master’s degree
Communication Studies
Welcome to the Faculty of Behavioural Sciences! The Faculty of Behavioural Sciences provides specialized Master’s programmes in the disciplines of Psychology, Educational Science and Technology, Philosophy of Science, Technology and Society, Communication Studies and Teaching. Representing the “human touch” in the University of Twente’s “high tech-human touch” philosophy, we offer Master’s degrees that represent solid scientific and professional training in each of these disciplines. Karen van Oudenhoven, dean of the Faculty of Behavioural Sciences We are unique because we emphasize the principles of human behaviour in society. How can we design social and technical interventions that promote the quality of life of patients and the elderly? How can we design educational tools to improve learning processes throughout people’s lives? Students also learn how to evaluate the impact of social and technological interventions on human behaviour. How does the internet change the development of friendships and professional communication? What is the impact on a citizen’s experience of safety when cameras are introduced in public spaces (airports, shopping centres)? What are the ethical considerations of introducing new technologies such as robots in hospitals? Students learn to apply scientific principles in a practical and multidisciplinary context.
Teaching takes place in an open atmosphere built on close collaboration between staff and students. We believe that excellence grows in a context where we place high demands on students, who in their turn place high demands on a stimulating learning environment. We also believe in individual initiative and in education that is tailored to the student’s needs. There are plenty of opportunities for students to create an educational programme that reflects their own interests and learning objectives. Our aim is to develop the individual talent that the world needs to build a sustainable and creative future. We invite students who share this ambition to come and study with us!
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programme Across the globe, organizations are working round the clock to facilitate effective communication. Are you keen to explore the limitless possibilities of this exciting profession? The global focus on communication is fuelled not just by an insatiable demand for information. Organizations are well aware that the distribution of information is a vital component of effective operations. An organization cannot rely solely on expertise and skill: their benefits need to be communicated to the target audience. Whether saving lives or launching a new product, communication processes are the key to success. Accordingly, there is a growing demand for communication specialists and individuals with a broad view of the world of communication. More importantly, these individuals must be able to offer practical solutions to all manner of communication problems and dare to explore uncharted territory.
SPECIALIZATIONS
As you become a communication expert, you will apply yourself to streamlining and designing communication processes and solving complex communication issues, many taken from real-life situations. You will get to grips with new media and communication technology, learn how to apply them in the modern world and assess their impact both now and in the future.
Offer practical solutions to all manner of communication problems and dare to explore uncharted territory external. The public image needs to reflect the organization’s identity, and managing that identity is a complicated and demanding process. Internal communication is more than simply providing information. It involves looking at how employees work together and exchange information, their perceptions and attitudes. How satisfied are they with existing lines of communication and what does their work mean to them? Factors such as identification, job satisfaction and well-being come into play. It means encouraging optimum cooperation and creating an environment where employees can get the best out of themselves.
Corporate Communication Corporate Communication focuses on how organizations handle their internal and external communications amid the complexities of the modern world. Organizations need expert communication to interact effectively with their environment on issues such as positioning and strategy. Internally, communication resolves tensions between an organization’s goals and the interests of the people employed to achieve those goals. Identity, image and reputation are central to corporate communication. Organizations want to create and maintain a positive image in the eyes of important stakeholders, an ambition that is more than purely
This wide-ranging specialization draws from management and organization theory, as well as corporate and organization communication. Research ranges from large-scale quantitative research to highly detailed qualitative studies.
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Marketing Communication Marketing Communication is all about explaining, predicting and influencing consumer behaviour. Understanding the effects of advertising and marketing stimuli is central to this specialization. The focus of Marketing Communication can be summed up in a number of key questions: 1. How do consumers acquire information from the market? Which psychological processes play a role in processing this information? 2. What kind of information best helps consumers to make decisions about products or services that have a significant impact on their lives (e.g. a new car, major surgery, a new mortgage, a holiday)? What information is best suited to promoting products that are purchased daily or routinely? 3. What role can the internet play in consumer loyalty and communication?
Advertising and marketing communication aims to create positive ideas about a certain brand among consumers, encouraging consumers to choose that brand over others. Marketing communication employs a range of instruments, from print advertising, television commercials and personal sales, to shop design and IT.
MSN) online video, weblogs and (old-fashioned) websites. Fast-paced advances in technology are continuously resulting in new communication tools, and the globalizing world we live in is creating new challenges and opportunities for communication professionals. The digital revolution is fundamentally changing the way we live, work and communicate. Is online dating for losers? Can you use social networks to build a career? Is there a link between online gaming and school shootings? Information and communication technology affects the most crucial parts of our lives and influences how we relate to the rest of the world.
