Master International Communication Management Utrecht

Master International Communication Management Utrecht Starting date September 2010 Faculteit Communicatie en Journalistiek www.micm.hu.nl

Contents Faculteit Communicatie en Journalistiek

Trends and needs in the market for communication and media

Promise and target group Master International Communication Management

Course features

Programme, lecturers and guest speakers

Personal statements from alumni

Practical information

1. Trends and needs in the market for communication and media Faculteit Communicatie en Journalistiek To increase strategic understanding of communication • “ I want to do more than carry out communication tasks. I want to shape my organisation’s strategic communication policy” • “ I want deeper understanding of and insight into applications and alternatives so I can perform better at my job” • “ I want to know how I can use new media to increase effectiveness” To improve personal skills • “ I want to be able to summarise my ideas on paper and back them up ” • “ I want to learn how to advise and persuade my co-workers and have more tools to negotiate with management about ideas and budget ” To increase status and self-confidence • “ I want to take part in discussions at the executive level ” Communication professionals: Why a master’s programme in communication? Communication professionals: What do you expect to gain from a master’s programme?

An understanding of how communication fits into the overall strategy of an organisation

Practical experience: the study of real cases is at the heart of the MICM master’s programme

A focus on international communication (through cases, speakers, organisations)

Development of personal and business skills

International guest speakers who are at the top of their field

Fellow students who are professionals in the field and can bring their own experience to the table

Source: qualitative market research among 25 communication professionals, May 2009

2. Promise and target group Master International Communication Management Faculteit Communicatie en Journalistiek

Goal of this master’s programme

“ To develop communication professionals who understand the importance of communication for achieving strategic business objectives in an international environment”

Our goal is to educate communication professionals who have a strategic approach to communication, making them indispensable advisers in helping their organisation achieve its objectives. They have a broad understanding of international communication strategies, can employ cross-media effectively, and know the relationship between communication and strategy.

Emphasis on strategic communication management in an international environment

Expertise in trends and new media, ability to think in cross-medial terms

Develop strong skills and a command of the field

For whom?

Part-time programme for communication professionals ready for a new challenge.

- roughly 3 years’ work experience

- experience or ambition in an international organisation or with international clients

3. Unique features of the MICM master’s programme Faculteit Communicatie en Journalistiek International and intercultural International and intercultural experience is a touchstone throughout this programme. At the start of each lecture day, the theory will be discussed from an international perspective. The course will be taught by university lecturers alternating with guest lecturers who will discuss cases from their own international practice. Crossmediality The Crossmedia Content Research Group: Policy and Business Models for New Media researches the nature and consequences of changes in the value network of content creation, packaging, distribution and consuming, as a consequence of more and easily accessible digital platforms, communication channels and consumer devices becoming available. MICM students actively participate in crossmedia research in the group’s Crossmedia Laboratory, an inspiring place to deepen one’s professional skills. www.crossmedialab.nl Skills development In each semester, participants will be trained in specific skills paired with the communication subjects addressed in that semester. These training sessions are conducted by internationally oriented trainers. Develop strategic vision The MICM programme gives participants a firm command of all aspects of communication, including applied research, strategy, policy, branding, marketing communication and consultancy. Participants will learn how to view problems from different angles and develop a ‘helicopter view’. Hands-on learning MICM is a hands-on programme in which students acquire practical skills that they can apply directly in their work. Participants learn through addressing real-life problems, often drawn from their own job situation. Coaching helps participants address specific work issues while building their management skills. Professionally and personally, participants will grow in their job. Study trip abroad The international orientation is given extra emphasis during the MICM week-long study programme abroad, organised with the Universidad Francisco de Vitoria. During this week, participants will make working visits to several major companies, such as El Corte Inglés, Telefónica and Telemadrid, to gain a practical view of international communication strategy.

3. Unique features of the MICM master’s programme Faculteit Communicatie en Journalistiek Professional network The selective admissions process yields a diverse and stimulating group of participants, all of whom bring to the course their expertise and connections in the field. They come from diverse nationalities and backgrounds and work for NGOs, consultancies, government agencies, and multinational corporations in a wide variety of fields. What they have in common is their ambition and openness to discussion and debate. Coaching For participants to apply on the job what they learn during the course demands assistance in finding and overcoming obstacles both socially and mentally. Personal attention and support from the lecturers will help participants to develop their skills. Guest lecturers About 20 communication managers and consultants who work in an international environment will present cases from their own practice. This will help participants to reflect on theory and their own experience. As a result they will learn how to perform better in an international environment and on a strategic level.

