Insegnamento a.a. 2014-2015

20305 - CULTURES, MEDIA AND CONSUMPTION


CLMG - M - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT

Department of Marketing

Course taught in English

Go to class group/s: 31
CLMG (6 credits - I sem. - OP  |  SECS-P/08) - M (6 credits - I sem. - OP  |  SECS-P/08) - IM (6 credits - I sem. - OP  |  SECS-P/08) - MM (6 credits - I sem. - OP  |  SECS-P/08) - AFC (6 credits - I sem. - OP  |  SECS-P/08) - CLAPI (6 credits - I sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/08) - CLELI (6 credits - I sem. - OP  |  SECS-P/08) - ACME (6 credits - I sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - I sem. - OP  |  SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
STEFANO PACE

Classes: 31 (I sem.)
Instructors:
Class 31: STEFANO PACE



Course Objectives

This course provides a theoretical and practical approach to understand how brands relate to the consumer culture and aims to:

  • provide students with the key theoretical tools to evaluate and challenge cultural contexts in which brands and consumption are promiscuous with the sense of self;
  • enable students to engage and debate with professional analyses and critiques that area of social practice where brands, consumption and media are key factors in the realization of self;
  • encourage students’ ability to articulate their own discursive approaches to the study of brands, consumption and the media through which they are transmitted both orally and in written form to their peer groups;
  • direct students to identify areas in the study of contemporary consumption, brand identity and media relevant to their interests and to develop appropriate strategies for conducting research from a range of textual and visual sources.

Course Content Summary

  • The contribution of visual culture and literary culture to the consumer culture.
  • The self and post-modernity.
  • The shaping of taste, fashion, design.
  • Theories of visual culture: photography, advertising and cinema.
  • Social media and consumption culture.
  • The applications of Consumer Culture Theory.
  • Brand and icons: how to develop a consumer culture strategy.

Detailed Description of Assessment Methods

For attending students

The final grade in this course is based on:

  • a group study in English (5 students per group) creating a branding strategy based on Consumer Culture Theory;
  • a final written exam in English which requires the students to express their knowledge of specific analytical tools available to them regarding Consumer Culture Theory applied to brands, and their capability to analyse the consumer culture with regards to contemporary issues, such as identity, globalization and culture (see the course materials).

For non attending students

The final grade is based on a final written exam in English based on the course materials for non attending students.

Textbooks

For attending students

  • E. ROZZO (editor), "Cultures, Media and Consumption Cod. 20305", Le Dispense del Pellicano, Milano, EGEA.
  • D.B. HOLT, D. CAMERON, "Cultural Strategy", Oxford University Press, New York, 2010.

For non attending students

  • E. ROZZO (editor), "Cultures, Media and Consumption Cod. 20305", Le Dispense del Pellicano, Milano, EGEA.
  • D.B. HOLT, D. CAMERON, "Cultural Strategy", Oxford University Press, New York, 2010.
Exam textbooks & Online Articles (check availability at the Library)
Last change 07/07/2014 15:50