Certificate of Achievement

Mary Templeman Hogg - O'Rourke

has completed the following course:

Introduction to Intercultural Studies: The Branding of Culture

University of Leeds

This course has explored how ideas of culture are used in advertising to brand and sell globalised products, and sometimes to market nations or regions.

2 weeks, 5 hours per week


Dr Haynes Collins

Lecturer in Intercultural Studies

University of Leeds

overall score


Learning outcomes

  • 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.


  • 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

In association with

Issued on 19th May 2019

The person named on this certificate has completed the activities in the transcript above. For more information about Certificates of Achievement and the effort required to become eligible, visit futurelearn.com/proof-of-learning/certificate-of-achievement.

This certificate represents proof of learning. It is not a formal qualification, degree, or part of a degree.

Free online course:

Introduction to Intercultural Studies: The Branding of Culture

University of Leeds