May 10

9.00-10.30 "Sala dei 146"

Nadezhda Chalykh, Cultureyes Consultants, Russia
Optimising your LinkedIn Profile for Professional Success
This practical lecture has a purpose of improving one’s LinkedIn profile, in order to make it more functional and attractive for potential employers. During the lecture, a LinkedIn profile “checklist” will be explored, from filling in all the profile sections to adjusting essential settings. We will also touch base on LinkedIn activities, e.g. writing posts, networking, etc. The lecture will contain interactive elements.

9.00-10.30 Room 603
Chrystyna Misiewicz, Kozminski University, Poland
Inclusive Marketing: Why It Matters and How to Do It
In today's diverse world, businesses must embrace inclusive marketing to connect with customers and build loyalty. However, it's not just about using diverse images. It's about truly representing people and listening to what customers want. This lecture focuses on the role of marketing in promoting inclusivity and explores different aspects of inclusive marketing campaigns. It provides practical tool and strategies which can be used to create inclusive marketing campaigns. The lecture will explain where marketing fits into the broader concept of inclusion and discuss the changing expectations of customers. As consumers look for authentic and relatable communication, inclusive marketing has become a valuable tool for connecting with today’s audiences. From using inclusive language and imagery to ensuring accessibility on different platforms, the necessary tactics to create marketing content that resonates with customers will be explored. The lecture will also present how to measure the effectiveness of inclusive marketing initiatives and address the challenges and opportunities of incorporating more inclusion into marketing strategies. From overcoming unconscious biases to using diversity as a competitive advantage, we will explore ways to navigate the complexities of promoting inclusivity in marketing practices.

9.00-10.30 Room "Seminari"
Kenza Oumlil, Al Akhawayn University, Morocco
Women's Representation in the Moroccan Media
This lecture will start by presenting the notions of media representation and identity construction by referring in particular to the work of cultural studies theorist Stuart Hall (1987). Representation here will be introduced as the language and images created to provide conceptual maps of the world and shape culture. The lecture will focus on the representation of women in Moroccan media, and also address women's participation in media production. It will contextualize these representations within their socio-political and cultural settings, to then shed light on the implications of these media representations in mainstream media, such as television and cinema. The last part of the lecture will shed light on digital media productions and alternative portrayals to offer a view of the dynamic flow of cultural texts and products in the current Moroccan mediascape.

9.00-10.30 Room 215
Meltem Çiçek, Maltepe University, Turkey
Multidisciplinary Approaches in Intercultural Communication
Intercultural communication enriches the world and provides rational and emotional benefits by enabling cooperation in many areas. Many processes in the universe are geared towards achieving more efficient results by cooperating with each other. Especially in the era of globalization, intercultural communication is one of the most important issues. The aim of this lecture is to analyse intercultural communication in the context of reputation management with the example of 2024 Hungarian-Turkish Cultural Year. Communication studies conducted during the Hungarian-Turkish cultural year will be explained from the perspective of communication theories. This lecture will also explain the function of cultural years as a reputation management tool and will also illustrate how intercultural communication can be handled from a multidisciplinary perspective in literature, history and art with current examples.

10.30-12.00 Room 612
Rafael Vega, Eusa (Universidad de Sevilla), Spain
Social media: A Match Inside the Match Between Football Clubs
Social media is a very useful tool for companies to increase revenue, engage with customers, and develop a brand voice. Football clubs, as they are not only sports entities but also companies, are aware about the opportunities that social media may provide them, developing very interesting strategies every season to compete not only on the pitch, but also online. It is a match inside the match between football clubs. The intersection of sports and social media in the digital age has opportunities, igniting a revolution in the way football clubs connect with their fan base. This lecture analyses how social media has emerged as an indispensable yardstick for gauging a club's influence and impact, focusing on football clubs' social media performance in followers and engagement. These results will quantify a club's resonance in the global football community.

