Intendierte Lernergebnisse
Participantswill acquire additional knowledge and skills related to consumer behavior inthe international context. Your responsibilities include completing the assigned readings (posted on Moodle), submittingan Academic Research Article Review, and a Consumer Behavior & BrandsProject, as well as providing Responses to Reflexive Questions associated with thePowerPoint lectures to the instructor’s email address (noted above).
Lehrmethodik inkl. Einsatz von eLearning-Tools
This course builds on material that you have covered in a previously completed course: “InternationalMarketing: International Consumer Behavior and Communication.” Approximately six weeks prior to the beginning of the seminar, a Course Overview PowerPoint will be posted on Moodle which will provide additional guidance regarding the assigned work. Please be sure to review this PowerPoint carefully. Please note that this course will be taught asynchronously online.
Inhalt/e
Please note that this course will be taught asynchronously online. Lectures will be made available to you via PowerPoints (with extended lecture notes beneath each slide) that will be posted on Moodle by 16:00 on the afternoon prior to each day’s lectures (for example, PowerPoints for the first day of class – Monday June 3rd – will be available on Moodle on Sunday afternoon June 2nd). Readings will be available on Moodle approximately six weeks prior to the beginning of the seminar. Please note that there are specific deadlines associated with submitting the Academic Research Article Review, responses to the reflexive questions related to Monday’s and Tuesday’s lecture, and the Consumer Behavior and Brands Project.
Curriculare Anmeldevoraussetzungen
Reserved for International Management students and MCM and exchange students
Literatur
All readings are available to students via Moodle. Please begin reading these articles immediately.READINGS FOR CASES IN INTERNATIONAL CONSUMER BEHAVIORAll 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).