In the Master's program in Strategic Communication, students analyze the structures, processes, and effects of strategically oriented communication. The program focuses on areas such as PR, corporate and political communication, marketing, health and science communication, and digital media – both nationally and internationally.
Please note that the language of study is German. It is not possible to study within this programm without sufficient German knowledge. Guest students (i.e. ERASMUS) find further informationen here.
Since the winter semester of 2013/14, the Master's program in Strategic Communication (formerly International Public Relations) has offered research-oriented, social science studies at the graduate level. The focus is on the analysis and design of communicative processes with clear strategic objectives – from public relations, organizational and corporate communications to political and health communications, crisis communications, and science communications. Students deepen their theoretical foundations and expand their skills in empirical research and analysis methods. Practice-oriented courses and professional elements link research and application. Graduates specialize in strategic communication processes and are qualified for positions in PR, public relations, corporate communications, digital media, advertising, marketing, and academic and non-academic communication and market research.
A semester or year abroad is strongly recommended as part of the program. The Institute for Communication Science and Media Research (IfKW) maintains a wide range of partnerships with international partner universities and, together with the international officers, offers comprehensive advice on planning and organizing study abroad programs. This allows students to broaden their horizons, develop intercultural skills, and strengthen their international network. Further information can be found under Studying abroad.
The Master's program in Strategic Communication combines sound theory with intensive practical application. In various seminars, students work in teams to develop research-based communication projects, often with an international focus and direct practical relevance. The mandatory research internship allows students to apply the skills they have acquired in PR departments or agencies, deepen their specialist knowledge, and build professional networks, often on an international level.
Further information: → Practical orientation at the IfKW | → International network of the IfKW
Graduates of the Master's program in Strategic Communication are qualified for demanding positions in management and specialized functions in strategic communication. With their focus on strategic communication and international orientation, graduates are prepared to take on responsibility in globally networked organizations and projects and to master communicative challenges at the highest level.
Typical areas of application include public relations and strategic communication in companies, NGOs, international organizations, and the public sector. Here, they develop and evaluate communication strategies that are geared toward long-term objectives.
In political and market analysis, they work in political institutions, in election, market, and opinion research, or in policy analysis to evaluate social trends and public debates based on data and shape them communicatively.
In the field of media management and innovation consulting, they advise on digital business models, media innovation, platform strategies, and AI-supported communication, contributing their expertise to the development of new communication solutions.
The Master's program in Strategic Communication equips students with the skills to analyze, design, and evaluate strategic communication processes from a scientific perspective—ranging from public relations, political communication, health communication, and crisis communication to science and organizational communication.
What models of strategic communication exist and how can they be modeled?
This module lays the theoretical foundations of strategic communication. Students deal with PR-specific theories, intercultural communication, models of public opinion, and empirical findings from international PR research.
How do PR measures work in complex social and organizational conditions?
The module covers the economic embedding of strategic communication, project and business planning, as well as interaction with journalists and mediatization processes in an international comparison.
How and why do communication concepts work?
In the focus seminar (also known as the “master's project”), students are given time and close supervision to develop, plan, implement, and evaluate strategic communication projects.
How are strategic communication strategies planned, implemented, and evaluated?
Using practical case studies, students develop PR concepts, examine their theoretical basis, and present them in realistic pitch situations. Seminars examine the growing field of science communication, as well as advertising, PR, and internal communication.
How can the success of strategic communication be measured and compared?
The focus is on evaluation research, international comparative studies, and methodological challenges in measuring impact.
Over four semesters, the Master's program in Strategic Communication provides a solid theoretical and methodological foundation with practice-oriented teaching and project modules (120 ECTS). A semester or year abroad is recommended in the context of the program content and is supported by the institute's international partnerships. The program concludes with a Master's thesis.
All coursework—from assignments during the program to oral exams, the master's thesis, and internships—is graded according to the European Credit Transfer System (ECTS), where one credit point corresponds to 30 hours of work. Registration for exams is done via the LMU's LSF system, and deadlines are announced at the beginning of each semester. Further information is available here.
The recognition of external coursework and exams is regulated in the examination and study regulations and is decided by the examination board. The current examination regulations contain all binding regulations for the program.
Examination Regulations for the Master's Degree in Strategic Communication (2014) (PDF, 146 KB)
You can only apply for the reformed program. The application process consists of four consecutive steps:
Important information:
The program starts in the winter semester only. The application deadline is May 15 of the respective year. For the application process starting in 2025, the previous regulations of the eligibility requirements for the Master's program in International Public Relations (PDF, 42 KB) (including the amendment of 2019 (PDF, 19 KB)) apply.
Admission to the Master's program in Strategic Communication requires a relevant, professionally qualifying university degree. Relevant degrees include degrees in communication science, journalism, public relations, or related subjects such as social sciences, psychology, or (media) management, provided that at least 60 ECTS credits in communication science content can be demonstrated.
→ Information on the recognition of your academic achievements and instructions on how to enter this information in the form can be found here. (PDF, 175 KB)
If you have any further questions, please contact the academic advisor or the LMU's central student advisory service.
The institute and its programs thrive on the people who work and conduct research here.