Consumer Behaviour in Global Environment

Aims of the course

1. Mastering conceptual frameworks and tools for analysis of local, regional and global consumers and the competence of applying these to marketing in highly competitive digital and global environment.
2. Understanding pre- and post-purchase (digital) consumer behavior in culturally, socially, economically and digitally diverse markets.
3. Competence for sustainable marketing planning and implementation in the context of diverse stakeholders operating in the multi-cultural and global digital environment.

Course syllabus

1. Understanding consumers in the global and digital context: Implications for profit and nonprofit sectors and sustainable global marketing strategies.
2. Social, cultural and other environmental factors and customer decision-making and purchase behavior: Implications for final consumer and business markets.
3. Customer decision-making and purchase models: Application for sustainable marketing strategies in local, regional and digital global markets.
4. Consumer research and analyses in digital cross-cultural context.
5. Navigating Competing Forces of Marketing Globalization and Localization in the Age of Digital transformation.
6. Future trends in global customer behavior and marketing strategy amidst Evolving Digital Landscapes and Sustainability Concerns.

Course director(s)