Inhalt/e
This course builds onmaterial that you have covered in a previously completed course: “InternationalMarketing: International Consumer Behavior and Communication.” Participantswill acquire additional knowledge and skills related to consumer behavior inthe international context. The format of this seminar is a combination oflectures, discussions of articles and cases, and team presentations. You are expected to read the assignedarticles and case studies (posted on Moodle), prepare a Team Academic ResearchArticles presentation as well as a team Consumer & Brands Project, attendclass (in person) and actively participate in class discussions.
Erwartete Vorkenntnisse
Reserved for International Management students and exchange students
Curriculare Anmeldevoraussetzungen
Reserved for International Management students and exchange students
Literatur
All readings are available to students via Moodle. Please begin reading these articles immediately.Convergence in Global Markets: The Great Standardization vs. Localization Debate is (Finally) put to Rest. Barbara Mueller and Charles R. Taylor. Media and Convergence Management (2013), Sandra Diehl and Matthias Karmasin Eds.Convergence and Divergence: Developing a Semiglobal Marketing Strategy. Susan Douglas and Samuel Craig. Journal of International Marketing (2011), Vol. 19, No. 1, p. 82-101.Brand Positioning Through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture. Dana Alden, Jan-Benedict Steenkamp and Rajeev Batra. Journal of Marketing (1999), Vo. 61, No. 1, p. 75 – 87.Consumer Acceptance and Market Success: Wal-Mart in the UK and Germany. Elke Pioch, Ulrike Gerhard, John Fernie and Stephen Arnold. International Journal of Retail and Distribution Management (2009), Vol. 37, No. 3, p. 205-225.How Different is Different? Ikea’s Challenge to Appeal to Local Tastes Globally. Sofia Ulver-Sneistrup and Peter Svensson. Michael Solomon, G. Bamossy, S. Askegaard and M. K. Hogg, Consumer Behavior: A European Perspective, 4th Ed, (2010). Starbucks: Purveyor of Coffee— or Culture? Michael Solomon. Consumer Behavior: Buying, Having, Being (2009). Clorox Green Works: Advertising Case Study