hungary 3

Project goals

The project International Communication is placed in the third year of the study, right after the first internship. The project connects with several parts of the study that have been worked on at an earlier stage, but at a higher level.
The assignments in the project fit in with the theory and practice assignments the students have experienced in the first two and a half years of their study.
The overall new factor is the international character of the assignments.
Students have already experienced assignments for ‘real’ principals in several subjects (for example an assignment for the learning company of the study, an assignment for Marketing, an assignment for Research, organizing an event, presenting results of assignments to the principals, etc), but in this project they also have to consider European and international agreements and expectations and rules (of behaviour) typical for Hungary. The ideas of the EU regarding the environment will also be reviewed and embedded in the company assignments. Furthermore the fact that the entire project (which means lectures and assignments, but also their contributions) is in English contributes to the goal of the study to educate professionals with a feeling for international relations.
 

Competences connected to the project

  • 1 Issue monitoring and research preparation
  • 3 Advice
  • 8 Communication tools
  • 9 Representing your company

(description of competences, see end of this page)

Learning goals of the project

The learning goals of this project are taken from the competences that have to be accomplished (see the chapter before this one). Although other competences of the study may also be addressed during the project, the choice has been made not to give them special attention during this project. In other parts of the study the emphasis is placed differently in order to give all competences the attention they deserve.
Next to the learning goals there are some more overall conditions that students have to meet.
The following learning goals and conditions have been set for the project:

At the end of the project students

  1. are able to:
    carry out an assignment for an internationally- orientated company
    • make a well- founded report on their findings
    • give a solid advice on how to act and which tools to use,
    • give a presentation of the results of the assignment to the management of the company and/or their Dutch representatives, if possible
    • give a three minute presentation to present the advice and explain why this advice is the best advice for the company
       
    It is obvious that:
    Expectations and rules (of behaviour) of the country in which the company is established, of the company itself and European and international agreements should be respected. All work should reflect the communication techniques and tactics as have been taught throughout their study.
     
  2. are able to work in groups in a professional way regarding for example cooperating, dividing tasks and reflecting on their own and each other’s contributions.(overall condition)
     
  3. are able to make a consistent overall report regarding content and design.(overall condition)
     
  4. are able to represent the NHL (and The Netherlands) abroad. This means both at the companies and at the University as well as in their leisure time in Hungary (competence 9)
     
  5. are able to prepare themselves on a subject (by reading about it, asking questions about it, discussing it in small groups) so they can exchange positions and views during workshops with Hungarian students who have also prepared themselves on the same subjects. (competence 1, 9)
  6. The official language during the project is English (spoken and written) both during lectures and during presentations and coaching moments. (overall condition)
     
  7. Source indication is a must. Without source indication students are plagiarizing. This is such a basic knowledge that a correct source indication can be set as a condition for the reports.

Competences connected to the project

1 Issue monitoring and research preparation

Competence 1 Signalling issues and research preparation
Description of the competence Tracing and interpreting relevant signals systematically and assigning importance to them within the communication scheme.
Explanation of competence/professional situation The communication expert traces trends in the internal and external surroundings. He judges the relevance of the (inter)national trends found and introduces them in the process of strategic policy making. He manages the issues relevant for the organization.

 

Indicators  
Level 1 1.1.1 Recognizing signals important for the communication in an organization
1.1.2 Making information available for the people involved
1.1.3 Understanding the communication profession
Examples of professional products Press cuttings
Level 2 1.2.1 Mapping out trends in society
1.2.2 Tracing signals systematically and judging their Importance for the organization and its stakeholders/actors
Examples of professional products Trend analysis, actors/factors analysis
Level 3 1.3.1 Interpreting signals and making suggestions for policy making
1.3.2 Managing crises and other issues
Examples of professional products Policy plan, crisis handbook
Theoretical knowledge basis
  • Knowing the tasks and responsibilities of a communication expert
  • Knowing the social, political, economic and (inter)cultural factors that are important for an organization
  • Knowing the theories concerning crisis management
Soft skills
  • Curiosity
  • Social awareness

 

2 Advise

Competence 3 Advice

Description of the competence

Formulating an advice about:

  1. general communication policy
  2. establishing target groups
  3. communication with in- and external groups
  4. positioning of a brand and/or organization
Explanation of competence/professional situation  The communication expert advises the management of an organization about communication at a strategic and tactical level in writing and/or orally. A requested advice in this case.

