International Marketing: Challenges and Opportunities

318 enrolled on this course

2 weeks
5 hours per week
Digital certificate when eligible
Open level

Find out more about how to join this course

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.

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.

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 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.

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	Buy this course	Subscribe & save	Limited access
Choose the best way to learn for you!	$109/one-off payment	$244.99 for a whole year 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 28 Sep 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
	Continue & Upgrade
		Cancel for free anytime

Ways to learn

Choose the best way to learn for you!

Subscribe & save

$244.99 for a whole 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

$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

Continue & Upgrade

Limited access

Free

Sample the course materials

Access expires 28 Sep 2024

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

Sale price available until 31 October 2024 at 23:59 (UTC). T&Cs apply.

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

Sale price available until 31 October 2024 at 23:59 (UTC). T&Cs apply.

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