Strategic Communication

The MSc in Economics and Business Administration – Strategic Communication focuses on the strategic, organisational and managerial opportunities and challenges related to companies’ communication with its various stakeholders. This specialisation qualifies you to master the complex processes and practices of strategic communication specifically within the areas of brand and social media management and innovation, integrated marketing and organisational communication. 

Communication is a strategic discipline and practice. It therefore requires managerial decisions on the strategic direction and purpose of communication as well as of the management of the related processes. The specialisation in Strategic Communication prepares you for setting strategic goals that aim to create value for employees, markets, organisations and society; to assess how different social, cultural and economic contexts and stakeholders affect strategy selection and execution; and to master the complex processes of strategic communication, including the design, execution and management of brand and communication strategies and activities.

The first semester of the specialisation provides you with thorough understandings of organisations and brands as key drivers for communication. The courses build upon the idea that different understandings of an organisation or brand call for different communication strategies. The first semester’s selection of prerequisite courses (including a course on Management Research Methods) provides you with a solid foundation of knowledge and prepares you for the second semester’s specialisation courses. These include courses on key disciplines within strategic communication, i.e. organisational communication, integrated marketing communication and social media management, communication and innovation.

One of the main guiding principles of the specialisation is close collaborations with the business community; both as means to ensure the continuous relevance of the programme, and to create a constructive dialogue between students and the business community. Teaching activities therefore include hands-on work with real cases and guest lectures. Students are also encouraged to include an internship in a company (in Denmark or abroad) in the third semester of the programme.