In the Master's program in Strategic Communication, we 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. For the application, proof of German language proficiency is required (at least level C1 according to the Common European Framework of Reference for Languages). Guest students (i.e. ERASMUS) find further informationen here.
All students who began their studies up to and including the winter semester 2024/25 will continue to study for a Master's degree in International Public Relations in accordance with the 2014 examination and study regulations. You can find your examination and study regulations here (PDF, 146 KB) and your module handbook here (PDF, 502 KB) for download.
The Master's program in Strategic Communication focuses on the analysis of communication processes with strategic objectives – from public relations, organizational and corporate communication to political and health communication, crisis communication, and science communication. Students deepen their theoretical foundations and expand their skills in empirical survey and analysis methods. Practice-oriented courses and professional elements combine research and application.
Alumni 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.
Who is our target group?
The Master's program in Strategic Communication is aimed at German speaking graduates with a Bachelor's degree in social sciences in communication, journalism, or media studies, as well as students with a combination of a major in social sciences and a minor in communication studies.
The program combines theory and methodology modules with practical application in research seminars, a practice-oriented module, and an internship. The internship allows students to apply the skills they have acquired in PR departments or agencies, deepen their specialist knowledge, and build professional networks at the international level. Our practical training opportunities and the LMU Career Service provide support in finding suitable internships.
A semester or year abroad is strongly recommended as part of the master's program. The Institute for Communication Science and Media Research (IfKW) maintains a wide range of partnerships with international partner universitiesand, together with the international affairs 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. Internships abroad are also possible.
Alumni 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 communication 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 is research-oriented and enables students to scientifically analyze, design, and evaluate strategic communication processes—from public relations to political, health, and crisis communication to scientific and organizational communication. You will be involved in the research work of one of Europe's leading communication science institutes. You will benefit from the expertise of the teaching staff and the international network of the IfKW.
Module overview Master StratKom (PStO 2025) (PDF, 77 KB)
Module Handbook Master StratKom (PStO 2025) (PDF, 317 KB)
Module Handbook Master IPR (PStO 2014) (PDF, 502 KB)
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.
The Master's degree in StratKom (120 ECTS) is designed to last four semesters and has a modular structure. It comprises compulsory modules in theory, methods, and professional practice. The focus is on research modules. A stay abroad can be flexibly integrated. The program concludes with a master's thesis.
In the master's project, students apply their theoretical and methodological knowledge in a real research context. In small groups, they work on current, scientifically relevant questions from a subfield of strategic communication research. The work process encompasses all steps of the empirical research cycle—from topic selection to data collection and analysis to presentation of the results.
Why is this special? We create space for your training in research. The master's project particularly strengthens empirical research skills, teamwork, project management, and publication skills. The results are recorded in a scientific report and often published at conferences or in specialist journals—a valuable contribution to science and professional practice.
All coursework in the Master's program in Strategic Communication—from coursework and oral exams to the master's thesis and internships—is assessed according to the European Credit Transfer System (ECTS). One credit point corresponds to 30 hours of work.
The examination and study regulations contain all binding rules relating to studies. This also includes the recognition of academic achievements and examinations (§ 27).
The examination board ensures that the examinations are conducted correctly and decides on recognitions. Further information can be found here.
For students who began their studies before the winter semester 2025/26, the old examination and study regulations continue to apply:
Examination and Study Regulations for the Master's Degree in IPR (2014) (PDF, 146 KB).
Important note: You can apply for several master's programs at the same time in the application portal (Strategic Communication, Communication and Media Research, and Computational Social Science).
Admission to the Master's program in Strategic Communication is subject to an aptitude test. This test is based on the currently valid aptitude test regulations. The regulations specify the procedure for the aptitude test and the admission requirements.
Admission requirements for the Master's program in Strategic Communication (2025)
Please note that it is not possible to assess application documents in advance. Please apply and wait for the decision of the selection committee.
Important note: You can only start your studies in the winter semester.
Application steps and procedure:
We are happy to advise you on the content of the program or the course of study. Please take a look around our website. There you will find a wealth of information that will help you get to know the program and the institute. If you have any questions about enrollment, please also contact the LMU's Central Student Advisory Service.
The institute and its programs thrive on the people who work and conduct research here.