Online Microcredential in Business & Management

International Marketing: Intercultural Communication Management

Learn how to manage the international marketing for global brands and services and navigate cultural sensitivity in business.

Created by

Anglia Ruskin UniversityAnglia Ruskin University

Learn more

Endorsed by

Institute of Data & MarketingInstitute of Data & Marketing

Learn more

Get degree-level marketing training in international marketing management

This 10-week digital marketing course will give you the skills to interact with consumers and businesses around the world in a culturally sensitive way and implement an effective international marketing strategy.

Learn international marketing strategies and build geo-targeted campaigns

In an increasingly global business environment, wrong cultural assumptions can significantly damage brand reputation and campaign success. Understanding the core cultural differences in target markets is vital for marketing professionals who wish to succeed at a higher level.

This exciting microcredential tackles some of the immediate challenges organisations are facing when using digital marketing to speak to consumers and cultures around the world.

Using the latest international marketing case-studies, theory, and research, this microcredential offers in-depth training in how to differentiate a brand or service to make it applicable to customers in a global network, as well as how to identify new potential markets and communicate appropriately with new consumers.

Upskill in international marketing communications and strategy

Using the work of influential researchers examining cultural factors in international business, you’ll learn the strategic value of cultural differences and their impact on organisational behaviour.

Alongside current industry digital marketing practitioners, you’ll discover how to develop culturally sensitive communications for international business purposes and how to create cross-cultural content and campaigns, use social media, and identify influencers appropriate to international organisations.

You’ll discover how to communicate internal and external campaigns for culturally diverse audiences and develop effective cross-cultural communication and management strategies that will enhance your ability to work effectively in marketing for a global business.

Become a leader in intercultural management

With up-to-date expertise in online marketing, our educators will take you through the process of applying intercultural management theories to your work in practice, including decision-making on an individual, team, and business level.

You’ll develop cultural sensitivity for working and leading across cultures both face to face and remotely, and learn how to manage alliances, group communications, and motivation in a workforce of different cultural backgrounds.

Is this part of a full digital marketing degree?

Yes, this microcredential forms part of the IDM accredited BSc Digital Marketing degree offered by ARU and is endorsed by IDM.

This component of the digital marketing degree will ensure you develop practical digital marketing skills in creating successful cross-channel campaigns in globally competitive markets.

Is there a final digital marketing exam?

Yes. This microcredential includes a final assessment, the success of which determines your receiving a credit-rated digital marketing transcript from ARU and being awarded 15 UK academic credits.

What skills will you learn?

  • Understanding of cultural sensitivity
  • National culture and its importance
  • International communication
  • Cultural diversity
  • Business change and development

What you will achieve

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

  • Assess the importance of cultural factors in international business and management
  • Compare different cultures using appropriate contextual frameworks and understand the complexity of culture within organisations
  • Develop effective communication and management strategies for future working practices within the international management environment and demonstrate the ability to communicate effectively in a group context
  • Identify good practice for motivating and leading workforces of different cultural background

Are you eligible for this microcredential?

There are no prerequisites to joining this microcredential, however a solid understanding of marketing principles in practice will be useful.

English language proficiency (listening, speaking, reading, and writing) to a professional level is essential as this course is delivered and assessed in English.

Is this microcredential right for you?

This microcredential is for professionals working in a digital marketing or social media role.

You’ll boost your career and employability in any marketing role, regardless of level or sector, and benefit from a practical understanding of how to manage the marketing of a global brand or service while being aware of the needs and differences of cultures throughout the world.

The microcredential discusses both the offline and online options open to organisations through international marketing and is therefore suitable if you are working in traditional or digital marketing.


What happens before, during, and after your microcredential

  • Before learning

    You’ll have access to our online welcome area where you’ll be able to start conversations with your fellow learners and read any announcements or additional information relating to your microcredential.

  • Course 1

    From 17 May 2021

    Examining Cultural Factors in International Business and Management

    Discover the work of influential researchers examining cultural factors in international business and management.

