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Consumption, Marketing and Culture

Alan Bradshaw

What does it mean to be a consumer in a consumer society? In this MOOC we think about marketing in terms of what marketing does rather than how we do it. It's not just a case of how we buy the products that are sold to us, but how we are affected by those products and the services that we encounter.

Read more

What does it mean to be a consumer in a consumer society? In this MOOC we think about marketing in terms of what marketing does rather than how we do it. It's not just a case of how we buy the products that are sold to us, but how we are affected by those products and the services that we encounter.

This course prepares students for a more analytical understanding in the role that marketing activities play in shaping our consumer cultures and lives. Rather than pose the question of how ‘we’ can sell more stuff to consumers, this course asks, what does it mean to be regarded as a consumer in this moment of history?

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What's inside

Syllabus

Week 1: Markets, ideology and gender
This week includes: gender, ideology, and governmentality.
Week 2: Digital consumer culture
This week includes: algorithmic culture, surveillance capitalism, and communicative capitalism.
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Week 3: Consumers and the environment
This week includes: sustainability, green consumerism, and degrowth.

Good to know

Know what's good
, what to watch for
, and possible dealbreakers
Uses a contemporary theoretical framework to understand consumer culture
Taught by instructors who are recognized for their expertise on marketing and consumer culture
Examines the role of marketing in shaping consumer cultures and lives
Introduces the key concepts and theories associated with consumer culture
Provides a historical and theoretical perspective for understanding contemporary consumer culture
Explored through the lens of political economy critique and critical marketing studies

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Consumption, Marketing and Culture with these activities:
Marketing Terminology Quiz
Reinforce understanding of key marketing concepts and terms.
Show steps
  • Study the marketing terminology
  • Take the quiz
  • Review your results and identify areas for improvement
Compile a List of Marketing Resources
Gather and organize resources to supplement the course materials and enhance understanding.
Show steps
  • Identify relevant marketing resources
  • Categorize and organize the resources
  • Share the resource list with others
Read 'Marketing Management' by Philip Kotler
Gain a comprehensive understanding of marketing principles and practices from a leading textbook.
Show steps
  • Read the assigned chapters
  • Take notes and highlight important concepts
  • Discuss the book with classmates or colleagues
Five other activities
Expand to see all activities and additional details
Show all eight activities
Participate in a Marketing Discussion Forum
Engage with peers and discuss marketing concepts and current events to enhance understanding.
Browse courses on Marketing
Show steps
  • Join a marketing discussion forum
  • Participate in discussions and share insights
  • Read and respond to other participants' posts
Write a Blog Post about a Marketing Campaign
Analyze and critique a marketing campaign to demonstrate understanding of marketing principles.
Browse courses on Marketing Campaign
Show steps
  • Choose a marketing campaign to analyze
  • Research the campaign and its target audience
  • Identify the campaign's strengths and weaknesses
  • Write your blog post
Tutorial on Using a Marketing Automation Tool
Develop practical skills in using marketing automation tools to enhance marketing strategies.
Browse courses on Marketing Automation
Show steps
  • Find a tutorial on a marketing automation tool
  • Follow the tutorial and complete the exercises
  • Apply what you've learned to a real-world scenario
Create a Marketing Plan
Develop a marketing plan to apply the concepts learned in the course to a real-world scenario.
Browse courses on Marketing Strategy
Show steps
  • Identify your target audience
  • Define your marketing objectives
  • Develop marketing strategies
  • Create a marketing budget
  • Evaluate your results
Participate in a Marketing Case Competition
Apply marketing knowledge and skills in a competitive environment to solve real-world problems.
Browse courses on Marketing
Show steps
  • Find a marketing case competition
  • Form a team or work individually
  • Develop a marketing plan to solve the case
  • Present your solution to a panel of judges

Career center

Learners who complete Consumption, Marketing and Culture will develop knowledge and skills that may be useful to these careers:
Marketing Manager
Marketing Managers are responsible for developing and implementing marketing campaigns. This course is directly related to the field of Marketing Management. It can help build a strong foundation in understanding the role of marketing in shaping consumer cultures and lives.
See salaries and explore the career path for Marketing Manager
Consumer Behavior Analyst
Consumer Behavior Analysts study how consumers make decisions and how they are affected by marketing campaigns. This course is directly related to the field of Consumer Behavior Analysis. It can help build a strong foundation in understanding the role of marketing in shaping consumer cultures and lives.
See salaries and explore the career path for Consumer Behavior Analyst
Market Researcher
Market Researchers study consumer behavior and market trends. This course is directly related to the field of Market Research. It can help build a strong foundation in understanding the role of marketing in shaping consumer cultures and lives.
See salaries and explore the career path for Market Researcher
Cultural Studies Scholar
Cultural Studies Scholars study the cultural and social forces that shape the world. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding how cultural and social forces influence consumer behavior.
See salaries and explore the career path for Cultural Studies Scholar
Anthropologist
Anthropologists study human culture and society. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding how culture and society influence consumer behavior.
See salaries and explore the career path for Anthropologist
Cultural Historian
Cultural Historians study the history and development of cultures. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding how culture and history influence consumer behavior.
See salaries and explore the career path for Cultural Historian
Psychologist
Psychologists study the mind and behavior. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding how psychological factors influence consumer behavior.
See salaries and explore the career path for Psychologist
Consumer Insights Manager
Consumer Insights Managers are responsible for gathering and analyzing data about consumers. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding how consumer data is collected and used, and how it can be used to develop marketing strategies.
See salaries and explore the career path for Consumer Insights Manager
Sociologist
Sociologists study social behavior and institutions. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding how social factors influence consumer behavior.
See salaries and explore the career path for Sociologist
Economist
Economists study the production, distribution, and consumption of goods and services. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding how economic factors influence consumer behavior.
See salaries and explore the career path for Economist
Social Media Manager
Social Media Managers are responsible for managing the social media presence of businesses and organizations. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding how social media can be used to reach and engage consumers.
See salaries and explore the career path for Social Media Manager
Sustainability Manager
Sustainability Managers are responsible for developing and implementing sustainability strategies for businesses and organizations. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding the impact of consumer behavior on the environment and how businesses can promote sustainability.
See salaries and explore the career path for Sustainability Manager
Customer Experience Manager
Customer Experience Managers are responsible for managing the customer experience. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding how customer experience can be improved, and how it can lead to increased customer loyalty.
See salaries and explore the career path for Customer Experience Manager
Public relations manager
Public Relations Managers are responsible for managing the public image of businesses and organizations. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding how public relations can be used to influence consumer behavior.
See salaries and explore the career path for Public relations manager
Brand Manager
Brand Managers are responsible for developing and managing brands. This course may be useful for those who want to learn about the role of marketing in shaping consumer cultures and lives. The course can help build a foundation in understanding how brands are created and managed, and how they impact consumer behavior.
See salaries and explore the career path for Brand Manager

