MKT-819 Global Perspectives in Consumer Marketing
A key to successful marketing is cracking the code of consumer behavior. The scope of this course is analyzing consumer behavior both at home and abroad, particularly contrasting the emergent markets in the East with more established Western markets. This comparison highlights issues such as the role of consumption in negotiating modernity while honoring tradition, responses of consumers to innovations, the role of social class and status in consumption, and value placed on authenticity in different cultural milieus. This course is constructed in three modules. The first focuses on the globalization of consumption, the second on the adoption and consumption of innovations, and the last on special topics in cultural and cross-cultural studies.
Prerequisite
Student has satisfied all of the following Student has satisfied all of the following Student has satisfied all of the following Academic Unit (Computed) in the selection list Accounting, Accounting and Business Law, Business Administration, Business Administration Executive, Business Analytics, Business Law and Ethics, Entrepreneurship, Finance, Health Administration, Information System, Information Systems and Operations Management, INTO Sawyer Business School, Management and Entrepreneurship, Management Studies, Marketing, Moakley Center for Public Management, Public Administration, Public Administration and Health Administration, Sawyer Business School, Strategy and International Business Or Programs of Study any in the selection list Business Economics Major BSBA Or Student has satisfied all of the following Students who specified one or more of these Programs of Study or Program Foci Master of Arts in Communication Integrated Marketing MAC, Pathway 1 Communication MA, Pathway 2 Communication MA And Student has satisfied all of the following Student has satisfied all of the following Student has completed any of the following course(s) MBA 660 - Mkting Challenge of Managing, MBA 661 - Marketing in a Changing World, MKT 815 - Marketing Foundations and Strategy Or Student has satisfied all of the following Institution has received a(n) Graduate Sawyer Business School Waiver Course test result with a(n) MKT 815 score equal to 1.