While globalization of consumer markets offers businesses many opportunities, it also presents several challenges. This course offers a framework for analyzing consumers to navigate marketing processes in a dynamic, global and digitized business environment.   The emphasis is on understanding diverse cultural, social and economic contexts in which consumption practices occur and translating this knowledge into effective and efficient marketing strategies and actions. Diversity of cultural values and consumer responses to marketing stimuli are analyzed and discussed.

Each module contains a practical group work component that allows students to apply theoretical knowledge. Because of the cumulative nature of the modules, students are expected to attend every class and to actively participate in discussions and activities.

Students completing this course will be able to:

• apply knowledge paradigms in cross-cultural consumer behavior to gain insights into similarities/differences in the global marketplace and their marketing implications;
• generate an understanding of consumer responses to marketing stimuli as they pertain to consumer behavior convergence and divergence;
• demonstrate an appreciation of the complexity of operating in the digital global marketplace;
• develop critical thinking ability and problem-solving skills through experiential learning;
• evaluate some of the key debates occurring in the era of contemporary globalization, marketing and cross-cultural consumer behavior.

Continuous assessment courses (PI) are high-interactive courses. Attendance is a firm requirement of this course, as many of the learning experiences take place during class and through interactions with peers. Students should come to each class prepared to discuss the assigned readings and to actively participate in class activities and discussion. Students are asked to be respectful of the classroom environment and the time of the instructor and other students. Surfing the Internet, text messaging, and other similar disruptions to the class will have an impact on the participation component of your grade.

Students must be present for at least 80% of the scheduled sessions. Students who fail to meet the attendance requirement will be de-registered from the course. According to WU regulations, valid reasons for missing scheduled sessions are those outside the control of the student (illness, accident, death of a close relative). Professional and work obligations are not valid reasons, as students have the course schedule in advance and should be able to plan accordingly.

• Scholarly journal articles, professional publications and textbook chapters
• Interactive learning
• Workshops, group activities and discussion

For students of the Master's program in Management:

Positive Absolvierung der LV „Einführung in das Management“

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