OUR ACADEMIC DEPARTEMENTS |
Lesson details
 | INTERNATIONAL DIMENSION OF CONSUMER BEHAVIOUR | ||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S2-MKT-MA-EI11UE | MARKETING | |
| Level | Year | Period | Language of instruction |
|---|---|---|---|
| Master | 1 | S2 | EnEnglish |
| Academic responsibility | J.WISE |
|---|---|
| Lecturer(s) | Jorge Wise |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
No prerequisites are needed.
Learning outcomes
Understand the consumer decision-making process
a. The range of psychological influences on consumer behaviour
b. The social process that influences consumer behaviour
c. The factors that affect decisions involving consumer behaviors in other countries
In addition, students will
a. Critically apply consumers behavior theory to problems in marketing
b. Effectively use of the international dimension of consumer behavior to problems in international marketing/business
Course description
The consumer’s decision process is first introduced and covered in some detail. This is followed by the psychological, social, and cultural influences on consumer behavior, and how these relate to the decision making process. Next, dimensions on how national and cultural borders impact management and their international perspectives are analyzed. Finally, several ethical dilemmas are discussed. To give an actual perspective on the topics, several examples are examined and daily workshops are held.
Class type
Class structure
| Type of course | Numbers of hours | Comments | |
|---|---|---|---|
| Independent work | |||
| Research | 2,00 | One project described in the Course Syllabus | |
| Reference manual 's readings | 8,00 | Readings list included in the Course Syllabus | |
| Independent study | |||
| Individual Project | 2,00 | One project described in the Course Syllbus | |
| Estimated personal workload | 8,00 | Several acivities such as Final Exam, Mind Maps and Disucssion | |
| Face to face | |||
| lecture | 16,00 | ||
| Total student workload | 36,00 | ||
Teaching methods
- Presentation
- Project work
- Research
Assessment
The assessment of the curse is based on individual activities mostly in class. As a whole, student’s activities help to understand and deepen on the course topics.
| Type of control | Duration | Number | Percentage break-down |
|---|---|---|---|
| Others | |||
| Written Report | 2,00 | 1 | 10,00 |
| Individual Project | 4,00 | 4 | 20,00 |
| Final Exam | |||
| Written exam | 2,00 | 1 | 60,00 |
| Continuous assessment | |||
| Participation | 2,00 | 5 | 10,00 |
| TOTAL | 100,00 | ||
Recommended reading
- Hawkins, D.I., Best, R.J., & Coney, K.A. (2015)., Consumer Behavior: Building Marketing Strategy. Boston: Irwin McGraw-Hill. Behavior. -
- Peter, J.P., & Olson, J.C. (2009). Consumer Behavior and Marketing Strategy. Boston: Irwin McGraw-Hill -
- International Consumer Behavior in the 21st Century: Impact on Marketing Strategy Development. Samli, A.C. (2013). New York: Springer -
- An integrative framework for cross-cultural consumer behaviour Luna, D. and Gupta, S.F. (2001), International Marketing Review”, 18(1), pp. 45-69. -
- Think like a Customer. Graham, J.R. (2002, January 1). The American Salesman -
- Does Culture Explain Acceptance of new Products in a Country Yenigurt, S. and Townsend, J.D. (2003), International Marketing Review, Vol. 20, No. 4, pp. 377-396. -
- Dimensions of price as a marketing universal: A Comparison of Japanese and U.S. consumers. McGowan, K.M., & Sternquist, B.J. (1998). Journal of International Marketing, 6(4), 49-65. -
- Hoyer, W.D., & MacInnis, D.J. (2017). Consumer Behavior. Boston: Houghton Mifflin Company -
* This information is non-binding and can be subject to change
