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Consumer Behavior in a Global Environment

course

Aims of the course

1. Mastering a conceptual framework and tools for analysis of local, regional and global consumers and the competence of applying these to marketing in hypercomeptitive global environments
2. Understanding of pre- and post-purchase consumer behavior in culturally, socially and economically diverse markets.
3. Competence for marketing planning and implementation in the context of diverse stakeholders operating in the multi-cultural and global environment.

Course syllabus

1. Understanding consumers in the global context: Implications for profit and non profit sectors.
2. Environmental factors and customer behavior: Implications for final consumer and business markets
3. Customer behavior models: Application for local, regional and global markets
4. Consumer research and analyses in global cross-cultural context
5. Global customers and marketing strategy relationship

Course director(s)

  • Irena Vida, PhD, Full Professor

  • Academic Unit for Marketing (Regular Member)
  • Academic Unit for International Economics and Business (Associate Member)
  • Academic Unit for Management and Organisation (Associate Member)
 
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