Research Areas
The Institute of Marketing and Communication Management (IMCA) conducts research in various fields of marketing (branding, consumer culture theory, strategic marketing) and communication management (corporate communication, organizational communication). IMCA’s communicative and interdisciplinary approach has allowed the Institute to develop a relational, processual, cultural and socio-material reading of organizations, business networks, communities of stakeholders and consumers. IMCA distinguishes itself for its focus on qualitative methodologies, in particular case studies, ethnographies, and visual analysis.
