The theoretical concepts, models and tools in this specialisation will be related to real and complex problems in organisations. You will learn how to apply advanced theory to real-life business challenges in order to understand the social and business implications of consumption, brands, and innovation.
The specialisation starts by introducing theories on the evolution of consumer culture and brands, followed by a course on models and tools for innovation. This is followed by a course on the value of brands in consumption society. In parallel, you choose one of two electives: either a course on sustainability and marketing ethics, or a course on AI-driven digital marketing. The spring semester starts with a course in research strategy and methods (qualitative and quantitative) and one additional elective course dependent on career interests and courses available. As a final part of the specialisation, you will conduct your own research and demonstrate your ability to independently apply the ideas and theories introduced by the different courses. This will result in a degree project of ten weeks.
This is a programme specialisation
This is a programme specialisation (track) of the Master's programme International Marketing & Brand Management.