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Global Marketing: Building Iconic Brands
  • Level Foundation
  • Duration 13 hours
  • Course by University of Illinois Urbana-Champaign
  • Offered by

About

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.

Modules

About the Course

    • 4 Videos
    • 3 Readings
Show info about module content

4 Videos

  • Welcome to Global Marketing: Building Iconic Brands!
  • Meet Professor Carlos Torelli
  • Meet Professor Sharon Shavitt
  • Learn on Your Terms

3 Readings

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

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 Videos
    • 3 Readings
Show info about module content

2 Videos

  • Module 1 Overview
  • Module 1 Introduction

3 Readings

  • Module 1 Agenda
  • Module 1 Readings (Optional)
  • Module 1 Lecture Transcripts

Lesson 1-1: Key Global Marketing Actions: What is Global Marketing?

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • Key Global Marketing Actions: What is Global Marketing?

1 Quiz

  • Lesson 1-1 Practice Quiz

Lesson 1-2: Understanding the New Market: Environmental Analysis

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • Understanding the New Market: Environmental Analysis

1 Quiz

  • Lesson 1-2 Practice Quiz

Lesson 1-3: Sizing the New Market

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Sizing the New Market

1 Quiz

  • Lesson 1-3 Practice Quiz

Lesson 1-4 Culture and Consumer Behavior

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • Culture and Consumer Behavior

1 Quiz

  • Lesson 1-4 Practice Quiz

Module 1: Graded Assignment

    • 1 Quiz
Show info about module content

1 Quiz

  • Module 1 Graded Quiz

Module 2 Overview

    • 2 Videos
    • 3 Readings
Show info about module content

2 Videos

  • Module 2 Overview
  • Module 2 Introduction

3 Readings

  • Module 2 Agenda
  • Module 2 Readings (Optional)
  • Module 2 Lecture Transcripts

Lesson 2-1: Brands as Associative Networks in Memory

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Brands as Associative Networks in Memory

1 Quiz

  • Lesson 2-1 Practice Quiz

Lesson 2-2: Brand Equity

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Brand Equity

1 Quiz

  • Lesson 2-2 Practice Quiz

Lesson 2-3: Cultural Equity

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • Cultural Equity

1 Quiz

  • Lesson 2-3 Practice Quiz

Lesson 2-4: The Brand Audit

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • The Brand Audit

1 Quiz

  • Lesson 2-4 Practice Quiz

Module 2: Graded Assignment

    • 1 Quiz
Show info about module content

1 Quiz

  • Module 2 Graded Quiz

Module 3 Overview

    • 2 Videos
    • 3 Readings
Show info about module content

2 Videos

  • Module 3 Overview
  • Module 3 Introduction

3 Readings

  • Module 3 Agenda
  • Module 3 Readings (Optional)
  • Module 3 Lecture Transcripts

Lesson 3-1: Consumers’ Reactions to Cultural Meanings in Brands

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • Consumers’ Reactions to Cultural Meanings in Brands

1 Quiz

  • Lesson 3-1 Practice Quiz

Lesson 3-2: Crafting a Cultural Positioning

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Crafting a Cultural Positioning

1 Quiz

  • Lesson 3-2 Practice Quiz

Lesson 3-3: Choosing Products for a Culturally Focused Marketing Plan

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Choosing Products for a Culturally Focused Marketing Plan

1 Quiz

  • Lesson 3-3 Practice Quiz

Lesson 3-4: Communicating a Cultural Positioning

    • 2 Videos
    • 1 Quiz
Show info about module content

2 Videos

  • Communicating a Cultural Positioning Part 1
  • Communicating a Cultural Positioning Part 2

1 Quiz

  • Lesson 3-4 Practice Quiz

Lesson 3-5: Channel and Pricing Decisions to Reinforce a Cultural Positioning

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • Channel and Pricing Decisions to Reinforce a Cultural Positioning

1 Quiz

  • Lesson 3-5 Practice Quiz

Module 3 Graded Assignment

    • 1 Quiz
    • 1 PeerReview
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1 Peer Review

  • Cultural Audit

1 Quiz

  • Module 3 Graded Quiz

Module 4 Overview

    • 2 Videos
    • 3 Readings
Show info about module content

2 Videos

  • Module 4 Overview
  • Module 4 Introduction

3 Readings

  • Module 4 Agenda
  • Module 4 Readings (Optional)
  • Module 4 Lecture Transcripts

Lesson 4-1: Integrating the Global Marketing Plan: Standardization vs. Adaptation

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • Integrating the Global Marketing Plan: Standardization vs. Adaptation

1 Quiz

  • Lesson 4-1 Practice Quiz

Lesson 4-2: Standardization: Why and When to Use it?

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • Standardization: Why and When to Use it?

1 Quiz

  • Lesson 4-2 Practice Quiz

Lesson 4-3: Adaptation: Why and When to Use it?

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • Adaptation: Why and When to Use it?

1 Quiz

  • Lesson 4-3 Practice Quiz

Lesson 4-4: Strategies to Deal with a Negative Country Image

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • Strategies to Deal with a Negative Country Image

1 Quiz

  • Lesson 4-4 Practice Quiz

Module 4 Graded Assignment

    • 1 Quiz
Show info about module content

1 Quiz

  • Module 4 Graded Quiz

Auto Summary

"Global Marketing: Building Iconic Brands" focuses on crafting culturally focused marketing plans for global expansion. Ideal for business and management enthusiasts, this Coursera foundation course taught by expert instructors covers key steps for developing global marketing strategies, starting with environmental analysis. With a duration of 780 minutes, learners can subscribe through Starter or Professional plans. Perfect for those aiming to understand and leverage cultural preferences in new markets.

Carlos J. Torelli
Instructor

Carlos J. Torelli