Anna Kähler studies MSc Marketing and Consumption
"I have gained a better understanding of the psychology behind marketing, how it is related to sustainability and how you as a marketer can play an important role in changing behaviors for the better in the future"
Why does MSc MAC suit you so well?
-The program has suited me well because it has been a deep dive into marketing and consumer behavior. I have gained a better understanding of the psychology behind marketing and how it’s related to sustainability. Also how you as a marketer can play an important role in changing behaviors for the better in the future. I have learnt everything from strategies in sustainable marketing management, service design, to getting concrete tools in digital marketing.
In what way do studies at master's level differ compared with master's level?
- All teachers are very knowledgeable in their field of research, which is reflected in the lectures where it really shows that they are passionate about their subjects. From my experience, MSc MAC feels more personal than when I studies my bacherlor’s, as the teachers have time and can give better guidance to everyone. Most of the literature in the courses is scientific articles as much is based on research, which I would say requires more personal responsibility than on Bachelor’s level. Instead of reading a book, within a clear area, one is expected to read several articles in a short time, be able to analyze these, criticize and connect. Here I think it is important that you do not underestimate all the articles you get, but make a good plan so you keep up with the pace week by week. It requires some time to get into article reading, but it makes it easier if you are structured.
What benefits do you see from having continued your studies at the School of Business, Economics and Law?
- That you develop as a person and professionally, as the master is another level of personal responsibility and pace of study. I have become more analytical and developed my writing. I also feel safe before applying for a job with a focus on a specific area, and have a little extra knowledge in it compared to others. In addition, the several employers I now see require a master's degree. There, of course, they feel reassuring that you have it, so that nothing can stop you from achieving your dreams.
What do you want to do after graduation?
- I would like to work with digital marketing and brand building, and to be able to change people's lives for the better through communication.