Introduction to Intercultural Studies: The Branding of Culture

Online Course

University of Leeds

Future Learn

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Introduction to Intercultural Studies: The Branding of Culture

What is the course about?
Prerequisites & Facts
Cost, Certificate & Degree
Reviews & Experiences

What is the course about?

Introduction to Intercultural Studies: The Branding of Culture

The course Introduction to Intercultural Studies: The Branding of Culture is an online class provided by University of Leeds through Future Learn. It may be possible to receive a verified certification or use the course to prepare for a degree.

Learn how products move across borders and how branding problematically draws on narratives of culture and place.

Course description

Discover how marketing uses narratives of culture and place.
2 weeks

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.

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

Explore how national and regional identities are exploited to market goods and services
Investigate the effects of using national identity 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

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.

University of Leeds
As one of the UK’s largest research-based universities, the University of Leeds is a member of the prestigious Russell Group and a centre of excellence for teaching.

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Prerequisites & Facts

Introduction to Intercultural Studies: The Branding of Culture

Course Topic

Language, Politics & Society

University, College, Institution

University of Leeds

Course Skill Level

see course summary

Course Language

English

Place of class

Online, self-paced (see curriculum for more information)

Degree

Certificate

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Degree & Cost

Introduction to Intercultural Studies: The Branding of Culture

To obtain a verified certificate from Future Learn / University of Leeds you have to finish this course or the latest version of it, if there is a new edition. The class may be free of charge, but there could be some cost to receive a verified certificate or to access the learning materials. The specifics of the course may have been changed, please consult the provider to get the latest quotes and news.

University of Leeds

Introduction to Intercultural Studies: The Branding of Culture

provided by Future Learn

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