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Carlos J. Torelli
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/uipa65/global
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What's inside
Syllabus
Course Orientation
You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course.
Read more
Syllabus
Course Orientation
You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Covers tools and knowledge that are relevant to industry practices
Helps learners build a strong foundation in global marketing principles
Develops cultural understanding and its impact on marketing strategies
Taught by Carlos J. Torelli, an experienced professional in global marketing
Examines case studies to demonstrate real-world applications
Requires learners to have some prior knowledge in marketing
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Reviews summary
Strategic global marketing & brand building
According to learners, this course provides a solid framework for understanding and developing global marketing strategies, with a particular emphasis on cultural nuances and building iconic brands. Many found the content highly relevant and the approach practical, especially for professionals aiming for international market expansion. The course effectively builds upon prior knowledge, making it a valuable next step for those familiar with cultural frameworks. While some found the theoretical foundation strong, a few wished for more hands-on exercises. Overall, it's a well-structured program for understanding complex global market dynamics.
Strong theoretical foundation, some desire more practical exercises.
"The course content is highly academic and theoretical, which is good for understanding the 'why' behind things."
"While the theory is strong, I would have loved more hands-on assignments or simulations to apply the learning directly."
"It offers a solid conceptual base, but a few more practical demos or project examples would be beneficial."
Enhances understanding from prior 'Cultural Frameworks' course.
"It perfectly complements 'Global Marketing: Cultural Frameworks', building on those concepts seamlessly."
"Having taken the prerequisite course, I found this built beautifully on the foundation, deepening my understanding."
"For best results, I recommend completing the previous course in the series first, as it provides crucial context."
Delivered by a knowledgeable and engaging expert.
"The professor's expertise shines through every lecture, making complex topics easy to digest."
"I really enjoyed the instructor's teaching style and their ability to convey advanced marketing concepts."
"Their insights, drawn from extensive experience, made the course content much more impactful."
Provides practical tools and frameworks for global expansion.
"The steps for developing a culturally focused marketing plan are actionable and immediately applicable to my work."
"I appreciate the real-world examples and case studies that illustrate the concepts clearly."
"This course gave me the strategic lens needed for analyzing new markets and integrating marketing plans."
Integrates culture into marketing and brand strategy.
"This course genuinely opened my eyes to the importance of cultural equity in brand building globally."
"I found the emphasis on understanding cultural nuances for market entry extremely valuable and practical."
"It really helped me grasp how to adapt brand identity to resonate with diverse consumer preferences in new markets."
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 Marketing: Building Iconic Brands with these
activities:
Review marketing basics
Show steps
Reinforce core marketing knowledge to lay a strong foundation for the course.
Browse courses on
Marketing Fundamentals
Show steps
-
Identify and define fundamental marketing terms and concepts.
-
Describe the key components of the marketing mix.
-
Explain the role of segmentation, targeting, and positioning in marketing.
Explore Online Resources on Cultural Marketing
Show steps
The internet is a treasure trove of resources for marketers. Explore online tutorials, articles, and case studies to broaden your understanding of cultural marketing.
Show steps
-
Search for online resources on cultural marketing.
-
Identify reputable sources and review their content.
-
Apply what you learn to your understanding of the course material.
Volunteer at a Cross-Cultural Organization
Show steps
Nothing beats hands-on experience in different cultures. Volunteering at a cross-cultural organization allows you to interact with people from diverse backgrounds and gain firsthand insights.
Show steps
-
Identify local organizations that focus on cross-cultural exchange.
-
Contact the organizations and inquire about volunteer opportunities.
-
Attend volunteer training and orientation.
-
Participate in cross-cultural activities and events.
Eight other activities
Expand to see all activities and additional details
Show all 11 activities
Review Hofstede's Dimensions of Culture
Show steps
Hofstede's work on cultural dimensions is fundamental to understanding cross-cultural marketing. Reviewing this book will strengthen your grasp of cultural differences and enhance your ability to create effective marketing campaigns.
View
Culture's Consequences
on Amazon
Show steps
-
Read chapters 2-5 to gain an overview of Hofstede's six dimensions of culture.
-
Select a country of interest and analyze its cultural profile using Hofstede's framework.
Market analysis exercises
Show steps
Develop practical skills in conducting market analysis to support global marketing strategies.
Browse courses on
Market Analysis
Show steps
-
Conduct a PEST analysis for a specific industry and geographic market.
