Consumption has become a key process of society, of the economy and of our lives. The purpose of the subject is to know and understand the most important processes related to consumption in contemporary societies. To this end, the sociological perspective will enrich the marketing approach by analising the main social variables and changing contexts of consumption in our societies. In this sense, from the fundamental concepts and contributions of sociology, the subject relates consumption modes in contemporary societies to complex processes such as new technologies and platform economies, social changes and demographic processes, cultures and subcultures, globalization/globalization, or the construction of the self.

To understand the consumption and the marketing environment in relation to the social transformations of last decades.

To analyse the importance of the social structure to learn about changes in consumption practices.

To be able to interpret the different market strategies with a critical perspective.

To be able to present in writing and orally academic arguments on the dynamics of consumption.

1. The Sociological perspective

2. The foundations of the consumer society

3. Social change, globalisation and marketing

4. The relation of demographics and its changes to consumption and marketing

5. Social Stratification and Inequality: Social Classes and Consumption Habits

6. Cultures and subcultures: consumption, identity and marketing

7. New technologies and the influence of the platform economy on consumption

Through master classes, the lecturer will present each theme and will provide students basic knowledge explaining the main ideas and concepts. This knowledge will be enriched and supplemented by complementary materials (academic articles, new journals, examples of everyday life, web links, documentaries, etc. ).



The practical classes are divided into two main types:



a) Conducting classroom and/or computer exercises or practices to be carried out individually or collectively, using readings, academic, audio-visual articles, etc.



(b) Individual or group oral presentations based on specific subjects or cases.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Written test to be taken (%): 50
  • Realization of Practical Work (exercises, cases or problems) (%): 35
  • Team projects (problem solving, project design)) (%): 15

1-CONTINUOUS EVALUATION SYSTEM

1.1-ORIENTATIONS:

Indispensable condition: minimum attendance at 80% of the teaching hours.

The total mark will be obtained as follows:

a) Practical work, assignments and presentations (individual or group): 50% of the final mark (Important note: only assignments and exercises handed in within the deadline set by the teacher will be assessed).

b) Written test: 50% of the final grade.

All these tasks are compulsory in order to pass the course; furthermore, if the minimum level required is not passed, the practical/work will be repeated by the student(s).



1.2-WITHDRAWAL:

ON THE WITHDRAWAL OF CONTINUOUS ASSESSMENT:

According to the Regulations governing the assessment of students on UPV/EHU undergraduate degrees (BOPV no. 50,13/03/2017, Art. 8.3)in any case, students will have the right to be assessed using the final assessment system, regardless of whether or not they have participated in the continuous assessment. To do so, students must submit in writing to the teacher responsible for the subject the waiver of continuous assessment, for which they will have a period of 9 weeks, counting from the beginning of the four-month period, in accordance with the centre's calendar.



REGARDING THE ORDINARY EXAMINATION WITH CONTINUOUS ASSESSMENT

According to the Regulations governing the assessment of students on UPV/EHU undergraduate degrees (Art. 12.2) in the case of continuous assessment, as the weight of the final exam is greater than 40% of the grade for the subject, it will be sufficient not to take the final exam for the final grade for the subject to be no-shown.



2-FINAL EVALUATION SYSTEM

2.1-ORIENTATIONS

Those who cannot follow the course in its entirety, will have an alternative evaluation system that will include a final exam. In order to opt for the final exam, the continuous assessment system must be waived by notifying the teacher in writing at least within the first nine weeks of the course.



The final exam will consist of several activities to be handed in/taken on the official exam date:

(a) Practicals and assignments (individual or group): 50% of the final mark.

b) Written test: 50% of the final mark.



2.2-WITHDRAWAL:

Failure to present/deliver the tests set on the official exam date will mean the automatic waiver of the corresponding call.



IMPORTANT NOTE:

As specified in the "Protocol on Academic Ethics and Prevention of Dishonest or Fraudulent Practices", the use of books, notes or notes, as well as telephone, electronic, computer or other devices by students is prohibited during all the written tests.

FINAL ASSESSMENT SYSTEM:

The extraordinary call will be held exclusively under the final assessment system.

The final exam will consist of several activities to be handed in/performed on the official exam date:

a) Practical work and assignments (individual or group): 50% of the final mark.

b) Written test: 50% of the final mark.

Failure to present/deliver the tests set on the official exam date will result in the automatic waiver of the corresponding call.



IMPORTANT NOTE:

Students who have failed the ordinary exam following the continuous assessment but have passed some of the tasks included in the continuous assessment, will keep these positive results for the extraordinary exam, but not the negative ones.

All the necessary materials and instructions about the assignments will be available on eGela throughout the course. In addition, the necessary links to complementary materials available on the web will be provided too.

Basic bibliography

ALDRIDGE, Alan (2003) Consumption (Key Concepts). Cambridge: Polity Press.



ALONSO, Luis Enrique (2005) La Era del Consumo. Madrid: Siglo XXI.



BOCOCK, Robert (1995) El Consumo. Madrid: Talasa Ediciones.



CASTAÑEDA, Aitor (2020). Kontsumoaren psikosoziologia eta marketina. Bilbao: Euskal Herriko Unibertsitatearen Argitalpen Zerbitzua.



JUARISTI, Patxi (2005) Salgai. Euskal kontsumo gizartea aztertzen. Iruñea:Alberdania



KOTLER, P. Y ARMSTRONG, G. (2008) Principios de Marketing (12ª Edición). Madrid: Pearson Prentice Hall.



MACIONIS, John J. y PLUMMER, Ken (2011) Sociología (4ª edición). Madrid: Pearson Educación.



RIVERA CAMINO, Jaime; ARELLANO CUEVA, Rolando y MOLERO AYALA, Víctor (2009) Conducta del consumidor. Estrategias y políticas aplicadas al marketing. 2ª edición. Madrid: ESIC.



SANCHEZ HERRERA, Joaquín y PINTADO BLANCO, Teresa (2010) Estrategias de marketing para grupos sociales. Madrid: ESIC.



SHIFFMAN, Leon G. Y KANUK, Leslie (2010) Comportamiento del Consumidor. 10ª Edición. México: Prentice Hall.



SOLOMON, Michael R. (2013) Comportamiento del Consumidor (10ª edición). México: Pearson Educación.

In-depth bibliography

updated in eGela

Journals

Argia
Jakin
Consumer
Distribución y consumo
Ekonomiaz
International Journal of Consumer Studies
Journal of Consumer Behaviour
Journal of Consumer Culture
Journal of Consumer Research
Uztaro

Web addresses

Kontsumobide. Eusko Jaurlaritza
Ministerio de consumo. Gobierno de España.
European Commission: Justice and Consumers Commission Department