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Global Impact: Multiculturalism
  • Level Foundation
  • Duration 28 hours
  • Course by University of Illinois Urbana-Champaign
  • Offered by

About

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.

Modules

About the Course

    • 2 Videos
    • 3 Readings
    • 1 Quiz
    • 1 Plugin
Show info about module content

2 Videos

  • Meet Your Instructor: Maria Rodas
  • The Impact of the Gies Community

3 Readings

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

1 Quiz

  • Orientation Quiz

About Your Classmates

    • 2 Readings
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2 Readings

  • Updating Your Profile
  • Getting to Know Your Classmates

Module 1 Information

    • 2 Readings
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2 Readings

  • Module 1 Overview
  • Module 1 Lecture Transcripts

Lesson 1.1: Drivers of Culture Mixing

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Multiculturalism Within and Outside the Person
  • Drivers of Culture Mixing

1 Quiz

  • Lesson 1.1 Practice Quiz

Lesson 1.2: Types of Multiculturalism: Acculturation and Experience

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Types of Multiculturalism: Acculturation and Experience

1 Quiz

  • Lesson 1.2 Practice Quiz

Lesson 1.3: The Identity Dynamics of Acculturation and its Consequences

    • 1 Videos
    • 1 Quiz
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1 Videos

  • The Identity Dynamics of Acculturation and its Consequences

1 Quiz

  • Lesson 1.3 Practice Quiz

Lesson 1.4: Responses to Culture Mixing in the Environment

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Other Consequences of Multicultural Experiences
  • Responses to Culture Mixing in the Environment

1 Quiz

  • Lesson 1.4 Practice Quiz

Lesson 1.5: Personal and Situational Drivers of Responses to Culture Mixing

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Personal and Situational Drivers of Responses to Culture Mixing

1 Quiz

  • Lesson 1.5 Practice Quiz

Module 1 Graded Activities

    • 1 Quiz
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1 Quiz

  • Biculturalism Within and Outside the Person Graded Quiz

Module 2 Information

    • 2 Readings
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2 Readings

  • Module 2 Overview
  • Module 2 Lecture Transcripts

Lesson 2.1: The Hispanic-American Market

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Cultural Diversity in Developed Markets
  • The Hispanic-American Market

1 Quiz

  • Lesson 2.1 Practice Quiz

Lesson 2.2: Other Racial Subcultures: Asian, Black

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Other Racial Subcultures: Asian, Black
  • Multicultural Markets Outside the U.S.

1 Quiz

  • Lesson 2.2 Practice Quiz

Lesson 2.3: Other Subcultures: Generational, Sexual Orientations, Religion, Geographical

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Other Subcultures: Generational, Sexual Orientations, Religion, Geographical

1 Quiz

  • Lesson 2.3 Practice Quiz

Module 2 Graded Activities

    • 1 Quiz
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1 Quiz

  • Cultural Diversity in Developed Markets Graded Quiz

Module 3 Information

    • 2 Readings
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2 Readings

  • Module 3 Overview
  • Module 3 Lecture Transcripts

Lesson 3.1: Marketing Strategies

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Marketing and Branding Strategies for Multicultural Consumers
  • Multicultural Marketing Strategies

1 Quiz

  • Lesson 3.1 Practice Quiz

Lesson 3.2: Use of Bilingual Advertising

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Use of Bilingual Advertising

1 Quiz

  • Lesson 3.2 Practice Quiz

Lesson 3.3: Paradox Brands as a Branding Strategy to Win with Multicultural Consumers

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Paradox Brands as a Branding Strategy to Win with Multicultural Consumers

1 Quiz

  • Lesson 3.3 Practice Quiz

Module 3 Graded Quiz

    • 1 Quiz
    • 1 PeerReview
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1 Peer Review

  • Analyzing Multicultural Marketing Campaigns: A Deep Dive into Strategies and Execution

1 Quiz

  • Marketing and Branding Strategies for Hispanics and Asian Americans Graded Quiz

Module 4 Information

    • 2 Readings
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2 Readings

  • Module 4 Overview
  • Module 4 Lecture Transcripts

Lesson 4.1: Multiculturalism and Creativity

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Multiculturalism and Creativity
  • Embracing and Leveraging Multicultural Identity

1 Quiz

  • Lesson 4.1 Practice Quiz

Lesson 4.2: Cultural Flexibility

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Developing Cultural Flexibility

1 Quiz

  • Lesson 4.2 Practice Quiz

Lesson 4.3: Communication and Conflict Resolution in Multicultural Teams

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Communication and Conflict Resolution in Multicultural Teams

1 Quiz

  • Lesson 4.3 Practice Quiz

Lesson 4.4: Leading Multicultural Teams

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Leading Multicultural Teams

1 Quiz

  • Lesson 4.4 Practice Quiz

Module 4 Graded Activities

    • 1 Quiz
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1 Quiz

  • Multiculturalism in the Workplace Graded Quiz

Course Conclusion

    • 1 Videos
    • 2 Readings
    • 1 Plugin
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1 Videos

  • Learn on Your Terms

2 Readings

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

Auto Summary

Discover the essentials of multicultural marketing with this foundational course in Business & Management. Led by Coursera, it delves into how culture shapes consumer behavior, the significance of multicultural segments, and effective advertising strategies. Over 1680 minutes, you'll explore bilingual use, frame-switching, and communication channels, enhancing your ability to create culturally responsive marketing strategies. Ideal for aspiring leaders in diverse business environments, the course is available through Starter and Professional subscriptions.

Maria Rodas
Instructor

Maria Rodas