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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 weeks
  • Weekly study

    5 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 2 of 5
  • Get full ExpertTrack access

    $39/monthFind out more

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.


  • 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.

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 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

  • 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 2-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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