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Transformative Consumer Research - A Course on Social Conflicts

Strategic Marketing

Lecture (14286.0002) and Practical (14286.0003)

Instructor: Jun.-Prof. Dr. Martin Paul Fritze
Dates: Kick off, briefing, assignment to teams: October, 12th, 2018, 9:00 a.m. – 1:00 p.m., R 310

Seminar: October, 19th, 26th, 31st (in S3!) and November 9th, in R 310, 9:00 a.m. - 1:00 p.m.
Final presentations: November, 15th, in S3 Modulbau & November, 16th, 2018 in R 310, 9:00 a.m - 7:00 p.m.

A course syllabus you can download here.


The examination consists of a presentation and an oral exam. Students have to work on the assigned projects, prepare a presentation on their work (in groups), present it in class, and actively participate in the class discussions. The grade will be based on the presentation and an oral examination.

Zum Bestehen der Veranstaltung muss eine Präsentation und eine mündliche Prüfung gehalten werden. Die Studierenden müssen an den zugewiesenen Projekten arbeiten, eine Präsentation ihrer Arbeit (in Gruppen) vorbereiten, diese im Unterricht präsentieren und aktiv an den Diskussionen im Unterricht teilnehmen. Die Bewertung basiert auf der Präsentation und einer mündlichen Prüfung.


Transformative consumer research (TCR) is a field of research that examines individual and group-level problems and opportunities related to consumption and is devoted to increasing consumer welfare and quality of life for all beings affected by consumption across the world. The course “Transformative Consumer Research - A Course on Social Conflicts” addresses students who want to explore consumer studies and business practices that strive to respect, uphold, and improve life in relation to demands, potentialities, and effects of consumption.

The course exposes you to the interdependence of social, economic, environmental, political, and legal issues related to markets and marketing activities. There are numerous outcomes associated with markets and marketing, including societal value, firm value, and customer value. In this course, particular emphasis is placed on issues at the nexus of marketing, policy, and societal welfare. In keeping with the “social” element of the course title, our key concerns may be construed as societal value and customer value.

You will be guided through background information of TCR and research methodology. We will discuss problems and approaches of TCR, and apply them to the discussion of business practices. By creating a collaborative learning environment, we will explore how different business practices are contributing to social change. Your role is to be an active contributor in the class. Because this course is taught as a seminar, classroom participation is vital. This seminar is not a lecture, although presentations will be made throughout the course. Generally, analysis of the readings will be used to guide our discussion. A central element of the course is your active contribution to a TCR research project. You will not only be involved in the study design but also the data collection and analysis.