The Campaign

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The Campaign is aimed at developing your skills in analysing and creatively solving communication problems by means of a communication campaign. You will learn what an organisational and communication problem is and how you can research such a problem. You will develop a communication campaign for an external client and produce a number of tools (video, printed media and websites) needed to execute this campaign. All this will be done in international project groups, with students coming from all over the world.

​Developing a communication policy and communication plan requires research to find out what audiences and target groups want. You will set up and carry out a research project using quantitative and qualitative research methods (from communication or marketing research). The research group will gather, select and process information about a formulated communication problem from an outside client. You will analyse the communication aspects of the problem and make a description of the target group in relation to the problem. Your findings will be put down in a written report, meant for the client.

Capacity
There are 28 places reserved in this programme for exchange students. 


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Project Campaign 1

Credits

4

Content

During this project you will:

  • conduct initial research: problem/policy analysis, context analysis and stakeholder analysis.
  • conduct quantitative research (independently) to map out characteristics, opinions and behaviour of stakeholder groups and analyse them.
  • write a valid and reliable research report in which a well-argued judgment is given on the (pre) research using current (inter)national sources of knowledge and professional practice aspects, theories, behavioural models, concepts and techniques: graphic, visual and/or narrative techniques are used in this document.
  • create an advice for the client based on the research findings and compliant with the client's wishes. Graphic, visual and/or narrative techniques will be used.

Communication- and Research Theory 1

Credits

5

Content

In the conceptual line communication theories and research skills are deepened and broadened. Theories related to campaign devlopment are offered. You learn to select relevant theories. At the same time you study and learn to apply the first two phases in design research (orientation and analysis) with the aim of designing a campaign.

Professional Skills 5: Advice

Credits

3

Content

In this course advisory skills are the focus points, especially report writing and interviewing skills. You will independently write (parts of) a research report, independently conduct an intake interview for a research assignment and use tools for media and design.

Language Development 1

Credits

3

Content

You will learn how to write English texts for research reports. You will learn about terminology and formal use of language and other aspects of report writing in English. These skills will be applied in different writing assignments in which management is informed about meetings, issues or research results that are relevant for policy. These assignments will be assembled in a portfolio

Project Campaign 2

Credits

4

Content

You will:

  • independently design a campaign plan and select the most feasible strategy to reach the communication goals of the campaign. You will use creative techniques, display vision and  creativity.
  • work campaign goals into integrated media products and offer a final advice to the client.
  • reflect on the advisory strategies applied in the project.

Communication and Media theory 3

Credits

5

Content

In the second part of the semester you will learn how to make a relevant description of the communication. Interventions that will be applied in the campaign on the basis of theory and actual cases rom the professional field. Before the campaign can be implemented, you will make an estimate of the costs and propose a budget. In this bock you will also learn how to build a solid financial basis for the realisation of communication goals.

Profesionnal Skills 6: Creation

Credits

3

Content

In this course you will improve verbal skills and present your campaign advice to the client and try to convince him that your advice is the best. Knowledge and skills about arguing and convincing are crucial. You will also develop means of communication of which you think should play a part in the campaign. Web texts brochure texts, film and other creative means of communication make the story convincing for the client. Storytelling is a crucial concept

Language Development 2

Credits

3

Content

We will  focus on verbal language proficiency. You will be trained in diverse situations: you will lead a workshop, give a presentation and a speech. You will have to focus your communication to a specific target group, either consumers or a client. It takes good preparaton, practice in public speaking and building a good structure in your argument. 

You will devote attention to English vocabulary, idiom, pronunciation, articulation and intonation, but also elements such as attitude and eye contact. Starting point will be the target group and the target for which the communication is meant. You will have to think carefully about the structure of his presentation first and will have to target the receiver of the message carefully. In short: adapt your message to your target group well.


Eugenie Jessen

+31 (0)50 595 2928

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