University of Illinois at Urbana-Champaign
Global Marketing: Cultural Frameworks
University of Illinois at Urbana-Champaign

Global Marketing: Cultural Frameworks

This course is part of Global Challenges in Business Specialization

Taught in English

Some content may not be translated

Carlos J. Torelli
Tina Girndt-Clougherty

Instructors: Carlos J. Torelli

2,157 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

Beginner level
No prior experience required
14 hours (approximately)
Flexible schedule
Learn at your own pace
Progress towards a degree

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

25 quizzes

Course

Gain insight into a topic and learn the fundamentals

Beginner level
No prior experience required
14 hours (approximately)
Flexible schedule
Learn at your own pace
Progress towards a degree

See how employees at top companies are mastering in-demand skills

Placeholder

Build your subject-matter expertise

This course is part of the Global Challenges in Business Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
Placeholder
Placeholder

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

Placeholder

There are 5 modules in this course

You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course.

What's included

4 videos4 readings1 discussion prompt

A proliferation of global brands brings diverse cultures to a consumer population that is also growing culturally diverse. Companies are managing a workforce that is also increasingly culturally diverse. This module discusses what globalization is, and how it is connected to five forces: growing multiculturalism, cultural mixing, global competition, information flows and co-creation, and global interdependencies. This module will also analyze what culture is, why cultures emerge, the environmental influences that shape culture, where culture exists, and how it manifests itself. Students will learn that culture exist in our heads as values and beliefs, but also outside our heads in things that surround us, in material objects, and in social institutions. In particular, products, brands, and leadership styles can be tangible representations of culture.

What's included

9 videos3 readings8 quizzes

Culture dimensions are to countries what personality dimensions are to people. We can use culture dimensions to describe the culture of a country the same way we can use personality dimensions, such as extraversion or narcissism, to describe a person. This module introduces the cultural framework developed by Geert Hofstede, a pioneer cross-cultural management researcher from the Netherlands. The framework consists of six cultural dimensions that describe values, norms, attitudes, and behaviors around six themes. These dimensions can help explain and predict the consumer behavior of diverse cultural groups.

What's included

7 videos3 readings6 quizzes

This module introduces the cultural frameworks developed by Triandis and colleagues. Harry Triandis was a Professor of Psychology here at the University of Illinois at Urbana-Champaign. He is considered the most renowned academic scholar in cross-cultural psychology, and the frameworks inspired by his work illustrate the important role of culture in three crucial domains of human psychology: (1) The Self, or how individuals perceive themselves as a unit, perceive and interpret the world around them, and set and pursue goals; (2) Society, or how the self fits in with others and manages relationships. How other people are perceived and prioritized in relation to one other; and (3) Social Coordination: The normative processes, social structures, and material culture used to create order, coordinate behavior, and reinforce shared norms.

What's included

6 videos4 readings5 quizzes1 peer review

The framework in the past two modules explain culture based on observed patterns of beliefs, values, and behaviors that are shared by members of different societies. This approach to understanding culture is referred to as the descriptive approach to culture. Although cultural prescriptions would determine, overall, how people from a culture differ in judgments and behaviors from those of a different culture, a descriptive approach to culture fails to account for variations of behaviors within the culture. In other words, culture is not deterministic in the sense that people behave as cultural actors all the time. To address this limitation of the descriptive approach to culture for predicting human behavior, researchers introduced the dynamic approach to culture, also known as the dynamic constructivist approach to culture. This module introduces the dynamic approach to culture to address the limitations of the descriptive approach. The module introduces the basic tenets of the dynamic approach to culture and discusses the contexts in which culture is more likely to be salient or “active” to drive people’s judgments and behaviors. The module introduces biculturalism, i.e. ways of acquiring two cultural knowledge networks and identities. The module closes discussing issues of international assignments and culture shock.

What's included

7 videos3 readings6 quizzes

Instructors

Carlos J. Torelli
University of Illinois at Urbana-Champaign
3 Courses21,957 learners
Tina Girndt-Clougherty
University of Illinois at Urbana-Champaign
2 Courses2,653 learners

Offered by

Recommended if you're interested in Leadership and Management

Get a head start on your degree

This course is part of the following degree programs offered by University of Illinois at Urbana-Champaign. If you are admitted and enroll, your coursework can count toward your degree learning and your progress can transfer with you.

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

New to Leadership and Management? Start here.

Placeholder

Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions