Global Branding and Cambridge English
Enrolment is no longer possible for semester 1 2020-2021. The maximum number of participants has been reached for this minor.
The Global Branding and Cambridge English Minor focuses on building brands in a global and cross-cultural context. In the digital age, even small brands can become global brands.
This course prepares you for a career in global business. Not only will you gain insight into global branding, but you will also develop your business English language skills. The international projects in the course will help you develop your global branding expertise and cross-cultural skills.
This minor also prepares you for the official Cambridge C1 Business English Higher Certificate (formerly known as BEC Higher). This is an internationally recognized qualification that shows employers your advanced skills for using English in the global workplace. After completing the course, you can take the official BEC Higher exam at the British Council Amsterdam (optional, not included in the course). Visit the British Council website for more details.
The aim of this course is to develop your global branding knowledge and professional English language skills. The focus is on global marketing communications, and by the end of the course, you will have acquired a high level of expertise in this field. You should be able to apply your expertise to real business cases and be competent in developing global marketing communications strategies.
During this course your English listening, speaking, reading and writing skills will be brought up to advanced and proficiency level, i.e. C1- C2 level in the Common European Framework of Reference for Languages (CEFR). After the course, you should be able to communicate more confidently, fluently and naturally in English in any business situation.
In terms of professional development in this course, you will develop competencies, such as cross-cultural communication skills while working in international virtual teams. Virtual projects from previous years have included partnerships with universities in North America and South America.
Applications will be processed in the order of receipt of signed learning agreements.
The entry level of the course is English at upper intermediate level, (B1 – B2 (CEFR level). Your actual level of English will be determined by the diagnostic test at the start of the course.
Global Branding Projects (6 ECs)
You will apply your global branding expertise in projects and assignments, often carried out in international virtual teams. This will help you gain a deep understanding of the global branding and international marketing communications concepts, theories and models.
Global Branding Written Exam (6 ECs)
The Global Branding Written Exam is an open-book exam. You will be given a business case and will be asked to perform several professional tasks, such as designing a global branding strategy.
Business English Reading and Writing Exam at C1 level (6 ECs)
You will be prepared for the official Cambridge BEC Higher exams: the written exam consists of the three written tasks set in a previous BEC Higher exam. The Reading Exam consists of six tasks, which test your ability to scan and skim texts, to edit and complete texts and to understand C1 business vocabulary.
Business English Listening and English Speaking Exam at C1 level (6 ECs)
The Listening Exam consists of three tasks: listening for and noting specific information, listening to identify context and speakers’ motivation and listening for understanding. The Speaking Exam, too, follows the official BEC Higher format. It is taken in threesomes and consists of three tasks: a conversation between one student and the interlocutor, a mini-presentation and a discussion on a business topic between the three candidates.
Global Branding and Cambridge English Portfolio at C2 level (6 ECs)
Having a professional portfolio can be a valuable asset for your career. With the help of continuous coaching, you will build a Global Branding and Cambridge English Portfolio consisting of documents and assignments geared to successful job hunting and performance in today's global business environment.
If a student fails to successfully complete the minor in the period in which she took the minor it is possible to finalize the minor in a following period in which the minor is given.
If a minor is no longer offered or in case the minor is rewritten, the degree programme will offer students a further two opportunities to finalize this minor in the following year.
- Integrated Advertising, Promotion and Marketing Communications Global Edition, 8th Edition, Kenneth Clow, Donald Baack, Pearson ISBN-10: 1292093633, ISBN-13: 9781292093635
- Market leader Advanced Extra Coursebook + DVD/MyEnglishLab access code, Margaret O'Keeffe, Pearson Education Limited, ISBN-13: 9781292134734
- Business Grammar Builder, 2nd edition, Paul Emerson, Macmillan, ISBN: 9780230732544
The contact time (15 hours) consists of lectures, practicals and doing research.