Strategic analysis of the use of internal communication channels

Hello, my name is Daniel Kim, I’m a 20-year-old French/Korean student studying Marketing Management at Fontys University. I am currently a third-year student doing my internship at the Cross-border Business Development (CBBD) team. At this team, the task that I will be responsible for is to conduct Internal marketing at Fontys to bring more awareness about the CBBD team and its purpose to its employees and students.

The Cross-Border Business Development (CBBD) group aspires to improve the effectiveness of using internal marketing communication channels so that it can communicate better with Fontys education, in particular, the Fontys International Business School (FIBS) department. The reason for this is because the CBBD research chair is part of Fontys Venlo, however it seems that many Fontys colleagues lack engagement and communication with the CBBD and the reason for that is still not explicitly known. And so the CBBD is not able to be involved in the inner circle of the organisation where the important decisions are discussed and taken since its presence in the organisation is too weak.

And to be able to be part of the organisation’s core will allow the CBBD group to further develop itself and contribute more to Fontys society by being able to collaborate and communicate more with the organisation, especially the educational department of the organisation.

Therefore I was tasked to take the first step towards this big goal by starting off with finding out how to use the internal communication channels to the highest effectiveness for the CBBD group.

The research assignment is to strategically analyse the use of internal communication channels and to come up with recommendations on how the CBBD can improve its internal communication channels and communication strategies.

This first step will help the research chair find out what they can improve on the level of using internal communication channels. And this will provide the CBBD with insight on what their next step will be in improving communication with Fontys FIBS.

Contact: Daniel Kim, d.kim@fontys.nl , +31 8850 80259