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.
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GLOBAL IMPACT: CULTURAL PSYCHOLOGY からの人気レビュー
best courses for cultural and multicultural brand assessment and consumer adaptations
insightful class - opened my eyes to seeing the world differently.
What a great course! I learned so much about brands, cultures and product development.
I t was an excellent course. I only wish it was not so concise.
Global Challenges in Business専門講座について