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2015/2016  KAN-CIBMO1001U  Consumer Culture and Communication

English Title
Consumer Culture and Communication

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MA in International Business Communication
Course coordinator
  • Ana Alacovska - Department of Intercultural Communication and Management (ICM)
Main academic disciplines
  • Globalization and international business
  • Intercultural studies
  • Communication
Last updated on 22/10/2015
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • formulate a research question freely chosen from the topics of the course which delimits and guides the research projects in an unambiguous way.
  • analyze processes of consumption, consumer cultures, and to show how they may influence branding and market communication strategies. explain the content of the theories and methods used to answer the research question and their relevance for the research question.
  • critically reflect on the theories, methods used to answer the research question and critically evaluate the empirical data suggested or used in the project.
Consumer Culture and Communication:
Exam ECTS 7.5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 10 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

The aim of the provide students with knowledge and insight into theories of consumer behavior, consumer culture and consumer communication in order to enable them to conduct research on their own and evaluate studies of consumer behavior. The course offers an overview of the history of the discipline, its central perspectives and their background in other social sciences such as psychology, economy, sociology and anthropology. 


The course focusses on the relationship between consumption and markets in an intercultural perspective, how consumer behavior influences marketing strategies, and how marketing affects consumption as well as the role of ethical and political discourses which surround the regulation of consumption and markets.


Indicative literature:


Jackson, T.: Motivating Sustainable Consumption.



Teaching methods
Classes on the empirical methods used to analyze consumers and consumption and to evaluate consumer behavior research.
Last updated on 22/10/2015