Marketing and Consumer Well-being

Faculteit Economie en Bedrijfskunde
Jaar 2021/22
Vakcode EBM192A05
Vaknaam Marketing and Consumer Well-being
Niveau(s) master, uitwisseling
Voertaal Engels
Periode semester I b
Rooster rooster

Uitgebreide vaknaam Marketing and Consumer Well-being
Leerdoelen Upon completion of the course the student is able to:
1. define and describe the historical perspective on and contextual understanding of the role of marketing in improving societal and consumer well-being, while at the same time acknowledging and identifying practices that negatively contributed to societal and consumer well-being;
2. explain why and how marketing is an effective discipline to help improve societal and consumer well-being, while at the same time contributing to the firm’s bottom-line;
3. apply theoretical insights in order to develop and test strategies and tactics that offer win-win solutions for the firm and consumers.
Omschrijving ´Without consumption - at least at the basic level of air, water, food, and shelter - life ceases´ (Mick et al. 2012, p3).

Consumption is a critical determinant of consumer well-being. Marketing plays an essential and central role in fulfilling the needs and wants that drive their consumption behavior. Yet, in many western societies consumption levels have increased to an extent that they actually are deteriorating societal and consumer well-being. The growing demand for and consumption of goods and services has serious societal and personal implications; for example, the overconsumption of energy contributes to environmental pollution and global warming, while the overconsumption of food and the resulting obesity epidemic contributes to a dramatic increase in the cost of health care, while reducing economic productivity world-wide. In response to the negative implications of the (over)consumption of goods and services, a growing number of firms experience an increasing pressure to improve their business practices to help address these negative implications.

This course will focus on the most recent insights pertaining the challenges and opportunities associated with transforming business to contribute to societal and consumer well-being. To accomplish this, this course uniquely merges marketing theory and consumer psychology.

The course takes a business-to-consumer perspective. Specific attention will be paid to sustainability (incl. energy, animal well-being, labor conditions) and personal health and healthy lifestyles.

The group assignment of this course consists of designing a project or intervention to increase consumer well-being, pitching it to the target audience, and preparing a report about it. The project should be related to topics covered in this course, i.e. either the field of health or sustainability/energy transition, and can be a website around a certain topic, a mobile application or another type of intervention targeted at consumers to make them change their behaviour.
This course is part of the focus area 'Energy'. When you focus your MSc on energy subjects you will be awarded an official acknowledgement on your diploma, improving and broadening your career opportunities in the energy sector. Students of this focus area will be admitted to this course, please contact the course coordinator. Prerequisites are mentioned in the Teaching and Examination Regulations: 'Focus areas in the master programmes'.
Uren per week 5
Onderwijsvorm -gastcollege ,  -hoorcollege ,  -werkcollege
(Peer evaluation is also part of the assessment.)
Toetsvorm -groepsopdracht,  -groepspresentatie,  -schriftelijk tentamen (open vragen)
(Date of the second tutorial depends on the day of the week it is scheduled given the upcoming Xmas holidays in week 6.)
Vaksoort master
Coördinator prof. dr. J. van Doorn
Docent(en) prof. dr. J. van Doorn ,prof. dr. ir. K. van Ittersum
Verplichte literatuur
Titel Auteur ISBN Prijs
Selected articles from highly ranked scientific journals Various
Opmerkingen Secretary Marketing (B. Wever), DUI 334, tel.: +31(0)50 3637065,
Opgenomen in
Opleiding Jaar Periode Type
MSc BA - Health  (keuzevakken B MSc BA Health) 1 semester I b keuze
MSc Energy and Environmental Sciences  (Electives) 1 semester I b keuze
MSc Marketing  (keuzevakken A Marketing Management) 1 semester I b keuze