Transcript what is technical communication?

COMMUNICATION
STUDIES
7 January 2016
MASTER Communication Studies (CS)
The masterprogramma CS is a one year study programme (60 EC)
The masterprogramme CS has been designed so that the student is
personally responsible for his/her own course of study and academic
progress.
↓
Within the masterprogramme students are given freedom to make
choices, so the masterprogramme CS is not the same programme for all
the students of Communication Studies.
After completing succesfully the masterprogramme you may call
yourself → Master of Sience (MSc)
MASTER PROGRAMME (1)
Before starting with the master’s programme you have to choose between
one out of three specialisations.
-
Marketing Communication
-
Corporate Communication
-
Technical Communication
Each specialisation includes a specific range of courses. When you f.e.
have chosen for the specialisation Marketing Communication, you can
choose also elective courses from an other specialisations offered!
MASTER PROGRAMME (2)
For the specialisation MC en CC the study programme looks as follows:

Compulsary courses (10 EC)
- Core courses of the chosen specialisation ( 2 courses of 5 EC each);
Offered twice per year (each semester).
(It is not allowed to take more than one core course, because of the
content-related overlap!)

Elective or specialisation courses (20 EC) (offered once a year!)
(at least two courses within the specialisation you have chosen!)

Master thesis (30 EC)
MASTER PROGRAMME (1) (start February 2016)
Semester 2 (15/16)
Block 2A
Block 2B
5EC
Essentials in…
Obligatory
Semester 1 (16/17)
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
MASTER PROGRAMME (2) (start Febr. 2016)
Semester 2
Block 2A
Semester 1
Block 2B
5EC
Essentials in…
5EC
Specialisation or
elective course (1)
5EC
Elective
Block 1B
5EC
Specialisation or
elective course (4)
Research Topics in…
5EC
Specialisation or
elective course (2)
5EC
Specialisation or
elective course (3)
Obligatory
Block 1A
Graduation
Master Thesis 30EC
MASTER PROGRAMME (3) (start Febr. 2016)
Semester 1
Block 2A
Semester 2
Block 2B
Block 1A
Block 1B
5EC
5EC
Essentials in...
5EC
Research Topics in…
Specialisation or
elective course (3)
5EC
Specialisation or
elective course (1)
Masterthesis 30EC
5EC
Specialisation or
elective course (2)
Obligatory
Elective
Graduation
5EC
Specialisation or
elective course (4)
MASTER THESIS (30 EC)
You can start with the Master thesis if………………..:
 you have completed successfully the Essentials course and two
specialisation or elective courses, so you have completed
successfully your coursework in terms of study load at least 15 out
of 30 EC.
Starting with the master CS………
From some time a so called “harde knip” is implemented for all
bachelor and pre- master students!
↓
You can only be admitted to the Master CS at the moment you have
completed your bachelorprogramma CW or pre-masterprogramme CS
completely!
You can start with the master’s programme in September or February.
Before starting with the master CS you have to fill in the
registrationform Master CS, you can find on our (master)website:
https://www.utwente.nl/cw/master/forms_manuals_regulations/registrati
on-form-master-cs-15-16/
For pre-master students starting with the master……
Your enrolment will switch from a premaster enrolment with a payment
per EC to a master enrolment with payment of tuition fees.
What does this mean?
Going on doing the master per 1 February, two steps
1. In Studielink you have to apply for enrolment for the master CS
and arrange the payment of your tuition fee;
2. Contact the study counsellor (by e-mail) and ask her to send the
admission form for your master programme to CSA as soon as
possible.
Pre-master students ……
Premaster programme not finalized at 1 February 2016?
Stay enrolled as a bachelor student in the pre-master programme!
(you do not have to take any action)
You already paid the amount for this premaster at the start of this
premaster.
For bachelor students starting with the master………
If you will pass your my bachelor’s programme CW this
block/semester and transfer to our master CS
 Inform our BOZ-CW (Astrid Oppers- van den Berg) by e-mail that you
will start in the masterprogramme CS as from 1 February.
 The sooner you inform our BOZ-CW, the sooner CSA will be able to
change your registration from bachelor to master’s student when they
receive the letter of admission.
CORPORATE
COMMUNICATION
INTRODUCTION
 Dr. Jordy Gosselt
 Assistant professor Corporate Communication
 Research + teaching: Organizations and the media

