This course is part of the International Marketing ExpertTrack
International Marketing: Cultural Factors
Explore how culture impacts global marketing and develop your knowledge of culture to implement into your market entry strategy.
Duration
2 weeksWeekly study
5 hours100% online
How it worksIncluded in an ExpertTrack
Course 2 of 5
International Marketing: Cultural Factors
Discover the importance of culture in international marketing
In a global business environment, incorrect cultural assumptions can have significant consequences for businesses. Understand the crucial role culture plays in global marketing and how it is linked to the success and failure of organisations trying to expand internationally.
On this two-week course, you’ll gain knowledge of the importance of culture in your global marketing strategies and the ways you can better understand cultural differences in order to succeed in international markets.
Understand how to implement an effective strategy for international marketing
Having an effective strategy can be the difference between success and failure in global marketing. You’ll explore and apply real-life examples of good and bad practices using culture in global marketing, helping you reflect on how culture impacts your own marketing strategies.
By the end of the course, you’ll have a better understanding of markets and buyers as well as customer service and relationship management across cultures.
Syllabus
Week 1
Understanding Culture
Welcome to the course
In the first week of this course you will reflect on the concept of culture and the way it influences global marketing.
Defining culture
Examine the different perspectives of culture.
Cultural dimensions
Explore Hofstede’s Dimensions of National Culture and analyse the cultural dimensions of your own country.
Summary of the week
Reflect on what you have learned this week and look at what's next.
Week 2
The Role of Culture in Global Advertising
Welcome to the week
In this week you will investigate the role of culture in global advertising.
The limitations of Hofstede's cultural dimensions
A critique of Hofstede's framework of cultural dimensions.
Advertising in global marketing
Explore the marketing communication process and look at the impact of humour and cultural values upon the effectiveness of communications.
Summary of the week
Reflect on what you have learned 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 Hofstede's cultural dimensions
- Describe the relevance of Hofstede's cultural dimensions
- Explore and apply real life examples of good and bad practice using culture in global marketing
- Explore and reflect upon the role culture plays in your own practice
Who is the course for?
This course is for anyone interested in global marketing and the factors you must consider in your marketing strategy.
You may be a global marketer looking to improve your existing knowledge or you want to be introduced to international marketing.
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
1992Location
Coventry
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Join a global classroom
- Experience the power of social learning, and get inspired by an international network of learners
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