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.

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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 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 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

About this ExpertTrack

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

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