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Consumption, Marketing and Culture
  • Level Foundation
  • Duration 18 hours
  • Course by University of London
  • Offered by

About

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?

Modules

Lesson 1: Introduction

    • 1 Videos
    • 1 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Say hello to your classmates

1 Videos

  • Introduction to Consumption, Marketing & Culture

1 Readings

  • Activity – Start a study journal

Lesson 2: Ideology

    • 1 Videos
    • 1 Discussion
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1 Discussions

  • Investigating ideology

1 Videos

  • Audio – Marketing and ideology

Lesson 3: Representations of ‘domesticised women’

    • 1 Videos
    • 1 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Do Dove’s campaigns genuinely empower ‘real beauty’?

1 Videos

  • Audio – Marketing and heteronormativity

1 Readings

  • Marketing ideology and mass media

Lesson 4: Women in consumer culture

    • 3 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Markets, ideology and gender

3 Readings

  • Keeping mum in the kitchen
  • Activity – Reflecting on structural sexism
  • Week 1 summary

Lesson 1: Surveillance capitalism

    • 1 Videos
    • 1 Discussion
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1 Discussions

  • Investigating marketing ideology and mass media

1 Videos

  • Audio interview – Digital culture

Lesson 2: Surveillance and communicative capitalism

    • 1 Videos
    • 3 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Digital consumer culture

1 Videos

  • Audio interview - Surveillance capitalism and communicative capitalism

3 Readings

  • Surveillance capitalism is an assault on human autonomy
  • Activity – Reflecting on your own data footprint
  • Week 2 summary

Lesson 1: Consumers and the environment

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Audio interview – Environment

2 Readings

  • Mass consumerism is destroying our planet
  • Recording your carbon footprint

Lesson 2: Degrowth

    • 1 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Consumers and the environment

1 Videos

  • MOOC summary

2 Readings

  • Consuming less
  • Week 3 summary

Auto Summary

Explore the role of marketing in shaping consumer culture with "Consumption, Marketing and Culture" on Coursera. This foundational course offers an analytical perspective on how marketing impacts our lives. Ideal for those in Sales & Marketing, it spans 1080 minutes and is available with Starter and Professional subscription options.

Alan Bradshaw
Instructor

Alan Bradshaw