Master Meetings

MSc in Marketing and Transformative Economy

Consumer Culture
Dr. Léna Pellandini-Simányi

The course will enable students to 

1. become familiar with the most important theories of how consumer and material cultures are formed and how they change
2. understand the role of consumer and material culture in the reproduction and change of social groups, hierarchy, identity and culture
3. distinguish and apply different analytical tools to understand consumer culture
4. understand the key critical angles and engage in an informed critique of consumer culture
5. understand the role marketing plays in the shaping of consumer culture and how it can tap into consumer culture to deliver better products, services, and experiences
6. as future marketing professionals, understand their own role, options, and responsibilities as producers of consumer culture.

Digital Challenges in Marketing and Big Data
Dr Ksenia Silchenko

Fast-paced advances in digital technologies – ranging from web 2.0, big data, , social media, the Internet of Things to machine learning and artificial intelligence etc. – have brought about profound transformation in how we communicate with others, how we learn about or introduce new fashions, how we process and filter information, and how we work and do business. They have indeed transformed all areas of social life, drastically remodeling consumption and marketing practices.
This course brings together technology-focused, marketing-focused, consumer-focused as well as society-focused perspectives on digital challenges. On the one hand, it seeks to provide a practice-focused overview of the current main digital marketing tools and activities. On the other, considering the speed of change in the field, the course will focus on the essential principles of the consumer-centric digital marketing strategies and their underlying logics, which could be rewarding or, on the other hand, challenging or even highly problematic under certain circumstances. Such circumstances will be scrutinized throughout the course via presentation of real-life cases and in-class discussions, thus bringing students’ attention to the need to address digital challenges in marketing in an informed and responsible manner.