Applied Cultural Analysis - Master's Programme

MACA provides you with a strong foundation in cultural theory and ethnographic methods. The program is designed to deepen your knowledge and skills in applied cultural analysis. You’ll learn how to conduct cultural research to solve concrete problems in corporations, public institutions and NGOs. You’ll gain hands-on experience in using ethnography and cultural analysis to help organizations improve their services, products, and outreach.

The program strengthens your theoretical and methodological understanding, with a focus on anthropology-based ethnography. You’ll learn how to work in different types of organizations and handle the challenges they face in communication, project management, and product development.

What sets MACA apart is its emphasis on practical training in ethnographic fieldwork, giving you the opportunity to understand how people live, think, and make decisions in diverse cultural settings. As part of the programme, you’ll engage in real-world projects where you’ll develop skills in leadership, collaboration, and effective communication of your findings. Additionally, MACA is a joint initiative between Swedish and Danish universities, offering unique cross-border experiences and opportunities within the dynamic Öresund region.

MACA prepares you for research and professional practice through an interdisciplinary approach, allowing you to learn across subjects rather than in just one area. Teaching is done in small groups through seminars and one-on-one guidance, encouraging active learning. Assessments include both written and oral assignments.

You’ll be part of a close academic community, with opportunities to join research seminars tied to your interests. In the first year, you’ll explore a broad range of topics and methods, focusing on key themes such as the links between culture and economy in emerging markets and shifting consumer preferences. You’ll examine how cultural analysis drives innovation and how globalization intersects with local lifestyles. The programme also challenges traditional views of ethnicity, class, gender, and age through cultural diversity.

In the third semester, you’ll gain hands-on experience through a work placement and take a specialisation course. The fourth semester is dedicated to your master’s thesis. Throughout, you’ll develop skills through fieldwork, internships, and close collaboration with partners in the public and private sectors, as well as NGOs.

Understanding cultural dynamics is more essential than ever. Applied cultural analysis gives you the tools to tackle challenges in intercultural communication, transculturalism, and cultural diversity. This programme will not only help you grasp these complex topics but also enable you to turn that knowledge into practical solutions. As the demand for professionals with expertise in cultural analysis grows, your skills will be highly sought after both locally and internationally.

By the time you finish your studies, you’ll have the ability to independently develop and manage cultural projects, from planning through to execution. You’ll also be ready to apply your knowledge across a wide range of professional fields.

Designed in close collaboration with employers, the programme ensures that you acquire skills that are directly relevant to the job market. Graduates have gone on to pursue careers in various sectors, including healthcare, urban and public planning, tourism and cultural management, marketing and branding, media and communication, NGOs and private-sector organizations.

Prerequisites

A degree of Bachelor in the humanities or social sciences, or the equivalent. English course 6 (advanced proficiency).

Selection criteria

Based on academic qualifications and a letter of intent.

Tuition fees for non-EU/EEA citizens

Citizens of countries outside:

• The European Union (EU)
• The European Economic Area (EEA) and
• Switzerland

are required to pay tuition fees. You pay an instalment of the tuition fee in advance of each
semester.

Tuition fees, payments and exemptions

Full programme/course tuition fee: SEK 270,000
First payment: SEK 67,500

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Note that you may also need to pay an application fee, or provide proof of exemption.

Application fee

No tuition fees for citizens of the EU, EEA and Switzerland

There are no tuition fees for citizens of the European Union (EU), the European Economic Area (EEA) and Switzerland.

Lund University Global Scholarship Programme

The Lund University Global Scholarship programme is a merit-based and selective scholarship targeted at top academic students from countries outside the EU/EEA.

Lund University Global Scholarship

African Research Universities Alliance (ARUA) Scholarship

Within the framework of the Lund University Global Scholarship programme, the University also offers the African Research Universities Alliance (ARUA) Scholarship targeted at top academic students from selected African research universities. 

ARUA Scholarship

Swedish Institute Scholarship: Global professionals

The Swedish Institute offers scholarships to international students from certain countries who are applying for select Master's programmes in Sweden. 

Scholarship information on the Swedish Institute website 

Country-specific scholarships and funding options

Lund University has agreements with scholarship organisations and funding bodies in different countries, which may allow applicants to apply for funding or scholarships in their home countries for their studies at Lund University. Most agreements are intended for Master’s applicants, although certain opportunities may also be available to Bachelor’s students.

Country-specific scholarships

External scholarships

In addition to scholarships offered by Lund University or through its partner agreements, there are external opportunities. On the page below, you’ll find examples of organisations that may provide financial support for international students from specific countries. 

External scholarships