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Challenges and Opportunities in Global Marketing

Evaluate the trends and contemporary issues that shape global marketing and explore how companies respond to these challenges.

Challenges and Opportunities in Global Marketing
  • Duration

    2 weeks
  • Weekly study

    10 hours

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?

What topics will you cover?

  • The concept of bottom of the pyramid consumers

  • Emerging markets

  • 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.

Who will you learn with?

A lecturer in marketing and advertising at Coventry University’s Business School, Rajlakshmi specialises in consumer behaviour, marketing and entrepreneurial branding.

Who developed the course?

Coventry University

Coventry secured gold in the UK Government’s 2017 Teaching Excellence Framework (TEF) and is University of the Year for Student Experience in The Times & The Sunday Times Good University Guide 2019.

  • 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

Want to know more about learning on FutureLearn? Using FutureLearn