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AYUDA | SALIR

Información detallada de curso

 

Primer semestre 2019
Mar 28, 2024
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1. IDENTIFICACION DEL CURSO

Código y Nombre de la Asignatura: MDO 0022 - COMSUMPTION CULTURE
División Académica: Escuela de Negocios
Departamento Académico: Dpto. Mercadeo y Neg. Internac
PML 0055 Calificación mínima de 3.0 o PML 7560 Calificación mínima de 3.0
Número de créditos:
Intensidad horaria (semanal para nivel pregrado y total para nivel postgrado):
3.000 Horas de Teoría
0.000 Horas de Laboratorio
Niveles: Educación Superior Pregrado
Tipos de Horario: Teoría

Given the great importance acquired by the consumerism phenomenon nowadays this course approaches consumerism culture as a clear expression of today’s world trends. For this reason, it is necessary a detailed revision of consumerism as a symbolic entity of the so called consumerism societies. After that, we examine in depth the concept of consumerism culture, emphasizing not only its components and basic principles, but also analyzing the critical currents which have openly opposed its promotion and consolidation.
After having reached a first theoretical-conceptual approximation to consumerism culture in its modern dimension, we study some manifestations of consumerism such as, the sacred, the profane, emulation, symbolism of consumerism, the rituals, materialism and possessions to finish mentioning certain kind of consumerism cultures where we want to see the reality of their circumstances.

3. Justification

Current circumstances belonging to trendy consumerism societies impose the obligation to know, study, analyze and interpret the great complexity immersed in the consumerism phenomenon with which today’s life has been typified.
No one can deny that the particular nature that dominated the decision processes taking place not many years ago, has suffered sudden and drastic modifications where freedom –granted to certain groups and allowed to others- has been imposed as a criterion for individual autonomy and responsibility. Consumerism as a predominant phenomenon in human groups has not escaped these tremors that we have experienced in the last decades.

Due to these relevant changes lived within Western societies, marketing professionals –not only those of social sciences- have the important task to understand their potential consumers with the aim of detecting the arguments to persuade them and have them as buyers and conserve them as clients.

4. Competence to be developed

Professional Competence: to study, analyze and understand the consumerism phenomenon experienced by contemporary society.

5. General Course objective

This course will be oriented to: Present consumerism cultures as a symbolic expression of the consumerism phenomenon experienced by contemporary societies and to understand its importance in the design and implementation in the marketing strategies and programs.

6. Learning Outcomes

At the end of the course, students will be able to:
Knowledge (knowing to know))
- Rank consumerism and understand potential consumers to attract them as buyers and conserve them as clients.
- Understand the culture, its elements, and its functions in relation with consumerism behavior
- Understand ethno marketing bases, as marketing for human groups – ethno-
- Distinguish the different expressions of the consumerism phenomenon and its relations with marketing.

Abilities (knowing how)
- Identify the manifestations of the complex consumerism culture, where society is immersed.
- Identify how the consumerism phenomenon is related with marketing decisions.
- Formulate problems and develop research processes associated to cultural studies.
- Analyze the different components of a consumerism culture.

Attitudes (knowing to be)
- Know how to incorporate the concepts of culture, phenomenon and consumerism culture to personal formation.
- Become individually conscious with respect to the complexity of the consumerism phenomenon and its influence in human behavior.
- Be sensible about the importance acquired by the anthropological approximations in the study and understanding of consumerism culture and its incidence in marketing strategies and programs

7. Course Program

TOPICS
CULTURAL ANTHROPOLGY AND HUMAN CONSUMERISM
Course Presentation
- Introduction
- Consumerism in Colombian society
- Cultural diversity and consumerism

CHARACTERISTICS OF CULTURE
- The concept of culture
- Social and individual aspects of behavior
Read section 1.1 of the first chapter of the course book.

FUNCTIONS AND LEVELS OF CULTURE
- Rewards
- Punishments
- Behavior and artifacts
- Values and beliefs
- The subjacent world
Read sections 1.2 and 1.3 from the first chapter of the course book.

THE ELEMENTS OF CULTURE
- Verbal and non- verbal
- Organization and social institutions
- Education and social institutions
Read section 1.4 from the first chapter of the course book.

CULTURAL STUDIES
- Ethnography and consumer behavior
- Positivism and realism
Prepare additional reading 1
Read chapter 5 of the course book.

