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Malene Gram is a researcher at Aalborg University, specializing in marketing and consumer research. Her work encompasses empirical studies across a variety of consumer segments, including families, children, young people, and mature consumers, while also considering national cultural contexts. She has a keen interest in sustainable consumption and explores everyday culture, focusing on the dynamics of mundane activities such as supermarket shopping and extraordinary consumption experiences, including vacations. Her research delves into consumer tensions, resistance, and the mixed emotions and dilemmas faced in consumption and decision-making processes. She applies a relational and practice-theoretical lens to understand these contexts. Malene's interdisciplinary approach integrates insights from marketing, consumer research, tourism experience research, sociology, anthropology, and semiotics. She utilizes a range of qualitative methodologies, including in-depth interviews, ethnographic studies, focus groups, and content analysis studies based on surveys.
Aalborg University • Aalborg, Denmark
Teaching and conducting research in business administration with a focus on marketing and consumer behavior.
Requirements apply generally to Master's programs across departments including Sociology, Business, and Engineering at Aalborg University.