Потребительское поведение в глобальных контекстах: исследовательские теории и применение в бренд-коммуникациях

2025/2026

Статус: Маго-лего

Кто читает: Школа коммуникаций

Где читается: Факультет креативных индустрий

Когда читается: 3 модуль

Охват аудитории: для своего кампуса

Преподаватели: Запорожцева Людмила Евгеньевна

Язык: английский

Кредиты: 3

Контактные часы: 40

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Abstract

This course explores contemporary theories and models of consumer behavior within the context of globalization and cultural diversity. Students will examine psychological, sociocultural, economic, and infrastructural perspectives to understand how consumer decision-making is shaped across different regions and market environments. Through a comparative analysis of key global markets including the United States, Europe, Central Asia, the Middle East/Gulf region, China, India, Africa, and Latin America participants will learn how distinct consumer logics emerge from variations in culture, trust structures, digital ecosystems, and economic conditions. The course emphasizes the application of consumer insights to brand communication and marketing strategy. Students will develop the ability to segment audiences in complex, heterogeneous markets, adapt brand messaging to culturally specific behavioral patterns, and design communication strategies suited to diverse global contexts. Particular attention is given to how brands can remain coherent while responding to rapidly shifting global trends, digital transformations, and market-specific expectations.

Learning Objectives

Develop a multidimensional understanding of consumer behavior across regions
Build strategic thinking competencies for global brand management
Apply consumer insights to brand communication and marketing strategy

Expected Learning Outcomes

Describe key characteristics of consumer behavior in the U.S. market
Explain why global markets require differentiated analytical approaches rather than universal assumptions about consumers
Understand consumer behavior as a context-dependent phenomenon .

Course Contents

1. Introduction to Consumer Behavior in Global Contexts: Why Markets Consume Differently
2. The United States as a Baseline Consumer Market
3. Europe as a Diverse Consumer Market: Internal Differences and Shared Frameworks
4. Central Asia: Hybrid Consumer Logics in Post-Transition Markets
5. Middle East/Gulf Region: Status-Oriented Consumption and Symbolic Value
6. China: A Hyper-Digital Market and Shifting Domestic Demand
7. India: Layered Consumer Markets and Hybrid Decision-Making
8. Africa: Leapfrogging Markets and Trust-Based Consumption
9. Latin America: Emotion-Driven Consumption and Community Influence

Assessment Elements

Активность на семинарских занятиях
Индивидуальная форма контроля
Презентация проекта коммуникационного решения для зарубежного рынка
Групповая форма контроля
Презентация кейса провального или эффективного выхода бренда на зарубежный рынок
Индивидуальная форма контроля
Доклад об исследовании региона с точки зрения специфики потребительского поведения
Индивидуальная форма контроля

Interim Assessment

2025/2026 3rd module
0.15 * Активность на семинарских занятиях + 0.275 * Доклад об исследовании региона с точки зрения специфики потребительского поведения + 0.275 * Презентация кейса провального или эффективного выхода бренда на зарубежный рынок + 0.3 * Презентация проекта коммуникационного решения для зарубежного рынка

Bibliography

Recommended Core Bibliography

Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being, Global Edition. [Place of publication not identified]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1490347

Recommended Additional Bibliography

Aaker, D. A. (2014). Building Strong Brands. [Place of publication not identified]: Free Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1977313
Cultures and Organizations: Software of the mind. (2014). Hakjisa. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsnar&AN=edsnar.oai.library.wur.nl.wurpubs.454134
Eric J. Arnould, & Craig J. Thompson. (2005). Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, (4), 868. https://doi.org/10.1086/426626

Authors

Zaporozhtseva Liudmila Evgenevna
GRYAZEVA LARISA EVGENEVNA

Course Syllabus