THE PHENOMENON OF CONSUMERISM
- Symbolic consumerism
- Benefits of modern consumerism.
Read section 2.1 of the second chapter of course book

CONSUMER AND CONSUMERISM CULTURE
- Basic principles of a consumerism culture.
- Construction of a consumerism society
Read section 2.2 of the second chapter of course book

SECUALAR, PROFANE AND EMULATION CONSUMERISM
- Secularization of the sacred
- Sacralization of the secular
- Social differences and consumerism
Read sections 2.3 and 2.4 of the second chapter of the course book.

CONSUMERISM SYMBOLS AND RITUALS.
- Sources of consumerism rituals
- Components of consumerism rituals
Read sections 3.1 and 3.2 of the third chapter of the course book.

POSSESSONS AND CONSUMERISM
- Possessions and self perceptions.
- Loss of possessions
- Objects and individual identity
Read section 3.3 of the third chapter of the course book


MATERIALISM AND CONSUMERISM
- Terminal materialism
- Instrumental materialism
Read section 3.4 of the third chapter of the course book



EXAMPLES OF CONSUMERISM CULTURES
- Introduction
- Factors conforming organizational management
- Sales forecasts
Read chapter 4 of the course book

ETHNO-CONSUMERISM
- Formulation of entrepreneurial and marketing objectives.
- Formulation of marketing objectives.
Read chapter 6 of the course book.

ETHNO-MARKETING
- Ethno-marketing postulates
- Strategic matrix
- Understanding consumers
- Conquering consumers
- Conserving clients
Prepare additional reading

8. Methodological options-Learning activities
The student understands the following strategies:
a) General introduction of the topics by the professor
b) Students prepare the chapters of the course book proposed for each session.
c) Students present the topics proposed by the professors. Students elaborate synthesis and conclusions.

All sessions will follow these steps:

- Professor makes a general presentation of the text.
- Students of the concentration present the text.
- Joint discussions and clarifications.
- Presentation of synthesis and conclusions.
This methodology requires:

- Assignment of the readings in the course book and favoring a presentation that includes the basic structure of the topic, the main idea and the key aspects developed.
- Development of a reflection exercise about the implications of the main idea in the education of participants.
- Previous reading and independent individual reflection of the influence of the topic in Colombian reality.

9. Evaluation


Learning evidence Evaluation Period Percentage of the final grade
Written evaluation. First chapter of the course book. 15%
Written evaluation.
Chapters 2, 3, 5 y 6 of the course book and additional readings 1 and 2. 35%
Cases, exercises, class workshops 15%
Applied research work 35%

10. Bibliography
Type of bibliography
(Basic or complementary)
Basic
PÁRAMO MORALES, Dagoberto; MARTÍNEZ DÍAZ, Domingo; RAMÌREZ PLAZAS, Elías (2007). CULTURA DE CONSUMO DE BEBIDAS ALCOHÓLICAS, Editorial Universidad Surcolombiana; Neiva (Texto guía)
PARAMO MORALES, Dagoberto (2000) LA ETNOGRAFÍA, UNA APROXIMACIÓN ANTROPOLÓGICA AL ESTUDIO DEL COMPORTAMIENTO DEL CONSUMIDOR. Revista Colombiana de Marketing. Facultad de Ingeniería de Mercados. Universidad Autónoma de Bucaramanga. Año 1 No. 1 Junio. p. 101-128. (Lectura 1)
PÁRAMO MORALES, Dagoberto. (2005) ETHNOMARKETING, THE CULTURAL DIMENSION OF MARKETING. Revista Pensamiento & Gestión. Número 19 diciembre. p. 177-206. (Lectura 2)
Beck, U. (1992) Risk Society: Towards a New Modernity, London: Sage.
Belk, R. (1995) Collecting in a Consumer Society, London: Routledge.
Featherstone, M. (1991) Consumer Culture and Postmodernism, London: Sage.
Friedman, J. (1994) Cultural Identity and Global Process, London: Sage.
Howes, D. (ed.) (1996) Cross-Cultural Consumption: Global Markets, Local Realities, London: Routledge.
David, Howes. Cross-cultural consumption:
Local Realities, London: Routledge.
Paramo, Dagoberto (2004). El fenomeno de consumo y el consumo en marketing. Revista Convergencia. Universidad autónoma del Estado de México. México. Año 11. No. 34. Enero-Abril
Slater, D. (1997) Consumer Culture and Modernity, Cambridge: Polity Press.
Warde, A. (1996) ‘Afterword: the future of the sociology of consumption’, in S. Edgell, K. Hetherington and A. Warde (eds) Consumption Matters: the Production and Experience of Consumption, Oxford: Blackwell
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