University of Twente Master Communication Studies June 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 September 2016 ) Obligatory Elective Graduation Semester 1 (16/17)Semester 2 (16/17) Block 1ABlock 1BBlock 2ABlock 2B 5EC Essentials in… 5EC Research Topics in… Master Thesis 30 EC 5EC Specialisation or elective course (1) 5EC Specialisation or elective course (2) 5EC Specialisation or elective course (3) 5EC Specialisation or elective course (4)

MASTER PROGRAMME (2) ( start September 2016 ) Obligatory Elective Graduation Semester 1Semester 2 Block 1ABlock 1BBlock 2ABlock 2B 5EC Essentials in… 5EC Research Topics in… 5EC Specialisation or elective course (4) 5EC Specialisation or elective course (1) 5EC Specialisation or elective course (2) 5EC Specialisation or elective course (3) Master Thesis 30EC

MASTER PROGRAMME (3) ( start September 2016 ) Obligatory Elective Graduation Semester 1Semester 2 Block 1ABlock 1BBlock 2ABlock 2B 5EC Essentials in... 5EC Research Topics in… 5EC Specialisation or elective course (3) 5EC Specialisation or elective course (4) 5EC Specialisation or elective course (1) Masterthesis 30EC 5EC Specialisation or elective course (2)

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 the academic year(12/13) 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

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? 1.In Studielink you have to apply for enrolment for the master CS and arrange the payment of tuition fee 2.When you pass your last course for the PM contact the Study counsellor. Admission Statement CSA 3.As soon as you have signed the authorisation form you will be enrolled in the master’s programme

Pre-master students …… Premaster programme not finalized at 1 September 2016? Re-enroll in Studielink (!) for academic year 2016/2017 Stay enrolled as a bachelor student in the pre-master programme! 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 summer and transfer to our master CS  You have to re-enrol in Studielink for your bachelor CW!  Do not forget to arrange the payment of your tuition fees in Studielink.  The sooner you re-enrol for the bachelor, the sooner CSA will be able to change your registration from bachelor to master’s student when they receive the letter of admission.  CSA can’t make any changes until you have re-enrolled for the bachelor!

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 1Semester 2 Block 1ABlock 1BBlock 2ABlock 2B Core courses 5EC Essentials in Marketing Communication and Consumer Behaviour Galetzka EC Research Topics in Communication and Consumer Behaviour Tempelman EC Essentials in Marketing Communication and Consumer Behaviour Galetzka EC Research Topics in Communication and Consumer Behaviour Tempelman Specialization courses 5EC Persuasive Communication Pruyn EC Multisensory Marketing and Product Experience Fenko EC Advertising and Marketing Psychology Voorn 5EC Intervention Design Pol 5EC Consumer Experience of the Service Environment Galetzka EC Design and Emotion Van Rompay

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…

TECHNICAL COMMUNICATION

INTRODUCTION  Joyce Karreman  Assistant professor Technical Communication Misunderstandings  You don’t have to know a lot about technology or about computers.  The primary focus of technical communication is not on writing “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.”

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 help an airplane taking of. Your grandmother 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:)”

Semester 1Semester 2 Block 1ABlock 1BBlock 2ABlock 2B Core courses 5EC Essentials in Technical Communication Karreman EC Research Topics in Technical Communication Tempelman EC Authoring and Collaboration Tools De Jong / Karreman EC Philosophy of Technology Nagenborg EC User Support Karreman Specialization courses 5EC Designing Learning & Performance Support Van der Meij EC Human Computer Interaction Schmettow EC User Centered Design of New Media Van der Geest STUDY PROGRAMME TECHNICAL COMMUNICATION SEPTEMBER ENROLMENT

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  …

CORPORATE COMMUNICATION

INTRODUCTION  Prof.dr. Menno de Jong  Professor Corporate and Technical Communication  Research + teaching: Corporate visual identity / CSR – Greenwashing / Implementation of technology in organizations / Communication audits

WHAT IS CORPORATE COMMUNICATION?  Research direction  Organizations are communication  Internal and external stakeholders  Manageable/univocal and spontaneous/multivocal  Interactions and sensemaking  Main research topics  Reputation management, Trust and crisis, CSR issues  Public Affairs  Identity / Corporate visual identity  Relationships / Networking (in and between organisations)  Leadership and Employee Communication

WHY CORPORATE COMMUNICATION?  Communication as a challenge, not a simple solution  Juggling with internal and external stakeholders  Interplay between organization and communication  Strategy, execution, and daily behaviors  Avoiding destructive communication, and making a positive contribution  Sensemaking through communication  Issues of identity, image, and reputation

WHY AT THE UNIVERSITY OF TWENTE? Unique combination of expertise:  Work meaning, job crafting, professional identity (Van Vuuren)  Work relationships (Janssen)  Communication and compliance (Van Hoof)  Crisis communication and trust (Beldad)  Organizations and the media (Gosselt)  Public affairs (Figee)  Strategy, vision, and leadership (Knoers)  Corporate visual identity (De Jong)

STUDY PROGRAM CORPORATE COMMUNICATION Semester 1Semester 2 Block 1ABlock 1BBlock 2ABlock 2B Core courses 5EC Essentials in Corporate and Organisational Communication Janssen EC Research Topics in Corporate and Organisational Communication Tempelman EC Essentials in Corporate and Organisational Communication Janssen EC Research Topics in Corporate and Organisational Communication Tempelman Specialization courses 5EC Positive Organizing Van Vuuren EC Public Affairs Jansma/Figee EC Trust, Risk and Organisations Beldad EC Reputation Management Gosselt EC Corporate Visual Identity Management De Jong EC Vision, Strategy and Leadership Knoers/Van Vuuren

MASTER THESIS  30 EC Research assignment  Internal or external  Organizing:Acceptance and effects of the “new ways of working” in a municipality  Media: Social media use in organizations  Change:Antecedents of employees’ commitment to change  Public affairs: Core competencies of lobbyists  CSR: Effects of corporate greenwashing on consumers  CVI: Importance of congruence of CVI elements (logo, slogan, story)

CAREER  Internal communication specialist  External communication specialist  Communication consultant  Corporate visual design consultant  Management trainee  Own company  Lecturer / researcher

QUESTIONS ???