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Anthropology is not what it once was: It is still this

Odense, February 24th, 2018 Market and Management Anthropology Åbent Hus Søren Askegaard, Ph. d. Professor, Program responsible Department of Marketing and Management, SDU. Anthropology is not what it once was: It is still this. But it is also this!. What is MMA. BUSINESS AS UNUSUAL

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Anthropology is not what it once was: It is still this

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  1. Odense, February 24th, 2018Market and Management AnthropologyÅbent HusSøren Askegaard, Ph. d.Professor, Program responsibleDepartment of Marketing and Management, SDU

  2. Anthropology is not what it once was:It is still this

  3. But it is also this!

  4. What is MMA • BUSINESS AS UNUSUAL • What are markets and business? • From an anthropological and cultural perspective rather than from an economic perspective • ”Putting anthropology to work” • A preparation for a glocally insightful, culturally sensitive, market oriented, critical business manager • Emerging markets, as well as other markets

  5. Says one innovation expert about the MMA: “That is how you make a company innovate! By helping them see any aspect of their business in a new way: Their product, forms of management, distribution channels, consumer needs, branding…”

  6. Why MMA? • Globalization and its challenges for companies nationally and world wide • Saving Danish companies from myopia • Deeper knowledge about consumer culture and the global and local similarities and differences • Simply – we need you to save the world… • Find solutions for consumer cultures three main consequences: • Climate-, environment-, and sustainability problem • The global markets unequal power relation • The global needs for development

  7. Why Market and Management Anthropology in Odense? • Anthropology is the hottest thing in business since… • A rapidly increasing use of anthropological knowledge in a globalizing business environment • Surprisingly few competitors • A thriving research unit • ”world class” as reported in assessment from Harvard University/Stockholm University • An education as we have always wanted it…

  8. (almost) all of CCC today

  9. Consumer Culture Theory hubs

  10. A unique degree / a unique research unit • A ”cultural” unit in a marketing & management dept.

  11. Requirements Mathematics B English B Either history B, idea history B, social science B or contemporary history B University of Southern Denmark – Business and Social Science

  12. Principles of micro-economics 5 ECTS Project management in global markets 5 ECTS Bachelor project 20 ECTS Project management Electives, intensive May courses 6 Anthropological fieldpractice 10 ECTS Electives 20 ECTS Field experience 5 Perspectives on law and society 10 ECTS Anthropologi-calfieldworkmethods 10 ECTS Business anthropology 5 ECTS Global consumercultures 5 ECTS Interacting with environments 4 Managerialskills Comparative Business Environments 5 ECTS Principles of management 10 ECTS Philosophy of science 5 ECTS Budget and mgmt. accounting 5 ECTS Corporate finance 5 ECTS 3 Economic anthropology 5 ECTS Perspectives on development 10 ECTS Social and economic statistics 5 ECTS Differingmarketeconomies Marketing & strategiccommunication 10 ECTS 2 Introduction to social anthropology 10 ECTS Introduction to globalization 5 ECTS Introduction to Economic and Business History 5 ECTS Globalization, organizations and the state 10 ECTS Global realities 1 Anthropological disciplines Business with ”socio-anthropological” perspective Business and economics Politics and Law

  13. Going abroad - doing fieldwork • Attitudes towards large-scale mining in Greenland (Nuuk) • Using ethnographic methods to research fashion consumption in Paris • Attitudes towards cosmetic surgery among young South Koreans (Seoul) • Public service and organizational accountability in Uganda (Kampala) • Gift-giving and the Eid festival (Rabat) • Local perceptions of development projects in Ghana (Accra) University of Southern Denmark – Business and Social Science

  14. 5. Semester students abroad

  15. “What will I become?” “Chief Cultural Officer” Market researcher Market based innovation facilitator Organizational consultant Development program analyst Market entry consultant Entrepreneur …

  16. Our “firstborns” (enrolled 2012) • Of those we have data for : • 50% are in business, broadly defined (Novo Nordisk, CO/RO, Change, Volt, Mærsk, ) • 15% in applied/business anthropology (Stagis A/S, Epinion, PE3A) • 10% in non-profit work(UNFPA, Mino) • 10% in arts & culture (film, music, festivals) • 7% in the public sector (Danish embassies) • 7% in education • (also: military officer, real estate, tourism)

  17. Much depends on your master degree.. • Cand.merc. market anthropology • Other cand.merc. degrees • Global Marketing • Branding and communciation • Management of People • Comparative Welfare Studies • Welfare technology (current project) • Welfare and development (current project) • International Security and Law • Cultural Sociology (Esbjerg) • Outside SDU…

  18. Academia and becoming a university student … Questioning?

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