Structure of the Master's programme

Each track within the Master’s programme in Communication Science comprises two required core courses of 12 EC each. Furthermore, students will complete a method course (6 EC) during the first semester. In the second semester, students complete two elective modules of 6 EC each and a Master's thesis (18 EC). The Master starts with a mandatory introduction in the week before the start of the semester.

You can choose from the following four tracks:

• Persuasive Communication
• Youth and Media
• Political Communication 
• Corporate Communication

You are required to take the two core seminars (24 EC in total) and write your thesis (18 EC) within one track. The electives can be chosen freely from the other tracks. The seminars are offered in groups limited to a maximum of 25 participants. The thesis is written on an individual basis.

Below you will find a short description of the various tracks:

Persuasive Communication

The track Persuasive Communication addresses those communication processes intended to achieve specific persuasive goals, for instance, marketing communication, health education, and public information campaigns. In all these cases the message is intended to entice the receiver to undertake, for instance, a purchase or a change in lifestyle.

The courses within the Persuasive Communication track are aimed at acquiring knowledge of persuasive communication theories and strategies.  Special attention is given to factors that are related to the message and the medium that is spreading the message.

Youth and Media

Many organisations in society, including schools, youth magazines and broadcasting companies have a genuine need for knowledge about youth and the media. In addition, advertisers, internet providers, consultancies and research agencies all have a significant interest in the subject.

Children and young people are the most important users of new media technologies. Both public and commercial organisations feel increasingly compelled to tailor their offerings to reflect the preferences and needs of ever younger age groups.

This Master track trains students to meet this growing need for knowledge and advice about youth and media.

Corporate Communication

Within the Corporate Communication track, the focus is on the development, coordination, implementation and effects of organisations’ communication strategies and communication management targeted at internal and external groups of stakeholders. The central focus is on communication as a strategic instrument for achieving organisational objectives.

Important components of this subject area include corporate branding, communication strategies, planning and management. Corporate Communication covers communication targeting the media (public relations), government (public affairs), investors (investor relations), the labour market (labour market communication) and employees (internal communication).

Political Communication (English)

The track Political Communication addresses issues at the core of our democracies. It provides an understanding of the role and significance of media, journalism and information in shaping public opinion.

Specific questions that will be addressed are:

• How do the interactions between (non-)government actor, politicians, journalists and citizens take shape and what features and effects do they have?
• How do citizens use media to keep themselves informed and how it that changing?
• Who tries to influence the news?
• How does the ‘media's information offering' come into being?
• What effects are discernable on public opinion and political behaviour?

Master’s thesis

The thesis is always based on scientific research. It concludes the course and therefore acts as an assessment of whether the exit qualifications for the Master’s programme in Communication Science have been achieved. The exit qualifications include a thorough knowledge and understanding of the theories, findings, methods and techniques of (one of the tracks within) Communication Science, competence in applying these and competence in reporting research findings in written form.

More information in the UvA Course Catalogue

Consult the Course Catalogue, through the link below, for a comprehensive list of courses offered in the Master’s programme in Communication Science during the academic year 2010-2011.