Subtitle:	Topic 2 - Global Consumer Behavior
Instructors:	Prof. Vincent-Wayne Mitchell, Ph.D.
Type:	PI
Weekly hours:	2
Members (max.):	24
Registration period:	09/18/08 to 09/25/08

Class objective(s) (learning outcomes)

1. The course focuses on exploring central concepts of consumer behaviour and examining how these concepts vary in different cultures and countries.
2. The course will allow students to understand different cultures’ consumer behaviour patterns and how these might influence marketing decisions.
3. The course will develop students’ intercultural sensitivity and allow them to discuss and share their own experiences and life history.

Teaching and learning method(s)

The teaching method will be a combination of lecturing, seminar discussions, and question and answer sessions within a seminar format. In addition, students will be given tasks to do in class in pairs, as well as working in groups of four to practice their presentation skills. The teaching method will vary throughout the course to maintain student interests and attention and to reflect the intensive nature of the all-day sessions.

In case of restricted admission; selection criteria

A pre-course assignment will need to be turned in in the first session!!!

Please DO NOT SIGN UP FOR THIS CLASS should this class schedule conflict with your other classes and/or other obligations (e.g. work schedules).

Students must obtain the class reader and do the pre-course assignment BEFORE the first class session. Students who fail to pick up the reader on time and have not done the pre-course assignment will not be able to participate in class. As you are evaluated to a large extent on your participation and work in class, your presence is mandatory during the entire session!

Criteria for successful completion

Individual pre-course essay (1000 words) 20%
Group presentation 20%
Individual class participation and questionnaire assessment 10%
Individual post-course project of 3000 words 50%

Individual PRE-COURSE Essay:
The essay should be written in English. You should choose one of the topics identified on www.trendwatching.com and discuss how it might work in the culture you grew up in. You need to find some statistics on it i.e., size of the market etc. how people engage in this and then look at the consumer behaviour reasons explaining why this happens in the culture you are from. In explaining the topic and its incidence you must consider psychological, sociological and behavioural theories. You should research books, research articles in the library as well as internet sources. The essay should be handed in at the beginning of class on the first session. 1,000 words is not a lot so please make every word count in gaining you marks.

Class Participation
You should come to class well prepared, as you may be called upon to discuss issues related to the assigned cases or readings. Criteria for evaluating student class participation are given in the reader.

Group Presentation: Further information will be provided in the reader.
If there is any problem with working together a Peer Review element will be implemented. Further information will be provided in the reader.
Diary Assignment: Further information will be provided in the reader.
CONTINUED BELOW

Availability of instructor(s) for contact by students

Please address all administrative matters concerning this course to mailto:imm@wu-wien.ac.at !!!

Professor Vincent-Wayne Mitchell
available by arrangement during the course timetable
eMail: mailto:v.mitchell@city.ac.uk
Phone: 0044 / 207 0405108
Website: http://www.cass.city.ac.uk/faculty/v.mitchell/

Miscellaneous

The PRE-COURSE essay should be emailed to me at mailto:v.mitchell@city.ac.uk by October 17th.

The questionnaires will be collected by the IMM office and forwarded by post.

There are no materials required for the course, but a reading pack containing all of the slides will be available from IMM approx. 2 before the beginning of the course. Additional, useful readings for the course are listed below.

Day	Date	Time	Room
Monday	10/20/08	10:00 AM - 01:00 PM	SR 2.17 (A)
Monday	10/20/08	02:00 PM - 06:00 PM	SR 2.17 (A)
Tuesday	10/21/08	10:00 AM - 02:00 PM	SR A208 (UZA 4)
Monday	11/17/08	10:00 AM - 01:00 PM	SR 1.12 (B)
Monday	11/17/08	02:00 PM - 04:00 PM	SR 1.15 (D)
Tuesday	11/18/08	10:00 AM - 02:30 PM	SR A208 (UZA 4)

CONTINUED FROM ABOVE:
Doing some interviews: Further information will be provided in the reader.
Research online: Further information will be provided in the reader.
Consumer behaviour theories: Further information will be provided in the reader.
Project write up: Further information will be provided in the reader.

Unit	Date	Contents
1	1	Course Introduction and Objectives, What is Culture and Global Consumer behaviour? Changes in consumer behaviour
2	2	Transparency tranny, Starbucks, Motivation, Why people buy, Means End Chains Measuring consumer behaviour, Market research video
3	3	Complaining, Consumerism, Ethics, Cheating and Culture, Rules and Culture
4	4	The decision making process, Perceived Risk Theory, Store Image, CD purchasing, Market Mavens, Consumer confusion Branding and Culture, Segmentation and Culture, Attitude formation and change
5	5	Gender differences, Social Class and Culture, Age and Culture
6	6	The Self and Culture Habits, Social Rituals Course summary

Schütte, Hellmut and Deanna Ciarlant: Consumer Behaviour in Asia, Macmillan Business, 1998; Content relevant for class examination: Keine Angabe; Content relevant for degree examination: Keine Angabe; Recommendation: Referenzliteratur

Keegan, W.J. and B.B. Schlegelmilch: Global Marketing Management: A European Perspective, Prentice Hall, 2001; Content relevant for class examination: Keine Angabe; Content relevant for degree examination: Keine Angabe; Recommendation: Referenzliteratur

Michael Solomon, Gary Bamossy, Søren Askegaard: Consumer Behaviour: A European Perspective, Pearson Education, 3, 2006; Content relevant for class examination: Keine Angabe; Content relevant for degree examination: Keine Angabe; Recommendation: Referenzliteratur