MA in IBC - Intercultural Marketing (ICM)
Intercultural Marketing is a concentration in the programme MA in International Business Communication, IBC. The MA IBC is also offered with the concentration Multicultural Communication in Organizations.
Marketing processes in an intercultural perspective
The concentration Intercultural Marketing offers the opportunity to work with strategic planning of marketing processes in companies and to learn how they relate to the company’s resources, its environment surroundings and the current market situation. You will also gain insight into the relation between market planning and strategy and the company’s overall business strategy.
You will obtain an understanding of the relationship between consumption and culture, and how research in consumer behaviour and consumer analysis can be used for the development of branding and market strategies. The focus is on intercultural differences in consumption and their consequences for marketing. Furthermore, you will obtain an understanding of cultural differences at both an organisational and a societal level and how such differences influence e.g. communication, management behaviour, business cooperation and mergers.
At ICM the focus is on marketing in foreign markets. You will work with cases such as the evaluation of whether an international company should devote its efforts to globally or locally adapted marketing or the analysis of the organisational and managerial issues that follow an international acquisition.
Marketing in theory and practice
You will work with theories of management cultures in different parts of the world, intercultural management and business cooperation, consumer sociology, globalisation processes, branding, and intercultural marketing. You will obtain a solid theoretical knowledge, various tools and models and learn how to apply these in order to identify, analyse and solve problems within the area of intercultural marketing.
In multicultural organisations people have different linguistic and cultural backgrounds which can easily lead to misunderstandings when communicating. Furthermore, in many multicultural organisations English is the lingua franca i.e. the common language of communication between people who do not necessarily have English as a native language. Targeting the communication to your audience is therefore important to ensure that everyone gets the information that they need. You will learn to analyse and produce texts within the different genres that are found in international organisations and how to target your communication to audiences with different linguistic and cultural backgrounds. You will work with management information and stakeholder communication and learn how to share knowledge and information through hands-on experience with e.g. annual reports, internal memos, press releases and international negotiations.
English at the highest professional level
During the course of the ICM you will also have the opportunity to develop excellent communication skills in English. The programme aims to make you the English-expert at both a strategic and a practical level. You will be able to analyse the language needs in an organisation, to develop a strategy in order to fulfil these needs and to implement this strategy. You will also be able to analyse, advise and reflect on other professionals’ English communication and give them feedback based on your knowledge of the English language, its structure and grammar and the communication strategies needed to manage professional communication.
Finally your practical skills in English – both written and oral – will be trained by producing many different types of texts and through oral presentations, negotiations and interaction. You should also be aware that you will be evaluated on your English skills both when it comes to form and content and not least how well you manage to target the message to your audience.
MA IBC in Intercultural Marketing is a two-year master’s programme that is divided into 4 semesters. The autumn semester runs from September through November with exams in December and January; and the spring semester from February through April with exams in May and June.
First and second semester consist of compulsory courses, third semester of elective courses and fourth semester finishes off the programme with the master thesis.
At ICM you have plenty of opportunities to shape your studies in the direction you want.
In the 1st semester only the course Communication Management is mandatory.
You must choose 3 out of 5 courses:
- International Strategic Management (MA IBC common core course)
- Cross-cultural Management (MA IBC common core course)
- Financial and Legal Communication (MA IBC common core course)
- Marketing Strategy and Planning in an International Perspective (ICM course)
- Organizational Communication I: Structures and Dynamics (MCO course)
We recommend that you choose courses within areas you have not worked with on your bachelor’s degree so that you are prepared for the intercultural marketing courses on the 2nd semester. If you hold a bachelor’s degree in marketing we recommend you choose from the MAIBC common core courses and/or the MCO course Organizational Communication I: Structures and Dynamics. If you hold a bachelor’s degree in communication and/or organisation we recommend you choose the course Marketing Strategy and Planning in an International Perspective. Otherwise you may experience overlaps with the content of your bachelor’s degree.
Minor in European Business Studies
MA IBC offers a minor in European Business Studies. To obtain this degree students must complete the three courses listed below. Either on their 1st or 3rd semester.
- International Strategic management
- Cross Cultural Management
- Advanced European Business and Politics: A Case-Based Approach
In the 3rd semester you can choose to specialise within some of the areas you have worked with in the 1st year, or you can add new areas e.g. HR, branding, CSR, innovation, communication or other areas you find interesting. You can also choose to strengthen your intercultural competences through exchange or to gain relevant job experience through internship.
In the 3rd semester you can opt to do:
- Electives at CBS. You can choose from all electives at CBS – with a few exceptions
- Electives at other Danish universities
- Electives at Summer University at CBS or abroad
- Internship in a company or organisation in Denmark or abroad
- Exchange at one of CBS’ many partner universities
- Minors at CBS
In the 4th semester you write the master thesis, which is also an opportunity to shape your profile in the direction you wish for your future professional career. You can choose to specialise in intercultural marketing, English, areas you have worked with on the 3rd semester – or a combination hereof.
IBC: Common core course for both concentrations on MAIBC i.e. also offered as part of the concentration Multicultural Communication in Organizations
MCO: Course within the concentration MCO
ICM: Course within the concentration ICM
Mandatory IBC: Mandatory course for both MCO and ICM
|1. semester (Choose 3 out of 5 courses)||2. semester||3. semester||4. semester|
|International Strategic Management - IBC (7,5 ECTS)||
Consumer Culture and Communication - ICM (7,5 ECTS)
Electives / Internship / Exchange (30 ECTS)
Master’s thesis (30 ECTS)
|Cross-cultural Management - IBC
|Financial and Legal Communication - IBC (7,5 ECTS)||Business to Business Sales and Relations Management - ICM (7,5 ECTS)|
|Marketing Strategy and Planning in an International Perspective - ICM (7,5 ECTS)||International Business Negotiation - IBC
|Organizational Communication I: Structures and Dynamics - MCO (7,5 ECTS)||
Project in International Business Communication - IBC (7,5 ECTS)
|Communication Management - IBC mandatory (7,5 ECTS)|
How to choose courses:
We recommend that you choose courses within areas you have not worked with on your bachelor’s degree so that you are prepared for the intercultural marketing courses on the 2nd semester.
If you hold a bachelor’s degree in marketing we recommend you choose from the MA IBC common core courses and/or the MCO course: Organizational Communication I: Structures and Dynamics.
If you hold a bachelor’s degree in communication and/or organisation we recommend you to choose from the MA IBC common core courses and/or the course Marketing Strategy and Planning in an International Perspective. Otherwise you may experience overlaps with the content of your bachelor’s degree.