Globalization has brought dramatic changes to the marketplace. A proliferation of global brands brings diverse cultures to a consumer population that is also culturally diverse. This course enables students to understand how globalization changes consumers at a psychological level and provides tools for infusing brands with cultural meaning that can resonate with global consumers. The focus is on understanding that culture exists in the mind as well as in the environment, and that globalization creates multi-cultural spaces in contemporary societies. Consumers can use the cultural meaning of a brand to build their identities or reject the brand’s cultural meaning.
Este curso forma parte de Programa especializado: Global Challenges in Business
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Programa especializado: Global Challenges in BusinessUniversidad de Illinois en Urbana-ChampaignAcerca de este Curso
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100 % en línea
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Curso 5 de 7 en
Aprox. 11 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Italiano, Vietnamita, Alemán (German), Ruso (Russian), Inglés (English), Español (Spanish)
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 5 de 7 en
Aprox. 11 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Italiano, Vietnamita, Alemán (German), Ruso (Russian), Inglés (English), Español (Spanish)
ofrecido por
Universidad de Illinois en Urbana-Champaign
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
Comienza a trabajar para obtener tu maestría
Este curso es parte del Master of Business Administration (iMBA) completamente en línea de Universidad de Illinois en Urbana-Champaign.
Si te aceptan en el programa completo, tus cursos cuentan para tu título de grado.
Programa - Qué aprenderás en este curso
5 horas para completar
Globalization, Culture & Brands
Globalization has brought dramatic changes to the marketplace. A proliferation of global brands brings diverse cultures to a consumer population that is also growing culturally diverse. This module discusses what globalization is, and how it is connected to four forces: growing multiculturalism, cultural mixing, global competition, and connectivity/co-creation. We will analyze what culture is, how it manifests itself, and how culture varies around the world. We will close this module by acknowledging that brands can be tangible representations of culture that embody the values and ideals of a cultural group.
5 horas para completar
9 videos (Total 63 minutos), 8 lecturas, 3 cuestionarios
2 horas para completar
Cultural Mindsets and Assimilation to a Cultural Framework
This module discusses how culture can be brought to the fore of the mind to guide our judgments and behaviors. We will learn that culture is represented in our heads as a network of elements linked to a central concept. When this network is activated in our minds, we exhibit a tendency to assimilate our behavior to what our culture prescribes.
2 horas para completar
5 videos (Total 13 minutos), 2 lecturas, 2 cuestionarios
2 horas para completar
Culture Mixing and Its Consequences
This module reviews how people respond to the juxtaposition of cultures at the same time in the same object, a phenomenon we label culture mixing. We will learn that culture mixing has both cognitive and attitudinal consequences. People can respond favorably or unfavorably to culture-mixed stimuli depending on a variety of personal and contextual factors. We will examine these factors in order to predict when people will respond positively or negatively to culture mixing.
2 horas para completar
5 videos (Total 13 minutos), 2 lecturas, 2 cuestionarios
3 horas para completar
Focusing on Culture to Build Iconic Brands
This module discusses the marketing process to build cultural equity into a brand, or to turn a brand into a cultural icon. The process consists of three stages. The first stage is acquiring a deep cultural understanding of the brand and its market, which is referred to as conducting a cultural audit. The second stage is to develop a cultural positioning, or to articulate a statement about how the brand distinctively embodies the culture. Finally, the last stage is the identification of marketing programs (promotion, product, distribution, and price) to communicate the cultural positioning.
3 horas para completar
5 videos (Total 34 minutos), 4 lecturas, 2 cuestionarios
Reseñas
- 5 stars78,61 %
- 4 stars15,09 %
- 3 stars5,03 %
- 1 star1,25 %
Principales reseñas sobre GLOBAL IMPACT: CULTURAL PSYCHOLOGY
por AK14 de abr. de 2020
insightful class - opened my eyes to seeing the world differently.
por SM3 de ene. de 2022
best courses for cultural and multicultural brand assessment and consumer adaptations
por DK25 de jul. de 2020
I t was an excellent course. I only wish it was not so concise.
por ER15 de may. de 2019
What a great course! I learned so much about brands, cultures and product development.
Acerca de Programa especializado: Global Challenges in Business
Learning Outcomes for the Specialization:
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