Consumer Analysis in Emerging Markets

This course has the basic purpose of providing the student with a conceptual and analytical toolkit to facilitate the exploration and investigation of consumers in emerging world economies. In this class we will examine foundational consumer behavior concepts, how culture shapes consumer behavior, and the cross-cultural variations in consumer behavior in specific emerging markets that present valuable marketing strategy opportunities. The goal of understanding consumer behavior in this cross-cultural context is to equip the student  to formulate marketing strategies that will have maximum impact in the context of the specific global markets focused on—South America and Asia. An emphasis will be placed on ethically applying any marketing influence strategies.