Ementorhub

What you'll learn

Explain what cultural equity is and how brands can become cultural symbols.

Analyze how globalization impacts the psychological responses of consumers in global markets.

Evaluate actions for imbuing brands with cultural meanings that can win over consumers in globalized markets.

Develop a plan for building an iconic brand

Skills you'll gain

Consumer Behaviour

Cultural Sensitivity

Brand Strategy

Brand Management

Marketing Psychology

Intercultural Competence

Global Marketing

Cultural Diversity

Marketing

Brand Awareness

There are 4 modules in this course

The course will help students identify when assimilation vs. exclusionary reactions are more likely to occur and to devise strategies for imbuing brands with cultural meanings that can elevate them to the status of cultural icons. You will be able to: • Understand how globalization impacts the psychological responses of consumers in global markets • Explain what culture is and how it manifests itself in business environments • Understand how brands acquire cultural meanings and predict consumers’ responses to the cultural meanings in brands • Identify strategies to win-over multi-cultural consumers in globalized markets • Practice the fundamentals of how to build an iconic brand This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

Cultural Mindsets and Assimilation to a Cultural Framework

Culture Mixing and Its Consequences

Focusing on Culture to Build Iconic Brands