International Commercial Communications

Programme code:  JCM-ICC1-11
Semester:   FALL
Number of ECTS:  30
Language of instruction:  English 

ICC is an specialization meant for students that would love an extra challenge and want to gain deeper insights into the wonderful world of Brands, Marketing Communications, Advertising & Media.

Profile of the programme

What will you learn during ICC?
At the end of the semester, you will be able to:

  • Have your own vision about - and in-depth knowledge in -  the fields of branding, marketing communications, consumer behaviour and the newest developments in the field in an international context;
  • Use research methods specific to marketing communications at advanced level;
  • Carry out in-depth analysis, based on the newest insights in the fields of branding, consumer behaviour, technologies and intercultural communications;
  • Use decision science and consumer understanding to develop communication strategies and concepts for an international target audience;
  • Describe and justify the use of several online and offline marcom tools and media;
  • Budget realistically, formulate clear KPI’s and measure results.

In the end you will:

  • Acquire your own vision and up-to-date knowledge and skills in Marketing Communications Management in an international context;be able to apply this knowledge and these skills on a strategic as well as tactical level;
  • be able to carry out international consumer research and develop an international communications strategy to solve a real international advertising case.  

In the first half of the semester you will participate in three theoretical courses: Marketing & Consumer Behaviour, Marketing Communications, and Online Marketing & Conceptual Thinking.

In the second half of the semester  you will participate in a prestigious pan-European advertising competition, which will give you the opportunity to experience what it is like to work on a real case in an advertising agency.

You will receive a briefing for a real-life case and will carry out extensive and analysis before formulating a killer strategy and campaign that you will pitch to a jury.

Any questions? Feel free to contact the coordinator Luc van Dijk at luc.vandijk@hu.nl and the coordinator of international affairs Anjali Barbosa at anjali.britobarbosa@hu.nl  and we will be happy to answer any queries you may have.

Typical entry-level jobs for students that have graduated and chosen the  ICC specialization are:

  • Junior Brand Manager
  • Junior MarCom Manager
  • Junior project manager at Advertising/PR/Online/Social Media agencies
  • Junior account manager Advertising/PR/Online/Social Media agencies
  • Junior advertising specialist.

Entry requirements

  • English at B2 level.

Course structure diagram

Course unit title  Number of ECTS 
Marketing Communications  (ICC Course)
Marketing & Consumer Behaviour   (ICC Course 2)
Online Marketing & Conceptual Thinking  (ICC Course 3)  5
ICC Advertising Pitch (Report)
10
ICC Advertising Pitch (Presentation)  5

Coordinator

Luc van Dijk (ICC) (luc.vandijk@hu.nl) and Anjali Barbosa (International Affairs) (anjali.britobarbosa@hu.nl)

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