-
Analyze competitor strategies and market share data to identify opportunities and threats.
-
Develop a comprehensive marketing research plan to gather insights into consumer behavior.
Attend a Cultural Marketing Workshop
Show steps
Immerse yourself in the world of cultural marketing by attending a workshop. Engage with experts and practitioners to gain a deeper understanding of the field.
Show steps
-
Identify an upcoming cultural marketing workshop.
-
Register for the workshop and attend all sessions.
-
Actively participate in discussions and activities.
-
Follow up with the organizers or speakers after the workshop to continue learning.
Discuss Cultural Marketing Case Studies
Show steps
Learning from real-life examples can be invaluable. Discussing case studies with peers allows you to gain insights from others' experiences and perspectives.
Show steps
-
Find a case study of a successful or unsuccessful cultural marketing campaign.
-
Analyze the case study and identify the cultural factors that influenced the outcome.
-
Share your findings with a group of peers and engage in a discussion.
Develop a Cultural Marketing Plan
Show steps
Putting the theory into practice is essential for solidifying your understanding. Developing a cultural marketing plan challenges you to apply the concepts you learn in the course to a specific market.
Show steps
-
Choose a product or service and identify a target market in a new country.
-
Conduct a cultural analysis of the target market using Hofstede's framework.
-
Develop a marketing strategy that incorporates cultural insights.
-
Create a marketing campaign that resonates with the target culture.
-
Present your marketing plan to the class for feedback.
Develop a global marketing campaign
Show steps
Apply course concepts to create a comprehensive marketing campaign that effectively addresses cultural differences in target markets.
Browse courses on
Cultural Marketing
Show steps
-
Identify specific cultural values, norms, and beliefs that may impact marketing efforts.
-
Develop messaging and visuals that resonate with the target audience's cultural context.
-
Create a distribution plan that takes into account cultural factors.
-
Evaluate the effectiveness of the campaign based on cultural relevance and impact.
Develop a Cultural Marketing Toolkit
Show steps
Create a practical resource that you can use in your future marketing endeavors. Developing a cultural marketing toolkit will help you organize and synthesize your learnings from the course.
Show steps
-
Identify the most important cultural factors that impact marketing.
-
Develop strategies for adapting marketing campaigns to different cultures.
-
Create a collection of case studies and examples of successful cultural marketing campaigns.
-
Compile your findings into a comprehensive toolkit.
Launch a Cultural Marketing Experiment
Show steps
There's no better way to master cultural marketing than by implementing it firsthand. Launching a small-scale experiment allows you to test your strategies and gain valuable insights.
Show steps
-
Develop a hypothesis about the impact of cultural factors on a specific marketing variable.
-
Design an experiment to test your hypothesis.
-
Implement the experiment and collect data.
-
Analyze the data and draw conclusions.
-
Write a report on your findings.
Review marketing basics
Show steps
Reinforce core marketing knowledge to lay a strong foundation for the course.
Browse courses on
Marketing Fundamentals
Show steps
Show steps
Show steps
- Identify and define fundamental marketing terms and concepts.
- Describe the key components of the marketing mix.
- Explain the role of segmentation, targeting, and positioning in marketing.
Explore Online Resources on Cultural Marketing
Show steps
The internet is a treasure trove of resources for marketers. Explore online tutorials, articles, and case studies to broaden your understanding of cultural marketing.
Show steps
Show steps
Show steps
- Search for online resources on cultural marketing.
- Identify reputable sources and review their content.
- Apply what you learn to your understanding of the course material.
Volunteer at a Cross-Cultural Organization
Show steps
Nothing beats hands-on experience in different cultures. Volunteering at a cross-cultural organization allows you to interact with people from diverse backgrounds and gain firsthand insights.
Show steps
Show steps
Show steps
- Identify local organizations that focus on cross-cultural exchange.
- Contact the organizations and inquire about volunteer opportunities.
- Attend volunteer training and orientation.
- Participate in cross-cultural activities and events.
Eight other activities
Expand to see all activities and additional details
Show all 11 activities
Review Hofstede's Dimensions of Culture
Show steps
Hofstede's work on cultural dimensions is fundamental to understanding cross-cultural marketing. Reviewing this book will strengthen your grasp of cultural differences and enhance your ability to create effective marketing campaigns.
