This programme 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.