What Ammar says about the Master's in Strategic Communication

Ammar from Egypt

Why did you choose to study the Master’s programme in Strategic Communication at Lund University?

"A short answer to this question is 'passion for communication', but, in truth, this passion has been a relentless journey for me. With about 10 years of working experience in the field of advertising at global agencies, communication strategy was key to demonstrate understanding of people (i.e. consumers) and their behaviours and how developing uniquely differentiating purposes for brands in people’s lives would reflect on brand effectiveness and brand value. Finding this specific Master’s programme at Lund University was rather an unexpected opportunity. Most international programmes tend to cover communication studies from a narrower perspective; e.g. media studies, public relations, IMC, etc. In addition to that, it seemed that the interdisciplinary approach of the programme would enable me to broaden my personal experience, not only focusing on brand communication, but also providing a wider strategic perspective as it also tackles subjects such as organisation communication and crisis communication, for example."

What is the best part of this programme and why?

"In a class of 48 students from over 20 different countries, the best part of the programme is inevitably shaped by the nature of its diversity – not just as a general cultural experience, but also reflecting on cultural differences from a strategic communication perspective. While there is no such thing as a ‘one-size-fits-all’ strategy, communication practitioners as well as communication scholars need to always have attention to details when it comes to the context (e.g. beliefs, values, habits, etc.). This is something students can benefit from the most in this programme!"

In what way have your studies changed the way you look at communication? 

"The programme nourishes a critical perspective on communication that allows for new explorations and, possibly, new theories. Maybe in practice there is less commitment to theoretical frameworks, but the scientific dimension of the programme contributes to solidifying practical strategies. From a macro perspective, if one day you decide to create your own startup, you would definitely have a complete picture of how you would want to run your own business (vision/mission/culture), how to promote it (PR, brand communication), and how to support it in times of crises. This makes you a communication strategist, as one of plenty other scenarios and opportunities."

What are your future dreams?

"We live in a fast-paced world with constant evolution in technologies and likewise in the way we communicate. My future direction is attached to the starting point of my journey and passion for communication. I believe that communication can play a transformative role in every sector and every field, and there is definitely room for optimisation. If I will not be consulting institutions, organisations, and individuals to make the most out of their potential through communication, I’ll be running my own startup that will be 100% communication-oriented."

What is it like to live and study in Sweden?

"The academic culture in Sweden encourages students to explore and achieve. In the programme, you take one course at a time, each lasting for around one month and up to two months, in a few cases. It keeps the momentum for studies running throughout each semester, unlike other systems where the momentum is centred around midterms and finals over a period of four to five months. Moreover, students are offered a number of re-examinations, which I think is an enabling approach from the perspective of a student. 

Living in Sweden, one cannot miss out on a weather-related joke. One might not get to see the sun as frequently as is the case in my home country, but nature here will impress you with its colours. A real experience of all four seasons; how winter morphs into spring and how summer morphs into autumn. This, too, has been inspiring!"