The course revolves around a number of core questions regarding today's consumer society and sustainable consumption.The students will become aware of the way people develop personal tastes and lifestyles in the process of socialization, and how economic resources, education and social capital account for different lifestyles. They will also learn how advertising and branding affect such lifestyles or consumer demand in general and to analyze the symbolic value of goods. The students will develop an understanding of the usage of commodities for distinction. The relationship between social position and consumption will become clear, as well as class and gender differences that show in the spectrum of consumption habits. In that context the students will explore the question (in form of a case study) how ecological and social awareness/responsibility and sustainable consumption, e.g. the consumption of fair trade and bio-products, correspond. The students will become aware of the rising symbolic value of sustainability, and they will be able to relate sustainable consumption to lifestyle choices of certain consumer groups.

ZuWi II courses offer a balance between knowledge acquisition in one of the core areas

- Business Ethics & CSR
- Sustainability
- Globalization & Social Change
- Gender & Diversity in Organizations

and skills acquisition and allow for their practical application.After completing a ZuWi II course students are aware of the wider context of business activities, which encompasses economic, environmental, ethical, legal, political, sociological and technological factors. They understand the effects business has on these dimensions. Throughout the course, students learn to take into account the impact of their later actions as business professionals on society and the natural environment, their social responsibility and their contribution to a long-term sustainable development. Students develop the ability to consider ethical, social and environmental issues implied in their business decisions. Through a wide range of teaching and learning methods - like group work, case studies, business games and project-based learning ? students apply their knowledge to solving practical problems. Apart from acquiring knowledge in one of the four areas and developing the ability to deepen it autonomously, students develop key managerial skills and interpersonal skills like self-awareness, openness and sensitivity to diversity. They learn to conduct team projects effectively, to listen attentively and to present their ideas in convincing ways. Having completed the course, they are able to process information, to understand ideas and problems, to develop solutions and to communicate them to both expert and non-expert audiences. Extensive feedback from both the course instructors and peers helps students to understand their shortcomings and to improve.

The course will consist of: 1. Lectures on historical and theoretical issues to provide the framework for the In-Class Presentations and Case Study 2. The students shall improve their analytical and social skills through Team Work in the form of In-Class Analyses of advertisements 3. The students shall learn to conduct research in small teams and to give a conclusive In-Class Presentation on the results. Research topic: class and gender differences of consumption 4. The students shall learn to apply their theoretical knowledge to an empirical problem and to conduct a team project through a Case Study (survey) on lifestyles and sustainable consumption, including Field Work and In-Class Data Analysis 5. The students shall reflect the research process and findings of the Case Study in a final essay

1. In-Class Presentations (30%) conducted by research teams of 3 students. Each group shall deal with gender or class differences in a specific area of consumption. The presentation will be a 20-minute lecture accompanied by a one-page summary. 2. Participation in class and 2 one-page summaries (20%) 3. The final Homework (50%) shall summarize the research of the case study on 10 pp. (350 words per page).

1	Author: Miller, Daniel Title: A Theory of Shopping Publisher: Polity Press/Cambridge Year: 2005 Content relevant for class examination: No Content relevant for diploma examination: No Recommendation: Reference literature Type: Book

otto.penz@aon.at

Unit	Date	Contents
1		Introduction of the course program and requirements, and course organization, in particular discussion of possible topics and formation of teams for the In-Class Presentations
2		Introductory lecture on the history of consumer society and advertising, discussion of meanings of advertisements and the differences between use and symbolic value. Reading: Smart, Berry (2010): Consumer Society. Critical Issues and Environmental Consequences, London, pp. 1-29; Berger, John (1972): Ways of Seeing, London, pp. 129-154
3		Discussion of recent examples of advertising campaigns (e.g. Palmers), In-Class Analysis of some print advertisements. Reading:Smart, Berry (2010): Consumer Society. Critical Issues and Environmental Consequences, London, pp. 60-83
4		Lecture on gender differences and the gaze: men looking at women, women looking at men.Team work: In-Class Content Analysis of magazine advertisements (e.g. In-Style Hers vs. In-Style His, GQ vs. Cosmopolitan), Discussion of gender differences. Reading: Van Zoonen, Liesbet (1994): Feminist Media Studies, London, pp. 87-104
5		Lecture on lifestyles and taste cultures, class and milieu differences, and consumerism. Reading: Bourdieu, Pierre (1984): Distinction: A Social Critique of the Judgement of Taste, Harvard, pp. 169-225
6		Lecture on lifestyles continued, Discussion of sustainability and sustainable consumption. Reading: Smart, Berry (2010): Consumer Society. Critical Issues and Environmental Consequences, London, pp. 160-179. First summary: Assadourin, Erik, The Rise and Fall of Consumer Cultures, in: The Worldwatch Institute (2010): State of the World. Transforming Cultures. From Consumerism to Sustainability, New York, pp. 3-20
7		Student Presentations. Team Work: Case Study (survey) on lifestyles and the consumption of fair trade or organic products, 1st task: development of the research design
8		Student Presentations. Development of the research design continued, in particular development of a questionnaire, 2nd task: Data Collection. Second summary: Nico Stehr/Adolf, Marian: Consumption between Market and Morals: A Socio-cultural Consideration of Moralized Markets, in: European Journal of Social Theory 13(2)/2010, pp. 213-228
9		Student Presentations. Case Study, 3rd task: assessment of the data collection process, discussion of first results
10		Student Presentations. Case Study, 4th task: data analysis and contextualization of the results with regard to lifestyles, integration of lifestyle theory and empirical results
11		Student Presentations. Data analysis continued, evaluation of the case study
12		Integration of empirical results into theories on lifestyles and sustainable consumption. Course summary and preparation for the final homework