跨文化研究导论：文化品牌

你将学到什么

课程概况

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.

课程大纲

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

面向人群

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. By completing all aspects of the course you will have achieved 14 hours of CPD time.