1.Describe the relevance of consumer behavior to the entire international marketing process, the nature and stages of consumers’ decision making and the factors influencing consumers’ choice. 2.To develop skill in using a variety of analytical frameworks for making decision in international marketing 3.Explain the impact of global effect on the development of international marketing strategies including marketing communication, segmentation and target marketing. 4.Apply the consumer behavior theories covered in the course to devise effective solutions in enhancing international marketing performance in the global business environment.

1. Develop an understanding of marketing management concepts and frameworks. 2. Justify the appropriate marketing tools for companywide problems. 3. Critically analyze problems associated with marketing in a global business environment. 4. Propose effective solutions to marketing-related problems domestically and internationally.

Kotler, P., Keller, K.L., & Chernev, A., (2022). Marketing Management, 16th Global Edition, Pearson Education.