Comint

What?

Communication management international, the international module of the XIOS bachelor of communication management.

 

For whom?

International exchange students in the field of communication.

 

Programme

 

Subject

Sem 1

Sept - Jan

ECTS

credits

Sem 2

Feb - June

ECTS

credits

Total ECTS credits

Direct Marketing Communication

4

 

4

Public Relations

6

 

6

Marketing

4

 

4

Digital Photography

4

 

4

Online Communication and Information

 

4

4

Marketing PR, Promotions, In Store Communication & Packaging

 

5

5

Market analysis and Communication Survey

 

6

6

Advertising – Media Planning

 

4

4

Risk Management

4

 

4

Personality Training

4

 

4

Bank, Finance and Insurance in a European Perspective                    

4

 

4

Financial management

3

 

3

 

33

19

52

 

The courses in this list can be combined with courses from other programmes of the department PXL-Media & Tourism.

 

 

Language of instruction

All classes are in English.

 

Department

PXL-Media & Tourism

 

Campus Vildersstraat

Vildersstraat 5, 3500 Hasselt

 

eCTS Files - Course Information

Direct Marketing Communication

ECTS credits:

 

Coordinator: Hoebers Bruno

Period: Semester 1

 

Content

The study of the concepts, strategies, and applications involved in direct marketing. Measurability, accountability, lists, data and the integration of direct marketing programs into the total marketing efforts are discussed. The main objectives are:

- Appreciation of the difference between direct marketing and more traditional marketing methods, and the potential role of direct

marketing within an organization’s overall marketing strategy;

- Use of a conceptual framework for the planning, integrating and control of the direct marketing process;

- Construction of realistic objectives for different types of direct marketing;

- Providing releoft input towards creative strategy;

- Setting a direct marketing budget and allocate resources to the direct communication elements within this budget;

- Demonstration of the strategic use of each of the direct marketing elements and critical analysis and evaluation of the elements of a

direct marketing campaign;

- Identification of the need for evaluating the effectiveness of the direct marketing communication plan;

- Determination of the role of direct marketing in branding;

- Understanding of the role of technology in the ongoing development of direct marketing.

 

Study materials

Course material

Direct Marketing

 

Recommended study materials

Making and keeping members. Direct Communicationfor Employers' Organizations.

 

Teaching organisation

Tutorial

Theory

Independent study

 

Prerequisites

You should have reached an intermediate level in English.

 

Final competences

Basics knowledge in Direct Marketing.

 

Evaluation

Permanent evaluation:

Oral assessment; tasks and assignments

 

Teaching organisation

° Theory

Extra information: Basic knowledge direct marketing

° Tutorial

Extra information: Task direct marketing

 

Public Relations

ECTS credits:

 

Coordinator: Theunen Ellen

Other teaching staff: Steukers Tina

Period: Semester 1

 

Content

This course examines the nature of PR and its role within the communications mix. The session attempts to give an overall

appreciation of the current uses of PR and explores the terminology associated with its practice.

• What is PR? Reputation, perception and relationship management

• The importance of value-led organizations

• The different types of PR

• Why modern PR is more than just media relations: interdependence

• Why we need to adopt a new way of thinking about customers - the 'experience economy'

• Overview of a typical PR plan and campaign: objectives and strategy This course gives a review of the different methods of

communicating with the media. During this session, you will be asked to criticize and evaluate a given press release. Furthermore, you

are trained on how to write a press release.

• The scope of media relations: how to deal remotely, directly and reactively

• The do’s and don’ts and basic principles of media relations

• The news release: how to announce a news story

• The basic format of a news release: content, style and structure

• Release distribution – including the internet

• How the media uses releases

• News conferences: how to set one up and manage it

• Handling press briefings

• How to deal with radio and television interviews The principles of issues and crisis management will be examined. Course participants will be asked to identify key issues for selected organizations. • The difference between risk/issue and crisis management

• The importance of pro-active reputation risk analysis

• Complexity theory and interdependency

• Risk identification: categories of risk

• Risk associated with globalization

• Psychology of risk and irrational decision making

• Rumour analysis

• Problems with risk communications

• Risk management: identification, categorization, implementation

• The identification and management of issues

• The nature of a crisis

• The characteristics of a crisis

• Handling a crisis – the key stages involved

• Crisis communication and the Internet

• Handling the media during a crisis

• Case studies on issue and crisis management

 

Teaching organisation

Tutorial

Theory

Independent study

 

Prerequisites

You should have reached an intermediate level in English.

