Learning outcomes


Specific competences 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 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 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 programmes offered at Campus Odense.

Knowledge and understanding

The master programme 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


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.


A 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 own professional development and specialization. A 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.

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