At The Student Hotel we like to stay curious and let the student in ourselves live forever. We love to educate ourselves and learn together. That’s why we set up a new series of online: TSH Masterclasses. We called in the help of several educational partners to teach us the ropes of their expertise. Want to get curious with us, sign up for the TSH Masterclass!

Thursday 20th of May: TSH Masterclass #3 - Global mobility and its impact on consumer culture by Louisa van Dijk from the Amsterdam University of Applied Sciences

Consumer Culture Theory (CCT) can be loosely defined as the co-creation of meanings between brands and consumers. Central to this Theory is the idea that our lived experiences are mediated either directly or indirectly by the social arrangements of the markets. Repeat consumption is very much dependent on personal choices that are based on daily lives.

Our individual identity, shaped by the culture in which we live, influences our personal choices. A monocultural person is likely to have very different views of the world than a cross- or multi-cultural person. Therefore, we will also define and discuss the impact of the world’s growing global mobility and what it means for you as you begin life after university.

During this session, we aim to explore how our identity is formed and how this influences our relationships with material possessions, and what marketers can learn from an understanding of these relationship to devise better strategies that entice customers. The works of Eric Arnould, Craig Thompson, Don Slater, Amber Epp, Tandy Chalmers, and so forth, will be used to facilitate the discussion.

This will be a hands-on, interactive workshop where active participation is expected.

This Masterclass is given by Amsterdam University of Applied Sciences lecturer, Louisa van Dijk.

*Next sessions will be announced soon*