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International Marketing: Definition and Strategy

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

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  • Course access expires 27 Aug 2022
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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.

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

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 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.

If you want to develop your knowledge further, you may want to take these courses, from the same provider, that share the same overall learning outcomes:

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
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Buy this course

$84

One-off payment

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  • Learn at your own pace
  • Discuss your learning in comments
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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
  • Complete 90% of course steps and all of the assessments to earn your certificate

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