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University of Leeds

Introduction to Intercultural Studies: The Branding of Culture

University of Leeds via FutureLearn

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Overview

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. 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.

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.

Syllabus

  • Cultural branding
    • Welcome
    • Branding and identity
    • Nation branding
    • The movement of products
    • Summary
  • Globalised products
    • About Week 2
    • Localising products
    • Soft power
    • Cultural imperialism
    • Summary

Taught by

Haynes Collins

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Reviews

4.7 rating, based on 17 Class Central reviews

4.4 rating at FutureLearn based on 14 ratings

Start your review of Introduction to Intercultural Studies: The Branding of Culture

  • Tamara Rudenko
    This course helps students of virtually all educational backgrounds understand and critically reflect on a number of real-life practical issues, such as how cultures are represented in the discourse of marketing, advertising and branding, what's…
  • Anonymous
    This course is rich and diverse and thorough for a short course and the direction it takes linking brand and culture. The psychoanalysis of marketing and branding of product and country and the resistance to Imperialistic and linguistic narratives are enlightening.
  • Anonymous
    This course is rich and diverse and thorough for a short course and the direction it takes linking brand and culture. The psychoanalysis of marketing and branding of product and country and the resistance to Imperialistic and linguistic narratives are enlightening.
  • Anonymous
    I found the course very useful though my major is language teaching. I was particularly interested in the interrelationship between language and culture and how language can be used as a powerful tool to influence public opinions and the ways of life. In addition, I found it interesting that language provides a variety of shades of meaning which can be used by some to resist culture branding. The pictorial exercises and questions were relevant, open ended and to the point. They were of practical concern and reinforced the materials already taught in a new context.
  • Anonymous
    It is a very short interesting course. And if you take also from University of Leeds Intercultural Languages and Crossing boarders you get a very wide intercultural view.
  • Anonymous
    The course is well-organised and easy t o follow. It clarifies the most important notions useful in the domain of marketing and intercultural studies. The videos and the articles were more than useful. The only thing that might help is to improve the possibility of sharing with the other participants. It felt lonely at a certain moment.

  • Anonymous
    Great introduction to various ideas around branding and advertising and how this affects cultures and people. Great opportunity to get involved and increase your research skills. Thanks Leeds University.
  • Anonymous
    Very professional, very informative, went at a good pace. The main lecturer was really interesting to listen to and spoke very clearly.
  • Anonymous
    At least completed, except for the test at the end which I couldn't take since I took the class for fun to learn more. I don't need credits. I enjoy learning about new topics and it is nice to read comments and learn from others around the world.
    This is a very interesting topic. I learned a lot of new vocabulary and terms. The videos are always interesting to see.
    Thanks for offering for free.
  • Anonymous
    An absolutely wonderful course! It is very informative, covering different aspects of Culture and Branding Culture. The course presents very good quality material, especially the videos and texts. I've learnt a lot about Culture Branding from all the material and also from learners participation, which was a great practical way to discuss concepts.
    I highly recommend it to you!
  • Anonymous
    Good and informative course. I enjoyed looking at localisation from the perspective of culture. The course is also well structured and gives out concepts in a clear and coincise way. The thing that should be improved is the collaboration with other students (commenting, peer reviews) for those who want to take the course for professional advancement rather than leisure.
  • Anonymous
    enjoyed the suggested outside investigation this course offered; which also resulted in probably the most connection I have had with other participants during the two weeks that I have had from over 20 FutureLearn courses I have completed.
    Stretched my inquiring mind to a great extent. Opportunity to be very current
  • Anonymous
    This was a very interesting course. It covered many topics and reviewed many philosophies concerning the branding of culture. There was a lot of food for thought and perhaps thoughts on food and how food products are presented in many different countries. It was an excellent course.
  • Anonymous
    Un grand merci pour ce cours excellent !
    Cet enseignement nous fait voyager à travers les marques du monde, leurs stratégies de marketing.,les différentes facettes de la culture des nations...
    Je recommande vivement!
  • Anonymous
    Thank you very much for such a unique chance to gain very interesting knowledge in the field of branding. I enjoyed the course! Just facts, everything on the topic - no water! I wish you prosperity and success!
  • Anonymous
    It was educational and had many real life examples in order to connect with the theory but I believe the source of information could be changed from time to time. I like that they use a Padlet to make us communicate.
  • Anonymous
    A demanding course, with lots of hands-on work and discussion. I learned a lot and I found it interesting.I might take another course from University of Leeds in the future.
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