International Marketing
Learn Path Description
Understand the international marketplace. Globalisation has created new opportunities for businesses. Entering the global market is now more accessible than ever, but this also presents challenges. Without an understanding of international markets and a considered entry strategy, businesses could stand to lose money and even damage their reputation. During this ExpertTrack, you’ll develop a contemporary perspective of the global marketplace and evaluate the most effective brand, communication and market entry strategies. Explore the challenges faced by global marketers to gain a better understanding of international markets and how you can apply what you have learned to your own strategies. Identify the importance of culture in international marketing Gain an understanding of the crucial role culture plays in global markets and how this is linked to failure and success with organisations entering international markets. Explore Hofstede cultural dimension theory to understand cultural differences and be able to reflect upon your own practice and behaviour in this area. Analyse market entry strategies Understand the strategic options a company must consider before entering a market and the challenges organisations face with global marketing. You’ll explore various market entry methods and understand how businesses select the right market to enter, and what levels of risk are associated with this process. Investigate product adaptation vs standardisation Explore the advantages and disadvantages of adaptation and standardisation in a global marketing strategy. Understand why some businesses choose to gain global appeal by standardising their product and why others choose to adapt their product to each new market to meet local requirements. You’ll look at the impact of both approaches and which is the best for your strategy. Understand the fortune at the bottom of the pyramid and other emerging markets Critically analyse the issues that shape global marketing and understand future trends so that you can adapt your managerial practice. Explore the fortune at the bottom of the pyramid consumers who, despite earning less than $2 a day have huge potential to become consumers of products. You’ll learn about this untapped source of value, and how you can implement them into your strategy. Learn what makes an effective global marketing strategy By the end of this ExpertTrack, you’ll have a comprehensive understanding of global marketing and the many factors you must consider in your global marketing strategy.
Skills You Will Gain
Courses In This Learning Path
Total Duration
2 weeks
Level
Beginner
Learn Type
Certifications
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.
Total Duration
2 weeks
Level
Beginner
Learn Type
Certifications
International Marketing: Cultural Factors
Improper cultural assumptions can have serious consequences for businesses in a global environment. Understanding the importance of culture in global marketing and the relationship it has with the success or failure of international expansion efforts is key.
This two-week course will teach you about the importance of culture in global marketing strategies. It will also show you how to better understand cultural differences and help you succeed in international markets. An effective strategy can make the difference between success or failure in global marketing. This course will help you to examine and implement real-world examples of successful and unsuccessful global marketing practices that use culture. It will also allow you to reflect on the impact culture has on your marketing strategies.
You will have a better understanding and appreciation of buyers and markets, as well as customer service across cultures and relationship management.
Total Duration
2 weeks
Level
Intermediate
Learn Type
Certifications
International Marketing: Selection and Market Entry Strategies
A successful entry strategy in global marketing can make the difference between success or failure.
This two-week course at Coventry University will help you understand the strategic challenges that a company faces when entering international markets and how to best overcome them.
To help you decide what market entry strategy is most effective, look at examples of good and poor practice and assess the risk involved in selecting the right market.
To understand the market selection process, from start to finish, and identify the obstacles businesses need to overcome,
You'll be able to see how you might affect market selection by using relevant examples.
Learn how to analyze the market entry options available to organizations and learn about the factors that impact decisions.
These methods will be applied to create a market entry strategy.
Learn the theories surrounding the Global Business Development Cycle. It describes the cycles of growth and decline that occur in all economies and impact businesses around the globe.
This will be used in a group assessment to improve your understanding and to show you how to apply it to a specific context.
This course will help you understand the opportunities and challenges that businesses face when entering international markets. It also provides you with the tools and strategies you can apply to your own strategy.
Total Duration
2 weeks
Level
Beginner
Learn Type
Certifications
International Marketing: Product Adaptation vs Standardisation
When entering the global market, a common problem is deciding between standardization and adapting products for a new market. This two-week course will help you understand the strengths and limitations of each to decide the best strategy for your business.
Coventry University designed this course. It is part of the International Marketing ExpertTrack. This track provides an in-depth overview of marketing strategy and all the considerations that businesses must address before they enter international markets.
If an organisation wants to be a part of the global market, it must decide whether they want to standardize their product or adapt to each market in order to satisfy local needs.
This course will help you understand both concepts and show you how they work through real-world examples. These concepts will be explained and analyzed to determine their effect on the marketing function.
Learn how companies can reach global audiences by positioning their products with a universal message, which transcends geographic boundaries.
This course will introduce you to the concept and implications of global consumers.
This consumer can be used to help you target your global marketing strategy.
You will be able identify the different factors that affect the global market by the end of this course.
You'll learn everything you need to know about global consumers and the effects of standardization and adaptation. This will help you make informed decisions as you go into international markets.
Total Duration
2 weeks
Level
Beginner
Learn Type
Certifications
International Marketing: Challenges and Opportunities
Discuss current issues facing international marketers to better understand the complexities of global marketing.
These issues will be critically analysed to enable you to better plan for any problems that might arise in your global marketing strategy.
Globalization as a whole will also be considered to determine if it is still relevant and beneficial.
Examine the concept of consumers at the bottom of pyramid (BOP), and learn how organizations can exploit this market to their advantage.
BOP consumers can purchase products even though they earn less than $2 per day. This market is a potential untapped opportunity for global marketers.
Learn about the importance of BOP consumers, and how to include them in your strategies.
Future trends are important for understanding how they might impact your managerial practice. This course will help you identify and analyze trends like artificial intelligence and globalization, as well as the possible impacts on global marketing practice.
To help you develop more effective strategies for your practice, think about the future trends in global marketing and how they could shape the market.
This course is part the Global Marketing Expert Track. It provides an in-depth overview of marketing strategy and all the considerations that businesses must address before they enter international markets.
