Institute of Marketing and Communication Management (IMCA)
The Institute of Marketing and Communication Management (IMCA) adds to the discipline of management by addressing how communication processes and marketing activities contribute to the constructions of markets, organizations and consumers.
Markets, organizations and other social arrangements result from communication processes. This has become even more evident today, when the scale, speed and geographical extension of our interactions challenge institutional boundaries. Non-market logics and multi-stakeholder conversations and collaborations are questioning traditional forms of management and of value, asking organizations and consumers to act sustainably, for example by addressing issues of waste or contributing to the well-being of communities and marginalized regions.
IMCA’s communicative and interdisciplinary approach has allowed the Institute to develop a processual, cultural, performative, and socio-material reading of organizations, business networks, communities of stakeholders and consumers. It is active in various fields of marketing (e.g. branding, consumer culture theory, strategic marketing) and communication management (e.g. corporate communication, organizational communication). IMCA distinguishes itself for its focus on qualitative methodologies, in particular case studies, ethnographies, and visual analysis.