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.
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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.
- 5 stars79,01 %
- 4 stars14,81 %
- 3 stars4,93 %
- 1 star1,23 %
Meilleurs avis pour GLOBAL IMPACT: CULTURAL PSYCHOLOGY
I t was an excellent course. I only wish it was not so concise.
best courses for cultural and multicultural brand assessment and consumer adaptations
What a great course! I learned so much about brands, cultures and product development.
insightful class - opened my eyes to seeing the world differently.
À propos du Spécialisation Global Challenges in Business
Learning Outcomes for the Specialization:
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