The overarching learning outcomes describe what the student is expected to know, be able to do, and be capable of upon completing the program. The expected learning outcomes are categorized into knowledge, skills, and general competence. The various courses will have their own learning outcomes that support the program's overarching learning outcomes.

Knowledge (common for all students)

The candidate...

has broad knowledge of communication as a field—its theory, methods, and practice—including digital content development, AI knowledge, digital and social media, journalism, marketing communication, and rhetoric.
is familiar with the roles and frameworks of digital and social media, as well as ethical and legal aspects in communication work, journalism, marketing, and the use of artificial intelligence.
understands the relationship between digital media and the emergence of platforms, including media effects, media usage, social media, and globalization.
is aware of relevant research and development work and can update their knowledge.

Skills (common for all students)

The candidate...

can plan, produce, and evaluate targeted content for various channels, platforms, and audiences, in accordance with professional and ethical standards.
can apply theory and insights in the practical development of messages and content.
can effectively use AI in the planning, production, and evaluation of communication work.
can gather, structure, measure, and analyze information and data, and use basic qualitative and quantitative methods.
can analyze communication in light of theories about public discourse and democracy.
is familiar with media effects and can draw reasoned conclusions on how the emergence of new media influences societal development.

General Competence (common for all students)

The candidate...

can reflect on professional and ethical issues and demonstrate source criticism and responsible publishing.
can collaborate across disciplines, plan and execute projects over time, and communicate academic material in writing, orally, and visually.
understands the societal role of digital and social media and can contribute to inclusive and knowledge-based communication in organizations and the public sphere.

Learning Outcomes for Study Tracks

Study Track: Creative Market Communication

Knowledge

The candidate...

has knowledge of idea development, content production, and storytelling across platforms.
is familiar with tools for visual and linguistic design, and how creativity is linked to strategy and insight.

Skills

The candidate...

can develop creative concepts, scripts, and content formats for paid, owned, and earned channels.
can adapt the content and format of communication to the target audience, channel, platform, and context.
can collaborate in creative processes and provide and receive qualified feedback.

General competence

The candidate...

can combine creativity with goal and effect understanding, and document the value of content in a communication strategy.

Study Track: Strategic Communication

Knowledge

The candidate...

has knowledge of public relations (PR), strategic communication, corporate communication, and relationship building between businesses, organizations, traditional media, social media, politicians, and the public.
is familiar with political and strategic communication, reputation, stakeholder analysis (target audience analysis), evaluation methodologies, internal communication, media management, and crisis communication.

Skills

The candidate...

can develop and justify external and internal communication strategies, use digital and AI-based tools, develop content and messages, justify channel and platform choices based on insight and data analysis.
can plan and execute media management, press releases, pitching, and content delivery to various target audiences, based on the organization's strategic interests.
can apply methods to measure and analyze the impact of communication initiatives.

General competence

The candidate...

can safeguard the strategic interests, social responsibility, and ethical considerations of organizations in communication, and contribute to transparency and dialogue in the public sphere.

Study program BMK

Bachelor in Media and Communicatio