International Consumer Behaviour (GRAV010)

The course builds on basic consumer behaviour courses and discusses specificities of consumer behaviour in international context. Beside more general overview of the consumer behaviour in different cultures, the course will focus on topics that are critical for understanding consumer behaviour in international context, such are: global consumer segmentation, consumer cosmopolitanism, consumer ethnocentrism etc. It will be discussed how culture influences consumers and what can companies do to achieve better understanding of their customers in international context.

1. Providing students with a comprehensive understanding of how culture, globalization and digitalization are changing consumer behaviour across different markets.
2. Learning about marketing concepts that are relevant in the international environment, analysing best practice examples, and developing skills for creating, delivering and communicating value in various markets.
3. Providing students with insights into current consumer behaviour trends.
4. Teaching students how to adjust marketing activities to different consumer segments in the international context.

• Get acquainted with consumer behaviour concepts relevant for international business practices.
• Gain in-depth understanding of the methodological tools for gaining consumer insight in the international environment.
• Distinguish between different individual and social factors that influence consumer decision-making process in the international environment.
• Perform consumer behavior research by applying relevant scholarly measures and analyse the results.
• Be able to propose relevant recommendations for marketing programs in contemporary business based on the research output.
• Foster a holistic approach to international consumer behaviour by critically thinking about coherence of individual and social factors within different cultures.