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This course is part of the International Marketing ExpertTrack

International Marketing: Challenges and Opportunities

Explore the trends and issues that shape global marketing and how to overcome problems faced in international marketing.

  • Duration

    2 weeks
  • Weekly study

    5 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 5 of 5
  • Get full ExpertTrack access

    $39/monthFind out more

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.

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.


  • 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.

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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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

  • Location


About this ExpertTrack

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

Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

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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