International Advertising

Programme code:  MC-INTERADV-08-SEM1 (Fall); MC-INTERADV-08-SEM2 (Spring)
Level  Year 3/4, Minor
Semester:   Fall and Spring
Number of ECTS:  30 
Language of instruction:  English 

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.

Profile of the programme

Intermediate to advanced level programme on International Advertising.

Your whole life you have been confronted with advertising: billboards, TV commercials, ads, brochures, banners, virals, pop-ups, and many more. But what is advertising? If you look beyond the song-and-dances, the pretty pictures and the happy shiny people, you will see that advertising is more than a message that fills the space around television programs, newspaper and magazine articles. Advertising is a complex form of communication based on strategies and objectives that will result in various forms of impact on the thinking, feeling and actions of consumers.

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 indented? 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.

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. 

Entry requirements

  • English at level of B2 + fluent in English writing and speaking.
    Students will take a compulsory  English proficiency test in week 1 in order to be allowed to participate in the courses Copywriting and Creative Research.
  • Foundation of introductory course(s) in Marketing Management.

Course structure diagram

Course unit title  Number of ECTS 
Branding Strategy
Cultural values and communication in an international perspective    
Creative Research 5
The Psychology of Marketing Communication
Copywriting 5
Final Creative Assignment


A. Schellinkhout (


Please note that the programme reflects a (logical) bundle of courses/subjects (and should normally be followed as such); it is not possible to combine (2 or more) programmes in one single period.

More information

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