    2 weeks

    15 hours per week

  • Course 2

    From 31 May 2021

    Examining Different Cultures and the Complexity of Culture in Organisations

    Explore how to apply appropriate frameworks that consider different cultures and the complexity of culture in organisations.

    2 weeks

    15 hours per week

  • Course 3

    From 14 Jun 2021

    Developing Effective Communication and Management Strategies for International Business

    Gain an understanding of intercultural management and leadership for international business.

    2 weeks

    15 hours per week

  • Course 4

    From 28 Jun 2021

    Developing Culturally Sensitive Communications for International Business

    Develop communications for international business purposes that are culturally sensitive.

    2 weeks

    15 hours per week

  • Course 5


    The Importance of Culture and Cultural Diversity

    Discover the importance of culture in international business and management.

    2 weeks

    15 hours per week

  • After learning

    Once you have successfully completed the microcredential, you’ll receive 15 academic credits at undergraduate level from Anglia Ruskin University and a transcript of credit.

What you will receive

15 UK credits at Undergraduate level from Anglia Ruskin University

International Marketing: Intercultural Communication Management credits can be used towards the Distance Learning BSc Digital Marketing.

Find out how credits work and where you can use them in our FAQs.

A Transcript of credit from Anglia Ruskin University

ARU Transcript will read International Intercultural Management. The ARU transcript will be provided in PDF format.

Learn more about this organisation

What is a microcredential?

Microcredentials are designed to upskill you for work in rapidly-growing industries, without the time and cost commitment of a full degree. Your microcredential can stand alone as an independent credential, and some also offer academic credit to use towards a degree.

Learn online with expert instructors

Complete online courses led by experts over multiple weeks with a dedicated group of professionals.

Complete project-based assessments

Test your understanding with online tutor-marked assessments and exercises.

Earn a professional credential

Finish your learning and pass your assessments to gain an accredited credential.

Advance further in your career

Use your microcredential as evidence of your specialised skills and progress further in your industry.

Career-focused learning by Anglia Ruskin University

ARU is a global university with campuses across the East of England. They are passionate about transforming lives through innovative, inclusive and entrepreneurial education and research.

  • Established

  • Location

    Cambridge, UK
  • World ranking

    Top 350Source: Times Higher Education World University Rankings 2018

This microcredential is endorsed by Institute of Data & Marketing

This microcredential forms part of the IDM accredited BSc Digital Marketing degree offered by ARU and is endorsed by IDM.

Delivered by experts

Marketing guru!
Run a small marketing consultancy company and also work for CIM and several universities in all things marketing - with a major focus in digital.

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

Want to know more about learning on FutureLearn? Using FutureLearn

What are our learners saying?

Add a new skill or forge a new path

"I recommend Futurelearn to anyone looking to learn and upskill...If you are in the job market, you might want to add a new skill or forge a new path."

They bring the classroom right to you

"FutureLearn courses are always interesting and informative. They bring the classroom right to you and send you on a journey to explore new ideas and offer interesting topics."

When would you like to start?

Enrolment for this microcredential is closed. We aim to run our microcredentials every few months. Register to find out more about this microcredential and future start dates.

    Find out more

    Not sure if microcredentials are right for you? Fill in your details below and we will send you more information to help you make a decision.

    By clicking submit, I agree to FutureLearn's Terms & Conditions and Privacy Policy.


    We can accept payments made by card (Visa, Mastercard and American Express) or PayPal via our online system.

    You will have 14 days from the day the course starts to apply for a refund. If this Microcredential has any non-refundable costs they will be stated in the ‘Overview’ section above. You can find more information in our cancellation and refund policy.

    Microcredentials are designed to fit around your life and timezone.

    There may be live events as part of your studies, but these will be recorded and can be watched afterwards if you aren’t online for the live broadcast.

    No, microcredentials are designed to be taken anywhere in the world. You won’t need the right to study in the country where the university offering the microcredential is based.

    Want to know more? Read the microcredential FAQs, or contact us.