MA in International Business Communication
MARKETING PROCESSES IN AN INTERCULTURAL PERSPECTIVE
The MA IBC programme offers the opportunity to work with strategic planning of communication and marketing processes in companies and to learn how they relate to the company’s resources, its environment and the current market situation. You will also gain insight into the relation between market planning and strategy and the company’s communication and 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.
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.
MARKETS AND CONSUMERS ACROSS CULTURES 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, globalization 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, analyze 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 intended and needed. You will learn to analyse and produce texts within different genres that are found in international organisations and how to target your communication to audiences and manage communication through social media. You will work with management information and stakeholder communication and learn how to share knowledge and information through hands-on experience with the analysis and production of communication.
PROFESSIONAL COMMUNIATION AND ENGLISH
You will also have the opportunity to develop further your communication skills – both written and oral – in English. The programme aims to provide you with the competences of a professional communicator at both a strategic and a practical level. You will not only be able to identify communication needs in an organisation, to develop a strategy in order to fulfil these needs, to implement this strategy but also to produce professional communication in English.
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 collaborates with the master-level programme Kandidat i interkulturelle markedstudier offered at the University of Copenhagen, so in some courses the study environment brings together students from CBS and the University of Copenhagen.
MA IBC 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 completes the programme with the master thesis.
The first semester offers an obligatory choice between the courses Marketing Strategy in an International Perspective and Organisational Communication.
We recommend that you choose the course which to the greatest extent offers insights that you have not already covered in you bachelor’s degree.
|1. semester||2. semester||3. semester||4. semester|
|International Strategic Management (7,5 ECTS)||
Consumer Culture and Communication (7,5 ECTS)
Electives / Internship / Exchange (30 ECTS)
Master’s thesis (30 ECTS)
|Communication Management (7,5 ECTS)||Business to Business Sales and Relations Management (7,5 ECTS)|
Marketing Strategy and Planning in an International Perspective (7,5 ECTS)
Organizational Communication (7,5 ECTS)
Project in International Business Communication (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.