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The MICM attracts students from across the globe who possess a broad spectrum of professional interests and experience. Many of our students already work in areas such as corporate communication and public relations, while others come to us from related fields such as marketing, brand management, journalism, television, radio, and social media. At the same time we also welcome professionals from diverse areas who seek a career change.
We seek professional men and women who we believe have what it takes to successfully complete the MICM and who will contribute to the richness of the classroom experience. A minimum of two years of work experience is required.
We believe that the communications professional of tomorrow (and tomorrow is already today) must be better equipped to deal with a broad spectrum of issues and challenges than ever before. As well, the communications function is increasingly seen as one of strategic importance to most large organizations. Our mission is to bring a practical focus to relevant and cutting-edge theory so that our graduates will be prepared to assume pathways to leadership excellence in the communications field of their choice.
Our Classroom Experience
The MICM curriculum is revised every year so that courses reflect trends in the marketplace in which our students and graduates will work. Courses are offered in diverse areas such as Corporate Reputation, Media Relations, Social Media, Internal Communications, and Brand Management. At the end of the program, each student acts as a consultant to a client organization by completing a thesis that presents a solution to a real-world problem.
No discussion of the MICM classroom experience would be complete without a mention of the internationalism of participating students. Current students represent every continent on the globe and so bring a diversity of perspectives to any discussion. This diversity also means that MICM graduates are networked with peers around the world.
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:
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
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.
The Dutch Validation Council accredited our Master´s in International Communication Management in 2003. NVAO, the new Dutch Flemish accreditation organisation, also accredited the programme in 2004.