Weekly study10 hours
Selecting and Entering Global Markets
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.
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.