The Impact of Culture on International Business and Marketing
Reflect on the importance of understanding a nation’s culture in developing competitive advantage.
Duration
2 weeksWeekly study
8 hours
The Impact of Culture on International Business and Marketing
What do you need to know before expanding your business internationally?
In this short course, we explore the importance of culture for international trade. It covers different levels of culture and how culture affects companies’ and leaders’ behaviour, and explains why companies need to adjust their business models when expanding into different cultural contexts.
What topics will you cover?
- Culture definition
- Culture levels
- Culture and behaviour
- Culture and the business model
- Positive effects of cultural differences
- Pricing
- Advertising
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...
- Evaluate the importance of a country’s culture for business success
- Demonstrate an understanding of the impact of culture on organisational behaviour
- Reflect on the challenges of adjusting business models when expanding into different cultural contexts
- Characterise the nature of marketing management in international business
- Discuss the basic kinds of product policies and decisions made in international business
- Identify pricing issues and evaluate pricing decisions in international business
- Identify promotion issues and evaluate promotion decisions in international business
- Discuss the basic kinds of distribution issues and decisions in international business
Who is the course for?
This course is ideal for undergraduate students and professionals who are keen to enhance their careers.
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?
Dr Federico Topolansky is an Assistant Professor in business strategy and international business strategy at Coventry University, a position he took up in October 2019.
I am an Assistant Lecturer in International Business (IB) with research interests around Women's Leadership, Reward Systems and HR Policies.
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
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
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