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
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Spécialisation Global Challenges in BusinessUniversité de l'Illinois à Urbana-ChampaignÀ propos de ce cours
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Approx. 11Â heures pour terminer
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Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 5 sur 7 dans le
Approx. 11Â heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Offert par
Université de l'Illinois à 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.
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Ce cours fait partie du diplôme intégralement en ligne Master of Business Administration (iMBA) de Université de l'Illinois à Urbana-Champaign.
Si vous êtes admis(e) au programme complet, vos cours sont pris en compte dans votre apprentissage diplômant.
Programme de cours : ce que vous apprendrez dans ce cours
5Â heures pour terminer
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.
5Â heures pour terminer
9 vidéos (Total 63 min), 8 lectures, 3 quiz
2Â heures pour terminer
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.
2Â heures pour terminer
5 vidéos (Total 13 min), 2 lectures, 2 quiz
2Â heures pour terminer
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.
2Â heures pour terminer
5 vidéos (Total 13 min), 2 lectures, 2 quiz
3Â heures pour terminer
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.
3Â heures pour terminer
5 vidéos (Total 34 min), 4 lectures, 2 quiz
Avis
- 5 stars79,01Â %
- 4 stars14,81Â %
- 3 stars4,93Â %
- 1 star1,23Â %
Meilleurs avis pour GLOBAL IMPACT: CULTURAL PSYCHOLOGY
par DK25 juil. 2020
I t was an excellent course. I only wish it was not so concise.
par SM3 janv. 2022
best courses for cultural and multicultural brand assessment and consumer adaptations
par ER15 mai 2019
What a great course! I learned so much about brands, cultures and product development.
par AK14 avr. 2020
insightful class - opened my eyes to seeing the world differently.
À propos du Spécialisation Global Challenges in Business
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