Market and Consumption

Processes of globalisation mean the markets are, more than ever, in constant change. Demand patterns are influenced through cross-cultural mobility, and flow of goods and information open up for global consumption. Simultaneously, some consumption and communicative practises are resistant towards outside influence, leaving markets multi-faceted. Futhermore, the identity issues inherent in consumption and communicative practises, add to the complexity of this field.

The Culture, Communication and Globalization specialization called Market and Consumption provides insights into consumer behaviour and marketing strategies in global context.

On the one hand, consumption practices are entangled into any individual's everyday life, and therefore the meaning of consumption and the role of consumption practices are important to study to understand contemporary societies. On the other hand understanding consumer patterns is a necessary prerequisite for successful product development and market communication both in a profit and non-profit marketing context, and when marketing crosses borders, consideration of the cultural perspective becomes paramount.

This stream offers students the possibility of thoroughly studying particular aspects of market communication and consumer behaviour from both local and global perspectives. Students are offered courses related to Market and Consumption as well as a number of joint courses on relevant gerneral themes related to globalization, multiculturalism and research methods. These are offered jointly with the other three streams under the CCG programme in order to nurture an interdisciplinary approach to the subject.

The structure of the programme is characterised by a large degree of project work combined with class lectures and individual assignments.

Examples of recent project titles within Market and Consumption

  • How fair is your coffee? Coffee consumption habits and fair trade coffee
  • Do Danish women like beer? A case study on 6 Danish women's consumption of beer and their views on the ways in which beer is advertised
  • Global advertising, regional marketing

Stream Structure (2010)

The programme Market and Consumption consists of four semesters with the following content:

7th semester

  • Culture and Consumption
  • International Market Communication
  • Academic Communication
  • Philosophy of Science and Methodology
  • Nations and National Identities in the Age of Globalization
  • Globalization

8th semester

  • Branding in and Experience Economy
  • Non-profit and Public Marketing
  • Crisis Communication
  • Applied Methods workshops related to market and consumption issues
  • Communication, and Transnational Mobility
  • Cultural and Communicative Aspects of Global Processes

9th semester
 

Internship in an organisation, institution or company dealing with stream-related issues in Denmark or abroad. Studies at a university or research institute are also an option.

10th semester
 

Master's thesis writing

Market and Consumption - qualifications and jobopportunities

The programme qualifies students for work at both national and international levels in institutions, organisations and companies that focus on communicative, cultural, social and political aspects of global processes.

With an MA in Culture, Communication and Globalization from Aalborg University, the career opportunities will be many, and with a specialization within the stream Market and Consumption you will acquire the competencies to work within marketing and PR in private and public sectors, profit and non-profit organisations, universities and research institutions, etc.