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This course is part of the International Marketing ExpertTrack

International Marketing: Selection and Market Entry Strategies

Investigate the various methods of market selection and entry strategies, and explore the issues around internationalisation.

International Marketing: Selection and Market Entry Strategies
  • Duration

    2 weeks
  • Weekly study

    5 hours
  • 100% online

    Learn at your own paceHow it works
  • Included in an ExpertTrack

    Course 3 of 5
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    $39/monthFind out more

Understand the importance of international market entry strategies

In global marketing, an effective entry strategy can be the difference between success and failure for a business.

On this two-week course with Coventry University, you’ll analyse the strategic challenges a company faces when entering an international market and how best to overcome them.

Explore the ways organisations select the right market to enter, examine examples of good and bad practice, and the levels of risk associated with the process to help you determine what makes an effective market entry strategy.

Learn the process of market selection

Understand the market selection process from start to finish to identify the different obstacles businesses must overcome.

Using relevant examples, you’ll learn to look out for the many considerations that influence market selection and how these might apply to you.

Delve into market entry strategies

Learn how to analyse the different market entry methods available to organisations and gain knowledge on the internal and external factors that influence decisions.

You’ll understand how to apply these methods to form a considered market entry strategy.

Learn how to apply the Go Global business cycle

Learn theoretical concepts surrounding the Global Business Development Cycle, the periods of growth and recession that happen in every economy and affect businesses across the world.

You’ll use this in a group assessment to build your understanding and learn how to apply it to a context of your choice.

By the end of this course, you’ll understand the challenges and opportunities businesses face in international market entry selection and the tools you can use in your own strategies.

Syllabus

  • Week 1

    Selecting and Entering a New Market

    • Welcome to the course

      We start the first week of this short course with a discussion about how companies might approach expanding their business beyond their home market.

    • Market selection

      How do organisations select the markets they wish to enter? This section introduces the thought process firms go through in order to select a market to enter.

    • Market entry

      Explore the different strategies companies can deploy to enter foreign markets.

    • Summary of the week

      Review what you have learned aand look at what is to come.

  • Week 2

    Entering New Markets

    • Welcome to the week

      In the second week of this short course we will explore what happens once a company expands into a new market.

    • Good and bad practice in international market entry

      Explore examples of good and bad entry into international markets.

    • The Global Business Development Cycle

      Learn about the Global Business Development Cycle and explore the elements that make up this cycle.

    • Summary of the week

      Review what you have learned and look forward to the next short course.

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 process of market selection
  • Explain the process of market entry
  • Explore market selection and market entry using relevant examples
  • Apply the Go Global business cycle to a context of your choice

Who is the course for?

This course is for anyone interested in global marketing and the process of market selection. You may be interested in pursuing a career as a global marketer or already be in the role and looking to increase your knowledge.

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.

  • Established

    1992
  • Location

    Coventry

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

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