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Consumption, Marketing and Culture

Module information>

Application Deadlines


Programme Duration

3 weeks

Academic Direction
Royal Holloway, University of London
Modes of Study

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.

About this course:

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?

The topics we cover include:

  • Markets, ideology and gender
  • Digital consumer culture
  • Consumers and the environment.

After completing this course you will be able to:

  • Make a theoretically informed analysis of phenomena related to consumption, markets and culture.
  • Perform a sophisticated analysis between how everyday acts of consumption can be understood in terms of much broader phenomena.
  • Develop critical thinking skills.
Working from home for a marketing agency
What does it mean to be regarded as a consumer in this moment of history?