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KORTE OMSCHRIJVING
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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 harmonize their brand portfolio across boundaries on the basis of a cohesive and effective brand strategy. International brand communication uses specific strategies and techniques. Many international campaigns will be analyzed and talked about.
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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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You should be able to work efficiently in an international business setting. You 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 and the complexity of the context of international brand communication.
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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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only available with very good knowledge in Advertising and a thorough knowledge of the basic communication theory
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LEERINHOUDEN
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STUDIEMATERIAAL
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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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lesuren
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practicum en oefeningen:
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lesuren
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vormen van groepsleren:
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lesuren
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studietijd buiten contacturen:
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klokuren
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Verdere toelichting:
Lectures and seminars Discussion groups Guest colleges Workshops
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EVALUATIE
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Eerste examenperiode
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written examination: 50% workshop: 50%
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tijd voor examinering
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Tweede examenperiode
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