International Advertising

Your whole life you have been confronted with advertising: billboards, ads, brochures, banners, virals, pop-ups, and many more. But what is advertising? If you look beyond the song-and-dances, the pretty pictures and the happy shiny people, you will see that advertising is more than a message that fills the space around television programs, newspaper and magazine articles.

Advertising is a complex form of communication based on strategies and objectives that will result in various forms of impact on the thinking, feeling and actions of consumers.

Advertising is all about creating a message and sending it to the consumer so that he or she will react in a specific way. But how do you get the consumer to react the way you indented? How do you cut through the clutter of all those other advertisements and reach the consumer? To write objectives, you must have some understanding of how these messages work. In this course you will learn about the principles and practice that make an advert effective.

Useful to know

Start date February, September
Number of ECTS 30 Dutch Education System
Programme level Minor
Programme code MC-INTERADV-08-SEM1 (fall) MC-INTERADV-08-SEM2 (spring)
Language of instruction English
Year of study Year 3 or 4
Practical Matters Housing and Immigration
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!

International Advertising is an intermediate to advanced level programme for creative, internationally-oriented students.

Advertising is all about creating a message and sending it to the consumer so that he or she will react in a specific way. But how do you get the consumer to react the way you intended? How do you cut through the clutter of all those other advertisements and reach the consumer? To write objectives, you must have some understanding of how these messages work. In this course you will learn about the principles and practice that make an advert effective.

Would you like to know more about this programme or do you have a specific question? Please contact the programme coordinator, Karin van Gastel.

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

Course unit title ECTS
Branding Strategy 5
Cultural Values and Communication in International Prespective 5
Creative Research 5
The Psychology of Marketing Communication 5
Copywriting 5
Final Creative Assignment 5

Please note that the 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.

In our course guides you can find all relevant information about the courses in one practical document. Download them here for your convenience.

To enter this programme, you need a foundation of introductory course(s) in Marketing Management.

English CEFR level B2 + fluent in English writing and speaking.

In the first week (or on the Introduction day), you will take a compulsory English proficiency test in order to be allowed to participate in the courses Copywriting and Creative Research.

Please note: If your English language ability proves to be insufficient to participate actively in (parts of) the courses you have chosen, we cannot be bound to the Learning Agreement, neither can we guarantee to offer you the required amount of study load (EC’s). Teachers might request you to take a diagnostic test at the start of the course to check if your English language ability is sufficient to successfully participate in that specific course. In all cases it is up to the programme manager to decide if your English language ability is sufficient to be eligible for the programme/course.

This course is under authorization of the I.A.A. (International Advertising Association - Dutch Chapter). An IAA certificate can be obtained by students that pass all courses.

Practical information

When you move to a different country to study, there are lots of things to arrange. For instance, where will you live, how much are the costs? Visit the practical information site. Read here for more info about how to arrange housing. A student living in the Netherlands needs about € 800 - 1000 a month to cover living expenses, such as housing, food and transportation. This includes insurances – health insurance is mandatory.

Find out how to apply

Ready for an international adventure?

why choose hu?

  • Build your international profile

    With a International Advertising minor you build a strong international profile, making you stand out to future 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.

Students studying at HU University for Applied Sciences

Interested in our International Advertising programme?

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