|
所在平台: Coursera |
课程主页: https://www.coursera.org/learn/cultural-psychology-globalization
课程评论：没有评论
课程名称：全球影响：文化心理学 课程概述：全球化为市场带来了剧变。全球品牌的传播使消费群体的文化多样性得以展现。该课程使学生理解全球化如何在心理层面改变消费者，并提供在品牌中注入文化意义的工具，以便能够与全球消费者产生共鸣。重点在于理解文化不仅存在于环境中，也存在于思维中，全球化在当代社会创造了多文化空间。消费者可以利用品牌的文化意义来塑造自己的身份，也可以拒绝品牌所传递的文化意义。 课程目标： - 理解全球化如何影响全球市场中消费者的心理反应 - 解释文化的概念及其在商业环境中的表现 - 理解品牌如何获得文化意义并预测消费者对品牌文化意义的反应 - 确定在全球化市场中赢得多元文化消费者的策略 - 练习打造标志性品牌的基本方法 课程包含以下模块： 1. 全球化、文化与品牌：探讨全球化对市场带来的变化及其与多元文化、文化融合、全球竞争和互联互通的关系，分析文化的定义及其全球差异。 2. 文化心态与文化框架的同化：讨论文化如何影响我们的判断和行为，通过活跃思维中的文化网络来引导我们的行为。 3. 文化混合及其后果：审视文化在同一对象中的交错影响，以及个人与情境因素如何影响人们对文化混合的态度反应。 4. 聚焦文化以建立标志性品牌：探讨品牌如何通过进行文化审计、确定文化定位及制定营销方案来实现文化价值的提升。 该课程是Gies商学院在线项目的一部分，包括iMBA和iMSM。更多关于入学信息及如何利用Coursera课程为学位项目提供助力的详细信息，请访问 https://degrees.giesbusiness.illinois.edu/idegrees/。
Name:Globalization, Culture & Brands
Description: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.
Name:Cultural Mindsets and Assimilation to a Cultural Framework
Description: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.
Name:Culture Mixing and Its Consequences
Description: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.
Name:Focusing on Culture to Build Iconic Brands
Description: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.
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/.
