ET
5.0Reviewed May 15, 2019
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.
Global Impact: Cultural Psychology
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. 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/.
Status: Marketing Strategies
Status: Marketing
BeginnerCourse11 hours
Featured reviews
DK
5.0Reviewed Jul 25, 2020
I t was an excellent course. I only wish it was not so concise.
JC
5.0Reviewed Jul 19, 2022
Love this course! Very funny to learn from other learners about their unique cultural expereince.
AK
5.0Reviewed Apr 14, 2020
insightful class - opened my eyes to seeing the world differently.
KW
5.0Reviewed Apr 20, 2020
I thoroughly enjoyed this course material and content. It was well organized, interesting, and engaging.
SM
5.0Reviewed Jan 3, 2022
best courses for cultural and multicultural brand assessment and consumer adaptations
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Kia Williams
5.0
Reviewed Apr 20, 2020Elka Milla Torres
5.0
Reviewed May 16, 2019What a great course! I learned so much about brands, cultures and product development.
Bhagyalakshmi K
5.0
Reviewed Oct 2, 2025The course has provided an in-depth research into Cultural Psychology through different global products. The classes have given me the different perspectives towards the global culture. Thank you Mr. Torelli, for being a wonderful guide. I would also thank Coursera for tieing up with Canara Bank for offering such a valuable course to everyone!!
Tina Banwait
5.0
Reviewed Aug 3, 2020This course has been a challenge to me throughout. The context of this course has exposed me towards a wider scale of understanding the overall culture globally related to the business industry.
The examples and explanations put forward by the professor is really knowledgeable and well narrated.
thank you
Aira Cabral
5.0
Reviewed Jul 7, 2021I am grateful for this online course especially to Prof. Carlos for a wonderful discussion and to my fellow learners who keeps motivating me by their suggestion, comments in our assignments and peer review. It is a great experience. I've learn different cultures and I admire all of them. Thank you.
Alfonsus Ganendra
5.0
Reviewed Jul 27, 2020A well-known product or brand actually describes a culture from the region. A detailed explanation along with an example made me gain a lot of new knowledge about the brand and its culture, including brands from my country. I recommend this class.
Rahadian
5.0
Reviewed Jun 8, 2020This course give us better understanding the nature of culture in the world which can influence branding and especially the way for business, so that we can improve our strategy to get positive outcome from the knowledge.
Jiahui Chen
5.0
Reviewed Jul 20, 2022Love this course! Very funny to learn from other learners about their unique cultural expereince.
Shafaq maryam
5.0
Reviewed Jan 4, 2022best courses for cultural and multicultural brand assessment and consumer adaptations
Carlo
5.0
Reviewed Mar 27, 2023A very insightful course that highlights specific aspects of branding and marketing.
Matěj Keka
5.0
Reviewed Oct 10, 2019I like this course very much because of the information and knowledge it offers.
梁倬领
5.0
Reviewed May 15, 2020It provides me different perspectives for my marketing career and learning!
İpek Çakıroğlu
5.0
Reviewed Nov 13, 2020Amazing course, learned a lot about cultures and business psychology!
Amy Kitzmiller
5.0
Reviewed Apr 14, 2020insightful class - opened my eyes to seeing the world differently.
DIPANWITA KUNDU
5.0
Reviewed Jul 25, 2020I t was an excellent course. I only wish it was not so concise.
YUSRI BIN ABDULLAH
5.0
Reviewed Nov 9, 2020good content and excellent instructor
Jenny Buergermeister
5.0
Reviewed Jun 11, 2018Great course and very engaging!!!
Hector Reyes-Erazo
5.0
Reviewed Jun 8, 2019Absolutely fabulous instruction!
Nadia Guerrera
5.0
Reviewed Mar 16, 2020great course- Thanks!
Thomas Rayen X R
5.0
Reviewed Jul 24, 2021A very good course.