Our International Advertising Minor is designed for aspiring marketers, communicators, and creative individuals seeking to explore the strategic aspects of global advertising. If you have a keen interest in designing effective campaigns, navigating diverse markets worldwide, and shaping strategic brand communication, this program is for you! 

Content

You've grown up surrounded by billboards, TV commercials, vibrant ads, and catchy jingles – but have you ever wondered what lies beyond the surface of these messages? Advertising is not just about pretty pictures and catchy tunes; it's a sophisticated form of communication driven by strategies and objectives that aim to shape the way consumers think, feel, and act. 

In today's interconnected world, the importance of international advertising cannot be overstated. Brands seeking global recognition and market presence must navigate diverse cultural landscapes, economic environments, and consumer behaviours. Crafting a compelling advertising strategy is not just a choice; it is a necessity for brands aiming to thrive globally.  

Advertising is all about brand building, creating a message and strategically selecting the right media to influence consumer responses. But how do you ensure that the consumer responds the way you intended? How do you cut through the clutter of all those other commercials and advertisements, and reach the consumer? To set objectives, you must have understanding of how these messages work. In this minor programme you will learn about the principles and practices that make advertising and an advertisement effective.   

Courses

The programme takes place during one semester and contains the following courses:

Branding Strategy - 5EC

Cultural Values and Communication in an International Perspective - 5EC

Creative Research - 5EC

The Psychology of Marketing Communication - 5EC

Final Creative Assignment - 10EC

A crucial part of the minor program is the Final Creative Assignment. This assignment is both comprehensive and complementary to the other courses within the minor and serves as a master test in which students apply the knowledge and skills acquired throughout the minor by creating a campaign for a real client. Creative workshops are offered to teach students the necessary skills that they can use in designing their campaign and ultimately pitching it to the client. 

Please note that the minor programme reflects a (logical) bundle of courses/subjects and should normally be followed as such. It is not possible to combine (two or more) programmes in one single period. By choosing this package you will have to participate in ALL the courses included.   

During the minor, you will learn to: 

• Develop an understanding of the strategic elements of international advertising;
• Design impactful and effective advertising campaign concepts that:
• Align with the brand identity, 
• Suit the target audience, 
• Integrate within the cultural context of the international environment, 
• Are purposefully designed to enhance perception and influence consumer behavior, 
• Ultimately contribute to building brand equity in an international context. 

To enter this programme, you need a foundation of introductory course(s) in Marketing Management, and you need to be fluent in English writing and speaking (English language skills at CEFR level B2).   

You will receive a definite reading list before the start of the minor.

The timetable and the teaching days are not yet known.

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 takes place through:  

• Assignments; Group projects and individual assignments  
• Exams; Oral and written  

Signed learning agreements for minors in period AB or Lint period can be uploaded up to and including 28 June 2024 in Osiris Application, see the instructions on the learning agreement or check our site. Learning agreements that are received after 28 June will not be processed. 

Signed learning agreements for minors in the CD period can be uploaded up to and including 6 December 2024 in Osiris Application, see the instructions on the learning agreement or check our site.
Learning agreements that are received after 6 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