Creating Communication Campaigns Exchange semester

Creating Communication Campaigns is aimed at developing your skills in analysing and creatively
solving communication problems by means of a communication campaign. You will learn what an
organisational and communication problem is and how you can research such a problem. You will
develop a (marketing) communication campaign for an external client and produce a number of tools
(video + print media) needed to execute this campaign. All this will be done in international project
groups.
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Research (Theory and Report)

ICVH2PRJ3
6
(Communication) Research Theory is essential for the successful completion of the
Research Project. The course aims to provide you with a critical understanding of a
range of approaches, research methodologies and resources relevant for the analysis
of a strategic communication problem.
It also helps you to define a project rationale justified by documentary secondary data
(organizational documents, handbooks, communication and media studies, reports,
etc.) and complemented by primary data using qualitative interviews (Depth, semistructured). Primary emphasis is placed on the methodological design of a mini casestudy (The client) together with a basic theoretical framework combining qualitative
and quantitative data-collection and analytic methods.
You will develop the ability to critically review literature, identify gaps in knowledge
and develop research skills to facilitate data collection and analysis for the Research
Report which you will have to produce for an outside client. You will be asked to
execute a communication research among the target groups of your client. In this
commutation research you will execute documentary secondary data research and
field work both to find out what the target groups think, know and find important
about the subject the clients wants to communicate about. In your research report
you will report your main results, findings and conclusions for your client.

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Communication Theory 2
ICVH8COM2
3
This course is aimed at developing your ability to make use of proper theoretical
concepts in order to enhance your further understanding of the different day to day
practice of professionals in functional communication, e.g. public relations officers,
propagandists, promoters, advertisers and public campaign specialists. After
completion of this module you will:
- know about the different forms of mass communication
- be able to relate theoretical concepts to real life situations
- be able to plan communication activities based on theoretical concepts and use the
appropriate terminology
- be aware of the possible (un)intentional and (un)wanted) effects of communication

Course
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Media Skills 3
ICVH6MES3
2
In this course you will learn to create a simple hand made website and incorporate
(mash up) external content from web services like Flickr, YouTube, etc. You will
explore social media and the options to embed these into your website.
Communication professionals deal with the Internet on a daily basis. Juniors do f.e.
content management, seniors are involved in website development projects. During
this course you will be introduced to the website production process. You will learn
some technical basics to adjust existing design and maybe start from scratch.

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English for Communication Professionals 5

ICVH9ECP5
2
Professional product: Argumentative Essay
At the end of this block you will be able to write an argumentative essay

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ICC5: Working in Intercultural Teams

ICVH8ICC5
2
What does it take to work in multicultural groups? You will learn about group
dynamics, group roles and how to deal with intercultural differences and dilemmas. In
order to work successfully in the project you will practice your intercultural
communication techniques and how to overcome intercultural problems like different
perspectives on time, on planning, on task or relationship orientation, on individual
and group responsibilities. This module serves as a basis for the international project
planning in the Research and Campaign project.

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English for Communication Professionals 6

ICVH8ECP6
3
The course supports the final presentation for the project by focussing on persuasive
presentations. The characteristics of persuasive presentations, rhetoric and argument,
and how to prepare and present a case will be studied and practised. You will take
part in a simulation with two teams who have rival plans for the same development
project.

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Plan and pitch

ICVH0PRJ4A
3
You will create a (marketing) communication plan in which you motivate the choices
made, based on research and theory. The creative concept will be implemented in a
number of tools. A financial statement completes the plan.
In your role as a communication advising agency you have to plan your own activities
and monitor your progress and cooperation (project management). You will present
the client with a pitch, in which you will try to persuade the client that your
communication strategy is the best solution to his problem.
Main topics to be covered are: organisational and communication problem and

objective, target audiences, messages and choice of media. In the communication

plan you describe the communication strategy and tactics of the campaign and an
evaluation plan. You also include an estimation of the costs of the implementation of
the campaign.

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Communication Tools
ICVH0PRJ4B
3
For the development of the Mediamix you will develop a creative concept for the
campaign. You will choose media for the campaign (from umbrella to web site) and
substantiate the choices. Other products are for example: making sketches/designs in
the form of moodboard, synopsis, storyboard, flowchart (whatever is necessary),
writing copy, prototypes for the campaign pitch. Testing your major items of the
media mix and using the feedback in your advice are other elements which will make
your mediamix more professional.

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Content

Communication theory 3
ICVH8COM3
2
This course is aimed at developing your ability to make use of proper theoretical
concepts in order to enhance your further understanding of the different day to day
practices of professionals in functional communication, e.g. public relations officers
propropagandists, promoters, advertisers and public campaign specialists.

One of the additional aims is to find out how, in different cultures/countries, these
professionals have to deal with differences in values and norms, which will affect their
specific ways of communicating. You will write an essay in pairs.

To be able to give sound communication advice to people who hire you to solve a
Co communication problem, you have to understand how communication works, what it
can do (and what it cannot do).

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Marketing Communications and Finances

ICVH8MKC
3
This course focuses on equipping you with the marketing communication theoretical
background you need to analyze a marketing communication problem and develop a
relevant strategic communication plan that effectively integrates a mix of
communication channels.
Subjects covered are for example: budget allocation per various marketing
communication tools, marketing communication objectives and strategies, marketing
communication models, media planning.

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Professional Skills: Application

ICVH3PSA
1
In this workshop students learn how to apply for an internship position, by writing
cover letters and CVs, and by doing interview simulations.