Global Impact: Cultural Psychology from Coursera

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/.

What's inside

Syllabus

Globalization, Culture & Brands

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 module discusses what globalization is, and how it is connected to four forces: growing multiculturalism, cultural mixing, global competition, and connectivity/co-creation. We will analyze what culture is, how it manifests itself, and how culture varies around the world. We will close this module by acknowledging that brands can be tangible representations of culture that embody the values and ideals of a cultural group.

Cultural Mindsets and Assimilation to a Cultural Framework

This module discusses how culture can be brought to the fore of the mind to guide our judgments and behaviors. We will learn that culture is represented in our heads as a network of elements linked to a central concept. When this network is activated in our minds, we exhibit a tendency to assimilate our behavior to what our culture prescribes.

Culture Mixing and Its Consequences

This module reviews how people respond to the juxtaposition of cultures at the same time in the same object, a phenomenon we label culture mixing. We will learn that culture mixing has both cognitive and attitudinal consequences. People can respond favorably or unfavorably to culture-mixed stimuli depending on a variety of personal and contextual factors. We will examine these factors in order to predict when people will respond positively or negatively to culture mixing.

Focusing on Culture to Build Iconic Brands

This module discusses the marketing process to build cultural equity into a brand, or to turn a brand into a cultural icon. The process consists of three stages. The first stage is acquiring a deep cultural understanding of the brand and its market, which is referred to as conducting a cultural audit. The second stage is to develop a cultural positioning, or to articulate a statement about how the brand distinctively embodies the culture. Finally, the last stage is the identification of marketing programs (promotion, product, distribution, and price) to communicate the cultural positioning.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops a thorough comprehension of globalization's influence on global consumer psychology and marketing strategies

Introduces the concept of cultural identity and its impact on consumer behavior, enabling learners to understand how brands can align with cultural values

Examines the strategies for building powerful global brands by creating meaningful cultural connections

Provides a robust framework for developing and executing marketing campaigns that resonate with diverse cultural backgrounds

Taught by Carlos J. Torelli, a renowned expert in cross-cultural marketing, enhancing the course's relevance and credibility

Part of Gies College of Business' reputable online program suite, indicating high academic standards and industry recognition

Reviews summary

Well received cultural psychology course

Learners say that Global Impact: Cultural Psychology is an excellent course that provides insightful content on the nature of culture and its impact on business. Its well-organized and engaging material is highly praised, and the instructor is described as knowledgeable and funny. Students also appreciate the opportunity to interact and learn from other learners who share their unique cultural experiences. Overall, this course is highly recommended for those interested in gaining a better understanding of cultural psychology and its applications in business.

The instructor is knowledgeable and explains concepts well.

"The examples and explanations put forward by the professor is really knowledgeable and well narrated.thank you"

The course provides practical examples and applications of cultural psychology in business.

"This course give us better understanding the nature of culture in the world which can influence branding and especially the way for business, so that we can improve our strategy to get positive outcome from the knowledge."

The course encourages lively discussions among learners.

"I am grateful for this online course especially to Prof. Carlos for a wonderful discussion and to my fellow learners who keeps motivating me by their suggestion, comments in our assignments and peer review. It is a great experience."

"Love this course! Very funny to learn from other learners about their unique cultural expereince."

Course content is insightful and engaging.

"insightful class - opened my eyes to seeing the world differently."

"I thoroughly enjoyed this course material and content. It was well organized, interesting, and engaging."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Global Impact: Cultural Psychology with these activities:

Analyze Case Studies on Cultural Mixing

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Develop analytical skills by examining real-world examples of cultural mixing.

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Read case studies on cultural mixing in different contexts.
Identify the cultural elements that are being mixed.
Analyze the responses and reactions of individuals to the cultural mixing.
Draw conclusions about the impact of cultural mixing on communication and understanding.

Write a Blog Post on Cultural Assimilation

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Demonstrate understanding of cultural assimilation processes by creating a piece of written content.

Browse courses on Cultural Assimilation

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Research the concept of cultural assimilation.
Identify different factors that influence assimilation.
Provide examples of cultural assimilation in real-world contexts.
Write a blog post that clearly explains the concept and its implications.

Develop a Cultural Marketing Plan

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Apply the concepts of cultural marketing to a real-world scenario and develop a comprehensive plan.

Browse courses on Cultural Marketing

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Define the target market and its cultural characteristics.
Identify the cultural insights that will drive the marketing strategy.
Develop a marketing mix that aligns with the cultural values of the target market.
Create a timeline for implementation and evaluation.
Present the plan to stakeholders for feedback and approval.

Four other activities

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Form a Study Group for Cultural Mindsets

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Enhance understanding through collaborative discussions and knowledge sharing with peers.

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Find like-minded classmates who are interested in forming a study group.
Set regular meeting times and establish a communication platform.
Review course materials and discuss concepts together.
Quiz each other on key terms and theories.
Support and encourage each other's learning journey.

Follow Tutorials on Building Iconic Brands

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Gain practical insights into the process of building iconic brands through industry expert tutorials.

Browse courses on Brand Management

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Search for online tutorials on building iconic brands.
Follow the tutorials and take notes on the key principles.
Identify the common elements and best practices used by iconic brands.
Apply the knowledge gained to analyze existing or hypothetical brands.

