About this tour
As a strong business hub with a rich cultural and media landscape, Munich offers students the opportunity to learn how leading brands craft and manage their communications strategies, engage in reputation management, and engage their global audiences. Home to major international companies such as BMW, Siemens, and Allianz, as well as top-tier public relations and advertising agencies, Munich’s reputation as a center for innovation, technology, and international trade makes it a hub for cutting-edge communication practices. Students will meet with communication professionals to gain insights into their branding strategies, media relations, and digital storytelling, and engage in dialogue about how German business culture translates for German companies reaching global audiences and customers.
Munich’s rich history and vibrant cultural scene will also play a key role in the learning experience. Its unique blend of Bavarian tradition and modern European influence provides a compelling environment to help connect academic theory with real-world practice in one of Europe’s most forward-thinking cities.
Learning outcomes
- Compare the communication industry in Munich to that of Denmark, Sweden, and the United States, with attention to cultural, regulatory, and strategic differences
- Engage with German organizations to identify strategic communication challenges and solutions
- Reflect on the application of communication theories in a cross-cultural setting and assess how they translate into practice within the European communications and business environment
Possible activities
- Visit BWM’s headquarters to see behind-the-scenes of a globally-recognized automotive brand
- Explore the German media landscape with a major newspaper or publishing group such as Hubert Burda Media or Condé Nast Germany
- Learn from leaders in Germany’s thriving video game industry at companies like Take-Two Interactive, Chimera Entertainment, or Travian Games