We debate the assumption that attachment to goods is a sign of moral failure and discuss how commodities mediate care, love, and social relationships, and how most consumption is driven not by selfishness but by the desire to provide for others. Against this backdrop, we examine how marketing has contributed to unsustainable habits and aspirations, and what a more responsible practice might look like. A central distinction in the course is between the necessary reduction of specific harmful forms of consumption and the enduring social meaning of goods in everyday life, identity, and relationships — two things that are too often conflated in the debate.

Additionally, the course addresses how behaviour and culture change. Drawing on complex systems science, we explore how consumers interact with their environment and how behavior transforms, making change resistant to simple top-down interventions. Understanding consumption dynamics helps students think more realistically about what marketing can — and cannot — achieve.

Sessions focusing  on core theories will be alternated with interactive sessions with exercises, and sessions involving guest speakers from the business world to challenge and develop our thinking.

In interdisciplinary teams, students develop their own vision of what marketing can — and should — be. The course concludes with a mini-conference where student teams share their future ideas for marketing, joined by a panel of business professionals.

Coordinator

Dr. Willemijn van Dolen

Timetable

All lectures will take place on-campus and we assume you can be physically present during the scheduled hours. You can find the timetable on Datanose.

Course registration

Registration is possible for students participating in an Honours program. The registration period for the Honours courses will be from Thursday, June 4, 10:00 am to Tuesday, June 9, 11:59 pm. You can register through the online registration form that will appear on Honoursmodules IIS. (registration is NOT through SIS)

Please note: Placement is not guaranteed if you register after June 9, so make sure you register on time. You will hear which course(s) you are registered for before the end of June 

For questions about registration, please contact us at: Honours-iis@uva.nl.