The programme is designed to provide skills required by adaptable, critically aware, communications workers in the exciting modern communications environment, which requires fluency in the use of strategic storytelling, content production and visual design.
A one-year Master’s programme of 60 credits, Strategic Communication is a programme designed for students with different subject backgrounds within the wide field of communication. Bringing together different skills, students develop a critical understanding of, and competence to implement, strategic communication. By strategic communication we mean professional communication aimed at satisfying long-term organisational and community goals.
Strategic Communication is designed to produce skills required in the modern communications environment, which demands flexible critical skills and a mastery of strategic storytelling, content production and visual design. It offers core skills that are transferable across the employment sector: sound research practice; clear and effective writing; critical thinking; a good understanding of design; deep understanding of how to use the web and social media for strategic purposes; and communicating with niche groups/markets.
The programme is comprised of two interrelated strands which run over the two semesters, one oriented to research and critical thinking, the other to building a portfolio of flexible interlocking practical skills. Much of the teaching is based on a flipped classroom method using video lectures, project-based work, individual preparation and tutoring tailored for each student’s knowledge and experience.
During the first semester, you will develop an understanding of concepts in strategic communication such as PR, corporate communication, brand management, and political communication. The communications industry is changing in such a way that marketing and PR are increasingly integrated, the use of digital storytelling and moving images grows, and new roles are introduced. The changes require new kinds of thinking and brings at the same time exciting possibilities for those equipped with the knowledge to take advantage.
You will also develop skills in content production. During the first half of the semester, we develop efficient use of language, images, and design. During the second half of the semester we continue with audio and video production along with scriptwriting. In the second semester, students carry out a research project that concerns the communication of one or several organisations. There will be classes on research methods and how these should be applied. During this semester, practical skill development moves on to web-design and online layout, and several skills and modes of communication are integrated in a project.
Throughout the programme, students work individually, in pairs, as well as part of a team both when carrying out research and when doing content production. All skills are assessed formally although important principles for this programme include creative learning through “trial and error”, independence and responsibility.
The language of instruction is English and applicants need to be proficient in the English language to be eligible for admission.
Specific entry requirements
A Bachelor’s degree of at least 180 credits, of which at least 90 credits are for specialised studies in one of the main fields of study media and communication studies, film studies, rhetoric, journalism or business administration.
In addition, knowledge of English corresponding to the course “English 6” or course “English B” from the Swedish Upper Secondary School is required. For more information on how to document your English language qualifications, see University Admissions in Sweden.
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