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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Analysis of Int’l Consumer

Consumer behavior changes the moment you cross a border. This course examines how culture, language, and economic development shape purchasing decisions globally. Students will learn to apply cross-cultural frameworks (like Hofstede and Trompenaars) to avoid costly marketing blunders, ensuring that brands resonate authentically whether they are launching in Tokyo, New York, or Karachi.

§ 01 By the end you can
  1. Apply Hofstede’s Cultural Dimensions to marketing strategies
  2. Analyze the impact of "Country of Origin Effect" on product perception
  3. Differentiate between "Glocalization" and Standardization strategies
  4. Conduct cross-cultural consumer research and semiotic analysis
  5. Navigate ethical considerations in emerging vs. developed markets
§ 02 Sixteen sessions

The whole semester.

  1. 01Globalization vs. Localization: The Debate
  2. 02Culture defined: The "Software of the Mind"
  3. 03Hofstede’s Dimensions: Individualism vs. Collectivism
  4. 04Hofstede’s Dimensions: Power Distance & Uncertainty
  5. 05High Context vs. Low Context Communication
  6. 06Global Demographics & Economic Indicators
  7. 07Acculturation: How consumers adapt to new cultures
  8. 08 · MidtermMidterm Examination
  9. 09Cross-Cultural Consumer Research Methods
  10. 10Semiotics: Symbols & Colors across borders
  11. 11Market Entry Strategies: Export vs. Franchise
  12. 12The "Country of Origin" Effect
  13. 13Consumer Behavior in Emerging Markets (BRICS)
  14. 14Global Youth Culture vs. Traditional Values
  15. 15Ethics: Marketing to the Global South
  16. 16Final Project: The International Market Entry Plan

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The International Market Entry Plan

How it’s judged

Recommended reading
  1. Consumer Behavior and Culture: Consequences for Global Marketing and Advertising by Marieke de Mooij
  2. Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke de Mooij
  3. Cultures and Organizations: Software of the Mind by Geert Hofstede
  4. Marketing Across Cultures by Jean-Claude Usunier
  5. Kiss, Bow, or Shake Hands by Terri Morrison
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