Since 1666 - lund university | sweden international

BACHELOR’S AND MASTER’S PROGRAMME DIRECTORY | PUBLIC RELATIONS & SERVICE MANAGEMENT
PUBLIC RELATIONS
& SERVICE MANAGEMENT
Service Management, Retail 82
Service Management, Tourism and Hospitality 82
Strategic Public Relations 83
Due to societies’ increasing transnationalisation and mediatisation,
driven by new information technologies, the
demands on actors’ ability to communicate efficiently
have amplified in recent years. This development has affected
actors in all sectors – both private and public – and
at various levels of society. In terms of professional roles,
recent developments have shifted the focus from operational
skills to more advanced strategic knowledge. It is
against this background we offer the Master’s in Strategic
Public Relations which is a joint programme with University
of Stirling and Lund University. The aim of the
programme is to meet the increasing demands on professionals
with knowledge and understanding of Public Relations
and its role in society. This joint programme provides
the students with cross-cultural knowledge, competence
and networks to take on leading strategic roles as Public
Relations professionals. In line with this, the programme
allows students to undertake a twelve-week optional industrial
placement. Finally, the programme exposes the
MANUELA KRONEN, Master’s in Service Management,
Tourism & Hospitality Management ”My studies have incorporated
both theory and practice at a highly professional level
and have also been extremely rewarding socially. We have always
been able to express our individual creativity.”
students to the latest research in the field of European
public relations.
The tourism and hospitality sector is one of the largest
and fastest growing industries in the world. Businesses are
becoming larger and increasingly internationalised, requiring
more professionally educated managers. Through the
Master’s programme in Tourism and Hospitality Management,
graduates will be able to work as a manager, analyst,
consultant or researcher in the events, tourism, travel, transports
and hotel industries.
Today’s retail businesses develop very fast while facing
global challenges and changes. Naturally, this opens many
doors to individuals who have the theoretical knowledge
and practical experience to take advantage of these emerging
opportunities. The Master’s programme in Retail Management
will give you analytical and managerial skills based
on high academic demands and quality standards. During
the studies there will be several opportunities to both
deepen and broaden the view of retailing.
The Master’s programmes in Public Relations and
Service Management are taught at the dynamic Campus
Helsingborg, a short distance from the city of Lund. All
programmes give eligibility for PhD studies.
81
PUBLIC RELATIONS & SERVICE MANAGEMENT