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.

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.

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:

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).