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Upon completion of this course you will be able to:
- Distinguish, explain, reflect on the interdisciplinary, theoretical concepts and processes that play a role in corporate communication in a global/ MNC context;
- Individually apply knowledge of and insights in international corporate communication concepts and processes to interpret international business cases.
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Due to the internationalization of markets, corporate communication has become a global concern. This means that multinationals need to deal with different national business cultures and language backgrounds in the design of their communication activities. Culture and language affect international communication activities on multiple strategic levels, such as on the management level, the organizational level, and the marketing level. This course focuses on current issues in multinationals' global corporate communication practices by considering academic research on corporate and intercultural communication, in relation to real-life international business cases. Course themes include: corporate stakeholders, impression management, information processing, language choice, cultural adaptation and communication effectiveness.
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