 

Evaluation

Oral examen: Oral Examination.

Permanent evaluation: Tasks and assignments throughout the course.

 

Marketing

ECTS credits:

 

Coordinator: Theunen Ellen

Period: Semester 1

 

Content

In this course you get a practical, managerial approach to marketing.

Contents

- Marketing now

- Strategic marketing

- The marketing environment

- Marketing in the Internet age

- Marketing and society: social responsibility and marketing ethics

- The global marketplace

- Consumer markets

- Business-to-business markets

- Marketing research

- Segmentation and positioning

- Relationship marketing

- Competitive strategy

- Product and branding strategy

- New-product development and product life-cycle strategies

- Marketing services

- Pricing

- Integrated marketing communication strategy

- Advertising, sales promotion and public relations

- Personal selling and direct marketing

- Managing marketing channels

After each session you are required to solve a case, followed by a self-assessment test. Each case study contains case questions that you can work through, showing you how marketing principles can be applied to real-life scenarios. The interactive self-assesment tests provide Multiple-Choice and True/False questions to help you assess your understanding of the core material in each chapter.

 

Study materials

Article

Recent articles and website references.

 

Book

Philippe Kotler

Philippe Kotler; Principles of Marketing, Pearson Education, March 2007.

 

Teaching organisation

Tutorial

Theory

Independent study

 

Prerequisites

You should have reached an intermediate level in English.

 

Evaluation

Oral examen:

Oral assessment.

Permanent evaluation:

Assignments throughout the course.


 

Digital photography

ECTS credits:

 

Coordinator: Deleux Ludo

Period: Semester 2

 

Content

Imagine using your digital camera or film camera to make perfect pictures. All aspects of photography are covered including photography theory, practical photography, technical aspects and composition. These provide you with the know-how and skills to start photography.

You will learn about "point and shoot", 35mm, medium format, and large format digital cameras as well as composition and imaging techniques to help you produce impressive, professional prints.

Photoshop is a graphics program, mainly used for editing images or retouching photographs but can also be used to create original artwork either from scratch or based on an existing image.

The course starts with the basics of Photoshop, the work area, the toolbox, and using selection tools to create a new image from an existing image. The second part shows the use of layers. Photoshop lets you isolate different parts of an image on layers. Each layer can be edited as discrete artwork, allowing unlimited flexibility in composing and revising an image.

Furthermore you will learn techniques for basic image correction by stepping through the process of acquiring, resizing and retouching some photos. You can correct problems in colour quality and tonal range created during the original photography or during the image’s scan.

 

Study materials

Course material

Digital Photography

 

Recommended study materials

Book

Macromedia Dream weaver 8 Hands On Training

Book

Macromedia Dream weaver MX 2004: Training from the Source

 

Teaching organisation

Tutorial

Theory

Independent study

 

Prerequisites

You should have reached an intermediate level in English.

 

Final competences

At the end of this course, You are be able to make srong stories of images.

Each student realise a portfolio with his own results.

 

Evaluation

Continuous assessment: the assignments will be graded.

Tasks about:

- controlling the exposure

- adjusting settings of white balance

- shooting at night

- using close-ups

- black and white photography

- taking pictures of people

- serals with documentary aspects

- 'the decision of moment' and street images

XIOS Hogeschool Limburg

Campus Diepenbeek | Campus Hasselt

Universitaire Campus

Learning outcomes

In this course, you'll find all you need to take great photo's, including:

- how to use professional photo techniques

- overcoming some common problems, fo example low light, blurred images, poor framing, under and overexposure

- inspiration photo ideas to improve your creativity

- practical advice on getting the best results

- explanations of dept of field, exposure, white balance, ISO, shutter speed, rule of thirds...

