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This course is part of the International Marketing ExpertTrack

International Marketing: Definition and Strategy

Get an introduction to international marketing and understand the motivations and strategies for businesses to go global.

International Marketing: Definition and Strategy
  • Duration2 weeks
  • Weekly study5 hours
  • 100% onlineLearn at your own paceHow it works
  • Included in an ExpertTrackCourse 1 of 5
  • Get full ExpertTrack access$39/monthFind out more

Understand the benefits and challenges of international marketing

With rapid globalisation and the advance of technology, the global market is now a possibility for almost any business. However, organisations must have a considered strategy and understanding of international markets to succeed.

On this two-week course, you’ll understand the definition of global marketing, the opportunities it presents for companies as well as the challenges organisations face when entering new markets.

Discover why businesses need a global marketing strategy

Examine the need and motivations for businesses to go global, as well as the importance of identifying a global marketing strategy to successfully enter these new markets.

You’ll discover the ways digital marketing technologies can help with entry into global markets and how you can apply this to your own strategies.

Learn how to use an EPRG framework in international marketing

EPRG (Ethnocentric, polycentric, regiocentric and geocentric) is a framework designed to be used in the internationalisation process. On this course, you’ll understand the most effective ways to use EPRG to help businesses enter the global market.

Looking at examples, you’ll discover how organisations apply each element of EPRG to understand what it takes to be successful in the global market.

Understand the born global phenomenon

Delve into ‘born global’ organisations - the businesses that realise the importance of global marketing from the moment they are established, and use their time and resources to expand internationally.

Using your foundational knowledge of EPRG, you’ll evaluate its relevance in light of the born global phenomena to understand current trends.

By the end of this course, you’ll have a deeper understanding of global marketing and recognise the importance of a marketing strategy.

Syllabus

  • Week 1

    What is Global Marketing?

    • Welcome to the course

      See what studying with Coventry University looks like and explore what role marketing plays in the internationalisation of businesses.

    • Defining global marketing

      What does global marketing mean to you?

    • Why do companies internationalise?

      What motivates organisations to expand beyond their home market? What models might they use to analyse the drivers of and impediments to this expansion?

    • Summary of the week

      Reflect on what you have learned this week and look at what's next.

  • Week 2

    The Evolution of Global Marketing

    • Welcome to the week

      This week you are going to study the evolution of global marketing and the emergence of ‘born global’ firms.

    • The EPRG model

      You will investigate the EPRG framework, research examples of this framework in practice and critically reflect on the value of this framework.

    • Born globals

      Introduction to the concept of born globals: businesses that have the capability to compete internationally and work with resources from around the world from day one.

    • Summary of the week

      Review what you have learned in this week and in the short course and look at what's next.

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Create a shareable certificate link for your CV and LinkedIn.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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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 increase their knowledge on global marketing and explore some of the ways businesses succeed when entering new markets.

You might work in a global marketer role or looking for an introduction into international marketing.

Who developed the course?

Coventry University

Coventry secured gold in the UK Government’s 2017 Teaching Excellence Framework (TEF) and is University of the Year for Student Experience in The Times & The Sunday Times Good University Guide 2019.

  • Established1992
  • LocationCoventry

About this ExpertTrack

Examine the key issues in international marketing, why they are important and how these should influence your marketing strategy.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • 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
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn

Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

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