Global Impact: Multiculturalism

О курсе

This course embarks on the journey of understanding multicultural marketing's essentials. It elaborates on how culture influences consumer behavior and decision-making, and it explores the roles of multicultural consumer segments, generational and regional subcultures. The course imparts knowledge of various advertising strategies tailored for multicultural markets and discusses concepts like bilingual use, frame-switching, and communication channels' significance. Upon successful completion of this course, you will be able to: - understand how culture influences consumer behavior and decision-making processes, - identify and describe the roles of multicultural consumer segments, generational, and regional subcultures in marketing, - analyze and apply various advertising strategies tailored for multicultural markets, - recognize the effects of bilingual use and frame-switching in advertising communication, - appreciate the importance of different communication channels in multicultural marketing campaigns, -evaluate real-world multicultural marketing campaigns, identifying their strengths and areas for improvement, - develop skills to create culturally responsive marketing strategies that acknowledge and appeal to the cultural backgrounds of diverse consumer segments, and - enhance your multicultural marketing acumen, preparing you for leadership roles in culturally diverse business environments.

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Maria Rodas

Assistant Professor of Business Administration and Shebik Centennial Fellow and Gies Advanced Scholar