Managing Relationships in the Global Supply Chain
'The key to successful marketing is cracking the code of consumer behavior. The scope of this course is consumption trends both at home and abroad, particularly contrasting the emergent markets in the East with more established Western markets. This comparison highlights issues like the role of consumption in negotiating modernity while honoring tradition and fuelling progress while maintaining continuity. The course uses an engaging and challenging mix of assignments, projects, and case studies. Students begin by analyzing their own motivations for and experiences with consumption. Through lecture, discussion, and readings they put their own consumption in its broader socio-cultural context. Further, case analysis helps develop the link between consumption insights and marketing strategy formulation and implementation. '