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İzmir Ekonomi Üniversitesi

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    GRADUATE SCHOOL

    Master of Business Administration (MBA) (With Thesis)

    MCPR 570 | Course Introduction and Application Information

    Course Name
    Global Consumer Culture and Identities
    Code
    Semester
    Theory
    (hour/week)
    Application/Lab
    (hour/week)
    Local Credits
    ECTS
    MCPR 570
    Fall/Spring
    3
    0
    3
    7.5

    Prerequisites
    None
    Course Language
    English
    Course Type
    Elective
    Course Level
    Second Cycle
    Mode of Delivery -
    Teaching Methods and Techniques of the Course Discussion
    Case Study
    Q&A
    National Occupation Classification -
    Course Coordinator -
    Course Lecturer(s)
    Assistant(s) -
    Course Objectives The course primarily aims to introduce students to fundamental principles, concepts and theories related to consumer culture. On another level, the course aims to scrutinize concepts such as consumerism, identity, representation, culture, power and politics within the processes of globalization.
    Learning Outcomes

    The students who succeeded in this course;

    • Explain consumer culture on a global scale to understand its impact on everyday life.
    • Discuss how consumerism is connected to broader questions of power and any sort of identities (local, global, national, cultural, social)
    • Read and critically evaluate complex materials
    • Analyze the relationship between media and consumer culture.
    • Make original primary research at the graduate level.
    Course Description Consumerism, among all
    Related Sustainable Development Goals

     



    Course Category

    		Core Courses
    Major Area Courses
    Supportive Courses
    Media and Management Skills Courses
    Transferable Skill Courses

     

    WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

    Week Subjects Related Preparation
    1 Introduction / Overview of the course: The content and flow of our online Collaborative International Learning (COIL) course on global &international communication campaigns Syllabus
    2 Cross-Cultural Consumer Behavior: Exploring how cultural values, beliefs, and norms influence consumer behavior in different parts of the world. https://www.hofstede-insights.com/country-comparison-tool?countries=united+states
    3 Meeting with US professor and students Best communication practices in the US: Presentation of the students in the US & Discussion
    4 Turkish consumer culture I Classroom teamwork: Hofstede’s cultural dimensions Joseph, C. K. (2023). Cultural Sensitivity in Global Public Relations Campaigns. American Journal of Public Relations, 2(1), 20 - 27. https://doi.org/10.47672/ajpr.1629
    5 Turkish consumer culture II Classroom teamwork: Successful communication strategies and cultural dimensions Walkden, Beverly (2024) PR matters: The Public Relations Podcast, S1 E4 https://open.spotify.com/show/0k35ow2AAaDi7Y4An4q3ed Alimen, N., & Kütük-Kuriş, M. (2020). A snapshot of the fashion field in contemporary Turkey. International Journal of Fashion Studies, 7(2), 133-145.
    6 Best communication practices in Türkiye: Presentation of the students in Türkiye &Discussion
    7 American Consumer Culture; Denim as a cultural symbol Olesen, B. B. (2011). How blue jeans went green: the materiality of an American icon. Global Denim, 69-86.
    8 GAP Campaign presentation by students in the US &Discussion
    9 Project planning: Research Celebrity culture in the US I McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
    10 Project action plan: Defining Messages, strategy & tactics Celebrity culture in the US II Mamuti, A., & Kansu, A. (2013). The use of celebrity endorsement as marketing communication strategy by Turkish Airlines. International Journal of Academic Research in Business and Social Sciences, 3(12).
    11 Mavi Jeans Campaign presentation by students in Türkiye &Discussion
    12 Critical evaluation of the campaigns and identification of key take aways
    13 Media & Consumer Culture: Symbolic aspects of consumption and its relationship to cultural values. McCracken,G. (1986) Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods, Journal of Consumer Research, 13(1), 71–84, https://doi.org/10.1086/209048
    14 The Future of Consumer Culture: Discussing the potential future trajectories of global consumer culture, including the impact of climate change, technological advancements, and shifting cultural values.
    15 Semester review, Q/A session
    16 Final exam

