Course Overview:

Delve into the intricate relationship between culture and consumer behaviour within the framework of marketing management. This course offers a comprehensive exploration of consumer culture, encompassing local, global, and marginalised consumer groups. Participants will gain valuable insights into leveraging these cultural dynamics for effective marketing strategies and brand expansion through a blend of proven tools, metrics, and interactive workshops.

Course Learning Outcomes:

●     Understand and differentiate between various consumer and marginalised cultures.

●     Recognize and address cultural sensitivities influencing consumer behaviour.

●     Identify, analyse, and develop strategies for addressing the complex aspects of global consumer culture.

●     Conduct cross-cultural research and utilise cultural frameworks to enhance brand appeal and measure effectiveness.

●     Integrate cultural insights into global marketing strategies for brand expansion.

●     Apply theoretical knowledge to practical marketing scenarios through interactive workshops.

●     Stay updated on current and impactful cultural trends shaping the global marketing landscape.

Course Outline:

●     Introduction to Consumer Culture(s)

●     The Dark Side of Global Consumer Culture

●     Guest Lecture

●     Cross-Cultural Research

●     Marginalised Global Consumers

●     Guest Lecture

●     Culture and Global Marketing Strategy

●     A Cultural Approach to Brand Expansion

Course Details:

●     Start Date: July 29, 2024

●     End Date: August 8, 2024

●     Timing: 7:00 AM to 9:30 AM

●     Location: TBC Conference Hall

●     Class Schedule: Monday to Thursday

●     Registration Fee: Free (Registration required)

●     Registration Link: https://bit.ly/3LA6anX

Instructor:

Mr. Kevin Basnet: Director at Wari Pari Enterprises, a start-up specialising in the production and export of traditional Nepali products. Kevin holds an MSc in Advanced Marketing Management from Lancaster University with a strong focus on Global Consumer Culture and Marketing Philosophy. He has published and presented research papers on workplace diversity at the 14th NCAM and the 5th International Research Symposium organised by Prince of Songkla University. Additionally, he has served as a marketing consultant for Paddlers for Life Windermere’s membership enhancement project.