International Business

The International Business program at the University of Applied Sciences is designed to prepare students for a successful career in the global marketplace by providing comprehensive knowledge and practical skills in all aspects of international trade and business operations. This interdisciplinary program combines foundational courses in economics, marketing, finance, and management with specialized modules in cross-cultural communication, international law, and global supply chain management. Students will have the opportunity to study alongside a diverse cohort of peers from around the world, fostering a multicultural learning environment that reflects the realities of international business.

Throughout the program, students engage in case studies, project work, and internships that emphasize real-world applications of theoretical concepts. The curriculum emphasizes the development of practical competencies such as strategic analysis, negotiation skills, and digital marketing. Students also gain proficiency in multiple languages, preparing them to communicate effectively across different cultural contexts. The program promotes an entrepreneurial mindset and encourages innovative thinking to navigate the complexities of global markets.

In addition to classroom instruction, students can participate in international exchange programs and internships with companies abroad, gaining valuable global experience and networking opportunities. The program is structured to provide a blend of theoretical knowledge and practical experience, ensuring graduates are well-equipped to pursue careers in multinational corporations, trade organizations, consulting firms, or to start their own international ventures. With a strong focus on sustainability and ethical business practices, the International Business program prepares students to contribute positively to the international economy while respecting diverse cultural perspectives.

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 dilemmas 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.

Lecturers

During the Master in International Communication Management, you will be taught by people with business and academic backgrounds. This will guarantee diversity in your training. The course has been put together with great care, partly due to the work by the advisory board with key figures from the communications arena.

Programme leader

Joe Goldiamond MBA has more than two decades of international experience as an entrepreneur, marketing manager and dean and lecturer. He has extensive expertise in marketing, public relations and relationship management. His articles are published on the opinion pages of The Wall Street Journal Europe and The International Herald Tribune. Joe earned his MBA in 1991 at Yale University.

Lecturers

Zah Kahar MSc studied Communication Science with Marketing as a specialisation at the University of Tennessee. She worked in public relations for a multinational in Malaysia, the Perbadanan Nasional Berhad (Pernas). Before that, she was Public Relations Manager for the Pernas hotel chain. She was attached to the Malaysian Embassy in the Netherlands for two years, as an information officer for the Cultural Attaché.

Amanda Coady MComn is a freelance communications consultant with over ten years' experience in marketing and communication management for international organisations. She trained and advised organisations like Rituals Cosmetics, WWF, Vauxhall (General Motors), Lafarge Aggregates and Shell. Amanda took the Master in International Communication Management at The Hague University of Applied Sciences and graduated in 2005 cum laude.

Peter Hanssen MA worked for fifteen years in international advertising agencies before taking the plunge into education. After studying at the Rikkyo University in Tokyo and the Radboud University in Nijmegen, Peter worked for a number of years for Japanese brands and companies in Europe, such as Canon, Sharp and Honda. He worked in London and Amsterdam and added other multinational companies like Sara Lee and Unilever to his portfolio. Much to his surprise, he discovered that he was just as enthusiastic about Kiwi shoe polish as about the new Honda Legend.

Chris Aalberts PhD earned his doctorate in Communication Science. He has published books about the involvement of young people in politics, the involvement of citizens in the European Union, spin doctoring and social media. His opinion pieces appear in several newspapers. He teaches in various master courses and is the MICM programme leader at The Hague University of Applied Sciences. In addition, he advises political and social organisations, gives lectures, runs debates and carries out commissioned research assignments.

Suzan Pecyn a MA studied English Literature at the University of Aberdeen in Scotland. Then she worked for over twenty years in internal communications, public relations, marketing and advertising and ran a full-service advertising agency in Scotland. After that, she moved to the Netherlands to specialise in change management with international companies like Nissan, Shell, BP and Nike. She is a regular speaker and coach in the Middle East, Europe and the United States.

Wtte Zijlstra MSc. studied business administration at Erasmus University in Rotterdam. He specialised in marketing and then he carried out market research for publishers Wolters Kluwer. Since 2001, Wtte Zijlstra has worked at The Hague University of Applied Sciences as Senior Consultant on Communication & Marketing. He also participates in the Consortium of Research in Urban Talent (COST), a collaboration of various researchers working on developing talent of urban youngsters aged 12-24.

