Learn how to respond to the challenges of international marketing

Debate the contemporary issues of international marketers to understand the complexities that organisations face in global marketing.

You’ll learn how to critically analyse these issues to help you better prepare for a response to any difficulties that may arise in your global marketing strategy.

You’ll also look at globalisation as a whole to determine whether this is still a relevant and beneficial narrative.

Understand fortune at the bottom of the pyramid

Investigate the concept of bottom of the pyramid (BOP) consumers and how organisations can use this market to their advantage.

Despite earning less than $2 a day, BOP consumers have a huge potential to purchase products and can be an untapped market for global marketers.

You’ll learn the value of BOP consumers and how you can include this market in your own strategies.

Identify global marketing trends

It’s important to look towards future trends in order to understand how it might shape your managerial practice. You’ll explore and identify trends such as artificial intelligence and globalisation, and the impacts they might have on practice in global marketing.

Reflect upon how you see future global marketing trends and how they might shape the market altogether, to help you prepare more effective strategies in your own practice.

This course is part of the Global Marketing Expert Track, an in-depth look into marketing strategy and all the considerations businesses need to address before entering international markets.

Syllabus

Week 1
Emerging markets
- Welcome to the course
  In the first week of this short course we will investigate the concept of emerging markets and bottom of the pyramid consumers.
- Emerging markets
  Exploring the characteristics of emerging markets, branding in emerging markets, and the new middle class in emerging markets.
- Bottom of the Pyramid
  Explore the characteristics of Bottom of the Pyramid (BOP) consumers and investigate ways in which global organisation could tap into this large group of consumers in the poorest markets.
- Summary of the week
  Review what you have learned and look forward to the week.
Week 2
The future of global marketing
- Welcome to the week
  Continue your investigation into contemporary issues in global marketing and take a look to the future of global marketing.
- The myth of globalisation
  Explore the concept of globalisation. How relevant is globalisation today and what will be its role in the future?
- Contemporary issues in globalisation
  Investigate the impact of technological developments such as cryptocurrency and Artificial Intelligence (AI) on global marketing
- The future of global marketing
  How is global marketing going to develop in the future? Reflect on what you have learnt in this short course and create a visual representation of your interpretation.
- Summary of the week
  Reflect on what you have learnt this week and review a summary of the topics covered in this short course.

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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 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 for anyone interested in global marketing and the challenges and opportunities. You may be interested in pursuing a career as a global marketer or already be in the role and looking to increase your knowledge.

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

About this ExpertTrack

Examine the key issues in international marketing, why they are important and how these should influence your marketing strategy.

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