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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

  • 2 weeks

  • 5 hours per week

  • Digital certificate when eligible

  • Introductory level

Find out more about how to join this course

  • Duration

    2 weeks
  • Weekly study

    5 hours
  • 100% online

    How it works
  • Unlimited subscription

    $189.99/yearLearn 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.

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 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.

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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Ways to learn

Choose the best way to learn for you!

Subscribe & save

$189.99 for one year

Automatically renews

Develop skills to further your career

  • Access to this course
  • Access to 1,000+ courses
  • Learn at your own pace
  • Discuss your learning in comments
  • Digital certificate when you're eligible

Cancel for free anytime

Buy this course

$79/one-off payment

Fulfill your current learning need

  • Access to this course
  • Learn at your own pace
  • Discuss your learning in comments
  • Printed and digital certificate when you’re eligible

Limited access

Free

Sample the course materials

  • Access expires 12 Oct 2022

Find out more about certificates, Unlimited or buying a course (Upgrades)

Sale price available until 14 November 2022 at 23:59 (UTC). T&Cs apply.

Find out more about certificates, Unlimited or buying a course (Upgrades)

Sale price available until 14 November 2022 at 23:59 (UTC). T&Cs apply.

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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