Welcome to Marketing trends, 7.5 credits Fall 2023

 

In the Marketing trends part of the course, you will develop in-depth knowledge and understanding of the most recent contemporary theoretical, practical, and societal trends within marketing. You will be trained to problematize, structure, and work with different current market-analytical issues. By focusing on present-day marketing problems and opportunities, the course allows you to cultivate insights and analytical skills that are highly relevant for a career in marketing, but also for other business positions and organizational roles.

Teaching consists of lectures, seminars and workshops. You will be examined through weekly group assignments and an individually written exam at the end of the course. Please mark your calendars for handing in this individual assignment about 1 week after the lectures end. The exact date will be announced in the introduction lecture.

Course coordinator and Teacher: Benjamin Julien Hartmann, benjamin.hartmann@handels.gu.se 

Administrative coordinator: Annika Pihl, annika.pihl@class.gu.se

Additional Teacher: Christian Dam, christian.dam@gu.se

 

Course introduction: 2 October 8:15-10:00 in B22

Note! The schedule is preliminary until two weeks before the course begins. 

Schedule

SyllabusFEK315

 

Entry requirements

Admission to the course requires at least 105 credits, at least 45 of which must be from Business Administration, where least 7, 5 credits in Marketing is included.

 

Course information

Marketing is deeply embedded in and intertwined with its societal environment. This course deals with the dynamics and changes of this boundary condition and their impact on marketing. Contemporary marketing faces new challenges and opportunities provided by larger trends and developments, such as globalization, sustainabilization, the marketization of everyday life and the increasing efforts marketers put into designing brand experiences. Understanding these trends in the competitive landscape is important for the development of marketing practice and theory.

The aim of this course is to offer a platform for the study of four major contemporary trends. Each trend is treated as a module which consists of two lectures, one workshop, and one group assignment. At the end of the modules there are 2 concluding lectures that deal with analyzing marketing trends. At the end of the course, students will hand-in an individual assignment.

The overall structure of the course follows a pedagogical approach that begins with macro issues and gradually moves into micro issues of marketing trends. The structure is:

Starting up: Course introduction.
Module 1: Digitalization.
Module 2: Globalization.
Module 3: Sustainabilization.
Module 4: Marketization. 
Wrapping up: Analyzing marketing trends.

Literature

The course literature consists of a course book and additional scientific articles.

Course book:

Hartmann, B., Ostberg, J., Parment, A., Solér, C. (2020), Unboxing Marketing: Creating Value for Consumers, Firms, and Society, Studentlitteratur, ISBN 9789144137506

Scientific articles:

The additional articles are valuable resources for following the lectures, doing the group assignments, and for crafting the individual assignment. The articles can be accessed via the GU library websiteLinks to an external site. or google scholar (Links to an external site.) (if logged in via the school). A few articles can be downloaded directly via the 'files' folder to your left .

The readings for each part of the course are listed here:

Course introduction:

• Course book chapter 1
• Course syllabus

Module 1: Digitalization

• Course book chapter 10
• Airoldi, M., & Rokka, J. (2022). Algorithmic Consumer Culture. Consumption Markets & Culture, 25(5), 411-428.
• Belk, R. W. (2013). Extended Self in a Digital World. Journal of Consumer Research, 40(3), 477-500.
• Brooks, G., Drenten, J., & Piskorski, M. J. (2021). Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital. Journal of Advertising, 50(5), 528-547.

Module 2: Globalization

• Course book chapter 2
• Dalli, D., & Romani, S. (2012). Mediterranean Shoes Conquer the World: Global Branding from Local Resources: The Camper Case. In L. Peñaloza, N. Toulouse, & L. M. Visconti (Eds.), Marketing Management: A Cultural Perspective. New York: Routledge. This chapter can be accessed in the files folder.
• Askegaard, S., Kjeldgaard, D. and E.J. Arnould (2009), “Reflexive Culture’s Consequences,” In: Beyond Hofstede: Culture Frameworks for Global Marketing and Management, edited by Cheryl Nakata, Palgrave Macmillan, pp. 101-121. This chapter can be accessed in the files folder.
• Kjeldgaard, D., Askegaard, S. and G.M Eckhardt (2015), “The role of cultural Capital in creating ‘Glocal’ Brand Relationships,” In: Strong Brands, Strong Relationships, edited by Fournier, S. Breazeale, M. and Avery, J., Routledge, London , pp 48-59.  This chapter can be accessed in the files folder.

Module 3: Sustainabilization

• Course book chapter 3
• Dobers, P. and Strannegård, L. (2005) “Design. Lifestyles and Sustainability”, Business Strategy and the Environment, 14, 324-336.
• Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143-163.
• Varey, R.  (2010) “Marketing Means and Ends for a Sustainable Society: A Welfare Agenda for Transformative Change“, Journal of Marcromarketing, 30, 113-124.

Module 4: Marketization

• Course book chapters 5 & 6 ; 7 & 8
• Hartmann, B.J. and Katja H. Brunk (2019), "Nostalgia marketing and (re-)enchantment,"
  International Journal of Research in Marketing. This article can be downloaded here: Hartmann Brunk (2019) IJRM Nostalgia Marketing.pdf
• Brunk, K., Giesler, M., and B.J. Hartmann (2017), "Creating a Consumable Past: How Memory Making Shapes Marketization", Journal of Consumer Research, Vol.44 (6), 1325-1342.
• Brakus, J. Schmitt, B. and Zarantonello, L. (2009),  ”Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?, ” Journal of Marketing, Vol. 73, 52-68.
• Hamzah, Z.L.,  , Syed Alwi, S.F., and Orthmann, M.N., (2014),  ” Designing corporate brand experience in an online context: A qualitative insight”, Journal of Business Research, 67, 2299-2310.
• Borghini, S. Diamond, N., Kozinets, R.V, McGrath, M.A., Muniz, A.M. Sherry, J.F. (2009), ”Why Are Themed Brandstores So Powerful? Retail Brand Ideology at American Girl Place”, Journal of Retailing, 85 (3), 363-375.  

Concluding lectures marketing trends:

• All chapters in Course book