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Consumer Behavior: Brazilian Perspective and Latin America Insights

Open Enrolment Program

Knowledge of consumers’ buying-choices is central to understand how to market a product and succeed in selling it. In this program, we will explore consumer’s behavior across several domains – from the cognitive biases that impact our daily decisions, to the influence exerted by our peers on our behavior, to bombarding advertisement campaigns changing our preferences. In the large spectrum of influences, even public policy and government intervention can shape our behavior. In addition, culture’s influence on consumer behavior is also profound, and if misunderstood or taken lightly, might affect negatively how a product performs in the new cultural market and lead to its demise. As businesses are expanding, tapping into newer and wider territories, and operating in more than one country, taking into account different cultures and institutional background is crucial for success.

Therefore, in this program we will expose and discuss frameworks and contributions from the behavioral sciences that will unveil and help to understand consumer behavior. We will also bring into discussion consumer’s value and limitations.  We will apply these frameworks to envision, develop, and evaluate novelty marketing strategies to secure and consolidate a standing position in new market configurations. We will focus primarily on the Brazilian and Latin American industries, vis-à-vis the global industry and worldwide examples.

  • Recognize the importance of understanding consumer behavior
  • discuss the main consumer’s behavior and cultural influence
  • Understand Brazilian and Latin American consumers’ choices and behavior
  • Debate and explore marketing strategies to enter in the LA and Brazilian market

MBA students of different universities and countries, marketing professionals and entrepreneurs exploring new market opportunities.

  • Minimum 5 years of work experience.
  • Active Insper MBA students must have completed at least 3 quarters
  • Fluency in English
  • They may be alumni of MBA programs
  • Insper students must have grades greater than or equal to 8.5
  • Only students coming from universities with the following accreditations will be accepted: AMBA, ANAMBA, AACSB or EQUIS

FACULTY

Course Information and Tuition

Subject to change without prior notice, depending on the number of participants.