Vassilis Dalakas

Adjunct Professor

Professor Dalakas is an associate professor of marketing at California State University, San Marcos.  He has researched and published extensively in the marketing field in publications including the Journal of Consumer Marketing, Sports Marketing and Consumer Psychology, Journal of Consumer Psychology, and Journal of Euromarketing.


Advertising, cross cultural consumer behavior, international marketing, marketing communications

Course List

Courses offered in the past four years.
indicates offered in the current term
indicates offered in the upcoming term[s]

IMGT 8657 - Wks:Globalzatn/Localiztn Mktg      

This workshop will outline localization practices as they relate to marketers faced with multiple global markets for their products or services. The elements of strategic and tactical adaptation, in particular product, branding, communication, pricing and distribution, as well as techniques to better determine the changes needed for adaptation to localized consumer response patterns, will be considered. To develop our understanding of the issues involved, we will discuss current business cases and readings from leading scholars and business leaders.
Prerequisite: IMGT 8571 or IMGT 8570 for non-MBA students

Spring 2011 - MIIS

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IMGT 8673 - Intl Consumer Behavior & Mktg      

The workshop will examine the effect of culture on consumer behavior through the study of consumer behavior theories and their implications for marketing practices. Specific topics that will be addressed in the workshop include:

>Consumer socialization

>Group influences on consumer behavior

>The role of emotions in consumer behavior

>Consumer satisfaction

>Consumer misbehavior: The dark side of consumer behavior

>Consumer behavior and the bigger picture: Volunteerism, philanthropy, response to cause-related marketing and corporate social responsibility practices

Fall 2011 - MIIS

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MBAG 8603 / IMGT 8603 - Social Marketing      

The workshop will focus on how marketing strategies and techniques can be applied to address social issues and to improve the well-being of the community in both developed and developing countries. Examples and cases of social marketing campaigns will be integrated within the workshop.

Spring 2012 - MIIS, Spring 2013 - MIIS

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