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Adaptation and Standardisation in Global Marketing

Investigate the strengths and weaknesses of standardisation and adaptation as global marketing strategies.

Adaptation and Standardisation in Global Marketing
  • Duration

    2 weeks
  • Weekly study

    10 hours

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.

What topics will you cover?

  • The advantages and disadvantages of product adaptation
  • The advantages and disadvantages of product standardisation
  • Glocalisation
  • 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.

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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