The MSc in Global Marketing and Consumer Culture enables students to understand the relationships between marketing and culture, as a foundation for adjusting to cultural differences and responding to contemporary challenges and trends in consumer societies around the globe.

Structure of the Programme

The programme focuses on socio-cultural 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.

Compulsory Courses
1st Semester
• Marketing Theory
• Marketing Across Cultures
• Doing Business in Emerging Markets

2nd Semester
• Globalization Processes
• Consumption Studies
• Market Ethnography


Career Opportunities

The competences 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 a self-employed consultant, or as a manager in public or private company, this degree will boost your future career. You can, for example, work in the discovery and research of new ideas to central to the planning, management, and realisation of business concepts in Danish and international companies. With this programme, you will be qualified for a job in Denmark or abroad in such roles as:
• Globalization & Cultural Marketing Specialist
• Head of a Non-Governmental Organisation (NGO)
• Project Manager

Entry Requirements

To apply for the Master’s degree in Global Marketing and Consumer Culture, you need a relevant Bachelor’s degree. You can apply if you hold one of the following degrees:
• BSc in Economics and Business Administration from University of Southern Denmark
• BSc in Economics (Business Economics) from University of Southern Denmark.

You can also apply if you hold a similar Bachelor’s degree, which includes a minimum of 75 ECTS within the fields of economics and business administration, with at least 5 ECTS from each of the following subjects:
• Microeconomics or Managerial Economics
• Accounting
• Corporate Finance
• Marketing
• Organizational theory
• Statistics

If your degree does not fulfil the entry requirements, the study board will decide whether you can follow one or more supplementary courses.

Program taught in:
  • English

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Last updated June 12, 2019
This course is Campus based
Start Date
Sep 2020
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