|Module / ECTS / Path / Specialisation||Module :International consumer behavior : 5 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||108 h|
Track : Attendance
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.
- Define basic theoretical foundations of consumer behavior.
- Discuss intercultural theories and models.
- Apply intercultural approach to consumer behavior.
- Analyze real-life managerial issues with regard to consumer purchase decision-making in the intercultural context.
- Examine consumer attitudes and behavior with appropriate research methods.
- Develop a consumer-centered marketing strategy based on a real-life case and ad'hoc empirical data.
I. Theoretical bases
- General framework of consumer behavior
- Consumer Behavior and Marketing Strategy
Cross cultural variations.
- 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
Knowledge of basic concepts in marketing
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.
Dekhili, S., & Achabou, M. A. (2014). Towards greater understanding of ecolabel effects: The role of country of origin. Journal of Applied Business Research (JABR), 30(2), 433-438.
Huaman Ramirez, R., Albert, N., & Merunka, D. (2019). Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism. HAL.
Behaviors such as
may lead to expulsion from the class/course.