Course 2025-2026 a.y.

The Course articulates in three parts:

1. Theoretical pillars:
   • Theoretical foundation of interpretive consumer research.
   • Interpreting consumption through culture(s).
   • Interpreting consumption through consumer’s identity projects.
2. Methods:
   • Research methods: ethnography, videography, in depth interview, projective techniques, focus group.
3. Marketing issues:
   • Rituals
   • The role of culture in consumption
   • Gendered consumption
   • Kids marketing

At the end of the course student will be able to...

• Understand the cultural motives at the origin of individuals' patterns of consumption.
• Identify the most suitable theories apt to interpret them.

At the end of the course student will be able to...

• Analyze consumption practices by the means of the methods of qualitative research (in-depth interviews, focus groups, ethnography).
• Apply the theoretics of Consumer Culture Theory in order to develop new products and services.

• Lectures
• Guest speaker's talks (in class or in distance)
• Practical Exercises
• Collaborative Works / Assignments
• Interaction/Gamification
• Competitions/Hackathons

• Guest speakers in class by managers from different industrial sectors on the impact of qualitative research on both strategic and operational marketing decisions.
• In class simulations of techniques to be applied in field projects. In particular, through role playing students train themselves on doing interviews and conducting a focus group.
• A group assignment in cooperation with a company (the topic is defined at the beginning of the course). The project is useful in order to apply both the methodologies and the theories of course.

• Written exam(s) with a mix of open ended and multiple-choice questions has the aim to assess the knowledge of theories, cultural motives at the origin of individuals’ patterns of consumption and of the most suitable methods to study them. More specifically multiple-choice questions are intended to assess the knowledge of theoretical concepts while open ended questions are used to assess the students’ capability to understand and interpret a real consumption phenomenon or a case study through the application of most suitable theories and qualitative methods.

• Group assignments, made in cooperation with companies, are aimed at assessing the capabilities of students to work in teams and to develop new products and services as the outcome of a qualitative market research project.

• Peer evaluation.

Written exam(s) with a mix of open ended and multiple-choice questions has the aim to assess the knowledge of theories, cultural motives at the origin of individuals’ patterns of consumption and of the most suitable methods to study them. More specifically multiple-choice questions are intended to assess the knowledge of theoretical concepts while open ended questions are used to assess the students’ capability to understand and interpret a real consumption phenomenon or a case study through the application of most suitable theories and qualitative methods.

• Slides and materials uploaded online by the instructors.
• Understanding consumers Module 2, Selections of readings, McGraw-Hill, Create, 2025

·    Arnould Eric J., and Craig J. Thompson, (eds) (2018), Consumer Culture Theory, Sage

·    Understanding consumers Module 2, Selections of readings, McGraw-Hill, Create, 2025