Overview
This introductory course examines how cultural products—including media, fashion, music, design, games, food, and heritage goods—are created, positioned, exchanged, and valued in local and global markets. Students investigate the relationship between culture and consumption, including symbolic value, authenticity, identity, taste communities, creative ecosystems, and digital platform influence.
Students develop foundational market analysis capabilities through market definition, segmentation, targeting, positioning, competitor analysis, trend mapping, customer profiling, and value-chain assessment. Practical research activities use interviews, surveys, observation, desk research, social listening, and basic market datasets to evaluate consumer behaviour and market conditions.
Case studies address streaming content, cultural tourism, ethical fashion, independent publishing, crafts, and branded experiences. Students apply qualitative and quantitative evidence to identify market opportunities, construct audience personas, distinguish functional from symbolic consumer value, and produce actionable cultural product market recommendations.
Learning Outcomes
- Define cultural product markets and explain how cultural, functional, and symbolic value influence consumption.
- Analyse market segments, target audiences, positioning strategies, and competitive environments across cultural industries.
- Evaluate qualitative and quantitative market evidence gathered through primary and secondary research methods.
- Construct evidence-based audience personas using consumer, cultural, behavioural, and demographic insights.
- Interpret trends, digital platform effects, and value-chain relationships within local and global cultural markets.
- Assess authenticity, identity, taste communities, and ethical considerations in cultural product consumption.
- Synthesize market research findings into a concise opportunity analysis with feasible and actionable recommendations.
Timetable
| Type | Length | Frequency | Period |
|---|---|---|---|
| Lecture | 2 hours | Weekly | All semester |
| Tutorial | 1 hour | Weekly | All semester |
| Workshop | 2 hours | Fortnightly | All semester |
Assessment Schedule
| Type | Description | Weighting |
|---|---|---|
| Assignment | Trend brief | 20.00% |
| Deliverable | Research exercise | 20.00% |
| Assignment | Case analysis | 25.00% |
| Exam | Final market opportunity report | 35.00% |
Prerequisites
- Requirement 14 NCEA Level 2 English credits, externally assessed
Teaching Staff & Programs
This course is delivered jointly by faculty from the participating programs listed below. In line with the Douchewater Way, the University of Sexology tailors core instruction directly to each cohort's specific discipline — adapting curriculum to program needs rather than forcing students into a one-size-fits-all model. Learn more about our approach at The Douchewater Way.
