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.
This course is part of the Global Challenges in Business Specialization
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Course 5 of 7 in the
Approx. 11 hours to complete
English
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Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 5 of 7 in the
Approx. 11 hours to complete
English
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessStart working towards your Master's degree
This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. If you are admitted to the full program, your courses count towards your degree learning.
Syllabus - What you will learn from this course
5 hours to complete
Globalization, Culture & Brands
5 hours to complete
8 videos (Total 62 min), 8 readings, 3 quizzes
2 hours to complete
Cultural Mindsets and Assimilation to a Cultural Framework
2 hours to complete
5 videos (Total 13 min), 2 readings, 2 quizzes
2 hours to complete
Culture Mixing and Its Consequences
2 hours to complete
5 videos (Total 13 min), 2 readings, 2 quizzes
3 hours to complete
Focusing on Culture to Build Iconic Brands
3 hours to complete
5 videos (Total 34 min), 4 readings, 2 quizzes
Reviews
- 5 stars79.26%
- 4 stars14.63%
- 3 stars4.87%
- 1 star1.21%
TOP REVIEWS FROM GLOBAL IMPACT: CULTURAL PSYCHOLOGY
by AKApr 14, 2020
insightful class - opened my eyes to seeing the world differently.
by KWApr 20, 2020
I thoroughly enjoyed this course material and content. It was well organized, interesting, and engaging.
by DKJul 25, 2020
I t was an excellent course. I only wish it was not so concise.
by ERMay 15, 2019
What a great course! I learned so much about brands, cultures and product development.
About the Global Challenges in Business Specialization

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