University of Southern Denmark

MSc in Economics and Business Administration - Global Marketing and Consumer Culture

Structure of the program

The program focuses on sociocultural perspectives on consumption, marketing, and branding, as well as ethnographic approaches to market research using advanced marketing theory. You will be taught by an international group of researchers who have studied consumer culture from the polar circle to the Amazon and from YouTube to the Sahel zone. You will also gain skills for analyzing the fundamental social and cultural principles and logics that spur processes of globalization and their consequences for markets, corporations, and consumers.

Learning outcomes

Specific competencies for the profile in Global Marketing and Consumer Culture

The focus area of the profile is Global Marketing and Consumer Culture. Graduates with this profile will have greater knowledge within the main subjects in: socio-cultural perspectives on consumption, marketing, and branding as well as ethnographic approaches to market research using advanced marketing theory.

Furthermore, candidates will have gained knowledge about and skills in order to be able to analyze the fundamental social and cultural principles and logics that spur processes of globalization and their consequences for markets, corporations, and consumers. Finally, the graduate will have gained competences in analyzing the contemporary relationships between marketing and culture and managing similarities and differences between different cultures as well as applying contemporary principles of cultural brand management and ethnographic market research methods in a globalizing cultural economy.

General competences for MSc in Economics and Business Administration

All profiles in Master of Science in Economics and Business Administration at the University of Southern Denmark share the same general competences. Each profile has a focus area in which the graduate will get specific knowledge, skills, and competences. Below, you can read about the general competences and the specific area of focus of the research-oriented programs offered at Campus Odense.

Knowledge and understanding

The master program in Economics and Business Administration supplies knowledge which, within the focus area of the profile, is based on the highest international research within a field of study. The graduate is able to understand and, on a scientific basis, reflect on the knowledge of the field/fields of study and be able to identify scientific issues of relevance

Skills

The graduate can, in a qualified manner, select and apply scientific methods and theories for collection and analysis of quantitative and qualitative data for description and complex analysis of internal and external conditions of the firm as well as theoretical issues related to these areas. The graduate can set up new models of analysis and solutions for problems based on the performed analyses. The graduate can communicate his/her knowledge and discuss professional and scientific issues with colleagues, management, and the surrounding society.

Competences

An MSc in Economics and Business Administration can, within the area of the profile, manage work and development situations that are complex, unpredictable and require new models for solutions. The graduate can independently initiate and implement professional and interdisciplinary cooperation and take on professional responsibility. The graduate can independently take responsibility for their own professional development and specialization. An MSc in Economics and Business Administration allows graduates to work at solving specialist tasks within the various functional areas of organizations within the public and private sectors.

Career opportunities

The MSc program in Global Marketing and Consumer Culture at Campus Odense gives you an excellent versatile foundation for future career opportunities. The courses offer a unique combination of theory and practice to ensure a solid theoretical basis and tools readily employable in your first job.

The competencies obtained during the studies in Odense can be used in curriculum development, ranging from becoming an individual business entrepreneur, working as a specialist in large multinational companies, or as a consultant internationally.

Whether you want a career as self-employed or as a manager in public or private companies this degree will boost your future career. You can, for example, work in the discovery and research of new ideas for planning, management, and realization of business concepts in Danish and international companies. With this program you are qualified for a job in Denmark or abroad for example:

Globalization & Cultural Marketing: Head of NGO, Project Manager