International Management and Identity

Companies active at an international level face diverse challenges. When management makes strategic decisions to respond to these challenges, the effects are felt across national borders and organizational boundaries, so communication professionals need a thorough understanding of business processes. Simple communications know-how is no longer enough in today’s world.  This six-day intensive course builds on these insights to examine how companies anchor their identity on the international scene through their products, their marketing strategy and their communications policy. These aspects of identity are based on strategic management, which must make the right decisions. In addition, the course presents the concept of public storytelling, which goes beyond the established methods of building a corporate identity. The intensive course on International Management and Identity can be taken as part of the Certificate of Advanced Studies in International Communication.

Objectives

During this course, you will learn:

About the importance of strategic management for business success at the international level.

About the key role of marketing and branding for positioning a company internationally.

How to analyse a corporate identity and identify the underlying strategic business decisions.

Candidates for the course

Typical course candidates are communication professionals and executives who wish to deepen their understanding of strategic management and corporate identity in an international context.

Course structure

The first two days are devoted to systematic analysis and scrutiny of strategic management, building on your existing skills. You will take part in a management game simulating the real world of international business, where you will directly apply what you have learned. The remaining days of the course focus on marketing, branding and public storytelling, and how these contribute to shaping a company’s (international) identity.

Lecturers

Dr. Gunther Kucza, Lecturer in Strategic Management, School of Management and Law, ZHAW
Dr. Daniel Perrin, Director, Institute of Applied Media Studies, ZHAW
Dr. Cary Steinmann, Lecturer in Marketing and Branding, School of Management and Law, ZHAW
Other faculty members
 

Date

May 27 to June 1st, 2013

Venue

IAM Institute of Applied Media Studies, Winterthur

Costs

CHF 3200, including course material