September 30 – October 21, 2026, online
The course, organised by the University of Vaasa, Finland, in collaboration with Aarhus University, Denmark, aims to provide an overview of the major theoretical and paradigmatic approaches within consumer marketing. It gives a basic understanding of the various approaches to consumer research in marketing discipline, with a particular focus on translating how each of them can be applied to, and what they do mean for, consumer marketing practices and management. Emphasis is given to the ability to probe into the fundamental assumptions underlying different theoretical perspectives and methodological approaches, as well as into their limitations. The learning goal is to not only support participants’ own Ph.D. research but also offer a systematic ‘state-of-the-art’ overview of the wide-ranging field of consumer marketing.
Course structure and timetable
The course is based on flipped learning. This means that students come to the course well prepared and the teaching during the course days focuses on elaborating and developing the individually acquired pre-understanding. Students’ pre-tasks include familiarizing with a pre-reading package and preparing five mini presentations based on it. The course is held online via Zoom. The course takes place every second Wednesday, i.e. September 9 and October 7, 14 and 21.
Assessment
The course is graded on a scale of 1 to 5 based on the students’ performance during the course (40%), including 2 mini presentations, and a learning diary (60 %) written during/after the course.
Course faculty their topics on the course
- Course lead; Docent, Associate Prof. Henna Syrjälä, University of Vaasa, Finland:
Basic premises of cultural consumer marketing - Prof. Klaus G Grunert, Aarhus University, Denmark:
Historical insights to consumer behavior research and its development. - Docent, Senior University Lecturer Hannele Kauppinen-Räisänen, University of Helsinki, Finland: Qualitative inquiries into consumer value
- Prof. Harri T. Luomala, University of Vaasa, Finland:
Experimental research settings in consumer research - Docent, University Lecturer Nina Mesiranta, Tampere University, Finland:
Consumption practices and the sociomateriality of consumption
Enrolment
Apply to the course by August 24 2026, through this link. The University of Vaasa students must also enrol in Peppi.
For inquiries, please contact Essi Vesterinen: essi.vesterinen@uwasa.fi