It will enable you to think about strategic solutions for communication challenges
These are the kinds of issues you will engage in while on the multidisciplinary and innovative Master’s specialization in Media and Communication. You will be encouraged to develop a broad and thorough understanding of key media issues that cut across Marketing communication is all around us; as consumers we are part of it ourselves. We all experience different theoretical and practical domains. Furthermore, the programme will encourage you to – often unconsciously – the psychological processes develop an in-depth understanding of key media topics involved. As an expert in this field, you will understand that fit your individual needs and interests. and be able to explain these processes. To accomplish these goals, the teaching in the programme is designed to be multidisciplinary, innovative, rooted in theory and applicable to practice. Media and Communication Media and Communication is all about looking to the It will enable you to think about strategic solutions for future and tackling the challenges and questions that communication challenges. You will study a broad the media generates for academics and professionals range of media topics, develop an understanding of the alike. We live in a world of information and psychological process behind media use and design communication technologies (ICTs): mobile phones, with a view to advising on media communication smart phones, social networking websites, gaming, strategies. GPS, music, real-time messaging services (e.g. twitter,
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Admission requirements Dutch HBO students
International students
Students with a Bachelor’s degree in a relevant field of study of a Dutch HBO may be considered for admission. In most cases students will first need to complete a pre-Master’s programme.
International students with a Bachelor’s degree in social sciences are invited to apply for admission. In addition international students need to pass an English language test.
University of Twente students
More detailed admission requirements are available at www.utwente.nl/master/cs
Students holding a BSc degree in Communication Science from the University of Twente qualify for direct admission, conditions may apply.
Dutch university students Students with relevant Bachelor’s degrees from a Dutch university will be considered for admission.
Career OPPORTUNITIES Communication Studies is a wide-ranging Master’s programme. On average, graduates find a job within two months. Here are just a few of the career opportunities open to you. Business
Non-profit sector
Most major companies have departments dedicated to internal and external communication, public relations, advertising, marketing communication, sponsoring, media contacts and PR.
Non-profit organizations include government bodies and healthcare institutions. In the healthcare sector, you could be part of public health campaigns designed to encourage people to embrace healthy living and ditch bad habits.
Advice and consultancy You could opt for a career as an account manager or communication consultant, advising clients and designing communication strategies.
Media Broadcasters, media companies and publishers offer plenty of job opportunities in public relations, marketing and research.
Government Communication experts advise central, regional and local government on how best to approach various target groups. You could also develop and implement communication policy plans or act as a media spokesperson.
Research institutes If you decide to pursue research, your first step will be to embark on an in-depth study of a fascinating aspect of communication studies as a PhD student at a university or research institute.
Across these sectors, opportunities abound in media training and education, interactive and electronic marketing, e-commerce, information technology, social media, new media production, consultancy and policy, online advertising, web journalism and computer and web seminars.
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Student’s Touch
‘The psychological aspect of marketing is what makes this Master’s unique’ NAME
Luc van Dijk
Although this leaflet was compiled with the utmost care, no rights can be derived from its contents.
COUNTRY OF ORIGIN the Netherlands
Luc van Dijk completed a HBO Bachelor’s degree in Marketing Management and he is now enrolled in the Master’s in Communication Studies at the University of Twente. He chose the Marketing Communication specialization. “I chose the Communication Studies programme to gain deeper insights into marketing and communication theories, and to learn how to do research in this field. The psychological aspect of marketing is what makes this Master’s unique. It’s all about consumer behaviour, which I find to be very interesting. I chose the University of Twente because of the personal approach. At this university, you are treated like an individual, not a number. For one course I did research on teachers’ knowledge of the internet with regard to their pupils. It was very challenging to set up a participatory study in half a year,
CONTACT For general information about the Master’s programme or the University of Twente, as well as for questions about the application form of your enrolment status, please contact:
University of Twente Study Information Desk Phone: +31 (0)53 489 5489 master@utwente.nl www.utwente.nl/master
but with good communication with the primary school involved and a lot of time and effort, I succeeded in finishing the research on time and with very interesting results: pupils do need guidance on the internet. Not on how the internet works, because in this regard children already know more about the internet than their teachers. However, they do need supervision when it comes to computer security and safety, and the security of profile websites. They also need assistance when searching for reliable information on the internet. These results can be useful for creating new primary school teaching material on safer, more effective internet use.”