View
Culture's Consequences
on Amazon
Show steps
Show steps
Show steps
- Read chapters 2-5 to gain an overview of Hofstede's six dimensions of culture.
- Select a country of interest and analyze its cultural profile using Hofstede's framework.
Market analysis exercises
Show steps
Develop practical skills in conducting market analysis to support global marketing strategies.
Browse courses on
Market Analysis
Show steps
Show steps
Show steps
- Conduct a PEST analysis for a specific industry and geographic market.
- Analyze competitor strategies and market share data to identify opportunities and threats.
- Develop a comprehensive marketing research plan to gather insights into consumer behavior.
Attend a Cultural Marketing Workshop
Show steps
Immerse yourself in the world of cultural marketing by attending a workshop. Engage with experts and practitioners to gain a deeper understanding of the field.
Show steps
Show steps
Show steps
- Identify an upcoming cultural marketing workshop.
- Register for the workshop and attend all sessions.
- Actively participate in discussions and activities.
- Follow up with the organizers or speakers after the workshop to continue learning.
Discuss Cultural Marketing Case Studies
Show steps
Learning from real-life examples can be invaluable. Discussing case studies with peers allows you to gain insights from others' experiences and perspectives.
Show steps
Show steps
Show steps
- Find a case study of a successful or unsuccessful cultural marketing campaign.
- Analyze the case study and identify the cultural factors that influenced the outcome.
- Share your findings with a group of peers and engage in a discussion.
Develop a Cultural Marketing Plan
Show steps
Putting the theory into practice is essential for solidifying your understanding. Developing a cultural marketing plan challenges you to apply the concepts you learn in the course to a specific market.
Show steps
Show steps
Show steps
- Choose a product or service and identify a target market in a new country.
- Conduct a cultural analysis of the target market using Hofstede's framework.
- Develop a marketing strategy that incorporates cultural insights.
- Create a marketing campaign that resonates with the target culture.
- Present your marketing plan to the class for feedback.
Develop a global marketing campaign
Show steps
Apply course concepts to create a comprehensive marketing campaign that effectively addresses cultural differences in target markets.
Browse courses on
Cultural Marketing
Show steps
Show steps
Show steps
- Identify specific cultural values, norms, and beliefs that may impact marketing efforts.
- Develop messaging and visuals that resonate with the target audience's cultural context.
- Create a distribution plan that takes into account cultural factors.
- Evaluate the effectiveness of the campaign based on cultural relevance and impact.
Develop a Cultural Marketing Toolkit
Show steps
Create a practical resource that you can use in your future marketing endeavors. Developing a cultural marketing toolkit will help you organize and synthesize your learnings from the course.
Show steps
Show steps
Show steps
- Identify the most important cultural factors that impact marketing.
- Develop strategies for adapting marketing campaigns to different cultures.
- Create a collection of case studies and examples of successful cultural marketing campaigns.
- Compile your findings into a comprehensive toolkit.
Launch a Cultural Marketing Experiment
Show steps
There's no better way to master cultural marketing than by implementing it firsthand. Launching a small-scale experiment allows you to test your strategies and gain valuable insights.
Show steps
Show steps
Show steps
- Develop a hypothesis about the impact of cultural factors on a specific marketing variable.
- Design an experiment to test your hypothesis.
- Implement the experiment and collect data.
- Analyze the data and draw conclusions.
- Write a report on your findings.
Career center
Learners who complete Global Marketing: Building Iconic Brands will develop knowledge and skills
that may be useful to these careers:
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and executing marketing strategies for a specific brand. This course may be useful in this role by providing insights into how to conduct a brand audit, how to develop a cultural positioning for a brand, and how to integrate marketing tactics across different markets.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for developing and executing marketing strategies for a company or organization. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets, how to develop a culturally focused marketing plan, and how to integrate marketing tactics across different markets.
International Marketing Manager
International Marketing Manager
An International Marketing Manager is responsible for developing and executing marketing strategies for products and services in international markets. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets and how to develop a culturally focused marketing plan.
Global Brand Manager
Global Brand Manager
A Global Brand Manager designs, develops and executes global marketing campaigns for products and services. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets and how to develop a culturally focused marketing plan.
Market Research Analyst
Market Research Analyst
A Market Research Analyst is responsible for conducting market research to identify and analyze consumer needs and preferences. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets and how to develop a culturally focused marketing plan.
