The Corporate Communication track within the Master’s Programme in Communication Science gives a broad understanding of the communication of commercial and non-profit organisations with their environment and society.
An important question within Corporate Communication is: How are communication strategies being developed, approved, implemented and what are the effects of those strategies on publics? On the one hand, the track focusses on external communication, teaching you how to build and maintain a corporate image, reputation and identity. A vital aspect to note in addition is the public responsibility of organisations, especially in relation to public opinion and the public debate in the traditional and social media. The relationship with the press, public, media and stakeholders is discussed elaborately and crisis communication is touched upon in compliance with these relationships.
On the other hand, the track focuses on communication within corporations, such as organisational culture, communication and the new way of working, social media and employees and how this all is implemented during change processes.
You will be educated to be an academic who is fully equipped to research the topics within Corporate Communication and is able to think critically about them. You will also be equipped to work at communication and public relations departments of large organisations and as a communication consultant in an agency.
Communication and media are rapidly changing fields. Therefore our track tends to keep up to date with the latest research and developments.
Corporate Communication at the University of Amsterdam
Amsterdam is a fascinating, media-saturated, multicultural environment. Studying in a major European centre for media research and development provides you with a network of (international) contacts that helps you find work after graduation, both in the Netherlands and elsewhere. Many of the programme’s lecturers are researchers at the Amsterdam School of Communication Research (ASCOR) at the UvA's Faculty of Social and Behavioural Sciences. Furthermore, ASCoR has over 50 permanent senior researchers and its international English-taught PhD programme has more than 30 PhD students.
Dr Sandra Jacobs, lecturer in Strategic Communication of Organisations:
‘In our course, we will discuss the issues regarding the communication of organisations. How can you identify relevant stakeholders? How do organisations communicate in times of crisis? Which ethical issues can arise when an organisation communicates with its publics? How do social media change the communication of organisations? And how are the identity of the organisation and its communication-related? We will combine in-depth reading, lectures, and in-class exercises to find answers to these questions.
We will keep a good eye on balancing academic content with practical applications. We will have firm discussions on scientific issues, but also apply our fresh knowledge to current cases of organisations in the news. Cases from previous years include the UvA’s crisis communication policies, the corporate social responsibility of fast food companies, and the external communication of banks after the economic crisis. However, it will also be up to you to provide nice examples and to use your own experiences (if you have those). Next to that, you will not only read articles written by renowned corporate communication scholars, but they will also give you guest lectures that provide you with up-to-date knowledge of current topics in corporate communication. And of course, we will not forget to look forward to your life after obtaining your master’s degree. A company from Amsterdam will visit us on-campus and you will help them to solve a case on issue management in their work field.’
Corporate Communication is a track of the accredited degree programme Communication Science. After successful completion of this programme, you will receive a legally accredited Master’s degree in Communication Science and the title Master’s of Science (MSc). You will graduate from an internationally consistently high ranked university. The QS World University Rankings by Subject 2018 lists Communication Science at the University of Amsterdam as the best (nr.1) ranked programme worldwide.
Application and Admission
If you did not obtain a Bachelor's degree in Communication Science at the University of Amsterdam, you are required to apply for admission to the Master's programme. The sub-site on application and admission will walk you through the steps necessary to apply.
The career prospects for our alumni are good. A recent study (2017) shows that graduates who started looking for a job immediately after graduation have found a suitable job within two to three months (n=231).
A Master's degree in Communication Science equips students with a high-level academic education. By graduation, you will be an expert in organisational communication, public relations and corporate communication from an academic perspective. You will be able to advise organisations about their communication strategies and policies at a corporate level. You will know how to underpin this advice with empirical research and the most recent theories in the field. You will be equipped to produce evidence-based communication programmes for big and small organisations. The knowledge and skills acquired during the course provide an effective grounding for positions in:
- Communication research (academic researcher, media researcher, market and opinion researcher)
- e.g. working as a junior researcher at NPO
- Communication advice (publishing, public information expert, advertising or PR consultant, communication consultant)
- e.g. being a marketing consultant at Groupon.
- Management (publisher, programme director, research agency)
- e.g. working as a publishing relations manager at Elsevier.
This school offers programs in:
Last updated October 19, 2018