle of courses/subjects and should normally be followed as such. By choosing this package you will have to participate in ALL the courses included. It is not possible to combine (two or more) programmes in one single period.

In our course guides you can find all relevant information about the courses in one practical document. Download them here for your convenience.

• Brand Strategy
• Creative Research
• Cultural Values and Communication in an International Perspectives
• Copywriting
• Psychology of Marcom
• Final Creative Task

To enter this programme, you need a foundation of introductory course(s) in Marketing Management.

English CEFR level B2 + fluent in English writing and speaking.

In the first week (or on the Introduction day), you will take a compulsory English proficiency test in order to be allowed to participate in the courses Copywriting and Creative Research.

Please note: If your English language ability proves to be insufficient to participate actively in (parts of) the courses you have chosen, we cannot be bound to the Learning Agreement, neither can we guarantee to offer you the required amount of study load (EC’s). Teachers might request you to take a diagnostic test at the start of the course to check if your English language ability is sufficient to successfully participate in that specific course. In all cases it is up to the programme manager to decide if your English language ability is sufficient to be eligible for the programme/course.

This course is under authorization of the I.A.A. (International Advertising Association - Dutch Chapter). An IAA certificate can be obtained by students that pass all courses.