Intercultural Advertising

Master of Arts
Semester fee
78 Euro
Start of the program
Winter semester
Standard length of the program
4 Semester
Place of study
Eichstätt & Turku (Finland)
Part-time studies possible
Language of instruction
German & English

The non-consecutive Master's program "Intercultural Advertising" combines language, culture and business. "Intercultural Advertising" brings together those areas of advertising communication that are traditionally spread across various university subjects and faculties. You will have modules on marketing language and communication, on intercultural business communication, on marketing, management, market research and business and advertising ethics. The degree program InterculturAd stands out due to its combination of current research and practical projects in the field of intercultural marketing.

"Intercultural Advertising" is a German-Finish double degree-Master: You will spend one year at the Catholic University of Eichstätt-Ingolstadt and one year at the Åbo Akademi University in Turku (Finland) and gain a Finnish as well as a German Master’s degree.

The non-consecutive Master’s degree "Intercultural Advertising" is aimed at graduates who have completed a degree in humanities, art, economics, media or social sciences and who wish to round out their skills by additionally acquiring scientific and practical knowledge in the field of intercultural advertising communication.

The program in detail


The content of the course includes the coding of advertising content in linguistic, visual and cinematic form, the social, ethical and cultural determinants of advertising communication, and the field of international and intercultural marketing. In project workshops you will gain the skills needed to draft and to realize intercultural advertising strategies (see Practical connection). In research projects you will learn how to conduct independent academic work and to present your findings scientifically. The program is characterized throughout all seminars and workshops by close contact between students and lecturers as well as by personal support.

The aim of the program is to enable students to competently assess advertising, especially in those professional fields where decisions are made against the background of cultural diversity. This competence in assessing advertising content, advertising strategies and advertising effects in the field of international marketing is made possible by the interdisciplinary and international orientation of the degree program.

The degree program itself is also embedded in an intercultural environment through the one-year stay abroad at Finland's Swedish-speaking university, the Åbo Academy in Turku. Swedish courses at the KU Language Center will prepare you for your stay abroad in Turku. By practicing your English skills and acquiring the relevant English vocabulary in the German- and English-language seminars, you will be ideally qualified for any job on the market.


The following qualification requirements apply to the Master's degree program in Intercultural Advertising:

1. A "good" (2.3) graded first degree in the humanities, art, media, economics or social sciences

2. English language proficiency at level C1 (Common European Framework of Reference for Languages)

3. German language proficiency at level C1 (Common European Framework of Reference for Languages) (for applicants from abroad)


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).

Rankings and assessments


KU students and alumni have voted for their University to be Germany's most popular university in the 2024 ranking of the online portal StudyCheck. This is the third time in a row, as KU was also voted the most popular university in 2021 and 2022. The ranking was based on over 78,000 evaluations for more than 500 higher education institutions and universities. 97 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

The program in awards and rankings

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

On our online portal, the Master’s degree program "Intercultural Advertising" gets 100% recommendations from students and alumni. Further statements taken from students’ testimonials on the portal: “Uniquely intercultural” - “Holistic approach with creative leeway” - “Exceptional in terms of content”.

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 play a major role at Åbo Akademi University. As a member of the Coimbra Group, Åbo Akademi University sustains networking connections with renowned European universities such as Oxford and Cambridge and guarantees excellence in research and teaching.

Furthermore, as part of the Talent Boost program, Åbo Akademi supports international master's students in their integration into the Finnish labor market and, within this framework, offers various networking events and recruiting campaigns, among other things. More information about Talent Boost can be found on the Åbo Akademi website.

The city of Turku with its more than 190 000 inhabitants is charmingly situated at the coast of the Baltic Sea. A special attraction is the offshore archipelago. In 2011, Turku was European Capital of Culture together with Tallinn. Roughly five percent of the inhabitants of Turku are Swedish-speaking, and the city is officially bilingual. 

KU students are supported by Erasmus+ during their stay in Turku. You can prepare for your stay abroad with Swedish courses at the KU Language Center.

Practical connection

© KU Eichstätt-Ingolstadt TV studio of the KU Eichstätt-Ingolstadt

The research seminars in the "Intercultural Advertising" degree program are supplemented by practical workshops, so that while studying, there is no lack of opportunities to apply the knowledge you have gained in real-life situations. Contact with companies, organizations and industry partners will give you a variety of stimuli throughout the course of your studies which will prepare you for your career start and make you a strong candidate when applying for the first job.

For instance, in our practical seminar with a company, you will get to know the field of product marketing and communication on site and gain insight into the perspective and specific challenges of a company. As early as the first semester, you will acquire practical skills on digital image editing and theoretical knowledge on visual communication, such as the psychological effect of colors and shapes in the workshop Visual Communication. In the second semester, you will analyze commercials and produce your own one in the workshop Image Film. It aims at teaching students how to create thrilling, original and moving commercials: from brainstorming and script development to post-production. You will produce image films and develop a communication strategy on behalf of external companies or non-profit organizations and thus serve a real and concrete communication need.

Examples of our active students’ latest image films can be found on the Homepage of "Intercultural Advertising".