- making serials with documentary aspects, 'the decision of moment', street images, and portraits.

 

Teaching organisation

° Theory

Extra information: Basiskennis digitale fotografie

° Tutorial

Extra information: Opdrachten en oefeningen voor portfolio

 

Online Communication and information

ECTS credits:

 

Coordinator: Coomans Willy

Period: Semester 2

 

Content

During this course, the value and role of the Internet will be explored. Latest developments in Web2.0 such as:

• Ranking and Search Engine Optimization

• Online security

• Data distribution and permission marketing

• Web content analysis and navigation

• What makes a web site user friendly

• Interactivity

• Online and offline integration

• Accessibility and the law

• Online advertising and promotion

• Online media relations

• Online investor relations

• Viral Marketing

• The futureof Web3.0

 

Study materials

A website.

 

Teaching organisation

Tutorials (5 hours)

Theory (25 hours)

Independent study (10 hours)

 

Prerequisites

You have notice of media and publicity campaigns.

 

Final competences

You understand web2.0

You will be capable of working with adwords. You know how to create a online campaign.

You know the importance of blogs, social media, newsletters, etc.

 

Evaluation

You'll have to write a paper.

 

Marketing PR, Promotions, In store communication & Packaging

ECTS credits:

 

Coordinator: Theunen Ellen

Period: Semester 2

 

Content

Marketing PR

Marketing PR will teach you how to activate your public relations in order to sell goods and services. The marketing objectives are: creating awareness, informing and educating, building loyalty, giving the consumer a reason to buy our products and services, creating ‘buzz’,…Promotions, In store communication & Packaging

If you want to sell goods, you have to tease the consumer. Via promotions, in store communication and packaging you will try to get the attention of your consumers. In this course you will learn all about promotions, in store communication and packaging. You will learn about category promotions, range changes, planograms and other in-store activities.

 

Study materials

Presentations on Dokeos

 

Description teaching organisation

transfer of knowledge

 

Teaching organisation

Tutorial

Theory

Independent study

 

Prerequisites

You should have reached an intermediate level in English.

 

Final competences

Marketing PR

Marketing PR will teach you how to activate your public relations in order to sell goods and services. The marketing objectives are: creating awareness, informing and educating, building loyalty, giving the consumer a reason to buy our products and services, creating ‘buzz’,… Promotions, In store communication & Packaging

If you want to sell goods, you have to tease the consumer. Via promotions, in store communication and packaging you will try to get the attention of your consumers. In this course you will learn all about promotions, in store communication and packaging. You will learn about category promotions, range changes, planograms and other in-store activities.

 

Evaluation

Oral examination.

 

Teaching organisation

° Theory

 

Market Analysis and Communication Survey

ECTS credits:

 

Coordinator: Baerts Kris

Period: Semester 2

 

Content

In an increasingly competitive environment, information is more important than ever. The course offers a systematic approach to the structure, implementation and analysis of marketing research for purposes of decision making. This includes an emphasis on customer wants and needs as they are releoft to developing promotional campaigns, new products and improving customer service efforts.

This course covers aspects of desk and field research. The course also covers:

- Definition of market research

- Market research tools: focus groups and surveys

- Research brief

- Motivational research

- Attitude surveys

The course is carried out with theoretical lectures, discussions of cases and field project, requiring an active involvement of the participants. Implementing a communication policy and communication plan requires research. In order to make realistic choices, you have to find out what audiences and target groups want. You will carry out a research project using several methods of communication or marketing research. The research group processes information regarding a communication problem of an outside client. Your findings will be put down in a written report, meant for the client. You will give a presentation to the group.

 

Study materials

Guidelines and course on Dokeos

 

Description teaching organisation

Whether you are starting a new business or launching a new product, conducting a marketing analysis is the first step in determining if there is a need or audience for your idea. Knowing the market's needs and how it is currently serviced provides you with key information that is essential in developing your product/service and marketing plan. Too often, businesses spend thousands of dollars launching a "new" idea with a limited market because of competition. The owner is forced to reevaluate his strategy and determine if there is room for another player.