     

    Course Notes/Textbooks
    • The chapters & articles provided by the instructor
    Suggested Readings/Materials

     

    • Alaimo, K. (2021). Pitch, Tweet, or Engage on the Street: How to Practice Global Public Relations and Strategic Communication, 2nd ed. Routledge. ISBN 9780367188511
    • Alimen, N., & Kütük-Kuriş, M. (2020). A snapshot of the fashion field in contemporary Turkey. International Journal of Fashion Studies, 7(2), 133-145.
    • Joseph, C. K.  (2023). Cultural Sensitivity in Global Public Relations Campaigns. American Journal of Public Relations, 2(1), 20 - 27. https://doi.org/10.47672/ajpr.1629
    • Mamuti, A., & Kansu, A. (2013). The use of celebrity endorsement as a marketing communication strategy by Turkish Airlines. International Journal of Academic Research in Business and Social Sciences, 3(12).
    • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321..
    • McCracken,G. (1986) Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods, Journal of Consumer Research, 13(1), 71–84, https://doi.org/10.1086/209048
    • Olesen, B. B. (2011). How blue jeans went green: the materiality of an American icon. Global Denim, 69-86.
    • Walkden, Beverly (2024) PR matters: The Public Relations Podcast, S1 E4 https://open.spotify.com/show/0k35ow2AAaDi7Y4An4q3ed

    https://www.hofstede-insights.com

    https://instituteforpr.org/

    https://www.cipr.co.uk/

    https://www.prsa.org/

     

    EVALUATION SYSTEM

    Semester Activities Number Weigthing
    Participation
    Laboratory / Application
    Field Work
    Quizzes / Studio Critiques
    Portfolio
    Homework / Assignments
    3
    30
    Presentation / Jury
    Project
    2
    50
    Seminar / Workshop
    Oral Exams
    Midterm
    1
    20
    Final Exam
    Total

    Weighting of Semester Activities on the Final Grade
    6
    100
    Weighting of End-of-Semester Activities on the Final Grade
    Total

    ECTS / WORKLOAD TABLE

    Semester Activities Number Duration (Hours) Workload
    Theoretical Course Hours
    (Including exam week: 16 x total hours)
    16
    3
    48
    Laboratory / Application Hours
    (Including exam week: '.16.' x total hours)
    16
    0
    Study Hours Out of Class
    14
    5
    70
    Field Work
    0
    Quizzes / Studio Critiques
    0
    Portfolio
    0
    Homework / Assignments
    1
    29
    29
    Presentation / Jury
    0
    Project
    2
    30
    60
    Seminar / Workshop
    0
    Oral Exam
    0
    Midterms
    1
    32
    32
    Final Exam
    0
        Total
    239

     

    COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

    #
    		 Program Competencies/Outcomes
    * Contribution Level
    1
    2
    3
    4
    5
    1

    To be able to demonstrate general business knowledge and skills.
    -
    -
    -
    -
    -
    2

    To able to master the state-of-the-art literature in the area of specialization.
    -
    -
    -
    -
    -
    3

    To be able to evaluate the performance of business organizations through a holistic approach.
    -
    -
    -
    -
    -
    4

    To be able to effectively communicate scientific ideas and research results to diverse audiences.
    -
    -
    -
    -
    -
    5

    To be able to deliver creative and innovative solutions to business-related problems.
    -
    -
    -
    -
    -
    6

    To be able to solve business related problems using analytical and technological tools and techniques.
    -
    -
    -
    -
    -
    7

    To be able to take a critical perspective in evaluating business knowledge.
    -
    -
    -
    -
    -
    8

    To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions.
    -
    -
    -
    -
    -
    9

    To be able to carry out a well-designed independent and empirical research.
    -
    -
    -
    -
    -
    10

    To be able to use a foreign language to follow information about the field of finance and participate in discussions in academic environments.

    -
    -
    -
    -
    -

    *1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

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