MSMC5032 Consumer Behavior
In this course, students will examine consumer behavior from a cross-cultural perspective, and focus on the expectations of consumers in emerging markets that add heightened sensitivity to cultural differences and have strong implications for a company?s marketing strategy. The course explores consumer characteristics, the influences of perceptions and attitudes on consumer choice, and the influence of culture, family and situation on consumer behavior. The course also examines the varying power of the consumer by law or public opinion (e.g., genetically-modified foods).