University of Illinois at Urbana-Champaign

Global Impact: Cultural Psychology

Taught in English

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Carlos J. Torelli

Instructor: Carlos J. Torelli

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Course

Gain insight into a topic and learn the fundamentals

4.7

(167 reviews)

Beginner level
No prior experience required
11 hours (approximately)
Flexible schedule
Learn at your own pace

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Assessments

5 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.7

(167 reviews)

Beginner level
No prior experience required
11 hours (approximately)
Flexible schedule
Learn at your own pace

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There are 4 modules in this course

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.

What's included

8 videos8 readings2 quizzes1 peer review1 discussion prompt

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.

What's included

5 videos2 readings1 quiz1 peer review

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.

What's included

5 videos2 readings1 quiz1 peer review

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.

What's included

4 videos4 readings1 quiz1 peer review

Instructor

Instructor ratings
4.8 (23 ratings)
Carlos J. Torelli
University of Illinois at Urbana-Champaign
3 Courses21,936 learners

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4.7

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