Stakeholders do not have enough information to form an objective image of the organization, but
will form an opinion about an organization anyway, based on the information they receive from
different channels (Coombs, 2007):

through interactions with an organization

second-hand information from other people (WOM)

direct (press release, new media, etc) = CONTROLLED COMMUNICATION

news media (‘refracted images’) = UNCONTROLLED COMMUNICATION
WHAT IS CORPORATE COMMUNICATION?
 Research direction
 Communication in and between organisations
 An interplay between internal
and external communication(s)
 Different stakeholders; different fields
 Main research topics
 Reputation management, Public Affairs
 Organisational trust and CSR issues
 Identity issues (corporate and visual)
 Relationships / Networking (in and between organisations)
 Leadership and Employee Communication
WHY CORPORATE COMMUNICATION AT THE
UNIVERSITY OF TWENTE?
 Example: Reputation and crisis communication
 Effects of reputation:

…brand preference (Cobb-Walgren, 1995); purchase intention (Nguyen &
LeBlanc, 2001); customer satisfaction (Andreassen, 2004); customer loyalty
(Selnes, 2003); positive financial results (Eberl & Swaiger, 2005); higher
marketvalue (Black, Carnes & Richardson, 2000); buffer during crisis (Jones,
Jones & Little, 2000); employer attractiveness (Gatewood, Gowan &
Lautenschlager (1993); etc.
 Practitioners and scholars
 Broad concept and different fields of study with their own definition
STUDY PROGRAMME CORPORATE COMMUNICATION
Core courses
Specialization
courses
Semester 1
Block 1A
Block 1B
5EC
5EC
Essentials in
Research Topics
Corporate and
in Corporate and
Organisational
Organisational
Communication
Communication
Jansen
Tempelman
201400183
201000111
5EC
Positive
Organizing
Van Vuuren
201400185
5EC
Reputation
Management
Gosselt
192403650
5EC
Corporate Visual
Identity
Management
De Jong
192403750
Semester 2
Block 2A
Block 2B
5EC
5EC
Essentials in
Research Topics
Corporate and
in Corporate and
Organisational
Organisational
Communication
Communication
Jansen
Tempelman
201400183
201000111
5EC
Trust, Risk and
Organisations
Beldad
201400187
5EC
Public Affairs
Jansma
200900001
5EC
Vision, Strategy
and Leadership
(conditional)
MASTER THESIS
 30 EC Research assignment
 Internal or external
 Crisis:
Press release vs media coverage Maasstad hospital
 Reputation:
Country of origin effect PostNL
 Public affairs: Core competences of lobbyists
 CSR:
Effect of level of fit on media coverage
 Trust:
Determinants of charitable giving
CAREER
 Internal communication specialist
 External communication specialist
 Communication consultant
 Corporate visual design consultant
 Management trainee
 Own company
 Lecturer / researcher
TECHNICAL
COMMUNICATION
INTRODUCTION
 Joyce Karreman
 Assistant professor Technical Communication
Misunderstandings
“When I tell people I study technical
communication most people assume that I am
some sort of computer expert, or that you have
to have some sort of programming background
to study technical communication.”
 You don’t have to know a lot about
technology or about computers.
 The primary focus of technical
communication is not on writing
WHAT IS TECHNICAL COMMUNICATION?
Technical communication is about people,
 who live in a world surrounded by technology
and
 who use a range of of technological products on a daily
basis (at work, at home, on the way, everywhere).
A technical communicator:
 studies the interactions between users and technology;
 acts as the user’s advocate.
An air traffic controller at
Schiphol airport using the
newest technologies to
Your grandmother
help an airplane taking of. trying to use her
new iPad
WHAT IS TECHNICAL COMMUNICATION?
Research themes:
 Usability and user experience
 User-centered design processes
 Implementation and appropriation of technology
 Several types of 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
Semester 1
Core courses
Specialization
courses
Block 1A
5EC
Essentials in
Technical
Communication
Karreman
201300226
5EC
Philosophy of
Technology
Nagenborg
201200063
5EC
Designing Learning &
Performance Support
Van der Meij
191970340
5EC
User Centered
Design of New Media
Van der Geest
201000113
Block 1B
5EC
Research Topics in
Technical
Communication
Tempelman
201300227
5EC
Authoring and
Collaboration Tools
De Jong / Karreman
20130028
Semester 2
Block 2A
Block 2B
5EC
User Support
Karreman
201400190
5EC
Human Computer
Interaction
Schmettow
201100126
STUDY PROGRAMME TECHNICAL COMMUNICATION
FEBRUARY ENROLMENT
Semester 1
Block 1A
Block 1B
5EC
5EC
Essentials in
Research Topics in
Technical
Technical
Communications
Communication
Karreman
Tempelman
201300226
201300227
Core courses
Specialization
courses
5EC
User Support
Karreman
201400190
5EC
Human Computer
Interaction
Schmettow
201100126
Semester 2
Block 2A
Block 2B
5EC
5EC
Philosophy of
Authoring and
Technology
Collaboration
Nagenborg
Tools
201200063
Van Bart
201300228
5EC
Designing Learning
& Performance
Support
Van der Meij
191970340
5EC
User Centered
Design of New
Media
Van der Geest
201000113
MASTER THESIS
 30 EC Research assignment
 Internal or external
 How to optimize test results of a digital health survey for elderly
people?
 How do end users of electronic and software products
conceptualize usability and user experience?
 Cultural differences and user support: effects of an adapted
structure on Chinese and Western users
CAREER
 Usability / user experience expert
 Documentation specialist
 Designer
 Researcher
 …
MARKETING
COMMUNICATION
INTRODUCTION
 Dr. Mirjam Galetzka
 Assistant professor of Marketing Communication & Consumer Psychology
 Research + teaching: Consumer Psychology, persuasive 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 engineering MC
strategies & tools

