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This content is taken from the Coventry University's online course, Global Marketing: A Definition. Join the course to learn more.

Skip to 0 minutes and 13 seconds Over the last two weeks you will developed a better understanding of global marketing and what this means to you. We have introduced you to the evolution of global marketing and identified examples of this in practice. You have also explored the concept of born globals and how this new breed of organisations are taking international expansion in their stride from early in their development. I hope you have enjoyed your educational journey and you should now be starting to see how these various theories intertwine with one another to help you understand global marketing. Within this short course you have also begun to develop a critical understanding of theory.

Skip to 0 minutes and 49 seconds You should now have your own perspective of how global marketing has evolved and continues to evolve for your own research and development. It is crucial at this point that you reflect on the learning process you have been through and see how your education about global marketing is starting to structure your future learning. Moving forward you will look at how culture impacts global business and the importance of being able to understand how to adapt your marketing strategy.

Review of the week

Congratulations on completing Defining Global Marketing. We hope you have enjoyed this course!

This open course has introduced you to the theoretical underpinnings of global marketing.

In the first week, you have looked at what drives or impedes international expansion and have explored the use of a PESTLE analysis to analyse push and pull factors.

This week you have explored the EPRG framework and have looked at how born global companies are tearing up the rule book with their rapid globalisation, bringing into question theoretical understanding of global marketing.

The course has also provided you with an insight into what learning at Coventry University is like. If you have enjoyed studying with us, why not sign up for the Global Marketing MBA program?

The second course in the program, Culture in Global Marketing, will look at:

  • How to apply global marketing research to better understand the role of culture across global markets
  • Hofstede’s cultural dimensions
  • Examples of good and bad practice of using culture in global marketing
  • The role culture plays in your own practice

Your task

Reflect on what you have learned in this week.

  • What have you found to be particularly good, useful or interesting?
  • What actions will you now take to learn more about these topics and put them into practice?
  • What questions, if any, have arisen for you?

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This video is from the free online course:

Global Marketing: A Definition

Coventry University