Consumption Cultures in Strategic Marketing Management

This is an advanced-level course in a master’s degree programme and requires knowledge from course Consumer Behavior (or similar)
prior to starting the course.

After completing the course, the student is able to:
Knowledge and understanding:

1. understand the key differences between Consumer Culture Theory and traditional consumer research frameworks within marketing thinking.
2. understand and explain how culture pervades consumption and marketing phenomena.
   Academic skills:
3. argue and demonstrate marketing decisions from the Consumer Culture Theory perspective.
4. interpret and analyse the cultural processes of consumption useful in strategic marketing and brand management.
   Communication skills:
5. use and demonstrate scientific writing style and written and oral argumentation skills.
   Interaction skills:
6. interact in an engaged and committed way in the group.

Peñaloza, Lisa, Toulouse, Nil, & Luca M. Visconti (Eds.). (2020). Marketing Management – A Cultural Perspective. London: Routledge. The latest edition is available electronically via the Tritonia network.
Additional readings: Article package.

Eligibility: Students enrolled in the Master's Program in Marketing Management.