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 Global Impact - Cultural Psychology offered by Coursera in partnership with University of Illinois 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.
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
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- Globalization, Culture & Brands
- Cultural Mindsets and Assimilation to a Cultural Framework
- Culture Mixing and Its Consequences
- Focusing on Culture to Build Iconic Brands
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- 1 months
Start dates & application deadlines
DisciplinesPsychology View 28 other Short Courses in Psychology in United States
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We are not aware of any academic requirements for this programme.
We are not aware of any English requirements for this programme.
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InternationalFreeTuition FeeBased on the tuition of 0 USD for the full programme during 1 months.
NationalFreeTuition FeeBased on the tuition of 0 USD for the full programme during 1 months.
Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project.
Studyportals Tip: Students can search online for independent or external scholarships that can help fund their studies. Check the scholarships to see whether you are eligible to apply. Many scholarships are either merit-based or needs-based.
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Apply and win up to €10000 to cover your tuition fees.