In a consumer society marked by numerous paradoxes and ambivalences, this course aims, through the lens of the current sociological framework, to understand, characterize, and comprehend the individual, group, and sociocultural characteristics and peculiarities of new consumers and emerging consumption patterns.

It proposes to critically discuss the concepts of modernity and postmodernity and frame them within the reality of consumption and purchasing behaviors in Western society; understand the individual, group, and sociocultural characteristics and peculiarities of new consumers; identify and characterize emerging trends and new consumption patterns; and understand and identify new ways and strategies to communicate with new consumers.

NOTE: This is an optional course common to the Master’s degree in Advertising and Marketing. It operates exclusively in an on-campus, in-person format.