Although the quality of the product is critical, your development of the best product on the market will not necessarily correlate with the most sales. Up to 50 percent of a product's price can be for marketing. The company who wins the marketing game generally will capture the larger share of the market.

Conducting a market analysis will help you:

- Prepare to enter a new market

- Launch a new product/service

- Start a new business

- ...

 

Prerequisites

You should have reached an intermediate level in English.

 

Final competences

At the completion of this exercise, you should be able to:

- Explain the concepts of a marketing analysis

- Determine if there is a need for your idea or product/serviceIdentify a new market

- Analyze your current market

- Gain a competitive adoftage

- Begin to establish a marketing plan

 

Evaluation

The research group processes information regarding a communication problem of an outside client.

Your findings will be put down in a written report, meant for the client.

You will give a presentation to the group.

 

Teaching organisation

° Tutorial

 

Advertising – Media planning

ECTS credits:

 

Coordinator: Hoebers Bruno

Other teaching staff: Baerts Kris

Period: Semester 2

 

Content

The student will explore the creative process of copywriting and advertising design. Furthermore, this course deals with the various

elements involved in the production of a communication campaign from inception to conclusion.

This course gives the student the opportunity to analyze one of the most important, yet contentious areas of communication. Emphasis

is placed on the need to evaluate all communication programmes and analyze data correctly:

• What is media analysis/evaluation?

• The reasons for media analysis

• What can be measured?

• Techniques; media tracking and outcome analysis

• The process of evaluation and coding

Advertising media planning for broadcast, print and online media includes the interpretation of ratings and market data, media

strategies and concepts, and specific buying processes in each advertising medium.

 

Teaching organisation

Tutorial

Theory

Independent study

 

Prerequisites

You should have reached an intermediate level in English.

 

Evaluation

Permanent evaluation:

Paper

 

Risk Management

ECTS credits:

 

Coordinator: Pelsemaker Philippe

Other teaching staff: Paredis Stijn, Pelsemaker Philippe

 

Content

Enterprise Risk Management (ERM)

Strategic Risks

Internal

Intellectual capital

Product mix

Route to market

External

Corporate Governance

Industry/Market changes

Price erosion

Competition

Operational Risks

Internal

Recruitment

Employee satisfaction

External

Loss of talent to competition

Contractual Liability

Theft of intellectual capital

IT systems & infrastructure

Financial Risks

Internal

Liquidity & cash flow

External

Credit risk

Interest rates

Exchange rates

Economic Downturn

Hazard Risks

Internal

Company Continuity

Labour accident

External

Explosion

Fire

Natural Hazards

Patrimony injury

 

Teaching organisation

Tutorial

Theory

Independent study

 

Prerequisites

Level B1 in English is required to take this course.

 

Evaluation

Permanent evaluation:

Permanent assessment - paper - groupe activity

 

Bank, Finance and Insurance in a European Perspective

ECTS credits:

 

Coordinator: Pelsemaker Philippe

Other teaching staff: Paredis Stijn, Pelsemaker Philippe

 

Teaching organisation

Tutorial

Theory

Independent study

 

Financial management

ECTS credits:

 

Teaching staff: Pelsemaker Philippe

 

Personality Training

ECTS credits:

 

Teaching staff : Diony Van Eeckhout

Teaching organisation

Tutorial

Theory

Independent study

 

Prerequisites

You should have good oral and written skills in English – level B2 CEFR.

 

Content

This course focuses on acquiring/enhancing a variety of business skills and contains several modules, including:

1. Business Presentations + Reports

2. Assertiveness (self-analysis)

3. Applying for a job (CV/résumé - letters of application - job interviews)

4. Parallel Programmes & others.

 

Evaluation

Continuous assessment, i.e. the assignments given throughout the semester make up for your final mark. There is no written/oral exam. As a result, full attendance is required. There is no repeat exam!

 

 

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