1. Odense, February 24th, Market and Management Anthropology Åbent Hus Søren Askegaard, Ph. d. Professor, Program responsible Department of Marketing and Management, SDU

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

4. But it is also this!

5. 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

6. 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…”

7. 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

8. 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…

9. (almost) all of CCC today

10. Consumer Culture Theory hubs

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

12. 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

13. 6 5 4 3 2 1 Field experience Electives 20 ECTS Managerial skills
Bachelor project
20 ECTS
Project management in global markets
5 ECTS
Principles of micro-economics
5 ECTS
Project management 6
Electives, intensive
May courses
Field experience
Anthropological
field practice
10 ECTS
Electives
20 ECTS 5
Interacting with
environments
Anthropologi-cal fieldwork methods
10 ECTS
Business
anthropology
5 ECTS
Global consumer cultures
5 ECTS
Perspectives on law and society
10 ECTS 4
Managerial skills
Philosophy of
science
5 ECTS
Principles of management
10 ECTS
Budget and mgmt. accounting
5 ECTS
Comparative
Business
Environments
5 ECTS
Corporate
finance
5 ECTS 3
Differing market economies
Economic
anthropology
5 ECTS
Marketing & strategic communication
10 ECTS
Perspectives on development
10 ECTS
Social and economic
statistics
5 ECTS 2
Global
realities
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 1
Anthropological
disciplines
Business with ”socio-anthropological” perspective
Business and economics
Politics and Law

14. Organizations and the State 10 ECTS
1.sem.
Global realities
Globalization,
Organizations and the State
10 ECTS
Introduction to social anthropology
History of Economics and Business
5 ECTS
Introduction to globalization

15. and strategic communication 10 ECTS Social and economic statistics
2. sem.
Differingmarket
economies
Marketing
and strategic communication
10 ECTS
Social and economic statistics
5 ECTS
Perspectives on
Development
Economic anthropology
5 ECTS

16. Principles of management 10 ECTS Philosophy of Science 5 ECTS
3. sem.
Managerial
skills
Principles of management
10 ECTS
Philosophy of Science
5 ECTS
Comparative Business Environments
Budget and management accounting
Corporate Finance

17. Anthropological fieldwork methods 10 ECTS
4. sem.
Interacting with
environments
Anthropological fieldwork
methods
10 ECTS
Perspectives on law and society
Business
Anthropology
5 ECTS
Global Consumer Cultures

18. 5. sem
Field
experience
SEMESTER ABROAD
Anthropological
Fieldwork
Excercise
10 ECTS
Elective courses
20 ECTS

19. 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

20. 5. Semester students abroad

21. 6. sem.
Project management
Bachelor project
20 ECTS
Project Management
Microeconomics
Electives
5 + 5 ECTS

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

23. 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)

24. 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…

25. Academia and becoming a university student … Questioning?