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Culture in Global Marketing

Explore how culture impacts on global marketing and how knowledge of culture underpins successful entry into new markets.

Culture in Global Marketing
  • Duration

    2 weeks
  • Weekly study

    10 hours

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.

What topics will you cover?

  • 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.

Who will you learn with?

An assistant professor in Marketing and Advertising, Dr. Anvita is also the Quality and Accreditation Lead for Marketing. She is experienced in leading collaborative international learning projects.

My teaching and research interests lay in the areas of marketing strategy and global marketing. My current research investigates the relationship between private equity and the marketing function.

Who developed the course?

Coventry University

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

  • Established

  • Location


Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control

Want to know more about learning on FutureLearn? Using FutureLearn

Join the conversation on social media

You can use the hashtag #FLglobalmarketing to talk about this course on social media.