In­ter­na­tion­al Mar­kets and Con­sumers

Course content

The purpose of this course is to provide students with a solid understanding of how cultural, institutional, and consumer-level factors shape behavior across international markets. The course emphasizes cross-cultural consumer decision-making, country and market signals, and how firms translate these insights into effective international marketing strategies.

Students develop the analytical skills required to understand consumers across borders and to design competitive positioning strategies in culturally and institutionally diverse environments.

After the course the student should be able to analyze and work with:

• Cultural and institutional differences and their implications for marketing decisions
• Cross-cultural consumer behavior, including judgment, choice, and biases across markets
• International market and competitive analysis under uncertainty
• Segmentation, targeting, and positioning in culturally diverse markets
• The role of country and place signals in consumer evaluation (e.g., country-of-origin, country image, place branding)