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Master's structure

Become a Tech-Savvy Strategic Communicator and Solve Societal Challenges

In our Master's Communication Science, you will be at the forefront of innovation, using emerging tools like AI, VR and data analytics to design communication strategies. Strategies that not only inform but also transform. Our program stands out in the Netherlands because we don’t just teach communication theory; we give you the tools to solve real-world challenges. Whether it’s influencing sustainable behaviour, fighting disinformation, or developing AI-driven communication tools, you’ll gain hands-on experience working with government, industry, and NGOs to make a tangible difference.

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 You will learn to navigate the ethical complexities of digital communication, ensuring that privacy, democracy, and social responsibility are part of the conversation. And, because the future is uncertain, we prepare you to anticipate and lead through flexible, future-oriented education that crosses disciplines, from psychology to sociology, to data science. During your explorations you will gain access to our advanced BMS Lab and the Behavioural Data Science Incubator (BDSI) where you can expand your research.

CO-DECIDE THE CONTENT OF YOUR MASTER’S

Examples of courses you can take as part of this Master's:
  • In the elective course Consumer psychology, marketing, and behavioural change, you will understand how psychology plays a pivotal role in promoting behaviour change, drawing on marketing, social and consumer psychology, and behaviour change theories.
  • The transformative impact of technology on work and organizations is huge. In the elective course The future of work, you will explore how technology use influences work practices, collaboration, skills, and professional identities and vice versa. You also explore how organizational norms and practices shape using new technologies.
  • How do media platforms foster or hinder civic engagement in digital democracies? If you choose the elective course The post-truth society: power, polarization, and participation, you will engage with the reality of our post-truth society, where media manipulation, misinformation, and political polarization play significant roles in public discourse, offering a deep understanding of the range of forces acting on civic participation and societal trust in contemporary society.

BUILD YOUR UNIQUE PROFILE with profile areas

As a student of the Master’s in Communication Science at UT, you can customise your programme to your interests. Doing so, you will not only build a strong foundation in core communication science concepts but also shape your distinctive profile by taking elective courses.

Suppose you look forward to a career in marketing and consumer behaviour. Perhaps you are eager to dive into organizational communications. Or you are interested in how media and technology affect our society? You can structure your curriculum around one of the three tracks, or alternatively, you can combine courses from multiple tracks.

Social marketing and behavioural change

Whether launching a new fashion brand or motivating groups to live more sustainably, understanding how to reach and engage target audiences is crucial for success. This track addresses societal issues and marketing challenges that require persuading target audiences to change their behaviour. You learn how to conduct research to create, monitor and evaluate powerful communication strategies rooted in (social and consumer) psychology, communication science, and design. Further, you learn how to (1) create innovative communication strategies based on psychological principles; (2) design and implement communication strategies across media platforms and environments, leveraging the latest technologies; and (3) analyse and evaluate communication strategies’ effectiveness using big data and AI.

Strategic organisational communication

This track offers a comprehensive framework for understanding the dynamics of organizational communication. Organizations are rapidly transforming due to digital innovation. This includes the adoption of cutting-edge technologies, hybrid working models, a globalized workforce, and changes in work influenced by AI. In this track, you will develop expertise in creating strategic visions that help organizations navigate the complex challenges of our fast-changing digital landscape. The track helps future communication professionals to integrate strong theoretical knowledge with an awareness of contemporary challenges posed by technological advancements and societal changes. Through a blend of reflection and practical applications, the track cultivates the skills necessary for effective communication in diverse organizational contexts.

Society, media and technology

In this track, we explore interactions between communication, society, and emerging technologies. The track is designed for students who are passionate about understanding and influencing the ways in which media and technology represent and sometimes even shape societal dynamics. You will construct a critical perspective on topics such as citizen engagement, digital literacy, popular media, mis- and disinformation, conspiracy theories, and digital inclusion. The courses central to this track build on understanding and communicating with diverse groups in society, reflecting how media and technology can bridge gaps but also exacerbate social divisions. After following this track, you are equipped to contribute to strategic, inclusive communication and policies that help advance society in tangible ways.

WHAT WILL YOU LEARN

Knowledge

After completing this Master’s, you:

  • know which theories, processes and strategies account for an effective change in (sustainable) human behaviour;
  • have a thorough understanding of the latest innovations and their interconnectedness with communication;
  • can optimise interactions between individuals and innovations, taking into account specific contextual factors (such as digital skills or social support).
Skills

After completing this Master’s, you can:

  • strategically address major societal challenges, such as polarization, sustainability, safety, filter bubbles, fake news, and conspiracy theories;
  • strategically engage and facilitate constructive communication among diverse stakeholders;
  • collect and analyse data to make informed decisions about how people and organisations interact.
Values

After completing this Master’s, you:

-          embrace the concept of social responsibility in communication, considering the broader implications of your work on communities;

-          recognise communication challenges on micro (personal), meso (organisational), and macro (societal) levels;

-          apply new techniques and technologies to adapt to the ever-changing communication landscape.

RELATED MASTER'S 

Is this Master’s not exactly what you are looking for? Find out more about these related master’s:

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