Syllabus
Registration via LPIS
| Day | Date | Time | Room |
|---|---|---|---|
| Tuesday | 03/04/14 | 09:00 AM - 12:00 PM | TC.5.04 |
| Thursday | 03/13/14 | 03:00 PM - 07:00 PM | TC.4.04 |
| Tuesday | 03/18/14 | 10:00 AM - 02:00 PM | EA.5.030 |
| Tuesday | 03/25/14 | 09:00 AM - 01:00 PM | TC.5.16 |
| Tuesday | 04/01/14 | 09:30 AM - 01:30 PM | TC.5.14 |
| Tuesday | 04/29/14 | 09:30 AM - 01:30 PM | TC.3.07 |
| Tuesday | 05/06/14 | 11:30 AM - 01:00 PM | TC.2.01 |
To succeed, internationalmarketers must understand the nature and extent of differences between theconsumers of different societies - "cross-cultural" differences - sothat they can develop effective targeted marketing strategies to use in eachforeign market of interest. Views that pin a global marketing perspective - onethat stresses the similarities of consumers worldwide - against a localizedmarketing strategy that stresses the diversity of consumers in differentnations and their specific cultural orientations are compared. Contemporaryapproaches to global business emphasize the importance of adopting a globalcustomer focus. Globalization presents challenges and opportunities in theemergence of a new type of consumer and its effects on industry in terms ofculture, economics, marketing and social issues at every scale from local toglobal. This course considers the many culturally different consumers aroundthe world whose diverse experiences with buying, having and being are equallyvital to value. It enhances the understanding of what marketing strategies arelikely to be effective, how humans operate in the marketplace, and what sortsof social and cognitive mechanisms the consumer brings to the purchasingdecisions.The purpose of this course is to examine the basic conceptsunderlying consumer behavior with the goal of understanding how these conceptscan be applied in making appropriate marketing management decisions. Plus itprovides a forum for students to discuss and apply these concepts.
- Students will recognize the evidence for the spreadof global consumer culture, looking at the ways that people in different partsof the world have learned to be consumers.
- Moreover, students will developan understanding of consumer behavior from a variety of perspectives(multicultural, interdisciplinary, etc.).
- The course will allow students to realize differentcultures’ consumer behavior patterns and how these in turn might influencemarketing decisions.
- Likewise, they will develop anunderstanding of peoples' consumption-related behaviors and ultimately will beable to develop and evaluate marketing strategies intended to influence thosebehaviors.
- The course will improve students’ interculturalsensitivity and allow them to discuss and share their own experiences and lifehistory.
Evaluation and grading:
- Article Presentation (10%)
- Project Presentation (20%)
- Case discussion (3%)
- Group work (ethics 4%); (values 3%)
- Final Exam (50%)
- Peer-rating (10%)
Students must attain at least 50% of the total possible points in an examination if they are to pass the exam. The complete grading scheme is constructed as follows:
- 91 - 100 Sehr gut - excellent 1
- 81 - 90 Gut - good 2
- 70 - 80 Befriedigend - satisfactory 3
- 60 - 69 Genügend - sufficient 4
- < 60 Nicht genügend - failing 5
You need to be prepared for the case study discussions! For this you need to download the cases from Harvard Business School!
coursepack link and instructions for accessing the course material:
https://cb.hbsp.harvard.edu/cbmp/access/24488221
| Unit | Date | Contents |
|---|---|---|
| 1 | 04.03.14 | Introduction Lecture: What is Consumer Behavior and its Relevance in Marketing |
| 2 | 13.03.14 | Lecture: Marketing & Ethics Article 1: Duncan, E., Hazan, E., Roche, K., 2013. 'iConsumer: Digital Consumers altering the Value Chain'. McKinsey. Lecture: Cultural Influences on Consumer Behavior and Understanding Culture group work: ethics
|
| 3 | 18.03.14 |
group work: ethics presentations Lecture: Creation of Culture & Diffusion of Global Consumer Culture Article 2: Andrew, J.R., Tao (Tony) Gao, Sultan, F. &Pagani, M. 2012, "Brand in the hand: A cross-market investigation ofconsumer acceptance of mobile marketing", Business horizons, vol. 55, no.5, pp. 485. Article 3: D'Andrea, G., Marcotte, D., & Gwen, D. M. (2010). Let emerging market customers be your teachers. Harvard Business Review, 88. |
| 4 | 25.03.14 | Lecture: Cross-Cultural Consumer Behavior and Strategy: Does Global Marketing Work? Article 4: Macdonald, E,Wilson, H, & Konus, U. 2012. 'Better Customer Insight--in Real Time'. Harvard Business Review, 90, 9, pp.102-108. Lecture: Using Values to Explain Consumer Behavior Case: VW in India |
| 5 | 01.04.14 | Lecture: Cross-Cultural Consumer Analysis Article 5: Spenner, P, & Freeman, K 2012, 'To Keep Your Customers, Keep It Simple', Harvard Business Review, 90, 5, pp. 108-114. group work: values & lifestyle preparation & presentation
|
| 6 | 29.04.14 | Project presentations Peer rating |
| 7 | 06.05.14 | Exam |
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