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Global Impact: Cultural Psychology
  • Level Foundation
  • المدة 11 ساعات hours
  • الطبع بواسطة University of Illinois Urbana-Champaign
  • Offered by

عن

Globalization has brought dramatic changes to the marketplace. A proliferation of global brands brings diverse cultures to a consumer population that is also culturally diverse. This course enables students to understand how globalization changes consumers at a psychological level and provides tools for infusing brands with cultural meaning that can resonate with global consumers. The focus is on understanding that culture exists in the mind as well as in the environment, and that globalization creates multi-cultural spaces in contemporary societies. Consumers can use the cultural meaning of a brand to build their identities or reject the brand’s cultural meaning. The course will help students identify when assimilation vs. exclusionary reactions are more likely to occur and to devise strategies for imbuing brands with cultural meanings that can elevate them to the status of cultural icons. You will be able to: • Understand how globalization impacts the psychological responses of consumers in global markets • Explain what culture is and how it manifests itself in business environments • Understand how brands acquire cultural meanings and predict consumers’ responses to the cultural meanings in brands • Identify strategies to win-over multi-cultural consumers in globalized markets • Practice the fundamentals of how to build an iconic brand 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/.

الوحدات

About the Course

    • 3 Videos
    • 5 Readings
    • 1 Quiz
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3 Videos

  • Welcome to Global Impact: Cultural Psychology
  • Know More about Professor Torelli
  • Learn on Your Terms

5 Readings

  • Syllabus
  • Glossary
  • Brand Descriptions
  • About the Discussion Forums
  • Online Education at Gies College of Business

1 Quiz

  • Orientation Quiz

About Your Classmates

    • 1 Readings
    • 1 Discussion
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1 Discussions

  • Getting to Know Your Classmates

1 Readings

  • Updating Your Profile

Module 1 Overview

    • 2 Readings
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2 Readings

  • Module 1 Overview
  • Module 1 Readings

Module 1 Lectures

    • 5 Videos
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5 Videos

  • Lesson 1-1 Module 1 Overview
  • Lesson 1-2 Globalization and the Forces Shaping Consumer Behavior
  • Lesson 1-3 What is Culture?
  • Lesson 1-4 Where Does Culture Exist or Manifest Itself?
  • Lesson 1-5 Iconic Brands and Cultural Equity

Module 1 Review

    • 1 Assignment
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1 Assignment

  • Globalization, Culture & Brands: Quiz

Cultural Exercises

    • 1 PeerReview
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1 Peer Review

  • Cultural Exercises

Module 2 Overview

    • 2 Readings
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2 Readings

  • Module 2 Overview
  • Module 2 Readings

Module 2 Lectures

    • 5 Videos
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5 Videos

  • Lesson 2-1 Module 2 Overview
  • Lesson 2-2 Culture as a Knowledge Structure
  • Lesson 2-3 Multi-cultural Mindsets
  • Lesson 2-4 Biculturalism & Frame Switching
  • Lesson 2-5 Assimilation to a Cultural Frame

Module 2 Review

    • 1 Assignment
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1 Assignment

  • Cultural Mindsets and Assimilation to a Cultural Framework: Quiz

Cultural Activation by Brands

    • 1 PeerReview
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1 Peer Review

  • Cultural Activation by Brands

Module 3 Overview

    • 2 Readings
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2 Readings

  • Module 3 Overview
  • Module 3 Readings

Module 3 Lectures

    • 5 Videos
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5 Videos

  • Lesson 3-1 Module 2 Overview
  • Lesson 3-2 What Is Culture Mixing?
  • Lesson 3-3 How Do People Respond to Culture Mixing? – Cognitive Reactions
  • Lesson 3-4 How do People Respond to Culture Mixing Evaluative Responses
  • Lesson 3-5 Culture Mixing and its Consequences- Factors that Affect Evaluative Responses to Culture Mixing

Module 3 Review

    • 1 Assignment
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1 Assignment

  • Culture Mixing: Quiz

Cultural Activation by Brands

    • 1 PeerReview
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1 Peer Review

  • Culture Mixing Around Us

Module 4 Overview

    • 2 Readings
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2 Readings

  • Module 4 Overview
  • Module 4 Readings

Module 4 Lectures

    • 4 Videos
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4 Videos

  • Lesson 4-1 Module 4 Overview
  • Lesson 4-2 How Iconic Is the Brand? – The Cultural Audit
  • Lesson 4-3 Developing a Cultural Positioning
  • Lesson 4-4 Marketing Programs to Build Cultural Equity

Module 4 Review

    • 1 Quiz
    • 1 PeerReview
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1 Peer Review

  • Cultural Audit

1 Quiz

  • Culture Mixing and Its Consequences: Quiz

Congratulations

    • 2 Readings
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2 Readings

  • Congratulations on completing the course!
  • Get Your Course Certificate

Auto Summary

Discover "Global Impact: Cultural Psychology," a foundational course in Business & Management from the Gies College of Business. Led by expert instructors, this course delves into the psychological effects of globalization on consumers and teaches strategies for creating culturally meaningful brands. Over 660 minutes, you'll explore cultural manifestation in business, brand identity, and strategies to engage multicultural markets. Ideal for professionals and beginners, subscription options include Starter and Professional tiers. Enhance your understanding of global consumer behavior and brand building today.

Carlos J. Torelli
Instructor

Carlos J. Torelli