This programme is designed for students with a strong international orientation. We typically welcome HU students from the following bachelor programmes:
- International Business
- Commercial Economics
- Business Administration
- Human Resource Management (HRM)
- Small Business & Retail Management
- Communication Management
- Facility Management
- Other courses, such as the Dutch ‘Technische Bedrijfskunde’
Since this minor attracts a lot of exchange students, it gives you the opportunity to work in a truly international environment. An inspiring programme for ambitious, commercially oriented students.
Admission
To enter this programme, you need a foundation of introductory course(s) in Marketing Management. Further, you need to have attained English language skills at CEFR level B2. In the first week, you will take a compulsory English proficiency test.
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
Students from our target studies (see the enumeration above) will generally be working in an International Business to Business environment in which resilience, intercultural cooperation and knowing the commercial aspects of doing international business are key factors for a successful career. Our deepest motivation is to boost your career by providing a programme in which you will be challenged to get the best out of yourself and your team by developing new business opportunities for a prominent multinational (in recent years: Royal Ahrend).
Since its first edition in 2002, our IBS Minor has demonstrated that we are capable of getting people to remove barriers by unleashing their creativity, overcoming shyness and avoiding pitfalls in working successfully with team members from a different academic and cultural background. We are supported in this process by our partner companies and by seasoned experts in international business, who are also involved in assessing the work of our students in a conference.
Our teaching takes place in an integrated programme focusing on the business challenge described above and has sub-programmes in:
1.International Branding & Sales in a B2B environment;
2.Casework;
3.Social Business Skills;
1.International Branding & Sales in a business-to-business environment
This course delves into the essential strategies for successfully commercializing products and services in an international context. Students will explore key areas such as sales negotiations, understanding and analyzing market segmentations, and addressing the specific needs and wants of Decision-Making Units (DMUs). The course also covers the application of the marketing mix in a B2B environment, focusing on how to build strong, long-lasting relationships with clients. Additionally, students will learn techniques for lead generation and management, helping them to identify and cultivate potential sales opportunities in global markets. Sustainability is integrated throughout the course, emphasizing the importance of environmentally conscious branding and sales strategies that meet modern business and ethical standards.
2.Casework
In this course, students will be tasked with launching a new product in a foreign market, working with a multinational client to develop a detailed strategy for market entry. Using frameworks such as the Business Model Canvas and the Value Proposition Canvas, students will analyze customer segments, value propositions, and revenue streams to create a robust business plan. The course emphasizes practical, real-world application, requiring students to apply theoretical knowledge to solve complex business challenges. A key focus is placed on sustainability, encouraging students to integrate eco-friendly solutions and sustainable practices into their product launch strategies. This hands-on experience is designed to simulate the challenges of global business and prepare students for future roles in international marketing and product management.
3.Social Business Skills
This programme is designed to develop students’ interpersonal, intercultural and professional abilities, with a strong focus on enhancing team performance and leadership. Through practical coaching, students will learn how to effectively navigate group dynamics, bridge cultural gaps, and build resilience and perseverance in a business context. The course covers a range of activities, such as Scrum sessions, where students will improve their teamwork and project management skills, and presentation workshops to sharpen their communication abilities. Unique experiences, like networking and teambuilding on the golf course and attending wine class, offer students insight into business etiquette and how to build valuable relationships in informal settings. Leadership development is emphasized throughout, preparing students to lead diverse teams with confidence and cultural awareness
The extent of these three courses gives students an insight into functional and dysfunctional behaviour in order to ensure that personal and collective goals are achieved. And on top of that, it helps students feel comfortable in formal and informal business situations. For an impression of the minor programme, you can watch the video below.
Learning objectives
This minor addresses a large variety of learning objectives, mainly at level 2 and 3:
1.International Branding & Sales
- Understand and apply key concepts of the marketing mix and sales strategies in an international B2B context.
- Develop skills in identifying and addressing the needs of Decision-Making Units (DMUs) and managing sales negotiations effectively.
- Analyze market segmentations to develop effective branding strategies across different global markets.
- Integrate sustainability principles into branding and sales approaches to align with modern business practices.
2.Casework
- Apply the Business Model Canvas and Value Proposition Canvas frameworks to develop a comprehensive market entry strategy for a new product in a foreign country.
- Collaborate effectively with a multinational client to address real-world business challenges in an international context.
- Develop strategic thinking and problem-solving skills to overcome the complexities of launching a product in a competitive global market.
- Incorporate sustainability practices into product development and business strategies to promote long-term, eco-friendly solutions.
3.Social Business Skills
- Develop interpersonal and communication skills necessary for effective leadership and team performance in diverse, cross-cultural business environments.
- Strengthen resilience and perseverance in navigating group dynamics and overcoming challenges in professional settings.
- Improve collaboration and teamwork by applying Scrum and other project management frameworks.
- Engage in self-reflection to enhance personal development, recognizing strengths and areas for improvement in leadership, networking, and communication. Learn to manage pressure effectively, build credibility, and gain the trust of others while developing the ability to delegate tasks responsibly within a team.
Courses
The programme trains you to operate confidently in an international B2B context. It takes place during one semester and contains the following courses:
Please note that the IBS Minor reflects a (logical) bundle of courses/subjects and should normally be followed as such. It is not possible to only follow one or two of the three courses.
Assessment
Assessments vary from business proposals and marketing communication presentations to sales pitches and negotiations, team assessments and consultancy reports. During the entire minor, team coaching is provided from the first week. You will take a compulsory English proficiency test.
Literature
You will receive all material during classes of the minor.
Schedule
This course is offered in terms A/B (fall semester) as well as C/D (spring semester), with kick-offs in September and February respectively. The timetable and the teaching days are not yet known. Ideally, lessons are scheduled on Mondays, Thursdays and Fridays, room availability permitting, of course. Week 1of the first term has classes on all five workdays.
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.
Costs
N/A
