Transcript what is corporate communication?

COMMUNICATION
STUDIES
Information meeting
15 December 2016
Programme
 13.45 – 14.30 information about masterprogramme CS
(pre-master and bachelor students)
 14.30 – 15.00 reflectiemodule (bachelor students)
 15.00 – 15.30 bacheloropdracht (bachelor students)
Slides available at: https://www.utwente.nl/cw/master/
The Master Communication Studies
 Research oriented 60 EC programme, subsequent to the bachelor
Communication Science or pre-master Communication Studies.
 Full-time programme  No part-time enrolment..!
 Three specialisations to start in each semester:
 Corporate Communication
 Marketing Communication
 Technical Communication
 30 EC courses + 30 EC Master Thesis
 Language for all specialisations is English
The Master Communication Studies
 Programme outline Master CS (2016 – 2017)
 Enrolment in September or February
 Essentials and Research Topics offered in each semester
 A variety of elective courses offered in each block
http://www.utwente.nl/cw/master/study_programme/
MASTER PROGRAMME (start Febr. 2017)
Semester 2 (16/17)
Block 2A
Block 2B
5EC
Essentials in…
Obligatory
Semester 1 (17/18)
Block 1A
Block 1B
5EC
Research Topics in…
5EC
Specialisation or
elective course (1)
5EC
Specialisation or
elective course (2)
5EC
Specialisation or
elective course (3)
5EC
Specialisation or
elective course (4)
Elective
Graduation
Master Thesis 30 EC
The Master Communication Studies
 Programme outline Master CS
 Elective courses (Marketing, Corporate):

Each specialisation offers a number of elective courses

For the Marketing and Corporate specialisations, (at least) two elective courses
(10 EC) must be selected within the chosen specialisation.

The remaining 10 EC can be filled by elective courses from either the chosen
specialisation or courses from another CS specialisations.

Fixed programme Technical Communication:

Essentials and research topics course (10 EC) and…,

User support (5 EC), Philosophy of Technology (5 EC), Authoring and Collaboration
Tools (5 EC) and…,

One of the following: Designing Learning and Performance Support (5 EC),
Human Computer Interaction (5 EC) or User Centered Design of New Media (5 EC)
TECHNICAL
COMMUNICATION
INTRODUCTION
Menno de Jong
Professor Technical/Corporate Communication
TC is all about:
People using technology
Organizations implementing technology
Engineers developing technology
Technology can be:
Highly specialized complex systems
Everyday products (e.g., media)
WHAT IS TECHNICAL COMMUNICATION?
We live in a technologized world
Technology affects our behaviors, views, professions
Technology use is far from problem-free
Unsuccessful implementations, underuse, failed
products, failed R&D projects, safety incidents
Specialized communication professionals are needed, who:
• Understand users and use contexts (users’ advocates)
• Bridge the gap between technology and users
• Bridge the gap between technology and other stakeholders
• Can translate complex subject matter into simple explanations
WHAT IS TECHNICAL COMMUNICATION?
Research themes:
 Usability and user experience
 User-centered design processes
 Implementation and appropriation of technology
 User support
 Collaboration and content management
 Intercultural communication, localization and translation
WHY TECHNICAL COMMUNICATION AT THE
UNIVERSITY OF TWENTE?
 You can’t study it anywhere else in the Netherlands
 At other universities (Germany, Ireland, France), technical communication
has a narrower scope. It is focused on the design of mostly written user
support and it is closely connected to translation studies.
What students say:
“I think what we all liked very much from the first quartile it
that a lot of the courses are multidisciplinary, so also students
from for example HMI, EST and PSTS follow these courses.
And […] even within the study Technical Communication
people are from different bachelor programs, so that leads to
very interesting discussions.
At least that's my opinion:)”
STUDY PROGRAMME TECHNICAL COMMUNICATION
SEPTEMBER ENROLMENT
Core courses
Specialization
courses
Semester 1
Block 1A
Block 1B
5EC
5EC
Essentials in
Research Topics in
Technical
Technical
Communication
Communication
Karreman
Tempelman
201300226
201300227
5EC
5EC
Philosophy of
User Support
Technology
Karreman
Verbeek
201400190
201200063
5EC
Designing Learning &
Performance Support
Van der Meij
191970340
5EC
User Centered
Design of New Media
De Graaf
201000113
Semester 2
Block 2A
Block 2B
5EC
Authoring and
Collaboration Tools
De Jong / Karreman
20130028
5EC
Human Computer
Interaction
Schmettow
201100126
STUDY PROGRAMME TECHNICAL COMMUNICATION
FEBRUARY ENROLMENT
Semester 2
Block 2A
Block 2B
5EC
5EC
Essentials in
Research Topics in
Technical
Technical
Communication
Communication
Karreman
Tempelman
201300226
201300227
Core courses
Specialization
courses
Semester 1
Block 1A
Block 1B
5EC
5EC
Philosophy of
User Support
Technology
Karreman
Verbeek
201400190
201200063
5EC
Authoring and
Collaboration Tools
De Jong / Karreman
201300228
5EC
Designing Learning
& Performance
Support
Van der Meij
191970340
5EC
Human Computer
Interaction
Schmettow
201100126
5EC
User Centered
Design of New
Media
De Graaf
201000113
MASTER THESIS
 30 EC Research assignment; internal or external
 Cultural differences in users’ appropriation of instant
messaging apps (Whatsapp, Wechat, etc).
 The changing practice of technical communicators
 The relationship between usability and user experience
 The effects of image on the perceived user friendliness of products or
instructions
CAREER
 Usability / user experience expert
 Consultant
 Documentation specialist
 Instructional designer
 Researcher
 …
CORPORATE
COMMUNICATION
INTRODUCTION
 Suzanne Janssen
 Assistant professor Corporate Communication
Corporate…
 How to develop effective
communication strategies for
organizations?
INTRODUCTION
 Suzanne Janssen
 Assistant professor Corporate Communication
Corporate…
 How to develop effective
communication strategies for
organizations?
…& organizational communication
 What is the role of
communication in
organizational contexts?
WHAT IS CORPORATE COMMUNICATION?
Corporate communication focuses on how organizations handle
their internal and external communications amid the
complexities of the modern world. We study…
 …the organization and its environment (e.g., issues of
positioning, reputation, and strategy)
 …how to keep things running smoothly within an organization
where a broad range of interests are at stake (e.g., those of
employees, different professions, departments, and locations)
WHAT IS CORPORATE COMMUNICATION?
Research themes:
 Corporate identity, image, and reputation
 Organizational identity and identification
 Employee communication
 Leadership
 Compliance and work behaviors
 Technologies in organizations
WHY CORPORATE COMMUNICATION AT THE
UNIVERSITY OF TWENTE?
 There is so much more to do then providing information
~ broad perspective on corporate communication
 We teach you the tools to analyze the complexity of organizations
~ both quantitative and qualitative research methods
 The best of two worlds
~ both researchers and practitioners will share their expertise with you
STUDY PROGRAMME CORPORATE COMMUNICATION
Semester 1
Block 1A
Block 1B
Core courses
Specialization
courses
Semester 2
Block 2A
Block 2B
5EC
Essentials in
Corporate and
Organisational
Communication
5EC
Research Topics
in Corporate and
Organisational
Communication
5EC
Essentials in
Corporate and
Organisational
Communication
5EC
Research Topics
in Corporate and
Organisational
Communication
5EC
Positive
Organizing
5EC
Public Affairs
5EC
Trust, Risk and
Organisations
5EC
Reputation
Management
5EC
Corporate Visual
Identity
Management
5EC
Vision, Strategy
and Leadership
MASTER THESIS
 30 EC Research assignment
 Internal or external
 How should business-to-business organizations communicate
about their CSR engagement?
 How do leaders tailor their leadership behavior to be effective
leaders in different situations?
 What are the effects of media channels and information flows on
employee work attitudes?
CAREER
 Internal communication advisor
 Communication manager
 Marketeer
 Brand manager
 Spokesperson
 Business consultant
 Management trainee
 Own company
 Lecturer / researcher
 ...
MARKETING
COMMUNICATION
INTRODUCTION
 Dr. Mirjam Galetzka
 Assistant professor of Marketing Communication & Consumer Psychology
 Research + teaching: Consumer Psychology, design of the environment

