2348 Contemporary Modes of Consumption
Burcak Bas, Ph.D., Univ.Prof. Dr.Dr. Bernadette Kamleitner
Contact details
Weekly hours
Language of instruction
09/14/22 to 09/18/22
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Day Date Time Room
Wednesday 12/07/22 09:30 AM - 06:30 PM D2.0.392
Monday 12/12/22 09:30 AM - 02:00 PM D2.0.392
Monday 01/09/23 09:30 AM - 12:00 PM D2.0.374
Monday 01/16/23 09:30 AM - 12:00 PM D2.0.382
Thursday 01/19/23 09:00 AM - 01:00 PM D2.0.392


We are living in a fast-paced society that is shaped by the possibilities and consequences of digitalization while simultaneously facing a set of serious political, environmental, economical and health challenges. Most people know that but what does it actually mean and what does it mean for future consumer behavior? What role does marketing play? And, what role could it play?

In this course, we will take a deep dive into the forces governing contemporary and future consumer needs and desires. We will identify (successful) market responses and we will investigate how these responses relate to the various challenges we face as a society. Together we will develop an overview of contemporary marketing practices and of their broader implications.

Learning outcomes

After successful completion of this course students:

- have a comprehensive understanding of contemporary societal dynamics  
- understand the dynamic interplay of factors that influence contemporary needs and desires and the resulting complex challenges for marketing practice
- are able to analyse marketing practices in terms of their implications for a range of societal challenges
- are able to conduct effective cross-cultural group work 
- are able to locate relevant academic and practitioner literature, critically review it, and translate it into recommendations for action
- are able to literally visualize the big picture
- are able to condense insights into audiovisual presentations
- are able to translate contemporary news into peeks into the future

Attendance requirements

This is a highly interactive course. Attendance is thus obligatory. Students are expected to communicate necessary absences, such as due to illness, in advance.

Teaching/learning method(s)

Each session consists of interactive workshops and presentations. While there is a pre-specified framework for how we will approach the topic, the exact contents and foci will be developed jointly with the students. In addition to in-class exercises there will be first-hand experiences and guest talks.


Marks will be awarded for the following components:

20% Visualizing the big picture (individual task)

20% In-class presentation (desire and market response, group task)

30% Insights video (market response and societal challenges, group task)

30% Analyzing the future (individual infograph)


0 - 59 points: failed (5)

60 - 69 points: sufficient (4)

70 - 79 points: satisfactory (3)

80 - 89 points: good (2)

90 - 100 points: excellent (1)

Last edited: 2022-07-07