Credits: 6

Schedule: 29.10.2019 - 03.12.2019

Teacher in charge (valid 01.08.2018-31.07.2020): 

Henri Weijo
Linda Turunen
Olga Lavrusheva – TA

Teaching Period (valid 01.08.2018-31.07.2020): 

II 2018–19 (autumn) Töölö campus

II 2019–20 (autumn) Otaniemi campus


Learning Outcomes (valid 01.08.2018-31.07.2020): 

The concept of “fashion” is pregnant with meaning and much of this stems from its everyday use—we say something is “in fashion”, “fashionable” or “the latest fashion.” Yet these statements only scratch the surface of what fashion means to contemporary consumer culture. This course aims to illuminate precisely this. More specifically, we will focus on how the cultural world of fashion is constructed and what roles do consumers play within it.

The course is primarily designed for those pursuing a career in the fashion industry. Students will be exposed to cutting edge academic work as well as renowned experts in the Nordic fashion industry. That said, the course also serves as a special topic consumer behavior class. We dive deep into theory as well as empirics of fashion consumption; the course will cover certain topics relating to consumer behavior (identity, gender, semiotics, sociology consumption) at much greater depth than a regular consumer behavior class—even an advanced one. Therefore, the course will also be of high value to aspiring trend scouts, (market) researchers, branding experts, entrepreneurs, and B2C marketing managers.

Students will gain...

1. … the ability to analyze different fields of fashion and map out their constituting elements as well as their relations
2. … valuable insights on consumers’ preferences, projects, and desires relating to fashion
3. … analytical abilities to explain what consumers “do” in the world of fashion
4. … skills for developing consumer brand strategies, both in fashion and beyond
5. … new perspectives on the culture and production of fashion

Content (valid 01.08.2018-31.07.2020): 

The course will be carried out as a series of lectures and workshops. During these contact sessions the students will familiarize themselves with the key concepts and theories. Furthermore, the students will learn useful skills, such as running projects in cross-disciplinary groups and conducting field research.

Assessment Methods and Criteria (valid 01.08.2018-31.07.2020): 

Students will work in groups to carry out a series of conceptual assignments as well as market research assignments. Individual assignments will help the students to reflect their takeaways and guarantee a holistic learning experience. Throughout the course the students will receive support and feedback from the faculty as well as seasoned industry professionals.


The course grade will consist of the following components:

● Group work and written reports
● Group presentations
● Individual home assignment
● Active class participation

The final breakdown and balance between these elements will be announced at the beginning of the course.

Workload (valid 01.08.2018-31.07.2020): 

6 credits, 160 hours:

The course includes lectures, readings, individual assignments, and group work conducted both in class as well as outside of it.

Study Material (valid 01.08.2018-31.07.2020): 

A collection of articles assigned by the lecturers

Course Homepage (valid 01.08.2018-31.07.2020):

Prerequisites (valid 01.08.2018-31.07.2020): 

23A00110 Markkinoinnin perusteet/Introduction to Marketing or equivalent

Grading Scale (valid 01.08.2018-31.07.2020): 


Registration for Courses (valid 01.08.2018-31.07.2020): 

Registration via WedOodi. Check registration time in WebOodi.

NOTE: Mention your group of priority upon registration.

Further Information (valid 01.08.2018-31.07.2020): 

The number of students admitted to the course is restricted to 80. Priority is given to (1) Aalto students studying in MSc Program of Marketing, (2) CEMS-students, (3) Aalto students studying a MSc minor study package in Fashion Management, (4) Aalto students studying a MSc minor study package in Consumer Research, (5) Aalto students studying a MSc minor study package in Marketing and (6) other students.

NOTE: Students are required to write own group of priority to further information field of course registration!


Registration and further information