InterculturAd - Intercultural Advertising

Master of Arts
See examination regulations
Admission restriction
Selection procedure
Application period winter
May 26 - Jul 31
Place of study
Start of the program
Winter semester
Standard length of the program
4 Semester
Semester fee
56,00 Euro
Part-time studies possible


The German-Finnish double-degree Master's program in intercultural advertising combines language, culture and business. You will study one year at the Catholic University of Eichstätt-lngolstadt and one year at Åbo Akademi University in Turku, Finland. You will attend modules on advertising, advertising language, marketing and management, market research, intercultural business communication, graphic and cinematic advertising communication from a practical perspective, business and advertising ethics and Swedish.


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The program in detail


InterculturAd – Intercultural Advertising is aimed at applicants who have completed a degree in humanities, art, economics, media or social sciences and who wish to acquire scientific and practical knowledge in the field of intercultural advertising communication. The goal of the program is to competently assess advertising, especially in those professional fields where decisions about advertising are made against the background of cultural diversity.

InterculturAd - Intercultural Advertising combines the areas of advertising communication that are traditionally spread across various university subjects and faculties. The study program itself is also embedded in an intercultural environment through the one-year stay abroad. This interdisciplinary and international orientation allows the students to acquire solid skills for the evaluation of advertising content, advertising strategies and advertising effects in the field of international marketing.


Semester 1: Catholic University of Eichstätt-Ingolstadt

Module 1.1 - Basics of Advertising Language (5 CP) provides basic knowledge for the analysis of the forms and functions of advertising texts. It deals in detail with units of the language system and language use that are important for advertising texts. In addition, students are familiarized with methodological principles for the analysis of linguistic aesthetics and poetics of advertising language.
An overview of non-linguistic sign systems in advertising completes the module.

Module 1.2 - Advertising in Situation and Context (5 CP) provides a first introduction to the interrelationships of marketing, advertising and public relations. Based on the diversity of advertising, possible communication strategies are discussed.

In Module 1.3 - Practical Workshop: Visual Communication (5 CP), graphic designers from the advertising practice impart practical skills in digital image processing as well as knowledge in the field of visual communication theory, such as the psychological effect of colors and shapes.

In Module 1.4 - Ethics in Advertising and Business (5 CP), students acquire a general ethical argumentation competence, which leads to a critical sense of responsibility in dealing with media and advertising and the related social problems.

Module 1.5 Swedish 1 (5 CP) provides basic knowledge of Swedish (level A1 according to CEFR). Students acquire the ability to communicate orally and in writing in a simple way. The focus is on the successful handling of specific speaking situations (e.g. introducing oneself, answering general questions about the person, etc.). In detail, this module trains listening comprehension, speaking skills, reading comprehension and writing skills. Students from Turku attend advanced modules in German.

Module 1.6 (5 CP) is the first phase of the Master’s Thesis. It takes place in Eichstätt. A method seminar familiarizes students with the scientific methods of working on topics from different areas and teaches techniques for the adequate presentation of the results.

Semester 2: Catholic University of Eichstätt-Ingolstadt

Module 2.1 - Research Seminar on Advertising Language (5 CP) serves to deepen knowledge imparted in the basic module 1.1. Building on the acquired basic knowledge, current approaches in advertising language research are dealt with. In this module, students concentrate on changing thematic focuses such as brand names, stylistics and pragmatics of advertising or forms of argumentation in advertising.

Module 2.2 - Advertising from Different Professional Perspectives (5 CP) extends the knowledge of advertising by different professional perspectives. The students choose one perspective (e.g. literary studies).

Module 2.3 - Project Workshop: Image Film (10 CP) examines how to present advertising in short commercials in an exciting, inventive and emotionally moving way. For this purpose, commercials are analyzed and own advertising films are produced. The aim of the seminar is to go through all steps of the production of an advertising film from brainstorming, script development and post-production to the successful presentation of the finished commercial together with film professionals from the field.

Module 2.4 - Swedish 2 (5 CP) deepens the knowledge of Swedish (level A2 according to CEFR). Students acquire the ability to communicate orally in simple, routine situations. The main focus is on a direct exchange of information about familiar and common things. In addition, they will be able to understand short, simple reading texts on specific topics and to write short texts with a simple structure.

Module 2.5 (5 CP) is the second phase of the Master’s Thesis.

Semester 3: Åbo Akademi, Turku, Finland

Module 3.1 - Introduction to Marketing (10 CP) imparts basic knowledge in the field of marketing. Consumer needs and the development of strategies and products are dealt with in detail. The course combines case studies, discussions and reading units.

Module 3.2 - Intercultural Marketing Management 1 (5 CP) deals with the special situation of doing business in an institutionally globalized but culturally diversified world. After a general introduction to the conditions of the international marketing, part 1 focuses particularly on the different communication conditions in individual economic cultures. Students acquire basic skills of brand management in an international environment.

Module 3.3 - The Effects of Marketing (5 CP) deals with methods and examples of market analysis based on a specific project. The focus is on market and advertising impact research. Students concentrate on the planning, implementation and evaluation of advertising campaigns.

