This course explores the ways firms overcome challenges when operating globally – a process characterized for its complexity and uncertainty. Corporations trying to succeed in the global economy need to develop different types of strategies depending on where they are conducting business or industry they are in.

You will be able to: • -Determine the best strategy to follow when expanding globally • -Analyze the advantages and disadvantages of those strategies • -Develop appropriate responses to external pressures. This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

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: Iconic Brands uses the cultural frameworks introduced in Global marketing: Cultural Frameworks to guide the process of crafting a culturally focused marketing plan for a global expansion. The course introduces the key steps for developing a global marketing plan, starting with an environmental analysis of the new markets to be developed, which provides insights into the cultural preferences of target consumers in these new markets.

With globalization, multiculturalism is on the rise. Managers need to lead a workforce composed of individuals from diverse cultural backgrounds. Managers need to negotiate and cooperate with organizations from diverse cultures; they need to know about the effects that diverse cultures can have on business practices. This course introduces the fundamentals of multicultural management by describing the impact of culture on interpersonal processes in organizations, discussing how culture shapes communication, leadership, negotiation, and teamwork.

Upon successful completion of this course, you will be able to: - understand how national cultures affect managerial activities such as communication, teamwork, negotiation, and leadership, - detect cultural differences and how to prevent & solve misunderstandings, - compare the culture of two countries using an instrument labeled “The Culture Map”, - improve your cross-cultural sensitivity, and - develop skills to diagnose cross-cultural issues and to come to a compromise.

This course embarks on the journey of understanding multicultural marketing's essentials. It elaborates on how culture influences consumer behavior and decision-making, and it explores the roles of multicultural consumer segments, generational and regional subcultures. The course imparts knowledge of various advertising strategies tailored for multicultural markets and discusses concepts like bilingual use, frame-switching, and communication channels' significance.

Upon successful completion of this course, you will be able to: - understand how culture influences consumer behavior and decision-making processes, - identify and describe the roles of multicultural consumer segments, generational, and regional subcultures in marketing, - analyze and apply various advertising strategies tailored for multicultural markets, - recognize the effects of bilingual use and frame-switching in advertising communication, - appreciate the importance of different communication channels in multicultural marketing campaigns, -evaluate real-world multicultural marketing campaigns, identifying their strengths and areas for improvement, - develop skills to create culturally responsive marketing strategies that acknowledge and appeal to the cultural backgrounds of diverse consumer segments, and - enhance your multicultural marketing acumen, preparing you for leadership roles in culturally diverse business environments.