Globalization has brought dramatic changes to the marketplace. A proliferation of global brands brings diverse cultures to a consumer population that is also culturally diverse. This course enables students to understand how globalization changes consumers at a psychological level and provides tools for infusing brands with cultural meaning that can resonate with global consumers. The focus is on understanding that culture exists in the mind as well as in the environment, and that globalization creates multi-cultural spaces in contemporary societies. Consumers can use the cultural meaning of a brand to build their identities or reject the brand’s cultural meaning.
This course is part of the Global Challenges in Business Specialization
About this Course
- 5 stars79.01%
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- 3 stars4.93%
- 1 star1.23%
TOP REVIEWS FROM GLOBAL IMPACT: CULTURAL PSYCHOLOGY
insightful class - opened my eyes to seeing the world differently.
I t was an excellent course. I only wish it was not so concise.
What a great course! I learned so much about brands, cultures and product development.
I thoroughly enjoyed this course material and content. It was well organized, interesting, and engaging.
About the Global Challenges in Business Specialization
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