課程信息
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第 5 門課程(共 7 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為11 小時

建議:4 weeks of study, 4-6 hours/week...

英語(English)

字幕:英語(English)

第 5 門課程(共 7 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為11 小時

建議:4 weeks of study, 4-6 hours/week...

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 5 小時

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.

...
8 個視頻 (總計 63 分鐘), 7 個閱讀材料, 3 個測驗
8 個視頻
Lesson 1-2 Globalization and the Forces Shaping Consumer Behavior14分鐘
Lesson 1-3 What is Culture?15分鐘
Lesson 1-4 Where Does Culture Exist or Manifest Itself?11分鐘
Lesson 1-5 Iconic Brands and Cultural Equity12分鐘
Like this course? Learn more with the iMBA! (Optional)1分鐘
7 個閱讀材料
Syllabus10分鐘
Glossary10分鐘
Brand Descriptions10分鐘
About the Discussion Forums10分鐘
Updating Your Profile10分鐘
Module 1 Overview10分鐘
Module 1 Readings10分鐘
2 個練習
Orientation Quiz10分鐘
Module 1 Quiz20分鐘
2
完成時間為 3 小時

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.

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5 個視頻 (總計 13 分鐘), 2 個閱讀材料, 2 個測驗
5 個視頻
Lesson 2-4 Biculturalism & Frame Switching2分鐘
Lesson 2-5 Assimilation to a Cultural Frame3分鐘
2 個閱讀材料
Module 2 Overview10分鐘
Module 2 Readings10分鐘
1 個練習
Module 2 Quiz20分鐘
3
完成時間為 3 小時

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.

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5 個視頻 (總計 13 分鐘), 2 個閱讀材料, 2 個測驗
5 個視頻
Lesson 3-4 How do People Respond to Culture Mixing Evaluative Responses2分鐘
Lesson 3-5 Culture Mixing and its Consequences- Factors that Affect Evaluative Responses to Culture Mixing4分鐘
2 個閱讀材料
Module 3 Overview10分鐘
Module 3 Readings10分鐘
1 個練習
Module 3 Quiz20分鐘
4
完成時間為 3 小時

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.

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4 個視頻 (總計 30 分鐘), 2 個閱讀材料, 2 個測驗
4 個視頻
Lesson 4-4 Marketing Programs to Build Cultural Equity12分鐘
2 個閱讀材料
Module 4 Overview10分鐘
Module 4 Readings10分鐘
1 個練習
Module 4 Quiz20分鐘
4.7
7 個審閱Chevron Right

來自Global Impact: Cultural Psychology的熱門評論

創建者 ERMay 16th 2019

What a great course! I learned so much about brands, cultures and product development.

創建者 CIApr 10th 2018

A very insightful course that highlights specific aspects of branding and marketing.

講師

Avatar

Carlos J. Torelli

Professor
Department of Business Administration

立即開始攻讀碩士學位

此 課程 隸屬於 伊利诺伊大学香槟分校 提供的 100% 在線 Master of Business Administration (iMBA)。如果您被錄取參加全部課程,您的課程將計入您的學位學習進程。

關於 伊利诺伊大学香槟分校

The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs. ...

關於 Global Challenges in Business 專項課程

Learning Outcomes for the Specialization: Upon completion of this specialization, you will be able to: Understand how businesses function in the global marketplace. Make ethical decisions to run a responsible business in the global marketplace. Understand the role of business in addressing global challenges such as poverty and the environment. Understand how business can pursue opportunities and confront challenges in the complex global marketplace....
Global Challenges in Business

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