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2019/2020 BA-BSOCO1841U Consumer Culture and Marketing
| English Title | |
| Consumer Culture and Marketing |
Course information |
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| Language | English |
| Course ECTS | 7.5 ECTS |
| Type | Mandatory |
| Level | Bachelor |
| Duration | One Semester |
| Start time of the course | Spring |
| Timetable | Course schedule will be posted at calendar.cbs.dk |
| Study board |
Study Board for BSc in Business Administration and
Sociology
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| Last updated on 26-03-2020 | |
Relevant links |
| Learning objectives | ||||||||||||||||||||||||
Having successfully completed the course,
students should be able to:
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| Course content, structure and pedagogical approach | ||||||||||||||||||||||||
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Course Content and Aims This course will introduce undergraduate students to managerial and socio-theoretical perspectives on marketing and the consumption process. The main focus of the course will be the discussion of various approaches to the understanding of consumer behaviour and the active role of consumers in shaping contemporary markets. The course starts with a block of meetings that will show how managerial marketing strategy identifies and attempts to shape consumer attitudes and behaviours. In the following block, these managerial views will be juxtaposed with socio-theoretical approaches to consumption, namely consumer culture theory (CCT), critical theory and consumers as active co-creators of value, Pierre Bourdieu’s theoretical approach to taste and symbolic consumption, and approaches associated with the Actor-Network-Theory (ANT) tradition that interprets markets as performed by theory and by agencements of human and non-human actors. The final block introduces basic principles of qualitative consumer research. In this block, students will also leave the class-room and conduct a field trip to observe a daily consumption practice in situ. This exercise is designed to help students put into practice the theoretical insights gained during the previous meetings. After the field observation, students will meet for an additional studio-based workshop to discuss their insights and interpretations.
The course consists of 3 thematic blocks. Block 1 – Marketing Management Block 2 – Sociology of Consumption Block 3 – Elements of Consumer Research |
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| Description of the teaching methods | ||||||||||||||||||||||||
| The course consists of 3 thematic blocks. These cover managerial marketing theory, critical sociology of markets and consumption, and principles of qualitative consumer research. Each block will consist of several sessions, and each session will be structured as a 4-hour meeting, based on a mix of lectures and case study discussions. The first part of the session meeting will typically be a lecture which introduces and positions the week’s core theoretical concepts and major thinkers in a particular sociological tradition. The second part of the meeting will typically introduce a case study and/or problem situation which students will be asked to work on in groups. In class, students will be asked to present and discuss their answers, findings and choice of approach. | ||||||||||||||||||||||||
| Feedback during the teaching period | ||||||||||||||||||||||||
| Feedback will be given in class and during office hours. Throughout the course, especially at the end of lectures, students will have the chance to test their knowledge in the form of, for example, mini-quizzes and other exercises. Students should use these exercises to talk about what they have learned in class. After Block 2 of the Seminar Topics (see below), students will be invited to sign up as groups and take part in a mock exam, for which feedback will be given. | ||||||||||||||||||||||||
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