Marketing and Culture

Course content

The course aims to provide an understanding on the relations between society, culture(s), and markets. This course complements the management curriculum by providing a link between macro and micro approaches to marketing. In other words, rather than focusing on firm or consumer level understanding, course delineates the societal role of marketing and consumption practices. On the one hand, marketing’s role as a cultural practice and social institution in our everyday social life is introduced to students. On the other, a critical look to the role of marketing in contemporary society is presented. To accomplish this goal, the course will introduce the concept of culture, development of modern culture, markets, and consumer culture, some of the key institutions of culture, and a sociocultural critique of marketing and consumption. The course aims to train students as prospective marketers, who are reflexive towards marketing and consumption. Prerequisites: BA 2701