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 course enables students to understand how globalization changes consumers at a psychological level, and provides tools for imbuing brands with cultural meanings—creating iconic brands—that can resonate with global consumers. The focus is on understanding that culture exists in the mind (e.g., values and beliefs) as well as in the environment (e.g., objects, brands, and institutions), and that globalization creates multi-cultural spaces in contemporary societies. Consumers can use the cultural meaning of a brand to build their identities (i.e., assimilate the brand cultural symbolism) or reject the brand’s cultural meaning(s) (i.e., exclusionary reactions).
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来自GLOBAL IMPACT: CULTURAL PSYCHOLOGY的热门评论
I thoroughly enjoyed this course material and content. It was well organized, interesting, and engaging.
What a great course! I learned so much about brands, cultures and product development.
insightful class - opened my eyes to seeing the world differently.
I t was an excellent course. I only wish it was not so concise.
关于 Global Challenges in Business 专项课程
Learning Outcomes for the Specialization: