The two components for this course are:
Cultural Psychology of Globalization
Globalization has brought dramatic changes to the marketplace. A proliferation of global brands brings diverse cultures to a consumer population that is also growing culturally diverse. This course enables students to understand how globalization changes consumers at a psychological level, and provides tools for imbuing brands with cultural meanings—creating iconic brands—that can resonate with global consumers. The focus is on understanding that culture exists in the mind (e.g., values and beliefs) as well as in the environment (e.g., objects, brands, and institutions), and that globalization creates multi-cultural spaces in contemporary societies. Consumers can use the cultural meaning of a brand to build their identities (i.e., assimilate the brand cultural symbolism) or reject the brand’s cultural meaning(s) (i.e., exclusionary reactions). The course will help students identify when assimilation vs. exclusionary reactions are more likely to occur, as well as devise strategies for imbuing brands with cultural meanings that can elevate them to the status of cultural icons.
Upon successful completion of this course, you will be able to:
- Understand how globalization impacts the psychological responses of consumers in global markets
- Understand what culture is and how it manifests itself
- Understand how brands acquire cultural meanings
- Predict consumers’ responses to the cultural meanings in brands
- Identify strategies to win-over multi-cultural consumers in globalized markets
- Learn how to build an iconic brand
The Ethical Process
This course is to train the student to use well-reasoned processes by which to arrive at ethically defensible decisions rather than to teach the student what are “correct” or “ethical” decisions or solutions. What is important in ethical decision making is not reaching the answer that everyone else would have reached had they been faced with a similar dilemma, but arriving at a defensible answer through utilization of an ethical process. The course will examine the means by which one makes a decision, not what that decision should be.
This course will examine the ethical bases of corporate decision making and other business activities, using critical ethical analysis and educate the student regarding ethical issues in business, to create sensitivity to the normative dimensions and consequences of one’s decisions, as well as to train the student in critical thinking and moral/ethical analysis. Critical thinking is the ability to address issues from both sides, to evaluate the best arguments of each side, and to arrive at a conclusion based upon a systematic analysis of these arguments. Critical thinking requires students to discover bias, viewpoints and perspectives that affect the accuracy and persuasiveness of oral or written arguments, and to uncover reasoning errors or logical fallacies. Critical thinkers are therefore better able to defend viewpoints, to evaluate issues, to analyze new information, and to reach ethical conclusions.
Upon successful completion of this course you will be able to:
- Become morally sensitive to ethical dilemmas in global commerce
- Identify ethical issues in global business
- Master stakeholder analysis
- Address issues from more than one point of view
- Use a well-reasoned process by which to arrive at ethically-defensible decisions
- Evaluate good and weak arguments
- Defend your conclusions