Module code: LCBS 2004
This module aims to provide students with an understanding of how to evaluate and manage consumer behaviour across cultural and international boundaries. Through an understanding of the foundations of consumer behaviour and the impact it has on the formulation of global marketing strategies, the module will examine cultural, internal & external factors that influence consumer buying behaviour. The module will present a range of theoretical concepts and models, and demonstrate their practical application in a global context, evaluating the impact this has on strategic marketing decisions.
Contact hours per student per year
Additional costs: No extra costs other than purchase of books
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