For whom
This minor is designed to introduce students into the dynamic world of advertising, where brand strategy, psychology, creative thinking, and cultural awareness come together to create impactful advertising plans and campaigns that align with brand values and resonate with diverse target audiences worldwide.

It is tailored for students who seek to focus on strategic decision-making and brand communication, rather than the creative production of advertisements.

The minor suits motivated, internationally oriented students who aim to work in international brand management, advertising strategy, creative concept development, account planning, or marketing communication consultancy.

Admission
To enter this programme, a foundation of introductory course(s) in Marketing Management and fluency in English writing and speaking (English language skills at CEFR level B2) is required

Content
In today’s fast moving international landscape, brands must communicate across cultural boundaries, media ecosystems, and rapidly changing consumer expectations. Advertising is no longer about producing content alone. It requires understanding how brands create meaning, build long term relationships, and influence behaviour in global markets.

Modern advertising requires far more than creativity. It demands the ability to interpret research, understand brand identity, apply psychological principles, craft concepts that resonate across cultures, and persuade stakeholders with clarity and confidence. Students develop the capability to translate brand essence into coherent global communication strategies.

Throughout the programme, students engage in theory, practical workshops, creative ideation, cultural analysis, concept development, and portfolio building. Real world assignments and client collaborations help students apply their knowledge directly in practice

Learning objectives
At the end of the minor, students are able to:

•         Develop and justify a coherent brand and communication strategy aligned with insights, audience needs, and brand identity in an international context.

•         Apply research and analytical skills to generate actionable insights that inform advertising decisions.

•         Create original imaginative and strategically aligned creative concepts using divergent thinking, iteration, and storytelling.

•         Apply psychological and persuasive communication principles ethically to increase advertising effectiveness.

•         Adapt communication strategies for diverse cultural contexts, ensuring cultural relevance and brand consistency.

•         Communicate ideas persuasively and collaborate professionally within multidisciplinary and international teams

Subjects, skills training, and workshops
The programme spans a full semester (30 ECTS, 840 hours study load)

Key components include:

•         Lectures & Workshops covering theoretical concepts, practical applications, creative development, and hands-on workshops.

•         Assignments and Challenges designed to build evidence of mastery across all learning outcomes.

•         Group Projects in which students collaborate in diverse teams to design and present brand communication strategies and advertising campaigns.

•         Individual Assignments to assess understanding and application of course content.

•         Practical Fieldwork engaging in real-life business cases.

•         Portfolio Development as a continuous process to demonstrate the learning journey

The minor programme is based on 'learning by doing', consisting of exercises, challenges and assignments, where knowledge and skills training are offered according to ‘just in time’ principle. This means no separate courses, exams or other summative tests, but programmatic assessment for 30 ECTS. This requires a high level of independence and personal responsibility from you with regard to self-starting skills and self-discipline. You are expected to manage your own learning process, continuously and actively collecting feedback, feed forward and feed up. Attendance at work sessions is not mandatory, but highly recommended; The pace is very high and the risk of lagging behind and/or missing the connection to content or group is therefore high.

Please note that the programme reflects a (logical) bundle of work-sessions and subjects that should be followed as such. It is not possible to combine (two or more) programmes in one single period

Additional costs
Travel costs for excursions and field work: maximum € 100.

Literature
All material used will be provided.

Schedule
The minor spans a full semester and is offered both in the fall and spring semesters.

Total study load: 840 hours
Contact time: approximately 150–160 hours
Workshops and coaching: approximately 40 hours
Self-study and portfolio development: approximately 630 hours
Assessment activities: approximately 12 hours

The timetable and teaching days will be published the month prior to the start of the minor. On average, there are three work sessions and lectures per week, each lasting approximately three hours, along with six-hour workshops. Expect to be physically present at HU for three days per week. 

With the exception of the first teaching period of the academic year (starting September), the lesson and test schedules are always posted on Mijn Rooster four weeks before the start of each teaching period. The schedule for the first teaching period of the academic year can be found on the site three weeks before the start. The most up-to-date schedule is always visible on Mijn Rooster. 
At HU, full-time education may be scheduled between 08:30 and 19:00. 

Assessment
During the entire minor you will put together an individual portfolio consisting of completed assignments and challenges, and feedback from peers, experts and teachers, in which you demonstrate that you have acquired the necessary competences, knowledge and skills. This individual portfolio serves to determine whether you have met the desired learning outcomes. As such, there is no decision moment based on a single assessment; the decision is made based on rich information on your entire learning process. 

Signed learning agreements can be uploaded up to and including 3 July 2026 in Osiris Registration, see the instructions on the learning agreement or check our site. Learning agreements that are received after 3 July will not be processed.  

Signed learning agreements can be uploaded up to and including 4 December 2026 in Osiris Registration, see the instructions on the learning agreement or check our site. Learning agreements that are received after 4 December will not be processed.  

Please note: Learning Agreements will be considered in order of entry in Osiris Application (first come, first serve). A submitted learning agreement will not entitle you to a spot within a minor unless the following is the case: 

* The minor is not yet full: each minor has a maximum number of places per period 

* The student has submitted the learning agreement in full (including his/her own details and signature and the stamp of the examination board). 

* HU has signed and stamped the learning agreement