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International and Global Marketing: A Definition (IBM)

An introduction to global marketing and chance to explore how globalisation has changed the marketing focus of organisations.

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  • Duration

    2 weeks

  • Weekly study

    8 hours
Overview
Requirements
Educators

Explore the benefits of global marketing for 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.

In this course, you will have the chance to 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, and 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.

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 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 be an established global marketer looking to refresh your knowledge.

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