Module 3.4 - Business-to-business Marketing in an International Context (5 CP) deals with industrial marketing, in particular international supplier flows, outsourcing processes and FDI activities, especially with regard to the BRICS and MINT countries.

Module 3.5 (5 CP) is the second phase of the Master’s Thesis. In the course of the semester, students define a topic, create a work plan for the implementation of the Master’s Thesis and collect material.

Semester 4: Åbo Akademi, Turku, Finland

Semester 4:

Module 4.1 - Seminar Intercultural Business Communication (10 CP) imparts theoretical and practical basic knowledge for an independent handling of theories relevant to the field of intercultural advertising. The emphasis is on interdisciplinary research of intercultural, text-based communication, taking into account different target groups and media.

Module 4.2 - Perspectives of the Global Business Environment (5 CP) examines the determinants of global business from a microeconomic perspective. In particular, the challenges and opportunities of European and Asian markets will be addressed.

Students write their Master’s Thesis in Modules 4.3 and 4.4 (10 and 5 CP). Module 4.3 is completed in Turku, Module 4.4 in Eichstätt. In total, the Master’s Thesis is worth 30 CP.

At the end of the degree program, each of the two universities will issue its own certificate and final academic record (double degree program).

Module plan

(available in german)

The program in awards and rankings

The program has already been successfully accredited twice, the last time in 2019.

  •  "Uniquely intercultural" ( 2017)
  •  100% recommendation on

Rankings and assessments


KU students and alumni have voted for their University to be Germany's most popular university in the 2021 ranking of the online portal StudyCheck. The ranking was based on over 40,000 evaluations for more than 500 higher education institutions and universities. 98 percent of students questioned for the ranking would recommend studying at the KU to others.

"There is no better praise for a university than almost 100 percent of students and alumni agreeing: I can only recommend studying at the KU! That is why we are very pleased with the ranking’s outcome, because it expresses the high level of satisfaction of our students," says KU President Prof. Dr. Gabriele Gien.

More ranking results

Studying abroad

The year spent in Finland is a firmly integrated part of the second year of study. Åbo Akademi University Turku is the Swedish-speaking university in Finland. It describes itself as "Inspiring – international – individual". With currently 7,000 students, it is also anything but a mass university. Individual supervision and support plays a major role at Åbo Akademi University. As a member of the Coimbra Group, Åbo Akademi University is networked with renowned European universities such as Oxford and Cambridge and guarantees excellence in research and teaching. Turku is beautifully located on the coast of the Baltic Sea.

A special attraction is the offshore archipelago. In 2011, Turku was European Capital of Culture together with Tallinn.

Our students are supported by Erasmus+ for their stay in Turku.

Practical connection

Particularly through the integrated practice workshops, but also through contacts, lectures and the open design of the degree program, students get into contact with diverse stimuli from practical fields.

Career possibilities and professional fields

Career prospects

Suitable professional fields for graduates of InterculturAd - Intercultural Advertising include all areas in which decisions are made about corporate communications in the field of advertising and public relations. Due to the intercultural orientation of the program, graduates are particularly suited for decision-making positions in international marketing.

The KU

Sommerresidenz Luftbild


Short distances on campus at the KU save time and avoid stress. The KU is a campus University with modern facilities. The buildings on campus are located close to the Eichstätt old town. Although the University and its campus has grown, it is still characterized by short distances: In Eichstätt, everything can be reached within ten minutes’ walking distance. On campus, green spaces such as the Hofgarten are the perfect places to relax. The garden of the Kapuzinerkloster is also used by different student initiatives for their projects. The canteen is located at the heart of the Eichstätt campus and has a sun deck and cafeteria that leave nothing to be desired.

Studierende vor der Zentralbibliothek

What sets the KU apart

Studying at the KU is more than just acquiring specialist knowledge. We broaden our horizons together and take on responsibility in and beyond the individual degree programs. The KU has a particular focus on topics such as personal development, sustainability, social skills and social commitment.

It offers its students the possibility to study and work in a welcoming atmosphere and benefit from outstanding support and comprehensive service offers, a well-stocked library, a broad range of sports and leisure activities and a large global network of approx. 300 partner universities. Our team at the International Office helps you to plan your semester abroad and the KU Career Service provides comprehensive advice and support for embarking on your professional career.

The location

Ortsschild Eichstätt
University town of Eichstätt
Bootsfahrer auf der Altmühl
Canoeing on the Altmühl river
[Translate to Englisch:] Biergarten
Relaxing and celebrating in beer gardens

Eichstätt and the surrounding Altmühltal natural park are not only a popular destination for culture enthusiasts and nature lovers, but also for cyclists, climbers, canoeists and fossil collectors. Located between Munich and Nuremberg, the city impresses with its Baroque setting and southern flair combined with modern and prizewinning architecture as well as a broad variety of cultural offerings and leisure activities. 

The Baroque park at the heart of the campus and the nearby banks of the Altmühltal river are the KU’s “green living room”. Another big advantage: all University facilities are just a short walk away from each other.

More on the study location Eichstätt


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