Voltar para Global Impact: Cultural Psychology
Global Impact: Cultural Psychology, Universidade de Illinois em Urbana-ChampaignUniversidade de Illinois em Urbana-Champaign
4.7
51 classificações
Informações sobre o curso
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 course enables students to understand how globalization changes consumers at a psychological level, and provides tools for imbuing brands with cultural meanings—creating iconic brands—that can resonate with global consumers. The focus is on understanding that culture exists in the mind (e.g., values and beliefs) as well as in the environment (e.g., objects, brands, and institutions), and that globalization creates multi-cultural spaces in contemporary societies. Consumers can use the cultural meaning of a brand to build their identities (i.e., assimilate the brand cultural symbolism) or reject the brand’s cultural meaning(s) (i.e., exclusionary reactions).
The course will help students identify when assimilation vs. exclusionary reactions are more likely to occur, as well as devise strategies for imbuing brands with cultural meanings that can elevate them to the status of cultural icons.
Upon successful completion of this course, you will be able to:
• Understand how globalization impacts the psychological responses of consumers in global markets
• Understand what culture is and how it manifests itself
• Understand how brands acquire cultural meanings
• Predict consumers’ responses to the cultural meanings in brands
• Identify strategies to win-over multi-cultural consumers in globalized markets
• Learn how to build an iconic brand
This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
Melhores avaliações
por CI
•Apr 10, 2018
A very insightful course that highlights specific aspects of branding and marketing.
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4 avaliações
por Jenny Buergermeister
•Jun 12, 2018
Great course and very engaging!!!
por Fraser Murphy
•Apr 13, 2018
Interesting points and topics covered in this course, but not a lot too it...
por Carlo Ienna
•Apr 10, 2018
A very insightful course that highlights specific aspects of branding and marketing.
por Maria Laura
•Dec 19, 2017
Curso completo con el cual aprendí nuevos conceptos y herramientas para lograr que una marca impacte en mercados internacionales. El profesor ha explicado todos los conceptos de forma clara y concisa.
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