Global Consumer Behavior

Learning Outcomes

Upon successful completion of this course, students are expected to be able to: Identify and explain the features of customer and its impact to marketing, explain the social-cultural dimensions of consumer behavior, examine the different aspects influenced consumer decision making in international environment, review and analyse issues on global consumer behavior, identify the applications of global consumer behavior in the current and real business situation

Topics

This course focuses on understanding consumer behavior in global environment as the fundamental of marketing study and the key to succeed in international environment. This course will enhance students’ knowledge of why, what and how consumer purchase certain products or services. Students will learn internal and external factors that influence consumer behavior and how to apply that knowledge in practical marketing, especially marketing communication.

Pre-requisite: MK105 – Marketing Fundamentals