Globalisation has created new opportunities and challenges for companies worldwide. This program is designed to help you evaluate the most appropriate brand, communication and market entry strategies.
You will explore the challenges that global marketers experience when operating across geographic and cultural boundaries. As part of this program you should gain a better understanding of the role that culture plays in global markets, and the ability to reflect upon your own practice and behaviour in this area.
5 courses
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.
Please note that the staff described in the 'Who will you learn with?' section below may be subject to change.
An assistant professor in Marketing and Advertising, Dr. Anvita is also the Quality and Accreditation Lead for Marketing. She is experienced in leading collaborative international learning projects.
My teaching and research interests lay in the areas of marketing strategy and global marketing. My current research investigates the relationship between private equity and the marketing function.
On successful completion of this program, you should be able to:
Develop a contemporary perspective of the global marketplace
Critically examine the importance of global marketing through understanding the motives for internationalisation and the challenges firms face when entering new markets
Understand and apply global marketing research to better understand the role of culture across global markets
Critically analyse various global marketing strategies in order to evaluate the most appropriate product development, brand, communication and market entry strategies.
Critically evaluate the challenges global marketers experience when operating across geographic and cultural boundaries and reflect upon your own practice and behaviour in this area
