Consumer Behaviour in the Global Environment (SZF_081)
About Study Course
Objective
To enrich students’ professional marketing and management toolkit with consumer behaviour understanding tools.
Prerequisites
International Marketing, Human Resource Management, Project Management in International Business, Brand Management in International Business.
Learning outcomes
On completion of the study course students will have gained knowledge of how to understand and interpret consumer behaviour in a global environment, understand the behaviour and decision-making processes of various consumer segments, be able to evaluate available organizational resources to achieve specific marketing objectives.
Students will be able to independently collect and analyze data on marketing effectiveness in the organization, perform resource efficiency analysis, calculate process losses, match organization marketing goals to consumer segmentation, interpret the relationship of various consumer behaviour changes to the organization's marketing activities in a global environment.
Students will be able to scientifically justify their chosen marketing plan for different consumer segments within their competence. Students will be able to interpret different consumer behaviours in a global environment, develop a specific communication model and choose appropriate methods and tools. Students will be able to analyze the existing communication system, develop changes to a more effective marketing strategy, and logically substantiate their proposals based on the latest scientific findings and research.
Study course planning
| Study programme | Study semester | Program level | Study course category | Lecturers | Schedule |
|---|---|---|---|---|---|
| Management of International Marketing and Business, SMBVM | 1 | Master’s | Required | Romāns Putāns, Kristīne Blumfelde-Rutka, Ieva Saukuma, Marta Urbāne, Līva Utāne | |
| Management of International Marketing and Business, SMBVMe | 1 | Master’s | Required | Romāns Putāns, Kristīne Blumfelde-Rutka, Ieva Saukuma, Marta Urbāne, Līva Utāne |
