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

• 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