Online course

Global Marketing: A Definition

Get an introduction to global marketing, and explore how globalisation has caused organisations to change their marketing focus.

  • Duration 2 weeks
  • Weekly study 3 hours

Understand the benefits of global marketing to businesses

Rapid globalisation and the advance of technology has created ‘born global’ organisations. From the moment businesses are established, they realise the importance of adopting a global focus and dedicate time and resources to expanding internationally.

On this course, you will gain a clearer understanding of global marketing as well as the challenges and benefits for firms entering new markets. You will examine the need for organisations to go global and how digital marketing technologies have accelerated this process. You will also reflect on your own experiences of global marketing.

What topics will you cover?

  • The importance of global marketing

  • Motivations to go global

  • The EPRG framework

  • The born global concept

When would you like to start?

  • Date to be announced
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What will you achieve?

By the end of the course, you'll be able to...

  • Explain the concept of global marketing including the EPRG framework
  • Identify examples of organisations to apply to each element of the EPRG framework
  • Reflect upon your own experiences of global marketing
  • Evaluate the relevance of EPRG in light of the born global phenomena

Who is the course for?

This course is for anyone looking to enhance the efficiency and effectiveness of their global marketing. You might be looking for an introduction to global marketing, or an established global marketer looking to refresh your knowledge.

Who will you learn with?

Rajlakshmi Banerjee

I am a Lecturer in Marketing and Advertising in Coventry University Business School. My area of expertise and research interest is in consumer behavior, marketing and entrepreneurial branding.

Who developed the course?

Coventry secured a gold rating in the UK government’s 2017 Teaching Excellence Framework (TEF) and is the country’s top modern university in the Guardian University Guide 2018.

Advance your career with a degree

What's different about this course?

Since 2017 you have been able to take a degree on FutureLearn. This free course is a bit like a starter course for a degree — it should give you a flavour of the degree subject but can also be your first step towards a degree qualification.

If you enjoy this course you can apply to join the program it’s part of to start working towards a degree on FutureLearn.

Don’t worry, you can still take the course without doing a full degree!

How do degrees work on FutureLearn?

Do the free course
Join and complete the program
Get academic credit for an online degree from Coventry University

Which program and degree is this course part of?