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Localization for Marketers

Enhance your organisation’s growth strategy by learning how to localize your marketing materials for international audiences.

Marketing professional working on their laptop while drinking tea
  • Duration

    2 weeks
  • Weekly study

    3 hours

Go global with your marketing campaigns

Research has shown that adapting marketing materials to target regions, countries, and cultures can make international campaigns more successful and profitable.

On this two-week course led by industry experts, you’ll learn how to connect marketing and localization to drive your organisation’s revenue.

Discover how localization could boost your organisation’s growth strategy

Without localization, marketing campaigns are unlikely to attract audiences internationally.

You’ll cover the basics of what makes localization so crucial for growth, and how it can be incorporated into a business strategy.

Understand the connection between translation, localization, and international marketing

Once you’ve understood the importance of localization in marketing, you’ll home in on the specifics of bringing the two together.

You’ll explore what localization means in the context of marketing, and the role that marketers play in commercial translation.

Learn how to optimise your marketing materials through International SEO

In the second week of the course, you’ll gain the practical skills you need to localize your own marketing materials.

You’ll master the principles of international search engine optimisation (iSEO), applying your knowledge in a series of practical exercises.

You’ll finish the course with a set of skills and resources to bring to your organisation.


  • Week 1

    International Growth Strategy

    • Week 1 Introduction

      Antoine Rey gives you an overview of the course, from how you position localization within your organization to the techniques you need to employ to execute your localization strategy.

    • Localization as a Revenue Enabler

      Antoine Rey reframes the localization function, often seen as a support group for translation, as a global growth and revenue enabler function.

    • Achieving Corporate Alignment

      Here Antoine Rey helps you align your localization goals with corporate or organizational goals.

    • A Centralized Growth Model

      Learn how to move from a decentralized localization function to a holistic, centralized growth model.

    • Thinking Globallly

      Shift your company or organization towards a globalization- and customer-centric mindset that is tied to company OKRs.

    • Speaking Through Analytics

      Become an owner of analytics that support a compelling argument for executing a globalization strategy.

    • Week 1 Conclusion

      From corporate alignment to analytics, in Week 1 we covered the strategic aspects of localization for marketing professionals.

  • Week 2

    Localizing Your Marketing Materials

    • Your Role as a Marketer

      As localization falls into the laps of many marketers, it's important to realize what can be done hands-on, and where the help of professional translators comes into play.

    • iSEO

      Learn what international SEO is and how you can increase your reach with the most up-to-date techniques.

    • Week 2 Conclusion

      In Week 2 we reviewed the role of marketers and the role of translators. We have also given practical tips you need to localize your own marketing materials.

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...

  • Create an international business growth strategy that incorporates support of target global markets.
  • Lead the transformation from a decentralized localization function to a centralized and standardized model.
  • Explain the role a marketer in the context of localization.
  • Improve your marketing materials' reach by implementing iSEO.

Who is the course for?

This introductory course is designed for non-technical marketing professionals hoping to master the basics of localization and international SEO.

Who will you learn with?

Antoine Rey, SVP Customer Development at Argos Multilingual. Antoine’s main area of focus is to consult, develop and implement mature operational and business globalization models.

Peter O’Callaghan is Senior SEO Specialist for Lokalise. He has worked in SEO for over 9 years, mainly focusing on improving organic visibility for international clients.

Matt Smith is Senior Educational Content Producer for Lokalise Academy. He has worked in training, marketing and learning experience design projects throughout EMEA, APAC & the Americas.

Who developed the course?

Lokalise Academy

Lokalise Academy is your go-to community for everything related to localization, internationalization, and growth.

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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Get a taste of this course

Find out what this course is like by previewing some of the course steps before you join:

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