The role of the international communication professional has changed with the global expansion of businesses. It has also grown with the enormous growth of expressive diversity of new media and the rise of participatory cultures. As a result, the areas of corporate communication, advertising and promotion, public relations and other forms of persuasive communication are merging. Nowadays, global companies show increasing demand for communication experts with knowledge of new media. There is a need for communication professionals who are able to translate corporate communication needs on a strategic corporate and global communication level, by analyzing corporate communication policies, monitoring and forecasting global issues, economic and cultural trends and analyzing marketing and communication developments in European and Asian markets. 

The International Business Communication Programme prepares you for professions in International Marketing and Communication.  You are trained to become an external communication manager or international marketing & communication manager. The programme enhances  the level of strategic thinking in an international business context. You learn how to translate corporate goals into strategic communication objectives and strategies for identified key stakeholders. Communication strategies are developed and implemented. Knowledge is gained and applied how to develop European-Asian relationships. You learn by doing, that’s why a study trip to China is optional in this programme.

Real clients
The theoretical framework of international business communications is applied in a real-life international business setting. You will actively design, develop and implement marketing and communications strategies as formulated in the assignment provided by external clients. In your role as junior consultant you will apply consultancy and intercultural skills in the Asian - European context by having intensive contacts with the identified stakeholders.

From 2006 on, this programme has built up a strong business network of more than 20 businesses, among which are Philips, Miedema Agricultural Machinery, Confucius Institute and Arriva.