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Challenges and Opportunities in Global Marketing (IBM)

Evaluate the trends and contemporary issues that shape global marketing, and explore how companies respond to these challenges.

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  • Duration

    2 weeks

  • Weekly study

    8 hours
Overview
Requirements
Educators

Explore how contemporary issues shape global marketing

In this course you will have the chance to critically analyse contemporary issues in global marketing. This includes investigating the concept of bottom of the pyramid consumers, who despite earning less than $2 a day have huge potential to become consumers of products – an untapped source of value for global marketers.

You will also have the opportunity to explore future trends in global marketing, and look at how these might shape future managerial practice. For example, how could artificial intelligence change global marketing? Is globalisation as driver of growth and prosperity still a valid narrative?

What topics will you cover?

  • The concept of bottom of the pyramid consumers.
  • Emerging markets.
  • Future trends in global marketing and their impact on practice.
  • Is globalisation still a relevant narrative?

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 looking to enhance the efficiency and effectiveness of their global marketing.

Please note that the individuals detailed in the ‘Who will you learn with?’ section below, are current staff members and may be subject to change.

Who will you learn with?

Mark Goodman

As well as lecturing for 15 years at some of the top UK universities, I have worked in marketing for a number of companies- including Dixons, Mars, Olympus and ICI, both in the UK and internationally.

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

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

Want to know more about learning on FutureLearn? Using FutureLearn