STRATEGIC COMMUNICATION 

Introduction

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. 

A strategic discipline

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. 

Admission Requirements

Students that hold a bachelor’s degree in Business Administration or a BSc degree from Business and Social Sciences, Aarhus University can pursue direct admission to MSc programmes in Economics and Business Administration (including the MSc in Economics and Auditing) after they finish their bachelor’s degree programme. Please note that there are specific requirements to the composition of the electives for the Danish Bachelor’s degree in Business Administration and Commercial Law.

Students holding a Graduate Diploma in Business Administration (HD) can also pursue admission to the MSc programmes in Economics and Business Administration. However, it is required that you complete supplementary courses corresponding to 20 ECTS. For information on which supplementary courses you should take please check the overview of supplementary courses for HD (available only in Danish).   

Students that hold a degree from another university

If you hold a degree from another university, you can have your qualifications assessed by Aarhus University, Admission in order to find out if you meet the admission requirements. Please contact ma.admission@au.dk for further information. You can receive a pre-assessment between 1 September and 1 December. The assessment will prioritize the sufficient content of the following subjects and ECTS-points, cf. below.

Quantitative and Qualitative Methods

15 ECTS

Managerial economics and Operations Management

15 ECTS

Marketing

7,5 ECTS

Finance and Accounting

15 ECTS

Organisation-  and Leadership Theory

7,5 ECTS

Microeconomics

5 ECTS

Additional ECTS points within the abovementioned areas

15 ECTS

Total ECTS within Economics and Business Administration

80 ECTS

 

Language requirements

Since English is the language of instruction in all subjects, all applicants are required to provide evidence of their English language proficiency

 

 

 

Programme Structure

ACADEMIC REGULATIONS

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PROGRAMME STRUCTURE

 


FIRST SEMESTER: PREREQUISITE COURSES

The first semester’s selection of prerequisite courses provides you with a solid academic base and advanced knowledge of organisational and brand management theories, which is crucial for the analysis, understanding, critical assessment and solving of communication problems:

The course Organisational Theory provides you with advanced knowledge on how to analyse and understand organisations and organisational practices, and it presents various analytical frameworks with which to understand and navigate organisations. The course functions as a general platform and framework for the second semester’s specialisation course in Organisational Communication.

The course Brand Management Theory presents you with various theories, models and concepts within and approaches to brand management, including their different communicative assumptions, philosophic underpinnings and methodological preferences. The course builds upon the notion that different approaches to the brand guide different strategic decisions with regards to both brand management and communication. The course functions as a general platform and framework for the second semester’s specialisation course in Integrated Marketing Communication.

The course Management Research Methods provides you with advanced insights into scientific research designs, processes and standards with a particular emphasis on the specific research methods and methodologies relevant for studying strategic communication in and from organisations.


SECOND SEMESTER: SPECIALISATION COURSES

The second semester focuses on key disciplines within strategic communication, which in combination provide you with thorough insights into the various processes and practices of internal, external and integrated strategic communication:

The course Organisational Communication aims to enhance our understanding of the role communication plays in the management of modern organisations and of the various communicative causes, correlations, and consequences of internal communication processes and practices on the overall strategic management of the organisation. The course provides you with skills for analysing, identifying and solving communication problems related to managerial and organisational challenges as well as in managing communication at individual, group, organisational and societal level.

The course Integrated Marketing Communication focuses on consumers and the market. It gives you advanced insights into marketing communication management, including understandings of the actual processes and models for analysing the economic, social and cultural contexts, setting goals and objectives, developing marketing communication strategies and outlining their creative execution. The course also provides you with insights into the various organisational and managerial challenges and opportunities in working with the integration of communication and communication processes at different levels.

The course Social Media Management aims to enhance our understanding of how new digital and social technologies impact and enable communication, collaboration and innovation in the contemporary business environment. It provides you with skills for analysing, designing, implementing and evaluating effective social media management and communication practices in view of the overall corporate setting and communication strategy. 


THIRD SEMESTER: CHOOSE YOUR OWN SPECIALISATION

In the third semester, you can choose your own specialisation guided by your individual areas of interest. You can choose elective courses at Aarhus BSS during the semester, at the Summer University, or at one of our more than 200 partner universities abroad. Or you can participate in internship programmes in Denmark or abroad.


FOURTH AND FINAL SEMESTER: BRING ALL YOUR INSIGHTS INTO PLAY

The fourth semester is devoted to the Master’s thesis. You are free to choose a topic of your choice within the overall framework of Strategic Communication. The thesis thus allows you to concentrate on and specialise your career profile within a specific field of interest. The thesis can be developed and written individually or in collaboration with fellow students. When you have submitted the thesis, you must defend before an examiner as well as an external co-examiner.

Student Life

Learning in an International Context

At Aarhus BSS, we conduct research at the highest academic level.

All researchers employed are engaged in research projects covering a wide range of different subjects and focusing on knowledge and skills considered essential for professional business activities in the global marketplace. All faculty have both research and teaching responsibilities which means that our teaching is continually based on the latest research results.

Aarhus BSS is very internationally oriented. The broad scope of our research activities and educational programmes enable us to attract researchers, teachers, and students from all over the world, and this creates an international environment for research and learning in which academic views are exchanged, experiences are gathered and friendships are formed.

Aarhus University is a leading university in Denmark in building student exchange opportunities. The university encourages all students to spend time studying abroad. Every year, more than 700 students from Aarhus BSS go abroad to participate in exchange programmes around the world at our more than 300 partner universities. About the same number of students from all over the world come to participate in the exchange programme in Aarhus, and this contributes to a truly international learning atmosphere.

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Career

The MSc in Economics and Business Administration – Strategic Communication is driven by a strategic and managerial approach to communication and with a key emphasis on the actual processes and practice of communication and communication management. In combination with its focus on both internal and external organisationally integrated and brand aligned communications, the programme prepares you for handling the many diverse communications challenges facing contemporary public and private organisations and agencies. 

Positions includes e.g.:

  • Communication manager
  • Brand manager
  • Communication advisor
  • Internal or external communications consultant
  • Management communication advisor
  • Campaign director
  • Senior executive assistant    
  • Social media and community manager
  • Communication process consultant
  • Marketing communication manager