Dr G J Whitwell. Either two of: 326-102 Australian Business in the Global Economy or 326-103 The Asian Economies or 316-101 Introductory Macroeconomics or 316-102 Introductory Microeconomics, or any first year history subject. First semester Two 1-hour lectures and a 1-hour tutorial a week. Students completing this subject should be able to:

• understand the way in which, and why, the distribution of goods and services, and especially retailing, has changed;
• analyse critically the nature and effectiveness of marketing in convincing consumers to buy goods and understand the way in which marketing techniques have evolved over time;
• develop a sense of change through time and see how the present can be better understood by examining the past;
• develop communicative, research and analytical skills.

This subject examines the creation of the modern consumer society and how it has evolved during the 20th century. It considers the changing nature of consumer behaviour and the way in which American firms created and sustained a mass market. Topics include: changes in production techniques (the rise of mass production and of lean production), changes in wholesaling and retailing (including the rise of department stores, chain stores and franchises), the creation of new products and new lifestyles, and the rise and fall of mass marketing (which includes an analysis of the nature and impact of advertising and other sales and promotion techniques as well as of design as a marketing weapon), and the rise and transformation of the consumer movement. Essay and assignment totalling no more than 3,000 words (40%) and a 2-hour final examination (60%). The Consumer Age: Tutorial Readings (available from the University Bookroom)