Understanding
Europe

In this course, we seek to understand the processes that make religious heritage a growing political and cultural presence in Europe.

Across the continent, processes of de-churching and secularisation go hand in glove with the growing importance attributed to religious heritage. Redundant religious buildings, sites or objects deserve a second life as ‘heritage.’ Similarly, religious festivals or rituals may be preserved as part of people’s cultural identity, worthy of being transferred to future generations. Interestingly, also societies where religion is still part and parcel of everyday life, religious communities or political elites may strive for a heritage status of their site of religious worship or religious ceremony.

Processes of heritagization of religion are multi-layered and never without contestations. Some may morally object against what they consider profanation through festivalization and commercialisation and see a decline of authenticity. For others, heritagization of religion entails emancipation, enabling religious minorities to claim recognition and protection by being acknowledged as heritage.

Corporate conduct significantly influences how consumers perceive brands. One prominent aspect of corporate behaviour today revolves around corporate responsibility (CR), which encompasses a company’s or brand’s dedication to enhancing long-term economic, societal, and environmental well-being through its business practices, policies, and resources. As society increasingly holds enterprises accountable for their impact, there’s a shift from prioritising shareholder wealth to achieving a balance between profitability and social responsibility. CR initiatives often target enhancing social aspects such as health, welfare, and social justice, as well as environmental preservation efforts. CR initiatives can generate positive consumer beliefs, attitudes, and intentions toward the company or its brands.

Consequently, many brands are actively striving to showcase their commitment to environmental and/or social causes. This course provides an overview of corporate responsibility (CR) and its impact on brand
perceptions. In their research project, students will explore the concept of CR, its importance in today’s business landscape, and how it influences consumer perceptions of brands.

Following a general introduction to tourism, this class will use the unlikely example of theme parks to introduce key areas and practices of sustainable tourism, from resource and climate efficiency through digitization and innovation to the safety, health, and general wellbeing of employees through safety and diversity initiatives and relationships with (local) communities through special programs e.g. for children. Moreover, sustainability will be discussed as an economic strategy whose relevance for both theme park-investor relationships (the attraction of financial investments) and theme park-customer relationships (the “public image” of the company) has been steadily on the rise. Finally, students will develop their own research project on sustainability in an area of tourism of their choice.

Religion plays an ambiguous role in gender equality. Statistically, women are often more religious than men, and they have sought support and empowerment to their various faith communities. On the other hand, religion is deeply embedded into social norms and cultural expressions, which in many cases have a severe, negative impact on the lives of women and girls.

In this track, some of these positive and negative repercussions of religiosity on gender will be explored to better understand the relationship between gender and religion, as well as take active responsibility for empowering women and girls.