21 July 2023
Transformative Consumer Research – A Marketing Contribution to a Better World
While the vast majority of marketing objectives aim to improve a company’s financial performance, it may be no wonder that many people infer a manipulative intent of a company’s marketing activities. With an exponential growth of global consumption, the “dark side” of marketing became more and more apparent. Hence, a new academic field of consumer research, coined transformative consumer research (TCR), has emerged by employing well established marketing tools to tackle some of the key challenges of consumers’ well-being that confront all (e.g. burden cost of climate change, infectious diseases), consumers (various forms of addiction, risky decision making, inequalities), and society (alarming decline is people’s mental state, the opioid epidemic in USA, poverty, and homelessness). Therefore, one of the biggest challenges from a marketer’s point of view is to meet societal needs of a changing environment. This course focuses on how consumers’ and marketers’ choices can lead to a path for a better tomorrow.
EUR 691: EU/EEA citizens
EUR 1717: NON-EU/EEA citizens
No scholarships available