Reading list

We've selected nine books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Consumption, Marketing and Culture.
Cover image
The Consumer Society
Save
Foundational text that explores the concepts of consumerism and the role of consumption in society, providing background knowledge for the course.
The Consumer Society: Myths and Structures...
Paperback
$$
The Consumer Society: Myths and Structures...
Kindle Edition
$$
Cover image
The Age of Surveillance Capitalism
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Explores the rise of surveillance capitalism and its impact on society, adding depth to the course's discussion of digital consumer culture.
The Age of Surveillance Capitalism: The Fight for a...
Paperback
$$
The Age of Surveillance Capitalism: The Fight for a...
Kindle Edition
$$
監控資本主義時代: The Age of Surveillance Capitalism: The...
Kindle Edition
$$
Cover image
Return of the Artisan
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Examines the cultural and social aspects of consumption, offering insights into how marketing activities influence consumer behavior.
Return of the Artisan: How America Went from...
Hardcover
$$
Return of the Artisan: How America Went from...
Kindle Edition
$$
Cover image
The Conquest of Cool
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Analyzes the commodification of counterculture and the emergence of a consumer culture that is driven by cool and authenticity, which is relevant to the course's exploration of marketing and culture.
The Conquest of Cool
Paperback
Check
The Conquest of Cool
Kindle Edition
Check
Cover image
Doughnut Economics
Save
Proposes an alternative economic model that prioritizes social and environmental well-being, complementing the course's discussion of sustainability and degrowth.
Doughnut Economics: Seven Ways to Think Like a 21st...
Paperback
$$
Doughnut Economics
Hardcover
$$
Money Know More Make More Give More By Rob Moore &...
Paperback
$$
(Deutsch) Die Donut-Ökonomie [The Donut Economy]: Endlich ein...
Audible Audiobook
$$
Donut Economics (Korean Edition)
Paperback
$$
Doughnut Economics: Seven Ways to Think Like a 21st...
Kindle Edition
$$
Cover image
The Shallows
Save
Examines the effects of the internet and digital technology on the way we consume and process information, which is relevant to the course's exploration of consumer culture.
The Shallows
Paperback
Check
The Shallows
Kindle Edition
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Cover image
Doppelganger
Save
Critiques the power and influence of global brands and corporations, offering a critical perspective on the course's exploration of marketing and consumption.
Doppelganger
Paperback
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Doppelganger
Kindle Edition
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Visions of the Future
Save
Challenges traditional advertising practices and explores the future of marketing, offering insights into the course's discussion of marketing and technology.
Visions of the Future
Paperback
$$
Cover image
Brandwashed
Save
Exposes the psychological techniques used by companies to influence consumer behavior, complementing the course's exploration of marketing and psychology.
Brandwashed: Tricks Companies Use to Manipulate Our...
Hardcover
$$
Brandwashed: Tricks Companies Use to Manipulate Our...
Paperback
$$$
Brandwashed (Danish Edition)
Kindle Edition
$$
(Português) Brandwashed (Em Portuguese do Brasil)
Paperback
$$
(한국어) Brandwashed (Korean Edition)
Paperback
$$$
(Türkçe) Brandwashed
Paperback
$$

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Course image
Level
Introductory
Via
Coursera
Institution
University of London
Instructor
Alan Bradshaw
Language
English
Transcripts
Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова Bahasa Indonesia ไทย қазақша tiếng Việt
This course belongs to a collection called Business and Marketing Strategies. It's comprised of four courses:
  1. Fundamentals of International Business
  2. Consumption, Marketing and Culture (viewing)
  3. Fundamentals of Marketing Strategy
  4. Operations Systems Excellence
Good to know
Uses a contemporary theoretical framework to understand consumer culture
Taught by instructors who are recognized for their expertise on marketing and consumer culture
Examines the role of marketing in shaping consumer cultures and lives
Introduces the key concepts and theories associated with consumer culture
Provides a historical and theoretical perspective for understanding contemporary consumer culture
Explored through the lens of political economy critique and critical marketing studies
Share and help others discover this course.
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