International Commercial Communications

The International Commercial Communications (ICC) programme provides you with the knowledge and skills you need to create your own vision on branding, marketing communications and consumer behaviour, and shares the newest developments in the field in an international context.

You will partake in a prominent pan-European advertising competition during the second part of the programme, giving you the opportunity to experience of working in an advertising agency. You'll get a briefing for an actual project and carry out extensive research and analysis before formulating a strategy and campaign that you'll pitch to a panel of judges.

Useful to know

Start date September
Number of ECTS 30 Dutch Education System
Programme level Minor
Programme code JCM-ICC1-11
Language of instruction English
Year of study Year 3 or 4
Location Utrecht Science Park

Course content

What do you need to enter this programme? And what can you expect when you apply? In this section you'll find all you need to know!

Our minor programme International Commercial Communications (ICC) – State-of-the-Art International Communication – is a specialisation meant for students who love an extra challenge and want to gain deeper insights into the wonderful world of Brands, Marketing Communications, and Advertising & Media.

At the end of the semester, you will be able to:

  • State your own vision about – and in-depth knowledge in – the fields of branding, marketing communications, consumer behaviour and the newest developments in the field in an international context.
  • Use research methods specific to marketing communications at advanced level.
  • Carry out in-depth analysis, based on the newest insights in the fields of branding, consumer behaviour, technologies and intercultural communications.
  • Use decision science and consumer understanding to develop communication strategies and concepts for an international target audience.
  • Describe and justify the use of several online and offline marcom tools and media.
  • Budget realistically, formulate clear KPI’s and measure results.

And you will:

  • Have acquired your own vision and up-to-date knowledge and skills in Marketing Communications Management in an international context;
  • Be able to apply this knowledge and these skills on a strategic as well as tactical level.
  • Be able to carry out international consumer research and develop an international communications strategy to solve a real international advertising case.
Would you like to know more about this programme or do you have a specific question? Please contact the programme coordinator, Luc van Dijk-Wijmenga.

In the first half of the semester, you will participate in three theoretical courses: Marketing & Consumer Behaviour, Marketing Communications, and Online Marketing & Conceptual Thinking.

In the second half of the semester, you will participate in a prestigious pan-European advertising competition, which gives you the opportunity to experience what it is like to work within an advertising agency environment. You receive a briefing for a real-life case and carry out extensive research and analysis before formulating a killer strategy and campaign that you will pitch to a jury.

Title

Activity

ECTS

Marketing Communications

ICC Course 1

5

Marketing & Consumer Behaviour

ICC Course 2

5

Online Marketing & Conceptual Thinking

ICC Course 3

5

ICC Advertising Pitch

Report

10

ICC Advertising Pitch

Presentation

5


In our Course Guide you can find all relevant information about the programme in one practical document. Download it here for your convenience.

To enter this programme, you need an educational background in Marketing, Communications or PR.

English CEFR level B2.

Please note: You may be asked to take a language assessment test before the start of the programme. If your English language skills are below the required level, you may not be able to enter the course, as you need to be able to actively participate in (parts of) the programme. In all cases, the programme manager makes the final decision.

Typical entry-level jobs for recently-graduated students with the ICC specialisation are:

  • Junior Brand Manager
  • Junior MarCom Manager
  • Junior Project Manager at Advertising/PR/Online/Social Media agencies
  • Junior Account Manager Advertising/PR/Online/Social Media agencies
  • Junior Advertising Specialist

Practical information

When you move to a different country to study, there are lots of things to arrange. For instance, where will you live? Visit the practical information page.

Find out how to apply

Ready for an international adventure?

Why choose hu?

  • Boost your international profile

    With a Minor in International Commercial Communications you build a strong international profile, making you stand out to prospective employers at home and abroad.

  • Inspiring international setting

    HU supports your ambitions. Our lecturers will tutor and assist you in making the most of this international programme. During your time in Utrecht, you will meet students from all over the world and make connections to last a lifetime.

  • Utrecht Science Park Campus

    Studying at HU University of Applied Sciences Utrecht means you get to enjoy all the benefits of our modern campus, Utrecht Science Park (USP). A miniature city with the universities' buildings, student housing, restaurants, cafés, a sports centre, and much more, it enjoys excellent transport links to Utrecht and beyond.

  • Vibrant university city Utrecht

    Beautiful Utrecht has lots of young people and excellent facilities for student life. It has a mediaeval city centre which is small enough to explore by foot or bicycle. Enjoy a drink next to the quaint canals or dine in one of the converted wharf cellars.

Study in Utrecht

Interested in our International Commercial Communications programme?

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