The role of the international communication professional has changed with the global expansion of business organizations, growth of expressive diversity and the rise of participatory cultures.
As a result, the areas of advertising, public relations and other forms of persuasive communication are merging. As future communication facilitators students must think strategically as well as be capable to integrate the disciplines of public relations and intercultural communication. As a result of globalization and its effects, political, economic, and cultural developments have become central to both international and local stakeholders. There is a great demand for international communication professionals who are capable of monitoring and forecasting global issues, economic and cultural trends and developments in both existing and emerging markets (China).
How does culture define international communication? What determines success or failure in international endeavours between Europe and one of the rising markets? The theoretical framework of global pubic relations is applied to cases provided by clients who are active within the international context. An international study trip is part of the curriculum.
Students have learned the theory and mastered the skills they need in order to set up, carry out and assess a international communication plan. Students are able to anticipate on the intercultural implications of international market entry and international cooperation between organizations.