Free Training on Introduction to Intercultural Studies: The Branding of Culture

Free Online course
Introduction to Intercultural Studies:

The Branding of Culture
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The course examines an aspect of marketing through the ways branding makes use of cultural stereotypes to promote products or places. On the course you’ll consider the effects this might have on national and cultural identity and explore how some products are becoming decoupled from their culture of origin whilst others are localised. You’ll study the way in which nations use “soft power” through spreading of cultural products and practices, to influence the behaviour of people across the globe. You will also examine the idea of cultural imperialism and assess the ways in which it is resisted.

What topics will you cover?
  • Branding and identity – how companies might adapt products in order to successfully introduce them into new markets
  • Nation branding - how countries attempt to portray and market themselves
  • The movement of products - how globalised products are received in different contexts
  • Localising products - the reasons why companies adapt products for audiences in different local environments
  • Soft power - how countries promote what they perceive to be their own cultural values to other nations
  • Cultural imperialism – the extent to which global marketing and the selling of products can be seen as an attempt to impose the values of the producing nation
What will you achieve?
  • Explore how national and regional identities are exploited to market goods and services.
  • Investigate the effects of using national identify to market products.
  • Compare the ways in which globally available products are localised for different markets.
  • Evaluate how soft power is derived from the spreading of cultural products and practices.
  • Assess the extent to which globalisation facilitates cultural imperialism.
  • Discuss the reasons for adapting products for local cultures. 
Who is the course for?
The course is for anyone with an interest in the concepts of culture and interculturality, you don’t need any previous experience.
This course is also ideal if you are working in business, you are preparing to move to a different country for work or study or you work with groups of people from different cultures to yours.

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