10.30-12.00 "Sala dei 146"
Jolanta Guzaite-Quintus, Vilnius University, Lithuania
Understanding your Target Audiences: An Empathy Map, Needs, and Creative Strategies
An in-depth understanding of the target audience is at the heart of corporate and brand communication. An empathy map is a useful tool that helps to understand people, how they think, how they feel, and what they need. From audience insights creative strategies are born. The lecture provides students with knowledge on empathy maps. A special emphasis will be placed on the analysis of successful campaigns that were based on insights into people, and also on crisis situations that escalated due to lack of empathy for the target audience.

10.30-12.00 Room 603
Anna Czarczynska, Kozminski University, Poland
Intercultural Transitions in Business Culture
The challenges of intercultural transitions in business culture across Europe and obstacles in developing business cooperation within the European market limit entrepreneurial potential due to substantially different business models and intercultural communication codes (based on experience from Finland to Spain). This lecture explains how intercultural transitions can be challenging, and individuals may experience language and cultural confusion as they adapt to a new culture within the business environment. Culture shock is a common experience for cross-countries teams integrating different cultures that we can observe in business practice. Theories of cross-cultural adaptation can help us understand the barriers to intercultural communication facing ethnocentrism and confirmation bias heuristics in the business environment. Communication styles and the role of power are also important factors to consider when working across cultures. Assessment and development models at the company level can help individuals and organizations improve their intercultural communication skills.

10.30-12.00 Room "Seminari"
Desiree Wooldrik, University of Applied Sciences Leiden, The Netherlands
Global Skills and International Human Resource Management
After a short explanation of the 7 imperatives of domestic Human Resource Management (Recruitment, Training and Development, Contracts, Payments, etc.), this lecture will explain the important role of IHRM due to the increasingly important and complex area of global business. The conduct of business is increasingly global in scope, and managing human resources has become even more important in the successful conduct of global business. First, the lecture will focus on IHRM in a strategic and cultural context, including the reasons why MNE’s (multinational enterprises) develop their business abroad and the topics that arise in MNE’s (such as managing HR in cross-border alliances, managing global legal systems and the consequences of the cultural differences, labour standards, ethics and international labour law). Second, the lecture will explain the consequences for a global workforce in MNE’s and the implications for their human capital. It will contain topics as international recruitment, training and development, compensation and benefits and taxes. Students will learn that communication is the key solution for all IHRM challenges.

12.00-13.30 Room 612
Rudiger Theilmann, Leeds Beckett University, United Kingdom
Creativity in Public Relations Campaigns – What Does It Mean and How to Do It?
The big myth about creativity is that creative success is the result of a sudden “light-bulb” moment - which is reserved for “geniuses”. However, research tells us that there is a science behind creative success. In this lecture the concepts of creativity and creative processes are “decoded” and applied to public relations – what makes a public relations campaign seen as “creative”? From there students should be able to engineer inspirational public relations campaigns which audiences cannot get enough of.

12.00-13.30 "Sala dei 146"
Diederik Brink, The Hague University of Applied Sciences, The Netherlands
Core Crisis Communication: Stakeholder Analysis, Key Messages, and Dealing with the Press
Crises happen every day: reputational crises that threaten the corporate brand, political scandals, natural disasters, terror attacks, and many more. Crises are different in many ways, but there are certainly central elements to it. They can be studied and used by crisis communication professionals to practice and prepare. This lecture employs both theory and practical examples to help students develop critical crisis communication skills: identifying and analysing key stakeholders, writing relevant and tailor-made crisis messages, and choosing the right communication channels. During the session student will learn how to: create a stakeholder power interest matrix; write an initial crisis message; make decisions on using different communication channels, including working with the press. These skills are necessary for every crisis communication professional and allow students to both prepare for crisis situations and to work under pressure.