Advertising Account Executive
Advertising Account Executive
An Advertising Account Executive is responsible for managing relationships with advertising clients and developing and executing advertising campaigns. This course may be useful in this role by providing insights into how to develop a cultural positioning for a brand and how to integrate marketing tactics across different markets.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing relationships with the media and developing and executing public relations campaigns. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets and how to develop a culturally focused marketing plan.
Event Manager
Event Manager
An Event Manager is responsible for planning and executing events for companies or organizations. This course may be useful in this role by providing insights into how to develop a cultural positioning for a brand and how to integrate marketing tactics across different markets.
Sales Manager
Sales Manager
A Sales Manager is responsible for leading and managing a sales team. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets and how to develop a culturally focused marketing plan.
Business Development Manager
Business Development Manager
A Business Development Manager is responsible for developing and executing business development strategies for a company or organization. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets and how to develop a culturally focused marketing plan.
Product Manager
Product Manager
A Product Manager is responsible for developing and managing products for a company or organization. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets and how to develop a culturally focused marketing plan.
Marketing Analyst
Marketing Analyst
A Marketing Analyst is responsible for analyzing marketing data to identify trends and insights. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets and how to develop a culturally focused marketing plan.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for developing and executing social media strategies for a company or organization. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets and how to develop a culturally focused marketing plan.
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager is responsible for developing and executing digital marketing strategies for a company or organization. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets and how to develop a culturally focused marketing plan.
E-commerce Manager
E-commerce Manager
An E-commerce Manager is responsible for developing and executing e-commerce strategies for a company or organization. This course may be useful in this role by providing insights into how to conduct an environmental analysis of new markets and how to develop a culturally focused marketing plan.
For more career information including salaries, visit:
OpenCourser.com/course/uipa65/global
Reading list
We've selected 11 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Global Marketing: Building Iconic Brands.
Save
Provides a comprehensive overview of global marketing, including the key concepts, theories, and practices. It valuable resource for students and practitioners who are interested in learning more about global marketing.
Provides a comprehensive overview of international marketing, including the key concepts, theories, and practices. It valuable resource for students and practitioners who are interested in learning more about international marketing.
Provides a comprehensive overview of global brand management, including the key concepts, theories, and practices. It valuable resource for students and practitioners who are interested in learning more about global brand management.
Provides a comprehensive overview of the cultural dimension of international business, including the key concepts, theories, and practices. It valuable resource for students and practitioners who are interested in learning more about the cultural dimension of international business.
Save
Provides a comprehensive overview of the globalization of the world economy, including the key concepts, theories, and practices. It valuable resource for students and practitioners who are interested in learning more about the globalization of the world economy.
Provides a comprehensive overview of the future of capitalism, including the key concepts, theories, and practices. It valuable resource for students and practitioners who are interested in learning more about the future of capitalism.
Provides a comprehensive overview of the global economy, including the key concepts, theories, and practices. It valuable resource for students and practitioners who are interested in learning more about the global economy.
Save
Provides a comprehensive overview of the rise and fall of nations, including the key concepts, theories, and practices. It valuable resource for students and practitioners who are interested in learning more about the rise and fall of nations.
Save
Provides a comprehensive overview of the origins of power, prosperity, and poverty, including the key concepts, theories, and practices. It valuable resource for students and practitioners who are interested in learning more about the origins of power, prosperity, and poverty.
Provides a comprehensive overview of the globalization paradox, including the key concepts, theories, and practices. It valuable resource for students and practitioners who are interested in learning more about the globalization paradox.
Provides a comprehensive overview of the wealth of nations, including the key concepts, theories, and practices. It valuable resource for students and practitioners who are interested in learning more about the wealth of nations.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/uipa65/global
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Level
Introductory
Via
Coursera
Institution
University of Illinois at Urbana-Champaign
Instructor
Carlos J. Torelli
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
Nederlands
Svenska
Pусский
Türkçe
Polski
Ελληνικά
українська мова
Bahasa Indonesia
ไทย
қазақша
tiếng Việt
This course belongs to a
collection
called
Global Challenges in Business. It's comprised of six courses:
- Global Strategy I: How The Global Economy Works
- Global Impact: Multiculturalism
- Global Marketing: Building Iconic Brands (viewing)
- Global Strategy II: Doing Business in The Global Economy
- Global Impact: Cross-Cultural Management
- Global Marketing: Cultural Frameworks
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