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Culture in International and Global Marketing (IBM)

Explore how culture impacts on global marketing and how knowledge of culture underpins successful entry into new markets.

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  • Duration

    2 weeks

  • Weekly study

    8 hours
Overview
Requirements
Educators

Delve into the importance of understanding culture in a global marketing context

In this short course, you will have the opportunity to learn about the role culture plays in global marketing.

There are numerous examples of organisations that have not been successful in marketing their brand globally, because they have failed to consider the critical importance of understanding culture.

You will have the chance to explore Hofstede’s model of cultural dimensions, as a way to understand cultural differences.

What topics will you cover?

  • The role of culture in global marketing.
  • Hofstede’s Dimensions of National Culture.
  • Critiquing Hofstede’s model of cultural dimensions.
  • Understanding markets and buyers, customer service and relationship management across cultures.

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 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