Global Impact: Multiculturalism
Master multicultural marketing strategies and understand cultural influences on consumer behavior. Perfect for business professionals.
Master multicultural marketing strategies and understand cultural influences on consumer behavior. Perfect for business professionals.
This course cannot be purchased separately - to access the complete learning experience, graded assignments, and earn certificates, you'll need to enroll in the full Global Challenges in Business Specialization program. You can audit this specific course for free to explore the content, which includes access to course materials and lectures. This allows you to learn at your own pace without any financial commitment.
Instructors:
English
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What you'll learn
Understand how culture influences consumer behavior and decision-making
Identify and analyze multicultural consumer segments and subcultures
Develop effective multicultural marketing strategies
Master bilingual advertising and communication techniques
Learn to lead and manage multicultural teams
Create culturally responsive marketing campaigns
Skills you'll gain
This course includes:
2.2 Hours PreRecorded video
20 quizzes
Access on Mobile, Tablet, Desktop
FullTime access
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There are 4 modules in this course
This comprehensive course explores the fundamentals of multicultural marketing and its impact on global business. Students learn how culture influences consumer behavior and decision-making processes, focusing on multicultural consumer segments, generational subcultures, and regional differences. The curriculum covers various advertising strategies for multicultural markets, including bilingual communication and frame-switching. Through practical examples and case studies, participants develop skills in creating culturally responsive marketing strategies while preparing for leadership roles in diverse business environments.
Course Introduction and Module 1: Biculturalism Within and Outside the Person
Module 1 · 4 Hours to complete
Cultural Diversity in Developed Markets
Module 2 · 2 Hours to complete
Marketing and Branding Strategies for Hispanics and Asian Americans
Module 3 · 4 Hours to complete
Multiculturalism in the Workplace
Module 4 · 2 Hours to complete
Fee Structure
Instructor
Assistant Professor of Business Administration and Shebik Centennial Fellow and Gies Advanced Scholar
Maria Rodas is an Assistant Professor of Business Administration and a Shebik Centennial Fellow at the University of Illinois Urbana-Champaign's Gies College of Business. She holds a Ph.D. in Marketing from the University of Minnesota, an MBA from Columbia Business School, and an A.B. in Economics from Harvard College. Prior to her academic career, Dr. Rodas garnered valuable industry experience working in brand management for major companies such as General Mills and Wm. Wrigley Jr. Co., where she focused on multicultural marketing strategies.Dr. Rodas teaches courses like "Global Impact: Multiculturalism," emphasizing the importance of understanding diverse consumer behaviors in today's global marketplace. Her research interests include branding, cross-cultural consumer behavior, and the well-being of consumers, with a particular focus on how brands can resonate with multicultural audiences. Recognized for her contributions to the field, she has received several accolades, including the 2023 MSI Young Scholar Award and the 2018 AMA’s Matthew Joseph Emerging Scholar Award. Through her innovative teaching methods and research initiatives, Maria Rodas is dedicated to preparing students to navigate and succeed in an increasingly interconnected world.
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