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SM Brand Management: Digital Transformations, Consumer Well-Being, and Sustainability - Summer Term 2023

Content and Goals

Physical consumption, and individual ownership of material products in particular, has traditionally been the default mode of consumption and its extent has long been considered a measure of personal and societal prosperity. However, our daily lives increasingly shift towards or are altered by digital environments, which nurture alternative forms of consumption such as sharing or access-based offers, cultivate the prevalence of virtual living worlds through fictional experiences, and alter our relations to material possessions by an increasing availability of digital solutions. The course exposes you to state-of-the-art research on consumer research and digital transformations in fields such as virtual reality, sharing economy, and blockchain technologies. You will be guided through background information of consumer behavior and consumer psychology. By creating a collaborative learning environment, we will explore and critically discuss how digital transformations affect consumer well-being and sustainability. Your role is to be an active contributor in the class. This course consists of a lectures, discussion sessions and group presentations. Generally, analysis of readings will be used to guide our discussion.

The main objective of the course is to critically reflect upon current technological advancements that increasingly permeate everyday lives. Students will be engaged in exploring technological-social issues in marketing and be guided into a critical approach on technology-brands-consumers relationships behind digital transformations.

ECTS and Examination

Students have to pass a 60 min written examination at the end of the course. The course language is English. The course is eligible for 6 ECTS.

Course administration

Prof. Dr. Martin P. Fritze



Registration via KLIPS

03.03. - 20.03.2023

Registration for the course via KLIPS is possible during the second enrollment period.

Weekly dates

05.04., 12.04., 19.04., 26.04., 03.05., 10.05., 17.05, 
14:00-17:30 Uhr,
415 Seminar Room -1.501

Group1: 03.04., 17.04., 24.04., 08.05., 14:00-15:30,
 Seminar Room -1.501
Group2: 03.04., 17.04., 24.04., 08.05., 16:00-17:30,
 Seminar Room -1.501




Examination date
Written Exam: KL (60)