Weekly study10 hours
Challenges and Opportunities in Global Marketing
Explore how contemporary issues shape global marketing
In this course you will critically analyse contemporary issues in global marketing. You will investigate the concept of bottom of the pyramid consumers who despite earning less than $2 a day have huge potential to become consumers of products, which represents an untapped source of value for global marketers.
You will also explore future trends in global marketing and look at how these might shape future managerial practice. For example, how could artificial intelligence change global marketing? Is globalisation as driver of growth and prosperity still a valid narrative?
The concept of bottom of the pyramid consumers
Future trends in global marketing and their impact on practice
Is globalisation still a relevant narrative?
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 concept of bottom of the pyramid (BOP) consumers
- Assess how organisations can exploit the BOP market
- Assess future trends and how they might shape global marketing
- Reflect upon how you see global marketing developing in the future
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.