International Marketing: Product Adaptation vs Standardisation
Investigate the strengths and weaknesses of standardisation vs adaptation as global marketing strategies.
Duration
2 weeksWeekly study
5 hours100% online
How it works
International Marketing: Product Adaptation vs Standardisation
Understand international marketing strategies
A common challenge of entering the global market is choosing between standardisation or adapting products to a new market. On this two-week course, you’ll explore the benefits and weaknesses of both to determine the best outcome for your strategy.
This course is designed by Coventry University and is looking into marketing strategy and all the considerations businesses need to address before entering international markets.
Explore product adaptation vs product standardisation
When organisations want to enter the global market, they must consider whether to standardise their product to please everyone, or adapt to each new market to meet local requirements.
On this course, you’ll delve into both concepts and use real-life examples to see them in action. You’ll understand the merits and drawbacks of the approaches and explore their impact upon the marketing function.
You’ll also learn how companies can gain global appeal by positioning their products with a universal message that transcends geographical boundaries.
Learn the concept of a global consumer
You’ll be introduced to the concept of a global consumer, and will understand how this impacts global marketing.
Gain knowledge of this consumer in order to better understand who you will target in your own global marketing strategies.
Investigate impacts on the global market
By the end of the course, you will be able to identify the various factors that impact the global market.
From global consumers to the impact of the standardisation and adaptation approach, you’ll understand the consequences of each so you can make informed decisions when you enter the international market.
Syllabus
Week 1
Product standardisation and adaptation
Welcome to the course
In the first week of this course you will explore how and why companies adapt or standardise their products or services as a strategy to reach consumers across global markets.
International marketing strategy
Should companies standardise their offer or should they adapt to the new market? In this section, you will assess the benefits of both approaches and look at their impact upon the marketing function.
Marketing mix in product standardisation and adaptation
Investigate the benefits and limitations of the marketing mix and explore how it can be used as a tool to help companies launch their product or service in a new market.
Summary of the week
Review what you have learned and look forward to the next week.
Week 2
Positioning in global marketing
Welcome to the week
In the second week of this short course you will explore how companies can position their products or services for a global market. You will also be introduced to the concept of cosmopolitan consumers.
Glocalisation
Examine how thinking globally but acting locally can help companies internationalise their business.
Universal Positioning Strategy (UPS)
Investigate how companies can position their products and services with a universal message that transcends geographical borders to gain global appeal.
Global consumption
Examine the concept of the cosmopolitan consumer.
Course work
This section outlines the first of the core assessments for this module and offers a chance to give feedback and ask questions.
Summary of the week
Reflect on what you have learned this week and review a summary of the topics covered in this short course.
When would you like to start?
Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.
Available now
Learning on this course
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 for anyone interested in global marketing and the process of product adaptation. You may be interested in pursuing a career as a global marketer or already be in the role and looking to increase your knowledge.
If you want to develop your knowledge further, you may want to take these courses, from the same provider, that share the same overall learning outcomes:
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
1992Location
Coventry
Ways to learn | Buy this course | Subscribe & save | Limited access |
|---|---|---|---|
| Choose the best way to learn for you! | $109/one-off payment | $39.99/month Automatically renews | Free |
| Fulfill your current learning need | Develop skills to further your career | Sample the course materials | |
| Access to this course | tick | tick | Access expires 30 Apr 2024 |
| Access to 1,000+ courses | cross | tick | cross |
| Learn at your own pace | tick | tick | cross |
| Discuss your learning in comments | tick | tick | tick |
| Certificate when you're eligible | Printed and digital | Digital only | cross |
Cancel for free anytime |
Ways to learn
Choose the best way to learn for you!
Subscribe & save
$39.99/month
Automatically renews
Develop skills to further your career
- Access to this course
- Access to 1,000+ courses
- Learn at your own pace
- Discuss your learning in comments
- Digital certificate when you're eligible
Cancel for free anytime
Buy this course
$109/one-off payment
Fulfill your current learning need
- Access to this course
- Learn at your own pace
- Discuss your learning in comments
- Printed and digital certificate when you’re eligible
Limited access
Free
Sample the course materials
- Access expires 30 Apr 2024
Find out more about certificates, Unlimited or buying a course (Upgrades) | |||
Find out more about certificates, Unlimited or buying a course (Upgrades)
Learning on FutureLearn
Your learning, your rules
- Courses are split into weeks, activities, and steps to help you keep track of your learning
- 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
- Complete 90% of course steps and all of the assessments to earn your certificate
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