Consumption, Marketing and Culture

University of London via Coursera

Go to Course: https://www.coursera.org/learn/consumption-marketing-culture

Introduction

### Course Review: Consumption, Marketing and Culture on Coursera In today’s fast-paced world, where marketing influences almost every aspect of our lives, it becomes increasingly important to understand the underlying mechanisms that shape our consumer behaviors. **"Consumption, Marketing and Culture,"** a thought-provoking course offered on Coursera, dives deep into the intricacies of consumer society, providing valuable insights into how marketing not only facilitates buying but also shapes our identities and the cultures we inhabit. #### Course Overview **"Consumption, Marketing and Culture"** encourages students to move beyond the traditional notions of marketing, focusing instead on the effects of marketing practices on our societal structure and personal lives. The course is designed to equip learners with analytical tools that help decipher the impact of marketing within the broader context of cultural consumption. It poses critical questions about the nature of consumption in a consumer society, inviting participants to explore deeper meanings beyond mere transactional interactions. #### Syllabus Breakdown The course is structured into three intensive weeks, each addressing pivotal themes in contemporary consumer culture: 1. **Week 1: Markets, Ideology, and Gender** - This week investigates the intersections of gender, ideology, and governmentality in consumer spaces. Participants will explore how identity and power dynamics are reflected and reinforced through marketing narratives and practices. Themes such as representation and the role of gender in consumer choices are key focal points, offering a nuanced understanding of societal influences on consumption. 2. **Week 2: Digital Consumer Culture** - Here, learners delve into the complexities of digital consumerism, examining phenomena such as algorithmic culture, surveillance capitalism, and communicative capitalism. The week sheds light on how digitalization not only transforms marketing strategies but also alters consumer expectations and experiences. The insights gained are particularly relevant in today’s tech-driven society, where online interactions and data-driven marketing are prevalent. 3. **Week 3: Consumers and the Environment** - This week addresses the crucial conversation surrounding sustainability, green consumerism, and degrowth. Students will reflect on their roles as consumers in an era marked by environmental crises, discussing how marketing can both contribute to and mitigate environmental challenges. The emphasis here is on cultivating a mindful consumption ethos, considering the ethical implications of consumer choices. #### Recommendation **"Consumption, Marketing and Culture"** is highly recommended for anyone interested in a critical analysis of consumer behavior and marketing practices. It caters not only to marketing students but also to individuals from diverse backgrounds, including sociology, environmental studies, and gender studies, who seek a comprehensive understanding of the cultural implications of consumption. The course is particularly beneficial for professionals in marketing, advertising, and communications, aiming to enrich their perspectives on engaging consumers in ethically responsible ways. Moreover, the analytical framework provided can empower participants to become informed consumers, equipped to navigate and challenge the market forces that shape their lives. By enrolling in this course, you will develop a critical lens through which to view consumer culture, enabling you to appreciate and question the myriad ways marketing shapes our identities, values, and social norms. Whether you are a student, a professional, or merely a curious individual seeking to understand the world around you, this course is poised to enrich your knowledge and inspire meaningful discussions about consumption in our society. In conclusion, make the decision to delve into "Consumption, Marketing and Culture" on Coursera, and take the first step toward becoming a more informed and engaged consumer in this complex landscape of modern marketing.

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.

Week 3: Consumers and the environment

This week includes: sustainability, green consumerism, and degrowth.