In this course, we will critically reflect on current marketing and consumption developments, investigate their consequences, imagine alternatives, and consider strategies in the transition for a model that creates sustainable long term value for all stakeholders.

The first part of the course focuses on theories and concepts that lay a foundation to go in-depth. Interdisciplinary teams are formed to facilitate knowledge transfer. During the first seminars, we introduce frameworks with which the world around us can be analyzed. We dive into questions like: Who is responsible for shifting (consumer) behavior? What is greenwashing? How are we influenced by materialistic cues online, and outdoors? And what are the consequences of consumption on our personal well-being, but also for society? We look outside the classroom to collect examples for closer inspection. During this first part of the course, students work on a presentation that ties insights and findings from the team together.

In the second part of the course we take a personal and multi-perspective angle. Here, we focus on skills needed to initiate and guide change in transition processes. Skills like critical thinking, being able to take different perspectives, communication and co-creation are important, but also empathy, openness, and courage. We first need to tap into imagination to envision changes and alternative lifestyles. How can we get there? What is the role of individuals, businesses, governments? How can art and media fuel change? Finally, what is required from future transition leaders and how can we get there?

Reflection plays a major part in the course. Everyone comes with their own set of skills and challenges. During the course, disclosing knowledge accumulation, group processes, and personal development is encouraged. The final course assignment has substantial freedom in both execution and content. Students can select a personally appealing reading, work of art, etc. to analyze how it is impactful along the lines of what we discussed during the course. At the very end, everyone is requested to answer the question: What is the future of marketing?

Coordinators

Willemijn van Dolen, Hendrik de With

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.

Registration

Registration is possible for students participating in an Honours programme. The registration for the Honours courses will start on June 5, 10 am -  June 11, 11.59 pm. You can register through the online registration form that will appear on Honoursmodules IIS. (registration is NOT through SIS)

Please note: There is no guarantee for placement if you register after June 11, so make sure you register on time. You will hear which course(s) you are registered for before June 30. 

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

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