lunduniversity.lu.se

Master’s in International Marketing and Brand Management

MSc in Business and Economics, major in Business Administration | 1 year | 60 credits

Specialisation tracks

The programme is organised into two different tracks. When applying for the programme, you also select which track you are specialising in, depending on your ambitions and interests.

In addition to the track unique courses you will be provided with the opportunity to tailor your degree via elective courses in for example, marketing intelligence, corporate reputation management, marketing and social media, and retail management. Throughout the programme you will get a significant run through of dissertation skills, covering all aspects of a successful submission of your master’s thesis.

Strategies for Brands and International Markets (track 1)

This track aims at introducing, explaining and applying central theories in business administration, especially with an international focus and an emphasis on marketing and branding. The track mainly discusses different areas from a management perspective. An ambition is to provide students with an academic perspective as well as an understanding of how challenges are approached from a practitioner point of view based upon theoretical models and constructs.

The track starts by introducing basic models and theories within the central areas of the international marketing and brand management. That is followed by a mandatory general course in research methods. In addition, the students can choose between a course with a management focus or one that deepens their knowledge on marketing and the Internet. The third part of the track consists of a set of electives that may add different perspectives and models that provide an additional, in depth insight into the practical and theoretical areas that are related to the broad field of international marketing and brand management. The students may choose different specializations depending on their interests and career plans. As a final part of the track, students will conduct their own research and demonstrate their ability to independently apply the different ideas and theories introduced by the different courses. This will result in a degree project of ten weeks.

International Consumer Trends, Brands and Innovation (track 2)

This track provides students with breadth and depth in central areas of the subject matters of global consumer culture evolution, brands and innovation. To reach this overall objective, the theoretical concepts, models and tools will be related to real and complex problems in organizations in order to train the students in applying advanced theory to real-life business challenges in branding and innovation.

This track starts by introducing theories within the subject matter of the evolution of consumer culture and brands, followed by a course on models and tools for innovation. These two track-unique courses are followed by a mandatory course on research methodology and elective courses that add in-depth models and insights of the practical and theoretical areas that are related to the broad field of international marketing. As a final part of the track students will, in a degree project of ten weeks, conduct their own research and demonstrate their ability to independently apply the different ideas and theories introduced by the different courses in the form of a master’s thesis.