Markets and Consumers Based Management

Catalog description

This course studies the scope of International Marketing, the structure of multinational markets, foreign market research, international advertising and promotion, international distribution channels, international product policy and international pricing policy. In addition, the fundamentals of International Marketing Strategies and Consumer Behavior will be addressed paying particular attention to the science of understanding how consumers act, react, think and feel have evolved dramatically in the last decade. Nowadays, consumer behavior has become more a human science than just a branch of marketing.