Cultural Psychology: Global Impact on Branding
Explore how globalization affects consumer psychology and learn strategies for infusing brands with cultural meaning to resonate with global consumers.
Explore how globalization affects consumer psychology and learn strategies for infusing brands with cultural meaning to resonate with global consumers.
This course on Global Impact: Cultural Psychology examines how globalization influences consumer psychology in global markets and provides tools for imbuing brands with cultural significance. The curriculum covers the impact of globalization on marketplaces, exploring concepts such as multiculturalism, cultural mixing, and global competition. Students will gain a deep understanding of culture, its manifestations, and variations worldwide. The course focuses on how brands can embody cultural values and ideals, becoming tangible representations of culture. Key topics include cultural mindsets, assimilation to cultural frameworks, and the cognitive and attitudinal consequences of culture mixing. Learners will explore factors that influence positive or negative responses to culture mixing in brand contexts. The course culminates in a practical approach to building cultural equity in brands, covering cultural audits, cultural positioning, and marketing strategies to communicate cultural meaning. By the end of the course, students will be equipped to understand and leverage cultural psychology in global branding strategies, enhancing their ability to create resonant brand experiences for diverse, globalized markets.
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What you'll learn
Understand how globalization impacts consumer psychology in global markets
Explain the concept of culture and its manifestations in business environments
Analyze how brands acquire cultural meanings and predict consumer responses
Identify strategies to appeal to multi-cultural consumers in globalized markets
Understand the cognitive and attitudinal consequences of culture mixing in branding
Learn to conduct cultural audits and develop cultural positioning for brands
Skills you'll gain
This course includes:
2 Hours PreRecorded video
5 quizzes
Access on Mobile, Tablet, Desktop
FullTime access
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There are 4 modules in this course
This course on Global Impact: Cultural Psychology provides a comprehensive exploration of how globalization affects consumer psychology in global markets and equips learners with strategies for infusing brands with cultural meaning. The curriculum covers four key areas: the impact of globalization on marketplaces, understanding culture and its manifestations, cultural mindsets and assimilation, and the consequences of culture mixing. Students will learn how brands can become tangible representations of culture, embodying cultural values and ideals. The course delves into the cognitive and attitudinal responses to culture mixing in brand contexts, helping learners predict when consumers will respond positively or negatively to cultural juxtapositions. Finally, the course offers a practical framework for building cultural equity in brands, including conducting cultural audits, developing cultural positioning, and implementing marketing programs to communicate cultural meaning. By the end of the course, students will be well-equipped to navigate the complexities of global branding in culturally diverse markets, enhancing their ability to create resonant brand experiences for global consumers.
Globalization, Culture & Brands
Module 1 · 4 Hours to complete
Cultural Mindsets and Assimilation to a Cultural Framework
Module 2 · 2 Hours to complete
Culture Mixing and Its Consequences
Module 3 · 2 Hours to complete
Focusing on Culture to Build Iconic Brands
Module 4 · 2 Hours to complete
Fee Structure
Payment options
Financial Aid
Instructor
Leading Expert in Global Marketing and Cross-Cultural Consumer Behavior
Dr. Carlos J. Torelli serves as Professor of Marketing, Head of the Department of Business Administration, and Anthony J. Petullo Professor of Business Administration at the University of Illinois Urbana-Champaign. His distinguished career combines academic excellence with significant industry experience, including roles as Marketing Vice President at Citibank N.A. and consulting work with ExxonMobil. After earning his PhD in Business Administration from UIUC in 2007, he has established himself as a leading authority in global branding, cross-cultural consumer behavior, and persuasion. His research, cited over 2,700 times, has been published in prestigious journals including the Journal of Consumer Research and Journal of Marketing. He is the author of influential books including "Globalization, Culture, and Branding: How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization." His work on cultural factors in consumer behavior and brand management has earned him significant recognition in the field, while his leadership roles include serving as Executive Director of Executive Education (2017-2020) and Center for Professional Responsibility faculty fellow (2016-2019). His academic journey includes degrees from Andres Bello Catholic University (BE), Simon Bolivar University (MBE), and Marquette University (MBA), bringing a truly global perspective to his research and teaching.
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4.7 course rating
167 ratings
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