12.00-13.30 Room 603
Victor Quintiere, Brasília University Center - CEUB, Brazil
Legal Concerns for Organizations in Social Media Communication: Case Studies
Social media has brought a revolution to marketing. They are not just a new way for people to connect with each other, but also with brands - with a closeness that marketing never experienced before. People can talk about brands on social media at any time and reach thousands of people. While social media represents a great opportunity for companies to increase reach and brand engagement with the public, companies are also expected to have a broader vision, and an intuitive, transparent and interactive posture. This lecture focuses on legal concerns for organizations in social media communication. First, it addresses the existing legislation in Brazil regarding 1) the press, 2) freedom of expression and 3) social media. Next, it discusses complex issues involving freedom of expression through the media and the role of the Brazilian Judiciary in emblematic cases involving the 2022 presidential elections, as well as issues that occurred during 2023. Finally, it presents perspectives on how media outlets should behave. The overall objective of the lecture is to provide students with tools to use in their own professional and cultural contexts, with an emphasis on knowing how organizations can, by properly using social media, gain prominence in the market and, at the same time, avoid possible problems or "cancellation".

12.00-13.30 Room "Seminari"
Chaseten Remillard, Royal Roads University, Canada
Ethical AI for Professional Communication Practice
AI (Artificial Intelligence) is increasing shaping professional communication practice. At the end of this lecture, students will be able to employ practical steps to ensure their use of AI in professional settings is ethical. Topics of the lecture include: 1) What is AI and how it is shaping contemporary professional communication practice; 2) The ethical and legal ramifications of using AI in the workplace; 3) Strategies for communicating to internal and external stakeholders organizational policies on the use of AI; 4) How professional communicators can use AI to create better results in their communication efforts; 5) Common dangers of using AI in communication practice and how to avoid them; 6) Future directions of AI use for professional communicators. The lecture will address both philosophical and pragmatic elements of AI as a tool for the professional communicator. Case studies will provide real world examples for students to explore AI use, problems, and solutions.

12.00-13.30 Room 215
Lies Pieters, Artevelde University of Applied Sciences, Belgium
Cross-Cultural Communication: Cultural Awareness in Marketing
In today's globalized world, a thorough understanding of cultural nuances is pivotal to reach a company’s marketing potential. This lecture shows the critical importance of cultural sensitivity in marketing campaigns. Students will explore language considerations, symbolism, imagery and additional elements that may make or break cross-cultural communication in marketing. Through the analysis of authentic campaigns, they will be able to assess the (target) audience’s perception and gain practical insights into conveying culturally resonant messages. To achieve this, they need to identify and analyse possible cultural differences, understand how these affect brand reputation and awareness, and develop effective strategies to overcome them. The objective is to discuss potential pitfalls of cultural insensitivity, the impact these can have on brand reputation and consumer trust, and work out possible strategies to develop culturally sensitive and inclusive marketing campaigns.

13.30-15.00 Room 612
Abderrahim Agnaou, Al Akhawayn University, Morocco
Disruptive Innovation in Language and Communication Sectors: The Game-Changing Role of AI
This lecture explores the transformative impact of disruptive innovation in language and communication sectors, focusing on the game-changing role of Artificial Intelligence (AI). Beginning with an overview of disruptive innovation and its significance, the talk delves into the evolution of AI, emphasizing milestones in natural language processing and machine learning. Specific applications of AI in language, such as speech recognition, translation, and sentiment analysis, are examined, accompanied by case studies showcasing revolutionary technologies. The talk includes a discussion of challenges and ethical considerations, addressing biases, privacy, and potential job displacement. Future trends and opportunities in AI-driven language processing are explored, as well as the broader impact on industries, business models, and user experiences. The talk concludes by briefly considering the regulatory landscape surrounding AI. This exploration illuminates the dynamic landscape of disruptive innovation, positioning AI as a catalyst for profound changes in how we communicate and interact across various sectors.

