Weekly study10 hours
Culture in Global Marketing
Explore the importance of understanding culture in a global marketing context
In this short course you will learn about the role culture plays in global marketing. There are numerous examples of organisations that have not been successful in marketing their brand globally because they have failed to consider the critical importance of understanding culture. You will explore Hofstede’s model of cultural dimensions as way to understand cultural differences.
The role of culture in global marketing
Hofstede’s Dimensions of National Culture
Critiquing Hofstede’s model of cultural dimensions
Understanding markets and buyers, customer service and relationship management across cultures
Learning on this course
You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.
What will you achieve?
By the end of the course, you‘ll be able to...
- Explain Hofstede's cultural dimensions
- Describe the relevance of Hofstede's cultural dimensions
- Explore and apply real life examples of good and bad practice using culture in global marketing
- Explore and reflect upon the role culture plays in your own practice
Who is the course for?
This course is designed for Coventry University MBA students.
Please note that the individuals detailed in the ‘Who will you learn with?’ section below, are current staff members and may be subject to change.