Introduction: Markets are not static entities but dynamic ecosystems that are constantly changing. Therefore, firms must be able to anticipate upcoming trends, changes in consumption patterns, and the emergence of new consumer segments. Only the companies that keep up with the pace of change –or even drive it– can succeed. Therefore, understanding consumption trends is essential to determine what products and services to develop or which consumer segments to target. The future, however, is not written. Companies need to approach markets as more than just economic data; they need to understand how culture, lifestyle, values, media, and the economy interact to create future market opportunities.
There are many examples of firms that failed to adapt to the times. Even in Finland, well-known brands have disappeared because they did not keep up with technological, digital consumer culture, or lifestyle trends. Consequently, brands must understand offline and online trends or create new ones. These opportunities are not just helpful; they are potentially transformative. For entrepreneurs, understanding and quickly tapping into growing trends can be the difference between success and failure.
Course Description: This course is designed to equip students with the theoretical and practical skills necessary to gain actionable market insights and seize growth opportunities. It does so by exploring the complex relationship between market dynamics and consumer culture—the social arrangements on which culture and social resources depend and are mediated through markets. By focusing on the intersection of consumption, culture, and markets, students will be well-prepared to navigate the ever-changing business landscape.
Throughout the course, students will examine various manifestations of consumer culture, both historical and contemporary, through case studies, academic articles, and team-based learning. Topics covered may include the historical development of consumer culture and consumption institutions, taste formation and social distinction, marketing as ideology, consumption as identity work, consumer resistance and anti-consumption, consumer communities and tribes, and consumer activism and sustainability.
There are many examples of firms that failed to adapt to the times. Even in Finland, well-known brands have disappeared because they did not keep up with technological, digital consumer culture, or lifestyle trends. Consequently, brands must understand offline and online trends or create new ones. These opportunities are not just helpful; they are potentially transformative. For entrepreneurs, understanding and quickly tapping into growing trends can be the difference between success and failure.
Course Description: This course is designed to equip students with the theoretical and practical skills necessary to gain actionable market insights and seize growth opportunities. It does so by exploring the complex relationship between market dynamics and consumer culture—the social arrangements on which culture and social resources depend and are mediated through markets. By focusing on the intersection of consumption, culture, and markets, students will be well-prepared to navigate the ever-changing business landscape.
Throughout the course, students will examine various manifestations of consumer culture, both historical and contemporary, through case studies, academic articles, and team-based learning. Topics covered may include the historical development of consumer culture and consumption institutions, taste formation and social distinction, marketing as ideology, consumption as identity work, consumer resistance and anti-consumption, consumer communities and tribes, and consumer activism and sustainability.
- Teacher: Carlos Diaz Ruiz