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? It is more than the message that fills the space around television programmes and newspaper and magazine articles.

If you take a deeper look, you'll see that advertising is a complex form of communication, based on strategies and objectives that need to impact on the thinking, feeling and actions of consumers. In this programme, you 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 (autumn), MC-INTERADV-08-SEM2 (spring)
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!

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, Arjan Schellinkhout.

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



Branding Strategy


Cultural values and Communication in an International Perspective


Creative Research


The Psychology of Marketing Communication




Final Creative Assignment


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.


Creative research

Cultural Differences


Fact Sheet

Final Creative Assignment

The Psychology of Marketing Communication

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

English CEFR level B2.

In the first week, 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 skills are below the required level, you may not be able to enter the programme, as you need to be able to actively participate in (parts of) the programme. In all cases, the programme manager makes the final decision.

This programme is held under authorisation of the IAA (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.

Study in Utrecht

Interested in our International Advertising programme?

Want to know more?