Consumer values, lifestyles, cultural diversity, entertainment and art. These are some of the subjects a master in Applied Cultural Analysis (MACA) is an expert in. The education combines hands on corporate assignments with research based knowledge, and with a master from MACA you'll be able to solve problems in corporations, public institutions and NGO’s.
MACA is a co-operation between the Ethnology departments at The University of Lund, Sweden, and The University of Copenhagen, Denmark, and the programme takes full advantage of the location in the transnational Øresund Region.
The new and innovative master programme applies the tools of cultural analysis to the workplace, opening new career opportunities in both the public and private sector. The Master of Applied Cultural Analysis is a hands-on programme that will teach you how to conduct cultural analysis, solving problems in corporations, public institutions and NGO’s. You will work and study in close contact with the job market and supported by cutting-edge university research.
"No culture can live, if it attempts to be exclusive."
Mahatma Gandhi (1869-1948)
The MACA programme focuses on how cultural analysis can contribute to the understanding of cultural phenomena in an occupational setting: How are culture and economy intertwined in the analysis of new market and consumer preferences? How can cultural analysis contribute to processes of innovation? How do processes of globalization and local lifestyles intersect in regional contexts?
The master programme is developed at the universities in close co-operation with a number of companies with an interest in hiring employees with qualifications within innovation, project management, market analysis and communications.
Graduates from MACA are most likely to find employment within the health care systems, public planning, tourism, marketing or media.
The MACA programme is a two year programme at Master’s level, and it is put together by seven courses (some of which are elective) and is concluded with a Master’s thesis. The programme involves co-operation with external partners and comprises internship in an organization outside university.
The MACA programme provides students with both practical and theoretical skills. On the one hand, field work methods such as qualitative interviews, participant observation and digital ethnography play a considerable role. On the other hand, students are trained in working with contemporary cultural theory and the complex influence of cultural phenomena on processes in organizations and society. As a result of that, students are required to independently conduct cultural analyses, including the selection of methodological approaches from their analytical abilities and the reflection on ethical implications of the application of these methods. Also, weight is put on the proficiency in the organization of projects and in the communication of results to other actors in society.
The program is taught in English.
Semester 1 (Autumn), year 1
Introduction to applied cultural analysis (7,5 ECTS)
Theoretical traditions in the cultural and social sciences (7,5 ECTS)
Contemporary theories of culture and society (15 ECTS)
Semester 2 (Spring), year 1
Strategies for cultural analysis (15 ECTS)
Fieldwork and project management (15 ECTS)
Semester 3 (Autumn), year 2
Specialization (15 ECTS) / elective studies (15 ECTS)
Understanding organizations and communication (15 ECTS)
Semester 4 (Spring), year 2
Master thesis (30 ECTS)
See a detailed description of the programme and the courses here
MACA offers a transnational study environment situated at the University of Copenhagen, Denmark, and Lund University, Sweden. MACA is the first master programme to take full advantage of the emerging transnational Øresund Region.
MACA students will benefit from course work at both universities and experience two very attractive environments; Cosmopolitan Copenhagen and the historical university town of Lund.
In order to be admitted to MACA you must have a degree from a bachelor's programme in European Ethnology, Anthropology, or Ethnography.
Bachelors with exams from the Humanities, Arts or the Social Sciences may be admitted if they can demonstrate approved course work in the field of cultural theory, cultural analysis or ethnographic methods adding up to 30 ECTS. Short descriptions of relevant courses and lists of course literature must be enclosed in the application. You may also seek admission if you do not have a bachelors education that can qualify you directly. In this case The Board of Study will evaluate your qualifications and perhaps ask you to pass supplementary tests. Admission for these applicants are granted in September only.
Non-native English speakers are required to document their English abilities by passing the required English tests.
Please note that if you already have a Master's degree or if you have been enrolled in another form of higher education twice before without finishing, you will only be able to enroll if there are vacant slots.
Students from non-Nordic or non-English speaking countries will have to show proof of proficiency in the English language demonstrated in one of the following ways:
English at Danish level B or equivalent
IELTS test with a minimum score of 6.5
Cambridge CPE passed
Paper-based TOEFL test with a minimum score af 575
Computerbased TOEFL test with a minimum score of 233
Internetbased TOEFL test with a minimum score of 85
Student Guidance at the SAXO Institute
Office hours: Tuesdays and Wednesdays from 10.30am-2pm
Phone hours: All weekdays 9.30-10.30am
For information about the Department of European Ethnology, University of Lund, please contact student advisor Margareta Stigsdotter firstname.lastname@example.org
For international students
Please contact the International Office at The University of Copenhagen for information about the university, international programs, housing, etc.
University of Lund:
Phone: +46 46 222 34 59
Fax: +46 46 222 41 11