 

Indicators  
Level 1 3.1.1 Projecting yourself in the position of your discussion partner and making an inventory of the points of view
3.1.2 Advising at an operational level
Examples of professional products Consultation with the principal, debriefing, presentation
Level 2 3.2.1 Being able to underpin an advice in writing and orally
3.2.2 Advising at a tactical level
Examples of professional products Advice in the field of in- and external communication
Level 3 3.3.1 Being able to convince and have possible solutions carried out
3.3.2 Advising at a strategic level
Examples of professional products Strategic communication advice
Theoretical knowledge basis
  • Knowing different discussion techniques, influencing techniques, advisory skills and advisory styles
Soft skills
  • Empathy
  • Customer-directedness
  • Persuasiveness

 

8 Communication tools

Competence 8 Communication tools
Description of the competence Realising communication tools, both textual and styling
Explanation of competence/professional situation In order to achieve diverse communication targets for diverse target groups, communication tools must be realised. It may concern campaign- directed, periodical or once-only activities directed at in- or external target groups. The communication expert organises and coordinates the communication activities.

 

Indicators  
Level 1 8.1.1 Being able to develop simple communication tools
8.1.2 Being able to use simple tools to produce texts, images, sound and styling
Examples of professional products Textual tools, (photo) graphic tools, audiovisual tools, multimedia, spatial presentation forms.
Level 2 8.2.1 Translating the core message in different concepts and underpinning the choice made
8.2.2 Being able to use more complex tools to produce texts, images, sound and styling
Examples of professional products Textual means, (photo)graphic means, audiovisual means, multimedia, spatial presentation forms, interactive means
Level 3 8.3.1 Organising and coordinating communication activities
8.3.2 Working cross medially
8.3.3 Creating innovative concepts
8.3.4 Working together with experts from other creative disciplines
Examples of professional products Textual means, (photo)graphic means, audiovisual means, multimedia, spatial presentation forms, interactive means
Theoretical knowledge basis
  • Knowing the terminology and application of different communication means
  • Knowing the theories concerning image language, history of styling, types of texts and writing styles
  • Knowing the communicative, technical, financial and legal possibilities and restrictions of different communication means
Soft skills
  • Creativity
  • Quality directedness


9 Representing your company

Competence 9 Representing
Description of the competence Representing of the organization
Explanation of competence/professional situation The communication expert has sufficient affinity and knowledge of the organization and can function as a true ambassador for the company. He can communicate important issues to different target groups and representatives of diverse organizations in such a way as is appropriate for the strategic interests of the company.

 

Indicators  
Level 1 9.1.1 Representing the school at external activities
9.1.2 Being able to give a professional presentation
Examples of professional products Presentation
Level 2 9.2.1 Maintaining contacts with in- and external target groups
9.2.2 Being able to take adequate action in different situations
Examples of professional products Press releases, annual report, application interview, conversation
with principals
Level 3 9.3.1 Maintaining networks
9.3.2 Being able to take action as an intermediary between interestgroups and the organization
Examples of professional products Network activities, press conference
Theoretical knowledge basis
  • Knowing the background, branche and the primary process of the organization
  • Knowing concepts and models for professional presenting
  • Knowing methods for systematic underpinning and maintaining of relations
  • Knowing the interests and risks for the organization in networking and press contacts
Soft skills
  • Sociability
  • Loyalty
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