MC is about consumer insights: consumer needs, how consumers acquire information from the
market, and which 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 directions
 The interplay between consumer behaviour and engineering marketing
communication strategies
 Persuasive design
 Research topics
 Effects of multisensory design & product experience
 Product design, nature and creativity
 Embodied persuasion effects on consumer behavior and choice
 Effects of persuasive design of the environment on consumer experience
and behaviour
WHY MARKETING COMMUNICATION AT THE UNIVERSITY
OF TWENTE?
 Focus on product design, engineering design strategies, consumer
behaviour and marketing communication
 Example: the impact of in-store technology 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
Semester 1
Core courses
Specialization
courses
Semester 2
Block 2A
Block 2B
Block 1A
Block 1B
5EC
Essentials in
Marketing
Communication
and Consumer
Behaviour
Galetzka
201400184
5EC
Research Topics in
Communication
and Consumer
Behaviour
Tempelman
201000174
5EC
Persuasive
Communication
Pruyn
192402500
5EC
5EC
Advanced Topics
Multisensory
5EC
in Digital Marketing
Marketing and
Persuasive Design
Product Experience
De Vries /
Pol
Constanides
Fenko
2015000860
201200066
5EC
Consumer
Experience of the
Service
Environment
Galetzka
201400186
5EC
Essentials in
Marketing
Communication
and Consumer
Behaviour
Galetzka
201400184
5EC
Design and
Emotion
Van Rompay
192850790
5EC
Research Topics
in Communication
and Consumer
Behaviour
Tempelman
201000174
5EC
Advertising and
Marketing
Psychology
Voorn
MASTER THESIS
 30 EC Research assignment
 Internal or external

Online shopping and the absence of touch

Packaging design: communicating health through package color and material

Embodied metaphors in product design

Ambient advertising: Transforming sign poles into shrimp skewers

Environmental design: Familiarity and wayfinding in an airport environment
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…