Strategic Insights into Consumer Behavior: Navigating in Brazilian and Latin American Industries
Explore contemporary marketing trends pertaining to consumer behavior of the Brazilian and Latin American markets
Modalidade Presencial
Carga horária: 16 horas
Understanding consumers’ buying choices is at the core of successful product marketing. This course delves into the broad spectrum of influences, including the impact of public policy, government intervention, and the profound role of culture on consumer behavior. Recognizing the significance of cultural nuances in new markets is vital, as overlooking or underestimating these factors can have detrimental effects on a product’s performance and longevity, especially in the context of businesses expanding into diverse territories.
Upon completion of the program, participants will have the ability to engage in informed discussions regarding key consumer behaviors and cultural influences. The course will enhance their understanding of the specific choices made by consumers in Brazilian and Latin American markets. Participants will also be adept at debating and exploring marketing strategies tailored to successfully enter and navigate the nuances of the Brazilian and Latin American markets, contributing to their professional expertise in the global business landscape.
This course is part of the MBA International Week, which is a short-term program designed to provide students with a unique opportunity to expand their knowledge and skills in various topics of the business world in classes with international and Insper professors.
Investimento
Valor integral R$ 4.889,00
Valor para matrícula antecipada (10% de desconto até 25 dias antes do início do curso)R$ 4.400,10
Valor para Alumni Insper (25% de desconto)R$ 3.666,75
Formas de pagamento
- À vista no boleto ou cartão de crédito
- Ou parcele em até 10X sem juros no cartão de crédito
Por que fazer o curso?
Explore and discuss frameworks and insights derived from behavioral sciences, unraveling the intricacies of consumer behavior;
Envision, develop and evaluate marketing strategies tailored to the Brazilian and Latin American markets.
O que você precisa saber
Perfil
The program is aimed at senior professionals, executives, entrepreneurs, consultants, and decision-makers with over 5 years of professional experience, experience in management, and varied backgrounds in different areas and sectors of the economy, who are interested in consumer behavior and cultural influences in an international context.
Pré-requisitos
Completed higher education degree. Classes will be conducted in English without simultaneous translation. Although no proficiency test is required, we recommend B2 level to fully engage with the program.
O que você vai aprender
Consumer Focused Strategy
Consumer Evaluation and Choice
Overview of Consumer Decision Making in Brazil and in Latin America
Cultural Differences – Hofstede bases
Cultural Differences and consumer choices in different scenarios
Consumer Behavior Trends in LA
Course evaluation:
Corpo Docente
A maioria dos nossos professores é de mestres e doutores oriundos de renomadas escolas nacionais e internacionais e/ou executivos com extensa experiência profissional e prática.
Giuliana Isabella
Dr. Giuliana Isabella is a professor at Insper, holding a Ph.D. with Honors in Business Administration with a focus on Marketing from the University of São Paulo. She pursued part of her doctoral studies at Temple University’s Center for Neural Decision Making in Philadelphia. At Insper, she serves as the Coordinator of the Actus Lab consumer behavior research laboratory and as the Coordinator of Insper Research Ethics Committee (IRB). Her teaching portfolio includes courses such for undergraduates, Master’ and PhD’ students, and for International MBA students. She has also Latin American teaching and research experience. She was a visiting scholar at the Universidad del Pacífico and UTEC, both in Peru. And, she has held the position of Distinguished International Professor at the Universidad de La Sabana in Colombia from 2020 to 2023, engaging in research partnerships. As a researcher, Giuliana focuses on consumer behavior, decision-making, emotions, facial expressions, experimental psychology, and neuroscience applied to marketing. She has received prestigious awards nationally and internationally, including the Honorable Mention from the Brazilian Ministry of Education – CAPES Thesis Award, United National – Principles for Responsible Management Education Recognition Award and the Janet Kelly Best Student Paper Award from Business Association of Latin America Studies (BALAS). She is a member of the Analytical Marketing Research Center at Insper and actively contributes as a reviewer for international and national journals. Her research has garnered funding from the Brazilian Ministry of Education and has been published in reputable marketing journals in Brazil and internationally (as JBR, P&M, EJM).
Giuliana Isabella
Dr. Giuliana Isabella is a professor at Insper, holding a Ph.D. with Honors in Business Administration with a focus on Marketing from the University of São Paulo. She pursued part of her doctoral studies at Temple University’s Center for Neural Decision Making in Philadelphia. At Insper, she serves as the Coordinator of the Actus Lab consumer behavior research laboratory and as the Coordinator of Insper Research Ethics Committee (IRB). Her teaching portfolio includes courses such for undergraduates, Master’ and PhD’ students, and for International MBA students. She has also Latin American teaching and research experience. She was a visiting scholar at the Universidad del Pacífico and UTEC, both in Peru. And, she has held the position of Distinguished International Professor at the Universidad de La Sabana in Colombia from 2020 to 2023, engaging in research partnerships. As a researcher, Giuliana focuses on consumer behavior, decision-making, emotions, facial expressions, experimental psychology, and neuroscience applied to marketing. She has received prestigious awards nationally and internationally, including the Honorable Mention from the Brazilian Ministry of Education – CAPES Thesis Award, United National – Principles for Responsible Management Education Recognition Award and the Janet Kelly Best Student Paper Award from Business Association of Latin America Studies (BALAS). She is a member of the Analytical Marketing Research Center at Insper and actively contributes as a reviewer for international and national journals. Her research has garnered funding from the Brazilian Ministry of Education and has been published in reputable marketing journals in Brazil and internationally (as JBR, P&M, EJM).
Processo Seletivo
Conheça as etapas para ingressar no curso:
01.
Preencha o formulário de inscrição
02.
Análise do seu perfil
03.
Aprovação
04.
Matrícula Digital
Programas específicos da área de Internacional, passam pela etapa da entrevista anterior a aprovação.