13.30-15.00 Room 215
Marta Molina Díez; Gabriel López Nieto, Francisco de Vitoria University, Spain
Artificial Intelligence as a Tool for Video Dubbing
This lecture explores how Artificial Intelligence will change our lives. Just as in cinema, where we may witness reissues of classic films with the voices of the original actors in all existing languages, including various regional accents, it is highly likely that businesses can benefit from such advancements in their corporate videos. This could result in small companies reaching a much broader audience with limited resources through these tools. For instance, in the future, platforms like YouTube might offer the option to translate videos, allowing viewers not only to read subtitles but also to hear the video in another language, including synchronized lip movements.

13.30-15.00 Room 603
Han de Looper, The Hague University of Applied Sciences, The Netherlands
Intercultural, Inclusive Crisis Communication
Crises happen every day: from product recalls that threaten the companies to floods or terrorist attacks that threaten entire societies. These events demand agile, effective crisis communication to mitigate effects and save lives. Increasingly, cultural differences or lack of inclusivity hamper crisis communication, more so when these factors lie at the heart of the issue at hand. This lecture elaborates on modern crisis communication, based on strategies that embrace intercultural issues in and cultural aspects of inclusive crisis communication. It relies on current theories and best practices to help students develop a solid foundation in current day crisis communication without leaving anyone behind.

13.30-15.00 Room "Seminari"
Pieter de Vos, The Hague University of Applied Sciences, The Netherlands
Intercultural Management
In an increasingly globalized and connected world, intercultural skills are eminent to prepare employees and leaders of the future. Companies and governments are increasingly asking for staff with these skills. Students who are culturally competent are: effective and cooperative team players who also work well independently; ready to take initiative and risks; able to communicate despite barriers; able to understand cultural differences and similarities; able to handle stress; able to identify problems and utilize available resources to resolve them. This lecture will give a glance on Intercultural management theories using frameworks such as Hofstede’s 6 dimensions model and Hall’s communication styles, and more.

13.30-15.00 "Sala dei 146"
Marilyn Michels, Artevelde University of Applied Sciences, Belgium
1, 2, 3… Drink! - Taking a Closer Look at Beverage Marketing Across Cultures
This lecture delves into the differences in (drinking) culture between different countries, and the effects these differences have on marketing. By looking at marketing cases in the (alcoholic) beverage world, the importance and effect of intercultural awareness will be analysed. Additionally, a short foray into legal requirements regarding advertising in different countries, such as Italy, Canada and Belgium, will further underline how different countries might have to adapt their advertising. The purpose of this lecture is to create awareness of how different cultures and legislation can have an impact on marketing. The hope is that this will inspire creative thinking that takes into account intercultural differences.

13.30-15.00 Room 216
Hiska Ubels, Hanze University of Applied Sciences, The Netherlands
Potential of Dialogue and Participation with Citizens
This lecture will be about the potential of the use of dialogue and participation as communication and collaboration strategies with citizens in urban/rural planning and related research. First, it will give an overview of urban planning theories about communicative governance strategies and co-creation as communication and collaboration strategies with citizens (i.e., collaborative governance). Then, the focus will be on recent experiences with Participatory Action Research as a tool to contribute to inclusive neighbourhood renewal and increasing liveability. Also, it will give insights in how synergy can be created between different knowledge systems of both professionals (specialistic expertise) and citizens (holistic experiential knowledge) through deliberation and how this can lead to more creative and inclusive solutions. There will be plenty of room for reflection, also how the presented approaches may apply to other professional and research fields than urban planning.

15.00-16.30 Room 612
Don Zwiers, University of Applied Sciences Leiden, The Netherlands
Unravelling the Dynamics of Intercultural Communication in a Globalized World
This lecture delves into the nuanced dynamics of intercultural communication within our globalized society. Unravelling the complexities of cultural hybridity, it explores the challenges and opportunities arising from the fusion of diverse cultural elements. From language intricacies to evolving identities, it will be examined how these factors shape intercultural exchanges. By dissecting power dynamics, stereotypes, and communication styles, this discussion aims to enhance students’ understanding of effective strategies for navigating cross-cultural interactions. Ultimately, the lecture seeks to equip students with the insights needed to foster meaningful connections and bridge communication gaps in our interconnected world.

