课程信息
4.7
50 个评分
4 个审阅
专项课程
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为12 小时

建议:4 weeks of study, 4-6 hours/week...
可选语言

英语(English)

字幕:英语(English)
专项课程
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为12 小时

建议:4 weeks of study, 4-6 hours/week...
可选语言

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 5 小时

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....
Reading
8 个视频 (总计 63 分钟), 8 个阅读材料, 3 个测验
Video8 个视频
Know More about Professor Torelli2分钟
Lesson 1-1 Module 1 Overview分钟
Lesson 1-2 Globalization and the Forces Shaping Consumer Behavior14分钟
Lesson 1-3 What is Culture?15分钟
Lesson 1-4 Where Does Culture Exist or Manifest Itself?11分钟
Lesson 1-5 Iconic Brands and Cultural Equity12分钟
Like this course? Learn more with the iMBA! (Optional)1分钟
Reading8 个阅读材料
Syllabus10分钟
Glossary10分钟
Brand Descriptions10分钟
About the Discussion Forums10分钟
Updating Your Profile10分钟
Social Media10分钟
Module 1 Overview10分钟
Module 1 Readings10分钟
Quiz2 个练习
Orientation Quiz10分钟
Module 1 Quiz20分钟
2
完成时间(小时)
完成时间为 3 小时

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....
Reading
5 个视频 (总计 13 分钟), 2 个阅读材料, 2 个测验
Video5 个视频
Lesson 2-2 Culture as a Knowledge Structure4分钟
Lesson 2-3 Multi-cultural Mindsets1分钟
Lesson 2-4 Biculturalism & Frame Switching2分钟
Lesson 2-5 Assimilation to a Cultural Frame3分钟
Reading2 个阅读材料
Module 2 Overview10分钟
Module 2 Readings10分钟
Quiz1 个练习
Module 2 Quiz20分钟
3
完成时间(小时)
完成时间为 3 小时

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....
Reading
5 个视频 (总计 13 分钟), 2 个阅读材料, 2 个测验
Video5 个视频
Lesson 3-2 What Is Culture Mixing?2分钟
Lesson 3-3 How Do People Respond to Culture Mixing? – Cognitive Reactions2分钟
Lesson 3-4 How do People Respond to Culture Mixing Evaluative Responses2分钟
Lesson 3-5 Culture Mixing and its Consequences- Factors that Affect Evaluative Responses to Culture Mixing4分钟
Reading2 个阅读材料
Module 3 Overview10分钟
Module 3 Readings10分钟
Quiz1 个练习
Module 3 Quiz20分钟
4
完成时间(小时)
完成时间为 3 小时

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. ...
Reading
4 个视频 (总计 30 分钟), 2 个阅读材料, 2 个测验
Video4 个视频
Lesson 4-2 How Iconic Is the Brand? – The Cultural Audit9分钟
Lesson 4-3 Developing a Cultural Positioning6分钟
Lesson 4-4 Marketing Programs to Build Cultural Equity12分钟
Reading2 个阅读材料
Module 4 Overview10分钟
Module 4 Readings10分钟
Quiz1 个练习
Module 4 Quiz20分钟
4.7
4 个审阅Chevron Right

热门审阅

创建者 CIApr 10th 2018

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

讲师

Avatar

Carlos J. Torelli

Professor
Department of Business Administration
Graduation Cap

立即开始攻读硕士学位

此 课程 隶属于 University of Illinois at Urbana-Champaign 提供的 100% 在线 Master of Business Administration (iMBA)。如果您被录取参加全部课程,您的课程将计入您的学位学习进程。

关于 University of Illinois at Urbana-Champaign

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. ...

关于 Global Challenges in Business 专项课程

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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