Coventry University program

Global Marketing

Explore what global marketing is and why it is important, examining the key influences on the globalisation of marketing.

Develop a contemporary perspective of the global marketplace

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.

Courses

5 courses

Delivered by expert academics

Coventry secured a gold rating in the UK Government’s 2017 Teaching Excellence Framework (TEF) and is the University of the Year for Student Experience 2019 in The Times and The Sunday Times Good University Guide 2019.

Please note that the staff described in the 'Who will you learn with?' section below may be subject to change.

Who will you learn with?

Rajlakshmi Banerjee

Rajlakshmi Banerjee

I am a Lecturer in Marketing and Advertising in Coventry University Business School. My area of expertise and research interest is in consumer behavior, marketing and entrepreneurial branding.

Coventry University

Learning outcomes

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.

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