Understanding the needs and wants of the target consumers is central to the success of any firm, and is fundamental to the success of a firm with global dimension. An MNC’s success is critically driven by the extent to which it understands the preferences and cultural characteristics of the consumers in the local market.

This is not a typical marketing course in that it will be highly interactive and theoretical. This course will draw largely from psychology and decision making theories to gain an understanding of why and how consumers make decisions and process information differently. Each week, one session will be devoted to lecture, while the remaining session will be devoted to discussion of the readings for the lecture. You will leave the course with an understanding of the major psychological and consumer behavior theories—theories that are highly relevant to managing an effective international marketing programs.