4502 Global Consumer Behavior
Dr. Brigitte Bojkowszky
Weekly hours
Language of instruction
02/14/18 to 02/28/18
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 03/05/18 09:00 AM - 12:00 PM TC.4.12
Monday 03/12/18 09:30 AM - 12:30 PM TC.4.13
Monday 03/19/18 09:30 AM - 01:00 PM TC.4.13
Monday 04/09/18 09:30 AM - 01:00 PM TC.4.13
Monday 04/16/18 09:30 AM - 01:00 PM TC.4.13
Monday 04/23/18 09:00 AM - 01:00 PM TC.4.13
Wednesday 05/02/18 11:00 AM - 01:00 PM TC.0.01 ERSTE

To succeed, international marketers must understand the nature and extent of differences between the consumers of different societies - "cross-cultural" differences - so that they can develop effective targeted marketing strategies to use in each foreign market of interest. Views that pin a global marketing perspective - one that stresses the similarities of consumers worldwide - against a localized marketing strategy that stresses the diversity of consumers in different nations and their specific cultural orientations are compared. Contemporary approaches to global business emphasize the importance of adopting a global customer focus.

Globalization presents challenges and opportunities in the emergence of a new type of consumer and its effects on industry in terms of culture, economics, marketing and social issues at every scale from local to global. This course considers the many culturally different consumers around the world whose diverse experiences with buying, having and being are equally vital to value. It enhances the understanding of what marketing strategies are likely to be effective, how humans operate in the marketplace, and what sort sof social and cognitive mechanisms the consumer brings to the purchasing decisions.

The purpose of this course is to examine the basic concepts underlying consumer behavior with the goal of understanding how these concepts can be applied in making appropriate marketing management decisions. Plus it provides a forum for students to discuss and apply these concepts.

Learning outcomes

· Students will recognize the evidence for the spread of global consumer culture, looking at the ways that people in different parts of the world have learned to be consumers.

· Moreover, students will develop an understanding of consumer behavior from a variety of perspectives (multicultural, interdisciplinary, etc.).

· The course will allow students to realize different cultures’ consumer behavior patterns and how these in turn might influence marketing decisions.

· Likewise, they will develop an understanding of peoples' consumption-related behaviors and ultimately will be able to develop and evaluate marketing strategies intended to influence those behaviors.

· The course will improve students’ intercultural sensitivity and allow them to discuss and share their own experiences and life history.

Teaching/learning method(s)

The course readings and activities (experiential exercises) are designed to help blend theory and practice. Students will have to accomplish assignments and will have to conduct research on a topic and present to class. Cases will allow applying theories to real marketing problems.



Evaluation and grading:

· Article Presentation (10%)

· Project Presentation unsuccessful (15%)

· Project Presentation successful (15%)

· Final Exam (50%)

· Peer-rating (10%)

The final written exam will require essay type answers. There will be around 8 – 10 questions, all of which have to be answered. Learning material will be the course material and the article presentations!

1 Author: Solomon, Michael; Bamossy, Gary; Askegaard, Soren and Hogg Margaret K.

Consumer Behavior ? Buying, Having, and Being

Publisher: Prentice Hall
Edition: 11th ed., Global Edition
Year: 2015
Content relevant for class examination: Yes
Recommendation: Reference literature
Type: Book
2 Author: Schiffman, Leon G. and Kanuk

Consumer Behavior

Publisher: Prentice Hall
Edition: 11th ed., Global Edition
Year: 2015
Content relevant for class examination: Yes
Recommendation: Reference literature
Type: Book
Availability of lecturer(s)

by appointment



Unit details
Unit Date Contents


Lecture: What is Consumer Behavior and its Relevance in Marketing


Lecture: Cultural Influences on Consumer Behavior and Understanding Culture

Lecture: Creation of Culture & Diffusion of Global Consumer Culture


Article 1: Giana M. Eckhardt, Russell W. Belk & Jonathan A.J. Wilson (2015) The rise of inconspicuous consumption, Journal of Marketing Management, 31:7-8, 807-826.

Article 2: Magids, S., Zorfas, A., & Leemon, D. (2015). The New Science of Customer Emotions. Harvard Business Review, 93(11), 66-76.


Lecture: Cross-Cultural Consumer Analysis

Lecture: Cross-Cultural Consumer Behavior and Strategy: Does Global Marketing Work?


Article 3: LAFLEY, A, & MARTIN, R 2017, 'CUSTOMER LOYALTY IS OVERRATED. (cover story)', Harvard Business Review, 95, 1, pp. 45-54

Article 4: JOHN, L, MOCHON, D, EMRICH, O, & SCHWARTZ, J 2017, 'WHAT’S THE VALUE OF A LIKE?', Harvard Business Review, 95, 2, pp. 108-115.


Project presentation 1: Unsuccessful marketing mix strategies


Lecture: Using Values to Explain Consumer Behavior  

Article 5: Berman, B. (2016). Referral marketing: Harnessing the power of your customers. Business Horizons, 59(1), 19.


Article 6: Edelman, D. C., & Singer, M. (2015, 11). Competing on customer journeys. Harvard Business Review, 1.


Project presentation 2: Successful marketing mix strategies

Peer rating 



Last edited: 2017-12-07