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Master's Degree Programme


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 organisational and management communication, brand and social media management and innovation.

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 communication strategies and activities.

The first semester of the specialisation provides you with thorough understandings of organisations and and the strategic management of organisational communication. The courses build upon the idea that different understandings of an organisation 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 the key concepts of corporate communication, brand and media management.

One of the 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.

Please note that the specialisation in Strategic Communication is especially designed for students with a Bachelor’s Degree in Marketing and Management Communication from Aarhus University, Aarhus BSS.

Admission Requirements

Bachelor's degrees with direct admission

Students that hold a Bachelor of Science degree in Economics and Business Administration (HA) or variants hereof from Aarhus University can pursue direct admission to the MSc programmes in Economics and Business Administration after they complete their Bachelor’s degree programme.

If you hold a Bachelor’s degree in Economics and Business Administration, Bsc (HA) from one of the Danish universities, you fulfill the specific admission requirements for the Master’s degree programmes in Economics and Business Administration (cand.merc.).

If you hold a Bachelor of Science degree in Economics and Business Administration (HA) or variants hereof from Aarhus University or Bachelor’s degree in Economics and Business Administration, Bsc (HA) from one of the Danish universities, with a diploma older than 2000, your Bachelor’s degree will be assessed according to the specific admission requirements described under the section: “Students that hold a degree from another university”. 

Students that hold a degree from another university

If you hold a degree from another university, your qualifications will be assessed once you have applied for admission. The assessment will prioritize the sufficient content of the following subjects and ECTS-points:    






7,5 ECTS


7,5 ECTS


7,5 ECTS

Organisation- and Leadership Theory

7,5 ECTS



Operations Management


Additional ECTS points within the abovementioned areas


Total ECTS within Economics and Business Administration


*Please note, applicants must have at least 15 ECTS within methods including at least 10 ECTS within quantitative methods or statistics.

Admission to the MSc in Economics and Business Administration for applicants with a professional bachelor’s degree (professionsbachelor)

In order to meet the admission requirements for the MSc programmes in Economics and Business Administration, applicants with a specific professional bachelor’s degree must have completed specific elective courses as part of their qualifying exam. In this table the requirements for elective courses are laid out.

Language requirements

As English is the language of instruction in all subjects, all applicants are required to provide evidence of their English language proficiency.
Please see the page on language requirments.

Restricted admission from 2022

As from the intake 2022, the Master’s degree programmes in Economics and Business Administration (cand.merc.) only admits a limited number of students each year. Therefore, meeting the admission requirements does not in itself guarantee admission to the programme. 

Please note, for programmes with restricted admission special rules regarding supplementary Bachelor’s courses apply. Therefore, we no longer offer pre-assessments for the programme in Economics and Business Administration (cand.merc.).

Read more about supplementary Bachelor’s courses.

Selection criteria

If there are more qualified applicants than available seats, the Admissions Committee assesses each applicant based on the average mark (i.e. GPA) of the Bachelor’s degree at the time of application. Marks/grades obtained after the application deadline will not be included in the GPA. The Admissions Committee assesses each applicant’s marks based on the information provided by diplomas and transcripts.

Programme Structure


Below is an outline of the 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 Strategic Management and 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 Scientific Research 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.


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 integrated strategic communication:

The course Brand Management in Theory and Practice 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 and provides you with advanced insights into brand management in theory and practice.

The course Corporate Communication presents you with knowledge of key concepts, models, theories and methods within the strategic management of the integrated communication of private and public companies, organisations and institutions. It provides you with skills for analysing, implementing, evaluating and discussing corporate communication activities.

The course Social Media Communication, Innovation and 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.    


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.


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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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
  • Social media and community manager

We want to help our students find successful careers. Students can always contact our Career Services for advice and assistance with getting onto the Danish labour market. Check out our careers page to see the range of services we offer.