Online ExpertTrack in Business & Management

International Marketing

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

Created by

Coventry UniversityCoventry University

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Understand the international marketplace

Globalisation has created new opportunities for businesses. Entering the global market is now more accessible than ever, but this also presents challenges. Without an understanding of international markets and a considered entry strategy, businesses could stand to lose money and even damage their reputation.

During this ExpertTrack, you’ll develop a contemporary perspective of the global marketplace and evaluate the most effective brand, communication and market entry strategies.

Explore the challenges faced by global marketers to gain a better understanding of international markets and how you can apply what you have learned to your own strategies.

Identify the importance of culture in international marketing

Gain an understanding of the crucial role culture plays in global markets and how this is linked to failure and success with organisations entering international markets.

Explore Hofstede cultural dimension theory to understand cultural differences and be able to reflect upon your own practice and behaviour in this area.

Analyse market entry strategies

Understand the strategic options a company must consider before entering a market and the challenges organisations face with global marketing.

You’ll explore various market entry methods and understand how businesses select the right market to enter, and what levels of risk are associated with this process.

Investigate product adaptation vs standardisation

Explore the advantages and disadvantages of adaptation and standardisation in a global marketing strategy.

Understand why some businesses choose to gain global appeal by standardising their product and why others choose to adapt their product to each new market to meet local requirements. You’ll look at the impact of both approaches and which is the best for your strategy.

Understand the fortune at the bottom of the pyramid and other emerging markets

Critically analyse the issues that shape global marketing and understand future trends so that you can adapt your managerial practice.

Explore the fortune at the bottom of the pyramid consumers who, despite earning less than $2 a day have huge potential to become consumers of products. You’ll learn about this untapped source of value, and how you can implement them into your strategy.

Learn what makes an effective global marketing strategy

By the end of this ExpertTrack, you’ll have a comprehensive understanding of global marketing and the many factors you must consider in your global marketing strategy.

Key skills you will learn

  • Global Marketing
  • Global marketers
  • Marketing strategy
  • International marketing strategy
  • Analytical skills
  • Marketing

Learning outcomes

By the end of the ExpertTrack, you’ll be able to...

  • Develop a contemporary perspective of the global marketplace
  • Explore the importance of global marketing through understanding the motives for internationalisation and the challenges firms face when entering new markets
  • Apply global marketing research to better understand the role of culture across global markets
  • Assess various global marketing strategies in order to evaluate the most appropriate product development, brand, communication and market entry strategies.
  • Investigate the challenges global marketers experience when operating across geographic and cultural boundaries and reflect upon your own practice and behaviour in this area

Experience required

There are no specific requirements to enrol on this ExpertTrack, however you should have some interest in global marketing.

You may already be a global marketer looking to expand your knowledge, or you’re fairly new to the field and want to pursue a career in marketing.

Getting started

This ExpertTrack will suit you if you are new to marketing or want to explore themes of globalisation within marketing.

ExpertTrack course overview

  • Course 1

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

    1 peer-graded assignment

    2 weeks

    5 hours per week

    • Week 1

      What is Global Marketing?
      • Welcome to the course
      • Defining global marketing
      • Why do companies internationalise?
      • Summary of the week
    • Week 2

      The Evolution of Global Marketing
      • Welcome to the week
      • The EPRG model
      • Born globals
      • Summary of the week
  • Course 2

    Explore how culture impacts global marketing and develop your knowledge of culture to implement into your market entry strategy.

    2 weeks

    5 hours per week

    • Week 1

      Understanding Culture
      • Welcome to the course
      • Defining culture
      • Cultural dimensions
      • Summary of the week
    • Week 2

      The Role of Culture in Global Advertising
      • Welcome to the week
      • The limitations of Hofstede's cultural dimensions
      • Advertising in global marketing
      • Summary of the week
  • Course 3

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

    2 weeks

    5 hours per week

    • Week 1

      Selecting and Entering a New Market
      • Welcome to the course
      • Market selection
      • Market entry
      • Summary of the week
    • Week 2

      Entering New Markets
      • Welcome to the week
      • Good and bad practice in international market entry
      • The Global Business Development Cycle
      • Summary of the week
  • Course 4

    Investigate the strengths and weaknesses of standardisation vs adaptation as global marketing strategies.

    2 weeks

    5 hours per week

    • Week 1

      Product standardisation and adaptation
      • Welcome to the course
      • International marketing strategy
      • Marketing mix in product standardisation and adaptation
      • Summary of the week
    • Week 2

      Positioning in global marketing
      • Welcome to the week
      • Glocalisation
      • Universal Positioning Strategy (UPS)
      • Global consumption
      • Course work
      • Summary of the week
  • Course 5

    Explore the trends and issues that shape global marketing and how to overcome problems faced in international marketing.

    2 weeks

    5 hours per week

    • Week 1

      Emerging markets
      • Welcome to the course
      • Emerging markets
      • Bottom of the Pyramid
      • Summary of the week
    • Week 2

      The future of global marketing
      • Welcome to the week
      • The myth of globalisation
      • Contemporary issues in globalisation
      • The future of global marketing
      • Summary of the week

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.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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How ExpertTracks work

Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.

Join a free 7-day trial

Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.

Keep learning for $39/month

Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.

Earn digital certificates

Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.

Become an expert

Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.

World-class learning with 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.

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ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.

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