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.
During this course, you will: