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.
Ce cours fait partie de la Spécialisation Global Challenges in Business
À propos de ce cours
- 5 stars79,01 %
- 4 stars14,81 %
- 3 stars4,93 %
- 1 star1,23 %
Meilleurs avis pour GLOBAL IMPACT: CULTURAL PSYCHOLOGY
best courses for cultural and multicultural brand assessment and consumer adaptations
Love this course! Very funny to learn from other learners about their unique cultural expereince.
insightful class - opened my eyes to seeing the world differently.
I t was an excellent course. I only wish it was not so concise.
À propos du Spécialisation Global Challenges in Business
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