About this Course
4.7
50 ratings
4 reviews
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 12 hours to complete

Suggested: 4 weeks of study, 4-6 hours/week...
Available languages

English

Subtitles: English
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 12 hours to complete

Suggested: 4 weeks of study, 4-6 hours/week...
Available languages

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
Hours to complete
5 hours to complete

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 videos (Total 63 min), 8 readings, 3 quizzes
Video8 videos
Know More about Professor Torelli2m
Lesson 1-1 Module 1 Overview40s
Lesson 1-2 Globalization and the Forces Shaping Consumer Behavior14m
Lesson 1-3 What is Culture?15m
Lesson 1-4 Where Does Culture Exist or Manifest Itself?11m
Lesson 1-5 Iconic Brands and Cultural Equity12m
Like this course? Learn more with the iMBA! (Optional)1m
Reading8 readings
Syllabus10m
Glossary10m
Brand Descriptions10m
About the Discussion Forums10m
Updating Your Profile10m
Social Media10m
Module 1 Overview10m
Module 1 Readings10m
Quiz2 practice exercises
Orientation Quiz10m
Module 1 Quiz20m
Week
2
Hours to complete
3 hours to complete

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 videos (Total 13 min), 2 readings, 2 quizzes
Video5 videos
Lesson 2-2 Culture as a Knowledge Structure4m
Lesson 2-3 Multi-cultural Mindsets1m
Lesson 2-4 Biculturalism & Frame Switching2m
Lesson 2-5 Assimilation to a Cultural Frame3m
Reading2 readings
Module 2 Overview10m
Module 2 Readings10m
Quiz1 practice exercise
Module 2 Quiz20m
Week
3
Hours to complete
3 hours to complete

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 videos (Total 13 min), 2 readings, 2 quizzes
Video5 videos
Lesson 3-2 What Is Culture Mixing?2m
Lesson 3-3 How Do People Respond to Culture Mixing? – Cognitive Reactions2m
Lesson 3-4 How do People Respond to Culture Mixing Evaluative Responses2m
Lesson 3-5 Culture Mixing and its Consequences- Factors that Affect Evaluative Responses to Culture Mixing4m
Reading2 readings
Module 3 Overview10m
Module 3 Readings10m
Quiz1 practice exercise
Module 3 Quiz20m
Week
4
Hours to complete
3 hours to complete

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 videos (Total 30 min), 2 readings, 2 quizzes
Video4 videos
Lesson 4-2 How Iconic Is the Brand? – The Cultural Audit9m
Lesson 4-3 Developing a Cultural Positioning6m
Lesson 4-4 Marketing Programs to Build Cultural Equity12m
Reading2 readings
Module 4 Overview10m
Module 4 Readings10m
Quiz1 practice exercise
Module 4 Quiz20m
4.7
4 ReviewsChevron Right

Top Reviews

By CIApr 10th 2018

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

Instructor

Avatar

Carlos J. Torelli

Professor
Department of Business Administration
Graduation Cap

Start working towards your Master's degree

This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. If you are admitted to the full program, your courses count towards your degree learning.

About 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. ...

About the Global Challenges in Business Specialization

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

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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