Learn how products move across borders and how branding problematically draws on narratives of culture and place. Discover how marketing uses narratives of culture and place. The course examines an aspect of marketing through the ways branding makes use of cultural stereotypes to promote products or places.
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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.
Syllabus
Week 1: Cultural branding
Week 2: Globalised products
What will you achieve?
By the end of the course, you'll be able to...
- 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. By completing all aspects of the course you will have achieved 14 hours of CPD time.
