Weekly study10 hours
Adaptation and Standardisation in Global Marketing
Investigate the merits of adaptation versus standardisation
In this course you will learn about the age old global marketing trade-off: standardise or adapt? You will assess the benefits of both approaches and will explore their impact upon the marketing function.
In addition, you will investigate how companies can gain global appeal by positioning their products and services with a universal message that transcends geographical borders. You will also be introduced to the concept of global or cosmopolitan consumers and will look at the impact such consumers have on global marketing.
The advantages and disadvantages of product adaptation
The advantages and disadvantages of product standardisation
Universal positioning and global or cosmopolitan consumers
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 strengths and weaknesses of both product adaptation and standardisation
- Explore real life examples of standardisation vs adaptation
- Reflect on concepts of global consumers/ cosmopolitan consumers
- Assess the impact standardisation/ adaption has on the marketing function
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.