Fontys University offers ‘competence based learning’. Integration of knowledge, insight and skills are important as a goal of the learning process. Learning is not only about knowing, but as well about making the right choices in relevant professional situations.

SUBJECTS AND GOALS

Specifically, the following will be covered during the course of the minor:

• The student will make a systematic analysis of the environment of an organisation or a community covering actors, factors, issues and trends.
• The student determines the desired identity or style of an organisation or brand and can provide advice rooted in theory on the policy to be followed.
• The student has knowledge of internal and external processes of change and resistance. He or she is able to translate this knowledge into a comprehensive internal and external communication policy for an organisation in which public involvement is a core aspect of business.
• The student has knowledge of the current literature on branding. The student is able to utilise this to help communities, organisations and brands to develop new strategies.
• The student is able to word a statement for an organisation based on its mission and core values, as well as writing a corporate story and being able to translate that to corporate visions.
• The student can formulate a communication plan that has a clear theme linking analysis, target audiences, goals, strategy and its proposed concept.
• The student has knowledge of distinguishing communication and can utilise creative methods and techniques to effectuate original communication concepts and campaigns.