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.

This course helps students understand key marketing concepts and how they are used in real businesses. Students will learn how to identify customer needs, build strong brands, create and deliver value, and communicate effectively with customers.

Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed., Global Edition). New Jersey: Pearson Education.