Products and brands touch everybody's lives and help people shape their identities. Understanding how and why consumers behave in a certain way is therefore crucial for marketers to design products and brands and to implement marketing strategies. Global Consumer Behavior focuses upon understanding consumer decision-making processes and the various factors that influence these processes.
After completing this course students should be able to explain the most central concepts within the field of consumer behavior. Moreover, students should be able to understand the complexity of the consumer decision-making process, and the variables that influence the consumer in different choice situations. Students will be able to understand what drives consumers to choose one product over another, and to take on a multicultural perspective in analyzing consumer behavior.
Please note that the first and last session are mandatory. If you do not attend the first and last session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours (1 session) is permitted.
Classes consist of lectures, discussions, group debates, exercises, and presentations. Students are expected to read the relevant materials and complete assignments prior to each class, and to participate actively in discussions and activities.
Evaluation and grading:
· Group presentation (20%)
· Consumer behavior journal (20%)
· Final exam (50%)
· Class participation (10%)
The final written exam will require essay-type answers. Learning material will be the course material and the group presentations!