Coventry University program

International Dimensions of Marketing

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

This program is part of the MSc International Business Management degree offered by Coventry University

Develop a contemporary perspective of the international market and marketing

Globalisation has created new opportunities and challenges for companies worldwide. This program is designed to help you evaluate the most appropriate market research frameworks, market entry tactics and marketing mix strategies for international companies.

You will have the chance to explore the challenges that international 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 international markets, and the ability to reflect upon your own practice in this area.

Courses

5 courses

Delivered by expert academics

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.

  • Coventry University

Who will you learn with?

Mark Goodman

As well as lecturing for 15 years at some of the top UK universities, I have worked in marketing for a number of companies- including Dixons, Mars, Olympus and ICI, both in the UK and internationally.

Learning outcomes

Upon successful completion, you should be able to:

  • Critically evaluate the impact of cultural, demographic, ecological, economic, legal, political, social, and technological environments on international marketing activities.
  • Appraise consumer behaviour in an international context.
  • Demonstrate the ability to address and justify analysis of cross-cultural issues when making international marketing decisions.
  • Critically analyse the specifics in applying marketing theories and tools to different international marketing settings.

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