The role of the international communication professional has changed with the global expansion of businesses. It has also grown with the enormous growth of expressive diversity of new media and the rise of participatory cultures. As a result, the areas of corporate communication, advertising and promotion, public relations and other forms of persuasive communication are merging. Nowadays, global companies show increasing demand for communication experts with knowledge of new media. There is a need for communication professionals who are able to translate corporate communication needs on a strategic corporate and global communication level, by analyzing corporate communication policies, monitoring and forecasting global issues, economic and cultural trends and analyzing marketing and communication developments in European and Asian markets.