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International Marketing: Product Adaptation vs Standardisation

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

International Marketing: Product Adaptation vs Standardisation

  • 2 weeks

  • 5 hours per week

  • Digital certificate when eligible

  • Open level

Find out more about how to join this course

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

    1992
  • Location

    Coventry

Ways to learn

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Ways to learn

Choose the best way to learn for you!

Subscribe & save

$189.99 for one year

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

$79/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 14 Oct 2022

Find out more about certificates, Unlimited or buying a course (Upgrades)

Sale price available until 14 November 2022 at 23:59 (UTC). T&Cs apply.

Find out more about certificates, Unlimited or buying a course (Upgrades)

Sale price available until 14 November 2022 at 23:59 (UTC). T&Cs apply.

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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