2032 Contemporary Modes of Consumption
Dr. Eva Marckhgott
Contact details
Weekly hours
Language of instruction
09/13/23 to 09/17/23
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Day Date Time Room
Monday 11/13/23 09:00 AM - 12:00 PM TC.3.06
Monday 11/20/23 09:00 AM - 12:00 PM TC.3.07
Monday 11/27/23 09:00 AM - 12:00 PM TC.3.07
Monday 12/04/23 09:00 AM - 12:00 PM EA.5.040
Monday 12/11/23 09:00 AM - 12:00 PM TC.3.07
Monday 01/08/24 09:00 AM - 12:00 PM TC.3.07
Monday 01/15/24 09:00 AM - 12:00 PM TC.3.07
Monday 01/22/24 09:00 AM - 11:30 AM TC.3.07

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 highly interactive, collaborative and practical course, we explore the dynamic interplay between ongoing societal challenges (e.g. climate crisis, wars, aging population, social inequality, mental health issues) and contemporary and future consumer needs. Together, we identify market responses (e.g. new product development, new business models, branding or communication strategies) that (successfully) address both the pressing societal challenges and evolving consumer needs.

To get a broad understanding of the topic, we will cover several different industries through various means. On one hand, different industries will be represented by guest speakers who bring their insights through talks and workshops. On the other hand, student groups will choose a specific industry to focus on throughout the term. This approach empowers students to become experts in their industry and to share their acquired knowledge with their peers.




Learning outcomes

After successful completion of this course students:

- have a comprehensive understanding of contemporary societal challenges
- understand the dynamic interplay of factors that influence contemporary consumer needs and desires and the resulting complex challenges for marketing practice
- are able to analyze marketing practices in terms of their implications for a range of societal challenges
- are able to locate relevant academic and practitioner literature, critically review it, and translate it into recommendations for action
- are able to condense insights into presentations and videos
- are able to translate contemporary news into peeks into the future
- are able to engage their peers and moderate discussions
- are able to design and facilitate tasks for their peers
- are able to collaborate within cross-cultural groups

Attendance requirements

As this is a highly interactive course, regular attendance and in-class participation are expected.

Students are allowed to miss up to 20% of the course time in justified cases and are expected to communicate all necessary absences such as due to illness in advance.

Teaching/learning method(s)

Each session consists of guest talks, interactive workshops and/or student presentations.

Teaching methods include but are not limited to:
- Lecture
- Talks by guest speakers
- In-class workshops (in groups) with guest speakers
- Group brainstorming
- Group presentations
- Peer moderation
- Peer tasks
- Fact sheets
- Insights videos


Marks will be awarded for the following components:

20% Fact sheets about guests (individual task)

10% Group presentation 1: Market observation and moderated discussion (group task)

20% Group presentation 2: Deep dive consumer needs (group task)

30% Insights video and peer task: Deep dive societal challenges (group task)

20% In-class exercises provided by guests (group task)


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)

Prerequisites for participation and waiting lists

This course is part of the elective pools "Marketing for a Better World" and "Selected Topics in Marketing" of the MSc Marketing at WU.

MSc Marketing students can only register if they have successfully completed the following mandatory courses from the 1st year:

  • Management by Experiments (5 ECTS)
  • Marketing Analytics (7.5 ECTS)
  • Digital Marketing (5 ECTS)

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Unit details
Unit Date Contents
1 13.11.2023

Kick-Off and Getting into the Topic

2 20.11.2023

Theoretical Input and Group Presentation 1 (Market Observation and Moderated Discussion)

3 27.11.2023

Workshop about Industrial Packaging Systems.

Guest: Ben Smits represents Wilson Guide

4 04.12.2023

Workshop about Food.


Doris Schneeberger, Researcher, Institute for Change Management and Management Development (WU)

Eva Sommer, CEO & Founder fermify

Philipp Stangl, CEO & Co-Founder RebelMeat

5 11.12.2023

Group Presentations 2 (Deep Dive Consumer Needs)

6 08.01.2024

Workshop Banking.

Guest: Nikolaus Zottl, Lead Marketing & Brand Strategy, Raiffeisen International


+ Coaching for Peer Task

7 15.01.2024

Workshop Luxury.


Jasmin Manai-Huber, CEO & Founder WeDress Collective

Johanna Hütthaler-Brandauer, Founder Johanna Studios

8 22.01.2024

Insights Video Premiere and Peer Task (Deep Dive Societal Challenge)

Last edited: 2024-01-23