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Selecting and Entering Global Markets

Investigate various methods of market selection and entry and explore contemporary issues around internationalisation.

Selecting and Entering Global Markets
  • Duration

    2 weeks
  • Weekly study

    10 hours

Analyse the strategic options a company must consider before entering a market

In this course you will learn about the strategic challenges firms face within global marketing. You will explore how organisations select the right market to enter and what levels of risk are associated with this process.

You’ll look at how to analyse the various market entry methods available to organisations, based on the internal and external factors that shape strategy. These theoretical concepts will be distilled into the Global Business Development Cycle, which will shape the foundations of your group assessment.

What topics will you cover?

  • Market selection processes
  • Marketing entry strategies
  • Examples of good and bad practice
  • The Global Business Development Cycle (GBDC)

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 the process of market selection
  • Explain the process of market entry
  • Explore market selection and market entry using relevant examples
  • Apply the Go Global business cycle to a context of your choice

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

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