International Advertising

Our International Advertising Minor is designed for aspiring marketers, communicators, and creative individuals seeking to explore the strategic aspects of global advertising. If you have a keen interest in designing effective campaigns, navigating diverse markets worldwide, and shaping strategic brand communication, this programme is for you! 

Admission

To enter this programme, you need a foundation of introductory course(s) in Marketing Management, and you need to be fluent in English writing and speaking (English language skills at CEFR level B2). This minor is not suitable for part-time students. 

The Examination Board determines which minors do not have a higher professional education level and/or have an unacceptable overlap with the compulsory curriculum of your own study programme. Check at the page Not allowed minor courses under your institute which minors are not allowed. This page will be updated from 21 February for the 2025-2026 minor offer. 

Content

You’ve grown up surrounded by billboards, TV commercials, vibrant ads, and catchy jingles – but have you ever wondered what lies beyond the surface of these messages? Advertising is not just about pretty pictures and catchy tunes; it’s a sophisticated form of communication driven by strategies and objectives that aim to shape the way consumers think, feel, and act. 

Advertising is all about brand building, creating a message and strategically selecting the right media to influence consumer responses. But how do you ensure that the consumer responds the way you intended? How do you cut through the clutter of all those other commercials and advertisements, and reach the consumer? To set objectives, you must have understanding of how these messages work. In this minor programme you will learn about the principles and practices that make advertising effective.   

Learning objectives

During the minor, you will learn to: 

1. Develop an understanding of the strategic elements of international advertising; 

2.Analyze and adapt marketing communication strategies to fit cultural context; 

3.Apply research methods to uncover consumer insights and inform strategy; 

4.Use psychological principles to enhance marketing communication effectiveness; 

5.Design impactful and effective advertising campaign concepts that: 

• Align with the brand identity,  
• Suit the target audience,  
• Integrate within the cultural context of the international environment,  
• Are purposefully designed to enhance perception and influence consumer behaviour,  
• Ultimately contribute to building brand equity in an international context.  

Courses

The programme takes place during one semester and contains the following courses: 

The Brand Strategy course focuses on the key principles of strategic brand management, and on creating and sustaining brand equity. Students gain insights into advanced concepts such as Customer Based Brand Equity (Keller) Brand Architecture (Kapferer, Aaker), Brand Personalities (Jung, Aaker), and Evidence-Based Marketing (Sharp). 

In the Creative Research course, students learn what makes an advertising campaign effective and how to identify areas for improvement by understanding the company’s objectives, target audience, and competition. They will translate this knowledge into actionable advice for creating impactful, distinctive campaigns with a WOW factor. 

The course Psychology of Marketing Communication explores how media and advertising influence our perception, memory, and actions, focusing on the psychological processes behind brand development and campaign effectiveness. Students will examine how we process and respond to media messages in different situations. 

The course Cultural Values and Communication in an International Perspective examines the role of culture in shaping international marketing and advertising strategies. Students learn how cultural differences influence consumer behaviour, product design, branding, and communication. Through cultural research, they will develop strategies to adapt or standardize marketing approaches for new markets, ensuring successful product launches and cohesive global branding. 

A crucial part of the minor program is the Final Creative Assignment. This assignment is both comprehensive and complementary to the other courses within the minor and serves as a master test in which students apply the knowledge and skills acquired throughout the minor by creating a campaign for a real client. Creative workshops are offered to teach students the necessary skills that they can use in designing their campaign and ultimately pitching it to the client. 

Please note that the minor programme reflects a (logical) bundle of courses and should be followed as such. It is not possible to combine (two or more) programmes in one single period. By choosing this package you will have to participate in ALL the courses included.   

Assessment

Assessment takes place through:  

• Assignments; Group projects and individual assignments  
• Exams; Oral and written  

Literature

You will receive a definite reading list before the start of the minor and much of the study material will be provided via the Canvas course sites.  

Schedule

The timetable and teaching days will be published the month prior to the start of the minor. On average, there are three work sessions and lectures per week, each lasting approximately three hours, along with six-hour workshops. Expect to be physically present at HU for three days per week. 

.With the exception of the first teaching period of the academic year (starting September), the lesson and test schedules are always posted on Mijn Rooster four weeks before the start of each teaching period. The schedule for the first teaching period of the academic year can be found on the site three weeks before the start. The most up-to-date schedule is always visible on Mijn Rooster. 

At HU, full-time education may be scheduled between 08:30 and 19:00.

Additional costs

N/A