Choosing a specialization will help you reach greater heights and place you at the cutting-edge of your chosen field. There are four specializations to choose from in our Master’s programme:
Organizations have always needed strong communication channels to perform at their best. Today, organizational structures are rapidly changing, influenced by the growing use of new technologies, such as artificialintelligence, robotics, and data science. At the same time, the reputation of an organization has never been so important: in an age of unprecedented transparency, with an ever-evolving media landscape, actively managing the reputation of an organization is of pivotal significance to keeping stakeholders happy and maintaining the right image.
In this specialization, you will learn how to understand and boost organizations from a communications perspective. You will develop the skills needed for managing organizations in our uncertain times, becoming confident enough to guide them through complex challenges. Think, for example, of the introduction of cutting-edge technology, or the process of a merger. This specialization will equip you with the tools you need to understand and make an impact on all areas of communication within an organization. It will make you a valuable asset to any 21st-century organization.
Learn more about the Organizational Communication & Reputation track
The 21stcentury has brought unprecedented technological development. New and often disruptive products are appearing in all areas of life, while smartphones, the Internet, and social media have become indispensable. Technology has changed the way we communicate, while creating new privacy threats. In society, there is growing optimism about the possibilities technology offers, yet it is marred by an uneasiness regarding the implications of new technologies. Communication plays a pivotal role in all of this. As a communication professional, you can help popularize a given product, help improve, explain, and integrate a complex new app within an organization, or facilitate a public debate about the role of new technologies in our lives and society.
You will be able to contribute to the debate about the interaction between technology and communication, such as the effects of a digital society on interpersonal communication, or the impact of smartphones on daily life. You will learn how to translate complex issues into simpler explanations. Whether by contributing to a certain technology’s success, or improving public tech-consciousness, you can become a knowledgeable contributor to the technological development of our society. You may also play an important role in the design process of new technologies by acting as the linking pin between designers and the end users of a product. You will be the one who can translate users’ needs and wishes into design requirements, thereby contributing to a better User Experience, or UX.
Learn more about the Technology & Communication track
The marketing landscape has changed drastically in the last few decades, with the rise of the Internet, smartphones, social and digital media, and big data all destabilizing the more traditional means of advertising. These new possibilities offer unprecedented potential for market exposure. Yet there are also growing concerns about privacy risks, ethical questions, and a potential decline of social media through over-saturation.
This specialization will help you to answer some of the puzzling, yet exciting, questions that emerge in this domain. You will gain a clear understanding of one of the most important aspects of modern-day communication. In collaboration with students enrolled in our Master’s programme Business Administration, you will learn to explain, predict, and influence consumer behaviour, gaining expertise indigital marketing strategies, social media, and big data. At the end of this track, you will possess skills that every 21st century organization requires.
- Advanced Topics in Digital Marketing
- Deception and persuasion in a digital society
- Reputation Management
- Advertising and Consumer Psychology
Learn more about the Digital Marketing Communication track
In our highly competitive world, companies are always fighting for the favour of consumers, with branding, positioning, and advertising among the tools of the trade. Design has become one of the most powerful cards in this game. Product and packaging design, corporate or brand logos, and even architecture all have an impact on how we, as humans and as consumers, see, interpret, and evaluate the world around us. One aspect of design is consumer psychology. Communication professionals need to be able to understand consumers. They must know why consumers are drawn to certain products, and how to maximize success in a particular market. In the 21stcentury, this has become extremely challenging, as ‘one size fits all’ solutions no longer satisfy a society characterized by globalization, fragmentation, and individualization. This is why today’s organizations need professionals who are competent in this challenging field to make the most of new marketing developments.
In this specialization, you will become such a professional. You will learn to understand consumer patterns and the role of visual and multisensory design. In collaboration with students enrolled in our Master’s programme Industrial Design Engineering, you will learn about the fundamentals of marketing communication and consumer behaviour and the possibilities of design. With both skill sets on board, you will become a uniquely skilled communications professional, understanding both unconscious consumer processes and visual and multisensory design to create the perfect impact in a particular market.
Learn more about the Marketing Communication & Design track
Below you will find an overview of all courses offered, including the 3 mandatory courses (Essentials in Communication Science, Societal Challenges and Research Topics). All other courses belong to one or more of the 4 specializations.