For its practical seminars and workshops the degree program uses the TV studio and the computer labs of the KU, that are situated in the building ehemalige Orangerie. Modern technology like a green screen, full-HD-cameras and modern editing programs and director’s technology are waiting for you - for the best possible start to your professional life.

Career possibilities and professional fields

Suitable professional fields for graduates of "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.

Alumni testimonials

Hanna Schübel

"When I think back to my InterculturAd time, I remember exciting discourse in the seminars, a familiar atmosphere with fellow students where everyone knows everyone else, close personal supervision, everyday life in a country that everyone has heard of but not many have been to, and above all, the many discovery tours…

"When I think back to my InterculturAd time, I remember exciting discourse in the seminars, a familiar atmosphere with fellow students where everyone knows everyone else, close personal supervision, everyday life in a country that everyone has heard of but not many have been to, and above all, the many discovery tours in and around Finland. Varför Paris, vi har ju Åbo - Why Paris, we have Turku!"

- Hanna Schübel
Silke Schneider

“I have good memories of my Master’s degree and the great group of fellow students that we were. We were always ready to support one another and often lent a helping hand without a second thought. The best time we had was when we were making a film in our second semester. We had so much fun filming a commercial for a…

“I have good memories of my Master’s degree and the great group of fellow students that we were. We were always ready to support one another and often lent a helping hand without a second thought. The best time we had was when we were making a film in our second semester. We had so much fun filming a commercial for a project. After the shoot, we danced in front of the camera and fooled around.”

- Silke Schneider

What students say about the program


"As a Chinese student of Intercultural Advertising, I think the Master's program is fantastic. I am very happy: not only with the program's content on advertising and marketing, but also about the opportunity of going abroad for two semesters."

"As a Chinese student of Intercultural Advertising, I think the Master's program is fantastic. I am very happy: not only with the program's content on advertising and marketing, but also about the opportunity of going abroad for two semesters."

- Xinran Tang(student)

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.

Do I have to be Catholic in order to study at the KU? Do I have to deal with Catholic contents during my studies?

No, the KU is open to students of all faiths and beliefs.

At the KU, just as at all state universities, there is freedom of research and teaching. This means that our degree programs focus on the subjects for which you have enrolled – free from external influences.

As a student at our University, you will notice what our understanding of being a Catholic University means for us in one thing in particular: The University’s focus is on the individual person. The talents and potential of all those who teach, study, work and carry out research at the KU form our most important foundation – regardless of their religion or beliefs, nationality, ethical, cultural or social background, disabilities, gender, sexual orientation or age.

This is why we promote your best possible academic education through personal support and an ideal staff-to-student ratio. At the same time, the KU is more than just a place for earning your degree: We attach particular importance to imparting social skills and advancing our students’ sense and value orientation in addition to providing them with a high level of academic and methodical qualification.

Our aspiration for our University is to build bridges between science and society and to make knowledge available for society as well as to integrate impulses from outside the University into our research and teaching practice. We aim to make a valuable contribution to social coexistence, to the free democratic basic order and to preserving creation. 

Isn’t Eichstätt quite small for a university town?

With a population of around 15,000, it is probably the smallest university town in Europe. For our students, this means living and learning in a friendly and informal atmosphere. Whether it is on the way to a lecture in the morning, at the canteen for lunch or in the pub in the evening, you will often come across people you know. It is easy to meet people in Eichstätt! By the way, the KU’s “living room” is the Theke, a bar run by students for students. Here, people meet for parties, jam sessions, karaoke evenings or a cozy round of table football.

A small town also means short distances: The library, the swimming pool, the cinema or the supermarket – everything can be reached in a few minutes on foot or by bike. The town is located right in the heart of the Altmühltal natural park – a real paradise for climbers, canoeists, hikers and cyclists just around the corner.

Should you still reach a point when you feel too cooped in, you can breathe big city air easily near Eichstätt. Ingolstadt with its 135,000 inhabitants is only a few kilometers away and offers a variety of shopping and nightlife options.

Can I also study at the KU if I have completed the Fachabitur?

Yes, you can study certain degree programs at the KU with a subject-specific university entrance qualification (Fachabitur). These are: Social Work (BA) and Religious Education (BA).


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

Advisory Service

Some offers and study conditions are different for international students – our International Office is happy to provide help and support. If you have any questions, please feel free to contact our team. We are happy to accompany you on your way to the KU and hope that we can welcome you in person soon!

International Office
Building Domplatz 8  |  Room: DP8-203 | Campus Eichstätt


See examination regulations
Language requirements
Application period winter
May 01 - Jul 15
Admission restriction
Selection procedure


The application process for international applicants is now completely digital. You can register online in our application portal and carry out and submit your application. After you have carried out the application and uploaded your documents, you do not need to send your documents to us again by post. You do have to submit certified true copies only if you are admitted at the time of enrollment.

Depending on the course of study, you may be asked for information on internships, professional experience, etc. Please upload the relevant documents in the upload area for all the information you provide, even if these are not mandatory fields!

Before you start the application process, please read the additional information on this page, in particular the information on the respective (German) language requirements and university entrance qualifications.

Application - more Information