Structure and content

The Master in International Communication Management focuses on Corporate Communication, Internal Communication and Branding. The curriculum includes modules like Communication Research, Intercultural Communication, Media Relations, Social Media and Crisis Communication. In addition, you will be taught specific skills, consisting of several workshops on subjects including time management, writing and intercultural sensitivity.

Forms of teaching

The forms of teaching are varied and diverse: trainings, workshops, case studies and lectures form part of the programme. You will finish a module with a (reflection) report or an assignment. For the thesis project, you will find yourself a suitable client organisation and act as a communication consultant for that client.

Volume of study

The full-time programme lasts a year. You will attend courses two days per week. In addition, you will work independently or in groups and in total you should expect to invest forty hours per week. Full-time students work on several modules in parallel. For the part-time programme, you will attend courses one day per week. In this programme, you will study for approximately twenty hours per week, including the lessons. The course lasts for two years. The MICM program consists of the following courses:

Intercultural communication

In this course, you will focus on culture, cultural differences and cultural homogenization. You will improve your own intercultural communication and intercultural management skills. As an assignment, you will analyse the cultural differences within one international organisation and give recommendations about how these differences can be overcome.

Corporate reputation

You will study the main concepts of corporate communication and apply these to strategic issues for international organisations. This course includes topics such as corporate reputation, identity, image, corporate social responsibility, stakeholder relations and public affairs.

Internal communication

You will study the main processes and dynamics of internal communications in multicultural and international organisations. The main topics include organizational cultures, subcultures, corporate ethics, employee engagement, leadership and conflict management.

Branding

You will develop a brand concept and learn how to evaluate brands on relevant criteria. This course focuses on internal and external branding, brand management and techniques for brand evaluation. You will analyse several brands and make recommendations for the branding strategy of an international organisation.

Implementation

This course covers the question how communication strategies and policies can be implemented in international organisations. Through practical exercises, you will learn about relationship building, management of engagement, making negotiations and strengthening your personal leadership skills.

Communication research

The course on communication research focuses on modern applications of communication research, especially how to measure communication effects. Several quantitative and qualitative techniques will be discussed, such as media analysis, focus groups and internet surveys.

Media relations

You will learn about the international media environment, media relations strategies, the roles and values of journalists and techniques of spin doctors. The course will focus on ethical dilemma’s in media relations, and offers practical exercises in writing press releases, giving interviews and organizing press conferences.

Social media

In this course, you will critically discuss the possibilities and drawbacks of social media. The course focuses on social network analysis, social media marketing, citizen journalism, co-creation and several business-to-business applications of social media. In the assignment, you will make an in depth evaluation of one of these applications.

Crisis communication

You will learn about issue management, crisis prevention and effective communication during a crisis. During this course, a simulation about a real-life crisis will be held, in order to strengthen your skills in this field, and to enable you to reflect on the most effective crisis communication strategies.

Thesis

The final course of MICM is the thesis project. You will find your own client and serve them with valuable advice about a strategic international communication problem.