Module 1: Basic Studies: Strategic Communication

The basic module introduces key concepts of strategic communication in two seminars. It looks at communication from both the communicators’ and the audience’s perspectives. Students explore basic ideas, methods, and the academic background of strategic communication using an interdisciplinary approach – especially from communication science, media psychology, and business economics. Building on their existing knowledge of PR, organisational communication, advertising research, media usage, and media impact, students learn how to explore topics in strategic communication. They also practise analysing relevant literature and presenting their findings in a clear and well-structured way.

Possible course topics

• Organisation and communication
• Diffusion, reception, persuasion

Module 2: Quantitative and Qualitative Methods of Empirical Social Research

In this module, students deepen their practical knowledge of quantitative and qualitative methods used in empirical communication research. They also expand their understanding of scientific theory and research logic. Students learn how to apply complex survey and evaluation methods, reflect on them critically, and develop empirical strategies to solve research problems. This module provides the methodological foundation for future research projects in the Master's programme.

Possible course topics

• Multivariate analysis methods: Multivariate Data Analysis - Exercise RStudio
• Specialised research methods or methodology

- Qualitative interviews

- Q-Sort surveys 

- Quantitative research in online environments

- (Laboratory) experimental designs

Module 3: Specific Aspects in Strategic Communication

This module builds on the topics covered in the “Basic Studies” module. In three courses, students explore specific aspects of strategic communication, advertising research, and media planning, including their methods and practical applications. They learn how to develop academic approaches and practical procedures, apply them in international contexts, and evaluate them using appropriate methods.

Possible course topics

• The manipulation machinery: communication science perspectives on strategic disinformation
• (Performance) evaluation of communication
• Change communication as a field of research and action in strategic communication
• Basics, fields of application, and perspectives of non-profit communication

Module 4: Research Module: Strategic Communication

In the two-semester research module, students scientifically approach questions from the field of strategic communication. They work independently in groups to develop research questions, create research instruments, and conduct projects. The focus is on analysing problems and developing scientific and practical presentations of the results and solutions. To do so, they use theoretical approaches and empirical methods.

Possible course topics

• Data visualisation in strategic communication. Legitimisation and delegitimisation in strategic communication
• Strategic communication in the local area
• The sense, nonsense, and insanity of online anger
• AI and computational methods in strategic communication research

Module 5: Specialization in Strategic Communication

The specialisation module allows to specialise in empirical research methods (Module 2) or journalism and media change (Module 6). Therefore, students can further develop their skills in research design and methods or analyse the journalistic system and new forms of the public sphere in greater depth.

Possible course topics

Elective module to specialise in Module 2: Quantitative and Qualitative Methods of Empirical Social Research

• Systematic literature review and meta-analysis
• Philosophical thinking methods
• Network analysis

Elective module to specialise in Module 6: Journalism & Media Change 

• Innovation in sports journalism
• Crowdsourcing in journalism and beyond
• Digital capitalism

Module 6: Journalism and Media Change

This module focuses on journalism and media change, including related theories and conditions, as well as the impact of technological innovations. They are all key factors in strategic communication. Students analyse developments in journalism, the creation of publicity, new forms of public communication, and how these influence journalistic work. The goal is to understand how the journalistic system and media change work in order to draw conclusions about strategic communication processes and strategies.

Possible course topics

• Social media in politics
• Between participation and polarisation: digital media and (alternative) public spheres
• Sustainability journalism
• Covering Crises in the Media

Module 7: Structures and Processes of Public Communication 

This module focuses on theories and developments in public communication and their social framework conditions, which are key contexts for strategic communication.
Public communication is seen as a process of constant change. Students explore concepts such as  public sphere, actors, and organisations, as well as issues like fragmentation, medialisation, and counter-publics. They use this knowledge to analyse and understand the structures and ways strategic communication works.

Example events

• Communication and participation in the digital age
• Strategic disinformation campaigns: backgrounds, approaches, and effects
• Science competing for attention: truth under the conditions of media change
• Communication and participation in the digital age

Module 8: Master-Thesis

This module supports students as they work on their Master's thesis. In the examination colloquium, students present and discuss their topics and reflect on key aspects such as methodology, theory, and working techniques. The aim is to plan, conduct, and document an independent research project within a set timeframe. To do so, students should use good scientific methods and develop well-founded conclusions that can be placed in a broader academic context.

• Examination colloquium (individually organised by the supervisors of the Master's thesis; further information on the examination module can be found here)