This course reviews the dramatic changes that Globalization has brought to businesses. Markets are growing culturally diverse and companies face the challenge of managing an increasing culturally diverse workforce. It is then increasingly important for managers to incorporate cultural variables into their decision making models. This course enables students to understand how globalization changes consumers and employees at a psychological level. The focus is on understanding that culture exists in people’s minds, as values, beliefs, and ideals, as well as around us in objects, brands, and institutions. The course introduces popular cultural frameworks used by human resource managers and marketing managers. These cultural frameworks will allow students to better understand cross-cultural consumer behavior and suggest ways to more effectively manage organizations across cultural boundaries.

Global Marketing: Cultural Frameworks
University of Illinois at Urbana-ChampaignAbout this Course
2,540 recent views
Flexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Coursera Labs
Includes hands on learning projects.
Learn more about Coursera Labs Approx. 14 hours to complete
English
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessFlexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Coursera Labs
Includes hands on learning projects.
Learn more about Coursera Labs Approx. 14 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
1 hour to complete
Course Orientation
1 hour to complete
4 videos (Total 9 min), 4 readings
3 hours to complete
Module 1: Globalization and Culture
3 hours to complete
9 videos (Total 105 min), 3 readings, 8 quizzes
3 hours to complete
Module 2: Descriptive Approach to Culture: Hofstede’s Cultural Framework
3 hours to complete
8 videos (Total 95 min), 3 readings, 7 quizzes
4 hours to complete
Module 3: Descriptive Approach to Culture: Triandis and Colleagues’ Cultural Framework
4 hours to complete
6 videos (Total 50 min), 4 readings, 6 quizzes
3 hours to complete
Module 4: The Dynamic Approach to Culture
3 hours to complete
7 videos (Total 100 min), 3 readings, 6 quizzes
Frequently Asked Questions
When will I have access to the lectures and assignments?
What will I get if I purchase the Certificate?
What is the refund policy?
Is financial aid available?
More questions? Visit the Learner Help Center.