4. Programme Master International Communication Management • Branding • Visual communication • Experience marketing • Loyalty / CRM Management skills & communication advice Training • Generating support • Conflict management Presentation Semester 1 “ Strategic Communication” • Introduction • Strategic comm. management • Strategic comm. planning • Cross-media Strategic comm. plan for your own company Semester 2 “ Research, Law & Ethics” • Research Design • Qualitative & quantitative reserach • Accountability • Corporate ethics/CSR • Communication laws Research design for your own company Semester 3 “ Concern & Internal Communication” Semester 4 “ Marketing Communication” • Corporate branding • Public affairs • Crisis communication • Intercultural comm. workshop • Change management & communication Specialisations in communication management Coaching and ‘intervision’ Training • Personal effectiveness • Creativity Training • Presentation skills • Consulting skills Training • Media skills Skills training Coaching and ‘intervision’ Major assignment Presentation Presentation major assignment Presentation Presentation Classroom: theory and cases International/ intercultural Crossmedia (7 - 9 weeks) (2 weeks) (full semester) (full semester) 10 - 14 weeks Study trip Madrid

4. Programme Master International Communication Management Guest lecturers (examples) Experience • Albert Holzappel, Msc Global head external communications, ABN AMRO Asset Management Communication manager, Heineken • Huib Koeleman, Msc Managing partner, Wit Communications Consultancy Author of several books on internal communication • Tanno Massar, Msc Strategy director, Hill & Knowlton Corporate media relations, Unilever • Phil Mead, MBA Mead Identity Management Marketing director, TNT Express • Kristian Örispäa, Mcomn Communication adviser, Shell • Professor Bert Pol, PhD Professor of public communication, Research Centre for Communication and Journalism • Marcel Spijkerman, MSc Senior account director, Millward Brown • Henk Vinken, PhD Fellow at OSA institute for labour services Lecturer at Leiden University Director at Institute for Research on Intercultural Cooperation • Harry van Vliet, PhD Professor at Hogeschool Utrecht University of Applied Sciences Head of research, Crossmedia Experience Lab • Professor Marita Vos, Phd Professor of organisational communications and PR, University of Jyväskylä (Finland) • Victor Neijendorf, MSc Marketing director, Heinz Director of client services, TBWA

5. Personal Statements alumni New challenges in consulting "I came to MICM with over ten years’ experience in international marketing and communications. MICM gave me the theory and practice, the foundation and the skills, to make a significant career change. “In my new job, I’m working with The Fifth Business Ltd as a communication consultant in the oil and gas industry, I know that without this degree the move into new challenges and opportunities would not have been possible." Kristian Orispää, (Finland) Added value, every day “ I was working in the communication department of a large international company when I decided to pursue a study to expand my theoretical knowledge of communication while at the same time gaining support in my work environment. “One of the most important things MICM taught me was to improve my helicopter view of a complex intercultural communication environment and to support the organisation with integrated communication advice that really adds value to the business. Although the programme was extremely challenging at times, it gave me valuable knowledge, insight, and confidence. What I learned at MICM helps me in my work every day.” Jeroen van den Berg (The Netherlands) Step in my career Having a Bachelor’s degree in Communication & Media, and a few years experience in (corporate) communication at an energy company, I was looking for a study which would help me to develop important (management) skills and elevate my knowledge about integrated, international communication. MICM was a good choice, because it provided me more in-depth knowledge, helped to develop my strategic view and was at the same time also very relevant for my work in practice. The chosen structure of the guest lectures, the caseworks, the major assignments (thesis) and discussion in class, work very well for me. The lectures were very interactive which helped me to learn even more. It is a very good combination of theory and practice.. Sometimes the programme was very challenging, but it brought me a lot. Partly because of my specialisation in Corporate Branding and my degree, it was possible to become Brand Manager at Eneco. Jolanda Ravenek

6. Practical Information Faculteit Communicatie en Journalistiek Cost: 18,500 euros including tuition, textbooks and the week-long study trip to Madrid. Course length: Two years in total, divided into four blocks. Each block lasts one semester and consists of twelve one-day sessions. Number of No more than 20. Admission is by selection. participants: Location of lectures: Utrecht Lecture hours: Wednesday 15.00 – 22.00. Extra skill training days on some wednesdays. In the third semester, a one-week study trip to Madrid. Workload: Approximately 20 hours a week including teaching sessions (60ECTS). Degree: Graduates will receive the degree MComn. This is a master’s degree accredited by the NVAO. Dates: September 2010 – 2012 Admission requirements: MICM requires its participants to be employed as communication professionals. During the course they will do research for their employer. They should have at least three years’ experience in the field and hold at least a bachelor’s degree.