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KORTE OMSCHRIJVING
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COMPETENTIEGERICHTE LEERDOELEN
Dit opleidingsonderdeel draagt in het bijzonder bij tot het realiseren
van volgende opleidingsdoelen (eindtermen)
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Algemene competenties
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Algemene beroepsgerichte competenties
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Beroepsspecifieke competenties
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SPECIFIEKE DOELSTELLINGEN
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This course contributes to the realisation of the following programme objectives:
- Students should be able to work efficiently in an international business setting
- Students should have an understanding of:
- the role and the meaning of brands
- the dynamics of international brands
- the basic principles of an international brand policy
- the complexity of the context of international brand communication
- the principles and objectives of CSR
- the importance of public affairs
- reputation management
- grassroots communication
- the principles of networking.
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VEREISTE BEGINCOMPETENTIES
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Opleidingsonderdelen waarvoor voorafgaand credits dienen behaald te zijn
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Opleidingsonderdelen die vooraf dienen gevolgd te zijn
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Andere begincompetenties
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- Students should be familiar with the main aspects of corporate and marketing communication.
- Basic knowledge of the principles of public relations.
- Thorough insight in the decision-making process within the European Union.
- The "Crash course on corporate and marketing communication" is recommended for exchange students and students who graduated in other fields than marketing and communication. This crash course is part of the exams.
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LEERINHOUDEN
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- International corporate communication is a very broad area of study. This course focuses on two specific aspects: brand communication and corporate communication.
- Brands play a key role in the communication strategy of a company. They help to establish the identity of the firm in the marketplace and to develop a solid customer franchise.
- Many firms move into international markets by acquiring companies in other countries or by entering into international alliances. They therefore need to harmonise their brand portfolio across boundaries on the basis of a cohesive and effective brand strategy.
- Another important aspect of ICC is the reputation of the organisation. To work on a strong image you need to build up good relations with your environment and with political decision-makers.Therefore networking is more than a necessity to realise the commercial targets of the company.
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STUDIEMATERIAAL
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- M.DE MOOIJ. Global marketing and advertising. Understanding the cultural paradoxes. London, Thousand Oaks, 2005. 315p.
- Syllabus 'International corporate communication' 2007-2008
- Crash course on corporate and marketing communication
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WERKVORMEN
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Soort werkvorm
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uren
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%
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hoor- en werkcolleges:
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52
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lesuren
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30,95
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practicum en oefeningen:
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30
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lesuren
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17,86
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vormen van groepsleren:
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0
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lesuren
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00,00
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studietijd buiten contacturen:
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84
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klokuren
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50,00
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Verdere toelichting:
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EVALUATIE
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Eerste examenperiode
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oral examination:
- brand: 6 pts
- corporate: 6 pts
assignment: 8 pts
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tijd voor examinering
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Tweede examenperiode
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oral examination:
- brand: 6 pts
- corporate: 6 pts
assignment: 8 pts
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