MKT 407 - Global Consumer Culture

The consumption of goods and services has a big impact on individual identity formation, personal well-being, and society as a whole. Consumption has reached significant sophistication in today’s post-modern, post-industrial world, receiving a special label: “consumer culture.” This course explores how consumers make meaning of the deluge of goods and services on the market, and construct their identities through products and brands, especially in light of the proliferation of consumer culture in both developed and developing economies. Students will examine these issues in a critically reflective, cross-disciplinary intellectual environment that evaluates the influence of the US in this process. (P6).

Credits 3