Amsterdam University of Applied Sciences

Course content

The aim of this course is to develop your global branding knowledge and professional English language skills. The focus is on global marketing communications, and by the end of the course, you will have acquired a high level of expertise in this field. You should be able to apply your expertise to real business cases and be competent in developing global marketing communications strategies.

During this course your English listening, speaking, reading and writing skills will be brought up to advanced and proficiency level, i.e. C1- C2 level in the Common European Framework of Reference for Languages (CEFR). After the course, you should be able to communicate more confidently, fluently and naturally in English in any business situation.

In terms of professional development in this course, you will develop competencies, such as cross-cultural communication skills, while working in international virtual teams. Virtual projects from previous years have included partnerships with universities in North America and South America.

Course items

Global Branding Projects

You will apply your global branding expertise in projects and assignments, often carried out in international virtual teams. This will help you gain a deep understanding of the global branding and international marketing communications concepts, theories and models.

Global Branding Exam Assignment

You will demonstrate your professional expertise and communication skills in an exam assignment. There will also be frequent tests and quizzes to show that you are developing your professional expertise.

Global Branding and Cambridge English Portfolio

The Global Branding & Cambridge English Portfolio consists of several assignments, including written and speaking assignments, most of them geared towards job hunting in a global business environment.

Business English Assignments

At the end of the course, you will submit two portfolios showing that your business English is at C1-C2 level:

  • Reading and Writing Portfolio: reading and writing assignments, e.g. research paper, book review, graph description, and business correspondence
  • Listening and Speaking Portfolio: listening and speaking assignments, e.g. paper presentation, podcast review and summary, virtual teamwork meeting.
Published by  Faculty of Business and Economics 13 July 2021