Compile a Toolkit for Global Brand Management

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Develop a comprehensive resource that consolidates best practices and tools for managing global brands.

Browse courses on International Marketing

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Research resources on global brand management best practices.
Collect articles, case studies, and online tools.
Organize and categorize the resources based on specific aspects of global brand management.
Create a digital or physical toolkit for easy access and reference.

Attend a Workshop on Cross-Cultural Marketing

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Gain hands-on experience and insights from industry professionals in cross-cultural marketing.

Browse courses on Cross-Cultural Marketing

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Research upcoming workshops on cross-cultural marketing.
Register and attend the workshop.
Participate actively in the discussions and exercises.
Network with other professionals in the field.

Career center

Learners who complete Global Impact: Cultural Psychology will develop knowledge and skills that may be useful to these careers:

Brand Manager

A Brand Manager is responsible for the development, execution, and measurement of marketing campaigns for a particular product or service. They work to build and maintain a strong brand identity, and to increase brand awareness and sales. This course can help aspiring Brand Managers understand how to develop marketing campaigns that are culturally relevant and appealing to a global audience. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

See salaries and explore the career path for Brand Manager

Marketing Manager

A Marketing Manager is responsible for planning, developing, and executing marketing campaigns for a company or organization. They work to identify target markets, develop marketing strategies, and create marketing materials. This course can help aspiring Marketing Managers understand how to develop marketing campaigns that are culturally relevant and appealing to a global audience. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

See salaries and explore the career path for Marketing Manager

Product Manager

A Product Manager is responsible for the development, launch, and marketing of a particular product or service. They work to identify customer needs, develop product specifications, and create marketing materials. This course can help aspiring Product Managers understand how to develop products that are culturally relevant and appealing to a global audience. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

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Advertising Manager

An Advertising Manager is responsible for planning, developing, and executing advertising campaigns for a company or organization. They work to identify target markets, develop advertising strategies, and create advertising materials. This course can help aspiring Advertising Managers understand how to develop advertising campaigns that are culturally relevant and appealing to a global audience. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

See salaries and explore the career path for Advertising Manager

Public relations manager

A Public Relations Manager is responsible for managing the public image of a company or organization. They work to build relationships with the media, create press releases, and respond to media inquiries. This course can help aspiring Public Relations Managers understand how to develop public relations campaigns that are culturally relevant and appealing to a global audience. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

See salaries and explore the career path for Public relations manager

Sales Manager

A Sales Manager is responsible for leading and motivating a sales team. They work to develop sales strategies, set sales goals, and track sales performance. This course can help aspiring Sales Managers understand how to develop sales strategies that are culturally relevant and appealing to a global audience. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

See salaries and explore the career path for Sales Manager

Market Research Analyst

A Market Research Analyst is responsible for conducting market research to identify customer needs and trends. They work to collect data, analyze data, and make recommendations based on their findings. This course can help aspiring Market Research Analysts understand how to conduct market research that is culturally relevant and appealing to a global audience. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

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Consumer Insights Analyst

A Consumer Insights Analyst is responsible for analyzing consumer data to identify trends and insights. They work to develop consumer profiles, identify consumer needs, and make recommendations based on their findings. This course can help aspiring Consumer Insights Analysts understand how to analyze consumer data that is culturally relevant and appealing to a global audience. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

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Brand Strategist

A Brand Strategist is responsible for developing and implementing brand strategies for companies and organizations. They work to create a brand identity, develop brand messaging, and create brand guidelines. This course can help aspiring Brand Strategists understand how to develop brand strategies that are culturally relevant and appealing to a global audience. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

See salaries and explore the career path for Brand Strategist

Cultural Anthropologist

A Cultural Anthropologist is responsible for studying the cultures of different societies. They work to understand how cultures differ, and how they change over time. This course can help aspiring Cultural Anthropologists understand how to study cultures that are different from their own. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

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Sociologist

A Sociologist is responsible for studying the social behavior of humans. They work to understand how societies are organized, and how they change over time. This course can help aspiring Sociologists understand how to study societies that are different from their own. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

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Psychologist

A Psychologist is responsible for studying the human mind and behavior. They work to understand how people think, feel, and behave. This course can help aspiring Psychologists understand how to study the human mind and behavior in different cultures. The course also provides insights into how to build a strong brand identity that resonates with consumers from different cultures.

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Teacher

A Teacher is responsible for teaching students about a particular subject. They work to create lesson plans, deliver instruction, and assess student learning. This course can help aspiring Teachers understand how to teach students from different cultures. The course also provides insights into how to build a strong brand identity that resonates with students from different cultures.

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Social Worker

A Social Worker is responsible for helping people in need. They work to provide counseling, support, and resources to individuals and families. This course can help aspiring Social Workers understand how to work with people from different cultures. The course also provides insights into how to build a strong brand identity that resonates with people from different cultures.

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Nonprofit Manager

A Nonprofit Manager is responsible for leading and managing a nonprofit organization. They work to develop strategic plans, raise funds, and manage staff. This course can help aspiring Nonprofit Managers understand how to lead and manage a nonprofit organization that serves a diverse population. The course also provides insights into how to build a strong brand identity that resonates with people from different cultures.

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