15.00-16.30 "Sala dei 146"
Zofia Przymus, Kozminski University, Poland
Psychology of Consumer Behaviour in Communication
This lecture delves into the psychology of consumer behaviour and its relationship to communication strategies. It aims to help students understand the various psychological factors that drive consumer decisions, such as perception, motivation, beliefs and attitudes, and to understand the role of communication in influencing consumer perceptions and decision-making processes, emphasizing the impact of advertising, marketing, and digital media. Students will learn about key theories and models of consumer behaviour and their application to developing effective communication strategies. Additionally, the lecture addresses cultural, social and ethical issues, providing a comprehensive perspective on consumer communications. This lecture is designed for students looking to enhance their skills in marketing, advertising and consumer engagement, providing them with the tools to create effective communication strategies in a diverse and evolving marketplace.

15.00-16.30 Room 603
Maria Grub, University of Mannheim, Germany
The Role of AI in the Dissemination, Detection, and Countering of Online Disinformation
The spread of disinformation poses a threat to democracy, potentially polarizing society and fuelling extremist views. Social media is a major contributor to the rapid dissemination of disinformation as digital platforms often lack control mechanisms to prevent disinformation from being spread, as recent events like the COVID-19 pandemic have shown. Most digital platforms are governed by algorithmic or Artificial Intelligence (AI) systems. AI shapes the user experiences on digital platforms and is expected to affect political education and information gathering. But with new AI-technology emerging fast and increasing possibilities for disinformation to reach the population, the debate about AI and disinformation is only at a starting point. This lecture examines the role of AI in the spread of disinformation, its harmful impact on the political discourse, and strategies to counter AI-generated disinformation, like AI-literacy. Furthermore, AI as potential solution to combat disinformation is discussed.

15.00-16.30 Room "Seminari"
Karine Appeltans, UCLL Leuven, Belgium
Trendwatching & Trend-based Innovation
Innovation is vitally important in this rapidly changing world. Understanding the future consumer and detecting future trends in an early stage is key! This lecture addresses the following questions: What is the right definition of a trend? What are the future (consumer) trends that will impact our business and the way our business communicates? What is changing and what will never change? What are the available tools to analyse these trends and to help us define the emerging consumer expectations generated? What will be their impact on the business?

15.00-16.30 Room 215
Amin Mahmoudi, Kozminski University, Poland
Echo Chambers in Online Social Networks
Echo chambers, a recent phenomenon in the realm of social networks, have garnered significant attention from researchers due to their profound implications. Their role in propagating information, reinforcing beliefs and opinions, and potentially fostering inequality within networks and societies underscores the critical need for comprehensive understanding. Despite the lack of a clear definition, existing research has primarily concentrated on five aspects of echo chambers: their attributes, underlying mechanisms, modeling, detection, and mitigation strategies. The main objectives of this lecture are to identify terminology, examine the effects of echo chambers, analyse approaches to echo chamber mechanisms, assess modelling and detection techniques, and evaluate metrics used to specify echo chambers in online social networks.

15.00-16.30 Room 216
Ismael Arinas Pellón, Universidad Politécnica de Madrid, Spain
Communication Strategies for Criminal Purposes
Academic studies in communication provide readers/audiences with powerful strategies that can be used for the wrong purposes. In this lecture, students will see some examples of misused communication persuasion strategies. The examples range from framing to marketing communication and social engineering. These examples are focused on the fields of marketing, political communication, and customer communication, which are the areas providing more support to research. The ethical dimension within professional training seems to be taken for granted. Therefore, the final purpose of this lecture is to reinforce the idea that professional expertise does have important and somewhat difficult ethical implications.