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82 Bachelor’s and Master’s programme directory | public relations & Service ManagementPublic Relations & Service ManagementService Management, Logistics | Service Management, Retail | Service Management, Tourism | Strategic Public RelationsService Management – Logistics, Retail andTourismNowadays, all organisations and companies are dependenton good customer service and on finding ways of increasingthe profitability of their operations. Logistics is therefore becomingincreasingly important. The specialisation in Logisticsis aimed at those who want to be involved in developing thesupply chains of the future. Graduates will be able to work asprojects leaders, managers, consultants or analysts.Today’s retail businesses develop very fast while facingglobal challenges and changes. Naturally, this opens manydoors to individuals who have the theoretical knowledgeand practical experience to take advantage of these emergingopportunities. The specialisation in Retail will give youanalytical and managerial skills based on high academic demandsand quality standards. During the studies there willbe several opportunities to both deepen and broaden theview of retailing.The tourism and hospitality sector is one of the largestand fastest growing industries in the world. Businesses arebecoming larger and increasingly internationalised, requiringmore professionally educated managers. Through thespecialisation in Tourism, graduates will be able to work asa manager, analyst, consultant or researcher in the events,tourism, travel, transports and hotel industries.Strategic Public relationsDue to societies’ increasing transnationalisation and mediatisation,driven by new information technologies, the demandson the ability of actors to communicate efficiently have amplifiedin recent years. This development has affected actorsin all sectors – both private and public – and at various levelsof society. In terms of professional roles, recent developmentshave shifted the focus from operational skills to moreadvanced strategic knowledge. It is against this backgroundthat we offer the Master’s in Strategic Public Relations, adouble degree programme jointly delivered by the Universityof Stirling and Lund University. The aim of the programmeis to meet the increasing demands on professionals withknowledge and understanding of public relations and itsrole in society.The department of strategic communicationThe Department of Strategic Communication is one ofEurope’s largest units in the field of strategic communicationand has Sweden’s largest number of students,lecturers and researchers in the field. The Departmenthas a profound research tradition and strong links withindustry and the public sector.Public relations & Service ManagementWiebke Renken (Germany), Master’s Programme inStrategic Public Relations ”I chose Lund because of thisprogramme. It’s taught in English and is one of the fewestablished programmes in Europe. Also Lund Universityis known to be a good university. The programme is reallyinteractive, for example, we get to do action plans, crisiscommunication and so on, which is really exciting.”