Certificate 2

Further Levels of Certification

Applying anthropology to a corporate world in a global business concept. After completing either our jump-start
into to anthropology course or an anthropology BA degree, we move on into the application of anthropology in the
business world. Multiple levels of training are offered in four areas: The consumer, the competitor, the corporation
and global markets. Each course is completely available online and is comprised of 16 weeks of
participatory/observational exercises from our book, written up and sent via email to our staff. Each person is guided
individually to reach comprehension of the concepts and methods before moving on. Courses may be taken
concurrently. Once completed, the basic level being mastered, one may move into independent study with an
assigned staff member for a focus into a specialized area.

In the first segment, The Consumer, the student will experience the dynamics of differing cultural concepts and
beliefs utilizing a participant/observer technique unique to anthropology. Consumers differ among themselves as well
as differing geographically. In simple lessons, you learn how to interact with consumers to gain best attitude displays
and hopefully avoid the twisting of information to please the interviewer. These are not simple surveys nor are they
focus groups. The techniques were developed over the course of decades to go into a less technological population
group, to discern patterns, trends and accurate information, then coalesce the knowledge into a sort of group gestalt,
capturing the essence of the population and leading the individual studying the group to predictions with greater
accuracy. In consumer research, the closer one gets to the source, to the distilled qualities of reality sets, the greater
the ability exists to predict trends.

For the second area, The Competitor, the assignments focus on understanding what truly competes with company
products. Often competition analysis only looks at similar products, when in reality the competition can be as esoteric
as a person's free time. Understanding the deeper levels of competition and being able to foresee consumer reactions
to these levels places the company at the cutting-edge of knowledge, prediction and profitability. How do consumers
view the company? What does the brand mean to them? How do they integrate brand items into their lives? What
would they change? What will they embrace? How do they order priorities for spending time, money or other
resources? A person trained in applied anthropology methods can scientifically quantify seemingly intangible dynamics.

In the third area, The Corporate Environment, a Corporate Anthropology Certified person can aid productivity,
innovation or teamwork by identifying the communication systems, the innovators, the stodgies, and the cycles spent
in non-productive issues. The inner workings of a company, while fluid and changing, nonetheless maintain a form of
corporate culture. At times, this culture needs tweaking to assure growth and new ideas. The person with
anthropological training gains vision into this world, seeing ways to streamline the workforce and also to keep
employees happy. Studies show that corporations with high employee job satisfaction perform better in the stock
market. Training allows personnel to attain this deeper vision and to find solutions to the everyday working issues.

In the fourth area, The Global Market, we study the concept of culture and how it deeply affects global business.
Cultural Anthropology looks at people around the planet and throughout time to find out there are certain universals
and many differences. Within a population, people differ just as within a nation, there are many cultures. Yet, the
universal needs form a framework to build the cultural identities of individuals. Everyone needs shelter, food, water,
clothing, family, beliefs, love, tools etc. and the means to attain their needs relates to their culture.

Training resources range from self-guided materials and online evaluation to seminar/workshops where a group of
corporate professionals experience a new dimension to viewing the seemingly everyday world.
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