Marketing Communication is about understanding consumer behavior & persuasive design strategies

MC is not a commercial trick to influence purchase behavior, MC is not marketing

MC is about taking a consumer, professional and academic perspective on designing MC
strategies & tools

MC is about consumer insights: analyses of consumer needs, how consumers acquire information
from the market, and which psychological processes play a role in consumer decision making

MC is about the effectiveness of advertising, product and packaging design, in store
communication, environmental design, search engine marketing, social media strategies
WHAT IS MARKETING COMMUNICATION?
 Research direction
 Design strategies
 The interplay between consumer behaviour and designing marketing
communication strategies
 Research topics
 Consumer in store food choices
 Technology Paradoxes in Marketing Communication
 Product design, nature and creativity
 How to communicate with customers about waiting times and delays?
 The influence of the environment on consumer experience and behavior
 ‘Big Data’ and Marketing Communications
WHY MARKETING COMMUNICATION AT THE UNIVERSITY
OF TWENTE?
 Focus on design, design strategy, technology, consumer experience and
marketing communication
 Example: the impact of in-store technology in the fashion industry on
customer experience and behavior
 Omni channel: relation between online and offline retailing
 Use of technology to enhance in store consumer experience and
behavior
 User needs & experience
STUDY PROGRAMME MARKETING COMMUNICATION
Core courses
Specialization
courses
Semester 1 (September)
Semester 2 (February)
Block 1A
Block 1B
Block 2A
Block 2B
5EC
5EC
5EC
5EC
Essentials in
Essentials in
Research Topics
Research Topics
Marketing
Marketing
in Communication
in Communication
Communication
Communication
and Consumer
and Consumer
and Consumer
and Consumer
Behaviour
Behaviour
Behaviour
Behaviour
Tempelman
Tempelman
Galetzka
Galetzka
201100174
201100174
201400184
201400184
5EC
Multisensory
5EC
5 EC
5EC
Persuasive
Advertising and
Intervention
Marketing and
Communication
Marketing
Design
Product
Experience
Pruyn
Psychology Voorn
Pol
192402500
201200049
201500385
Fenko
201200066
5EC
5EC
Consumer
Design and
Experience of the
Emotion
Service
Rompay
Environment
201500440
Galetzka
201400186
MASTER THESIS
 30 EC Research assignment
 Internal or external

A shop to remember: the interplay of color, music, and shopping motivation on
consumer's response and memory in a retail setting

Mobile Location-Based Advertising : The effects of delivery-Method, information
Sensitivity and promotions on advertisement evaluations

Communicating health through package color and material

The effect of source characteristics in beauty product blog reviews on consumer
responses
CAREER
 Consultant/advisor in Marketing Communication
 Brand strategist in branding and packaging design
 Marketing Communication assistant
 Online/digital marketeer
 Database marketeer
 Communication & PR specialist
 Lecturer/Researcher
 Owner…