International Marketing: Definition and Strategy

The global market has become a reality for nearly all businesses thanks to rapid globalization and technological advancements. To succeed, however, businesses must have a well-thought strategy and a good understanding of international markets. This two-week course will help you understand global marketing and the opportunities and challenges it presents to companies. You will learn about the motivations and reasons for businesses to move global. Also, you'll discover the importance of developing a global marketing strategy in order to enter new markets. Learn how digital marketing technologies can be used to help you enter global markets, and how this can be applied to your own strategy.

EPRG (Ethnocentric polycentric, geocentric and regiocentric) is a framework that can be used to aid in internationalisation. This course will help you understand how EPRG can be used to aid businesses in entering the global marketplace. You'll see examples of how EPRG is applied by organisations to help you understand the requirements to succeed in the global marketplace. Explore the "born global" organisations. These are the companies that understand the importance of global marketing and take the time to expand internationally. To understand the current trends, you will use your EPRG knowledge to evaluate its relevance in light os the born global phenomena.

This course will help you gain a better understanding of global marketing, and recognize the importance of a strategy.