International consumer behavior


PGE 2A - International and European Business
International consumer behavior
Contact hours
27 H
Number of spots
Open to visitors
Elena Wion

Pedagogical contribution of the course to the program

LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.

Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.
Students will understand state-of-the-art management concepts and tools and use them appropriately.
Students will implement appropriate methodologies to develop appropriate solutions for business issues.
LEARNING GOAL 2 : Students will develop advanced-level managerial skills.
Students will work collaboratively in a team.
Students will communicate ideas effectively, both orally and in writing, in a business context.
LEARNING GOAL 3 : Students will demonstrate their understanding of practices reflecting ethical, diversity and sustainable development values in business organizations.
Students will identify and analyze issues relating to diversity, ethics and sustainable development in their business context.


The objective of this course is to provide students the skills and the ability in analyzing different aspects, which influence consumers in their purchase-related decision-making. This course addresses consumer behavior as part of a marketing/business process and as a socio-cultural phenomenon. During this course the students will broaden their understanding of consumer behavior within the international/intercultural context through the integration of theory, analysis, and business examples. The course puts forward critical and creative thinking, group work, and development of managerial decisions. Hence, the students will elaborate empirical studies and will develop on their basis a marketing strategy.

Teaching methods


- Lectures

In group

- Projects
- Case studies/texts


- Discussions/debates
- Games (educational, role play, simulation)


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) Define basic theoretical foundations of consumer behavior.
  • - (level 2) Discuss intercultural theories and models.
  • - (level 3) Apply intercultural approach to consumer behavior.
  • - (level 4) Analyze real-life managerial issues with regard to consumer purchase decision-making in the intercultural context.
  • - (level 4) Examine consumer attitudes and behavior with appropriate research methods.
  • - (level 5) Develop a consumer-centered marketing strategy based on a real-life case and ad'hoc empirical data.

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


I. Theoretical bases - General framework of consumer behavior - Consumer Behavior and Marketing Strategy External Influences. Cross cultural variations. Group influences. Internal Influences. Perception. Learning. Motivation. Personality. Attitude. - Consumer Decision process. II Research methodology III Project work - Attribution/ choice of the topic based on a case-study - In-group brainstorming - Empirical study and analysis - Managerial application - Project presentation

No prerequisite has been provided

Knowledge in / Key concepts to master

Knowledge of basic concepts in marketing

Teaching material

Mandatory tools for the course

- Computer

Documents in all formats

- Newspaper articles
- Case studies/texts

Moodle platform

- Upload of class documents
- Interface to submit coursework
- Assessments


No items in this list have been checked.

Additional electronic platforms

No items in this list have been checked.

Recommended reading

Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Engelwood Cliffs, NJ: Prentice Hall. Schiffman & Kanuk (2015). Consumer Behavior, Global Edition, 11 edition.

No reading material has been provided.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
Plotkina, D., & Saurel, H. (2020). Show me the real world: reactions of American female consumers to more realistic and diverse human models in e-commerce. Journal of Marketing Theory and Practice, 1-20.


List of assessment methods

Intermediate assessment / continuous assessment 1Class no. 8
Written and oral / Group / English / Weight : 60 %
Details : Group project: investigation of consumer behavior in an international environment, in-class participation (most of the work is supposed to be done in the classroom), written report, and 15 min presentation during the final session
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO2.1, LO2.3, LO3.1
Final evaluationExam week
Written (60 Min.) / Individual / English / Weight : 40 %
Details : Final exam
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO3.1
No assessment methods have been attributed to this course yet.