MA in IBC - Intercultural Marketing (ICM)
ICM is a new programme offered for the first time in 2015. ICM will have an annual intake of max 120 students who are divided into classes of 40-50 students.
We strive to attract international students in order to create a multicultural study environment with perspectives from many different cultures and backgrounds. Our experience from similar programmes show that students come from CBS, other Danish universities and abroad. Some students come from solid business backgrounds while others come straight from a bachelor programme, which also means that the age range is wide.
Since it is a new programme changes and uncertainties may be foreseen during your time of study. On the other hand you will have a high degree of influence in the decision-making and further development of the programme. This means that proactivity among students is encouraged and highly appreciated.
Creating a good and active social environment during your studies depends heavily on you and your fellow students. If you are proactive and arrange social and academic events and activities, the programme management will back you up. If you want to influence the decision-making, you can become a representative for your class or run for the study board. Each class has a class representative who meets with the programme management once every semester. Here you will have the opportunity to give feedback and influence the programme and its further development. Dialogue with graduates is also facilitated by the study board in collaboration with CBS Alumni Relations in order to share knowledge on future career possibilities and pave the way for e.g. internships.
As an ICM-student it is an advantage to have strong analytical skills, be well reflected, language-focused and communication-oriented. Furthermore, it is an advantage to like project and problem oriented work. You should have an interest in marketing, other cultures, English as a foreign language and intercultural challenges. You should also have a certain interest in communication across cultures and the opportunity to use language as a strategic tool in communication. In addition, you should be interested in communicating, you should like to communicate in practice both orally and written in English and want to improve your communicative and language skills further during the programme.
Two areas in one programme
You should be aware that the programme is a combination of intercultural marketing and English as a foreign language. The English language requirements are high and therefore you should master English at a high level. You need to have good listening, writing, speaking and reading skills, as well as be able to use English when interacting and navigating in different contexts. You will also be evaluated on you English skills.
It is important that you have a genuine interest in the English language and that you do not choose the programme solely because of the intercultural marketing. In fact, it is the combination of the two areas of study that distinguishes the programme from other programmes within languages, marketing and communication.
Two different areas in one programme
The two areas of study, marketing and English, present different challenges. For some students working with and learning the English language at a high professional level is very demanding, and some are surprised at the high requirements in the language area. Others just experience it as a natural progression from their bachelor’s degree and yet others have studied abroad or even command English at native level. Some students may be relatively new to marketing studies and to the methods and approaches that characterise this field of study. In this case you will have to work harder than other students on getting to grips with this particular field of study.
Most experience that the programme requires (further) development of effective study techniques. There is a great difference between how you work with English as a foreign language which often requires a very practice and skills-oriented approach and intercultural marketing, where the curriculum is heavier and where you work with projects from a problem-oriented approach. It can be a challenge to have to change between different study techniques and to prioritise between the two areas of the programme.
English as a foreign language
You are expected to master English at a high level. You need to have good listening, writing, speaking and reading skills and you will need to use them every day both in and outside class. If your English skills are a bit rusty we recommend that you to practice to bring them up to speed before starting on ICM. You should especially practice your reading speed and comprehension in English because you are expected to read a large amount of texts. Finally you will be evaluated on your English language competence, your professional writing skills and your ability to present information in a concise way as a part of exams.
The programme is offered for the first time in 2015. Since it is such a new programme, you should be aware that changes may occur to the programme during your time of study. However, this also means you will have a high degree of influence on the decision-making and further development of the programme. Proactivity among students is therefore encouraged and highly appreciated by the programme management.
If you do not have a bachelor’s degree in marketing
Intercultural Marketing is a master’s degree in marketing. This means that a certain level of knowledge of marketing is expected. If you have not studied marketing for your bachelor’s degree, it is a good idea to study basic theories within marketing before starting on the programme. We recommend that you choose the course Marketing Strategy and Planning in an International Perspective on the first semester, which will give you an introduction to marketing. Otherwise it may be somewhat of a challenge to get off to a good start on your studies.
The teaching is class-based and active participation and involvement from the students is expected. This goes for all the different types of teaching: lectures, supervision, feedback processes (from teachers and peers), workshops and teamwork. You should expect a lot of group work both in class, for preparation and for exams. The teaching is case-based which means that you will work with real cases from the business environment. It is very application-oriented, and you will apply the theories and models acquired onto specific cases with current problems from society and business life.
In other words, you will be trained in how to put theory into practice. This is done through e.g. an interactive digital business game, where you will market a specific product. Here you will make decisions about a number of marketing parameters such as price, product changes, choice of distribution channels, segmentation of target groups etc. The game continuously tracks and shows the consequences of your decisions, which will give you a clear understanding of what works and what does not.
At CBS each course is concluded by an examination, which means that you will have examinations after each semester in December/January and May/June respectively.
Most exams on Intercultural Marketing are written exams followed by an oral exam. The written exams are either sit-in exams or take-home assignments. For the common core courses exams vary from sit-in exams over take-home assignments to an individual oral exam based on a synopsis and a case-based oral exam.
All exams take the level of English competence into consideration in the sense that poorly written content is hard to understand and imprecise formulations send confusing signals to the readership. The level of English competence will thus be reflected in the overall evaluation, which combines knowledge and quality of analysis/reflection with English communication competence.
Work, life, study balance
The programme is a full-time programme and you should expect to spend around 40 hours a week on average – in some periods more. Your schedule will consist of around 10 lessons a week. You should expect around 3 hours of preparation for each lesson consisting of reading, assignments, group work, data collection, feedback, supervision etc.
The workload varies during the semester, and especially the time before handing in projects/assignments and exams can be quite hectic. Time management is essential to make ends meet. Especially if you are counting on having a student job in addition to your studies.
There are also a number of associations and organisations for students at CBS.