This course introduces you to the field of strategic communication in Denmark and the UK/Germany. Through Field Studies, case studies, guest lectures, and Study Tours, you gain first-hand knowledge of how communication professionals work. Classes are built around Danish and European case studies, giving you a framework to evaluate and create strategic communication campaigns to prepare you for strategic communication tasks in the real world.
You only take one Core Course per semester, and each Core Course includes two Study Tours: one Short Study Tour to a nearby destination for three days, and one Long Study Tour to another European country for six days.
Led by your faculty, Study Tours take you into real-world settings where you will apply what you’ve learned outside the classroom.
“I was fascinated to hear about the daily ‘routine’ while at The Guardian, especially as a newspaper in an increasingly digitized world. It was cool to hear from a member of the Social Media Team and then see her in their Snapchat Story minutes later!”
Lindsay
University of Michigan
Faculty
Nya Oxfeldt Jensen
Cand.comm (International Development Studies, Roskilde University, 2001). B.A. (Business Administration, University of San Diego, 1995). Communications Consultant, Sampension, 2001-2002. Communications Consultant, Ballerup Kommune, 2002-2011. Communications consultant, Danish Refugee Council, 2011-2017. Assistant Program Director, DIS, 2017-2020. Special Consultant, Administrations- og Servicestyrelsen, 2021-2022. With DIS 2017-2020 and since 2022.
Louise Blaabjerg Christoffersen
MSc Political Communication and Management, Copenhagen Business School, 2015. B.A. International Business Communication, Aarhus University. Communications Lead, Local Outreach at Innargi 2023-2025, External Lecturer, Dep. of Business Humanities and Law, Copenhagen Business School 2018-2023, Director, Public Sector and Campaigns, Senior Communications Advisor with Radius CPH 2017-2023, Analyst and Project Manager, Danish Think tank Mandag Morgen, 2014-2017. With DIS since 2025.
Long Study Tour
About this tour
Bologna and Cesena offer an exceptional blend of academic excellence, corporate communication innovation, and tourism marketing success, making them ideal destinations for strategic communication students seeking real-world industry insights. As home to the Alma Mater Studiorum (founded in 1088), Bologna provides unparalleled academic heritage alongside cutting-edge communication practice. The city demonstrates successful destination marketing as well as access to corporate communication visits. Cesena, a dynamic city, showcases how strategic communication drives business success across diverse sectors and close by Savio Valley is a regional case-study in territory marketing, environmental communication and historical storytelling.
Learning outcomes
Explore multi-sector communication, from luxury brands to public utilities
Experience crisis and reputation management with real corporate case studies
Study cultural and tourism marketing from successful Italian destination strategies
Understand heritage brand building and how tradition enhances modern communication
Possible activities
Meet with the HERA Group, a major multiutility company that showcases integrated stakeholder communication across diverse audiences
Visit Bologna Welcome, which represents a masterclass in destination branding – transforming Bologna into one of Italy’s fastest-growing tourist destinations
Visit Technogym Village, which demonstrates B2B communication and global brand positioning in the fitness technology sector
Visit Amadori, a major Italian poultry company which illustrates crisis communication, sustainability messaging, and supply chain transparency
Tour Cesena’s UNESCO Malatestiana Library and medieval castle showcase cultural preservation through modern communication strategies
About this tour
As a strong business hub with a rich cultural and media landscape, Munich offers students the opportunity to learn how leading brands craft and manage their communications strategies, engage in reputation management, and engage their global audiences. Home to major international companies such as BMW, Siemens, and Allianz, as well as top-tier public relations and advertising agencies, Munich’s reputation as a center for innovation, technology, and international trade makes it a hub for cutting-edge communication practices. Students will meet with communication professionals to gain insights into their branding strategies, media relations, and digital storytelling, and engage in dialogue about how German business culture translates for German companies reaching global audiences and customers.
Munich’s rich history and vibrant cultural scene will also play a key role in the learning experience. Its unique blend of Bavarian tradition and modern European influence provides a compelling environment to help connect academic theory with real-world practice in one of Europe’s most forward-thinking cities.
Learning outcomes
Compare the communication industry in Munich to that of Denmark, Sweden, and the United States, with attention to cultural, regulatory, and strategic differences
Engage with German organizations to identify strategic communication challenges and solutions
Reflect on the application of communication theories in a cross-cultural setting and assess how they translate into practice within the European communications and business environment
Possible activities
Visit BWM’s headquarters to see behind-the-scenes of a globally-recognized automotive brand
Explore the German media landscape with a major newspaper or publishing group such as Hubert Burda Media or Condé Nast Germany
Learn from leaders in Germany’s thriving video game industry at companies like Take-Two Interactive, Chimera Entertainment, or Travian Games
About this tour
Note: This Study Tour will last run in fall 2026.
As a major communication hub in Europe, London offers you an opportunity to learn how major companies brand and communicate their message to the world. By visiting major public relations firms and companies that specialize in a variety of areas, you will look behind the scenes into some of the most influential British companies. You will hear from experienced professionals and discuss their strategies for executing successful media and public relations campaigns. The study tour is designed to give you a more nuanced understanding of how theories presented in the classroom translate to the dynamic work context.
A trip to London would not be complete without a chance to experience its cultural and ethnic diversity. Through touring boroughs, exploring significant sites, and visiting museums, you will learn about the historic and contemporary United Kingdom. The historic framework of London will further inform your cross-cultural comparison of strategic communications.
Learning outcomes
Compare the communication industry in London to Denmark and the United States
Engage with British organizations and business or PR agencies, and identify strategic communication challenges, and propose solutions
Assess European trends in communication through business visits and lectures
Possible activities
Guided tour of the BBC Broadcasting House
Visit creative communication and branding companies
Interview companies, NGOs, or PR agencies dealing with reputation management
Short Study Tour
Denmark
About this tour
Core Course Week gives you the opportunity to take a closer look at Danish media institutions. You will gain an understanding of the Danish media landscape and explore how different organizations thrive in this atmosphere and what challenges they face. Through visits to creative agencies, TV stations, print media outlets, and communication departments, you will be introduced to the role media plays in Denmark. Meetings with various players in the communication sector will give you first-hand knowledge of the communication field and help you form a foundation for comparing the Scandinavian, British, and American approaches to strategic communication.
In addition, the Study Tour program is supplemented with cultural visits and events to help you learn more about Danish history and culture, as well as give you a more well-rounded understanding of the communities in which you are studying. Visits include touring museums, historical sites, experiencing nature, and enjoying traditional Danish food.
Learning outcomes
Understand the Danish media landscape and how it differs from the U.S.
Explore how Danish organizations face challenges and keep up in the ever changing communications world
Gain a deeper and more nuanced understanding of how classroom theories apply to the real world environment
Possible activities
Meet with e-emergency, a creative firm specializing in interactive design solutions
Take part in a news and media workshop at Brandts Media Museum
Get a behind-the scenes tour and lecture at TV2, a Danish television broadcaster