Advisory Board:

• M. Gerritsen PhD, Professor of Intercultural Communication, Radboud University Nijmegen

• M. Eikelenboom, Communication manager, Pleon Nederland
• A. Achten, Manager Cultuur + Ondernemen
• V. Dobbe, Senior Communication Consultant KPN
• K. Kleijwegt, freelance communication consultant
• M. Creyghton, Manager Merkcommissarissen

Partner institutions

The Hague University of Applied Sciences has over 150 partner institutions around the world. Various international organisations provide guest speakers. In the past, speakers have come from organisations including Philips, Sara Lee, Unilever, TNT, WWF, Starbucks and Akzo Nobel.

Program requirements for the International Business degree at the University of Applied Sciences typically include a combination of academic prerequisites, language proficiency, and other criteria. Applicants must generally hold a recognized secondary school leaving certificate or equivalent that qualifies them for university entrance. Proficiency in English is essential, often demonstrated through standardized tests such as TOEFL or IELTS, with minimum score requirements specified by the university. Some programs may also require proof of German language skills, depending on the language of instruction.

Applicants are usually expected to submit academic transcripts, curriculum vitae, motivation letter, and possibly letters of recommendation. Additionally, students must meet the university's specific criteria for health insurance coverage and provide a copy of valid identification or passport. For international students, visa requirements and registration procedures must be observed as per the regulations of the host country.

Admissions may be competitive, with selection based on academic performance, language skills, motivation, and relevant experience. The university emphasizes practical orientation, so relevant internships or work experience in international contexts can enhance application strength. Some programs might require an entrance exam or interview to assess the candidate’s suitability for the field. Financial criteria, such as proof of sufficient funds for living expenses and tuition, are also necessary for international applicants to obtain visas. Applicants are advised to check the official university admissions portal for detailed, updated requirements and deadlines specific to the year of application.

The financing options for the International Business program at the University of Applied Sciences are designed to support students throughout their studies, ensuring access to quality education regardless of financial background. Tuition fees are established by the university and may vary depending on the duration and specific curriculum of the program. Generally, domestic students benefit from competitive tuition rates, with the possibility of fee discounts or reductions available for certain categories such as early applicants or transfer students. International students are also eligible to apply for various scholarships and financial aid programs offered by the university, which aim to ease the financial burden and promote diverse student enrollment.

The university collaborates with several governmental and private scholarship providers that offer funding opportunities for international students. These scholarships are awarded based on academic performance, extracurricular achievements, or financial need. Additionally, the university provides information about external funding options, including national student loan programs and private financial institutions offering educational loans with favorable interest rates and repayment plans.

Students are encouraged to explore part-time work opportunities available on or near campus, which can supplement their income during studies. The university sometimes partners with local businesses and organizations to facilitate internships and part-time jobs relevant to the field of International Business, allowing students to gain practical experience while earning.

Furthermore, the university advocates for financial planning and budgeting assistance through its student support services. These services offer guidance on managing educational expenses, applying for financial aid, and preparing necessary documentation for scholarship or loan applications. For prospective students, detailed information on tuition fees, available scholarships, financial aid eligibility, and application procedures can be found on the university's official website or by contacting the admissions office directly.

Overall, the university emphasizes a comprehensive support system aimed at making International Business studies accessible financially, thereby enabling students to focus on their academic and professional development without undue financial concern.

The International Business program offered by the University of Applied Sciences is designed to prepare students for a successful career in the global marketplace. This program emphasizes a comprehensive understanding of international commerce, economics, and intercultural communication, equipping graduates with the skills necessary to navigate the complexities of diverse markets and business environments. The curriculum covers core subjects such as international marketing, finance, management, logistics, and legal frameworks, providing students with a solid foundation in business principles while tailoring their knowledge to the international context. Additionally, the program incorporates practical training components, including internships and project work, to foster real-world experience and enhance employability. Students have the opportunity to participate in exchange programs and study abroad partnerships, which enable them to gain firsthand experience of different cultural and business practices. The program often features a multidisciplinary approach, integrating modules in languages, intercultural communication, and digital competencies, ensuring graduates are prepared for the digital transformation affecting global commerce. The faculty comprises experienced professionals and academics with expertise in international business, international law, and cross-cultural management. Graduates of this program typically pursue careers in multinational corporations, international marketing and sales, consulting, logistics, or start their own international ventures. The program aims to develop critical thinking, problem-solving skills, and cultural awareness, ensuring students are well-equipped to face the challenges of the modern global economy. The university provides modern facilities, including language labs and business simulation tools, to support student learning. Overall, the International Business program offers a balanced mix of theoretical knowledge and practical skills, designed to cultivate future leaders in international commerce.