MKT 8010 - Advanced Research in Consumer Behavior and Culture

(3 units)

The course is designed to advance and deepen concepts, constructs and issues related to consumer behavior and international marketing. Building on a solid background in consumer behavior, students will apply their learned conceptual knowledge to the international marketing environment and critically analyze existing research. Students will build on theories, concepts and constructs in consumer research and develop appropriate research ideas for the international arena. Throughout the process students will examine a concept in greater depth, conducting in-depth interviews. They will apply the tools of international marketing research and engage in cross cultural comparisons. Students will learn and apply the tools of qualitative interviewing.