THIS PROGRAMME IS OFFERED IN ENGLISH
This Master profile focuses on marketing communication processes from the corporate to the brand level using advanced socio-cultural theoretical perspectives on consumer markets. Students will acquire the competence to analyse the fundamental social and cultural principles and logics that underlie contemporary branding and communication challenges, using state-of-the-art marketing thought and advanced ethnographic methods. In addition to a reflected understanding of traditional branding and marketing, they will gain deep insights into the shifts caused by social media, creative consumers, or consumer resistance.
The programme is taught by an international faculty with a wealth of experiences and different theoretical and cultural backgrounds. It stands out from other branding programmes due to its clear focus on social and cultural perspectives, and it introduces students to the current state-of-the-art in this research field. Students will become proficient in analysing contemporary relationships between marketing communications and branding, the corporation and consumer markets, as well as applying contemporary principles of cultural brand management and ethnographic market research methods.