Online ExpertTrack in Business & Management

International Marketing

Examine the key issues in international marketing, why they are important and how these should influence your marketing strategy.

Created by

Coventry UniversityCoventry University

Learn more

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.

Key skills you will learn

  • Global Marketing
  • Global marketers
  • Marketing strategy
  • International marketing strategy
  • Analytical skills
  • Marketing

Learning outcomes

By the end of the ExpertTrack, you’ll be able to...

  • Develop a contemporary perspective of the global marketplace
  • Explore the importance of global marketing through understanding the motives for internationalisation and the challenges firms face when entering new markets
  • Apply global marketing research to better understand the role of culture across global markets
  • Assess various global marketing strategies in order to evaluate the most appropriate product development, brand, communication and market entry strategies.
  • Investigate the challenges global marketers experience when operating across geographic and cultural boundaries and reflect upon your own practice and behaviour in this area

Experience required

There are no specific requirements to enrol on this ExpertTrack, however you should have some interest in global marketing.

You may already be a global marketer looking to expand your knowledge, or you’re fairly new to the field and want to pursue a career in marketing.

Getting started

This ExpertTrack will suit you if you are new to marketing or want to explore themes of globalisation within marketing.

ExpertTrack course overview

  • Course 1

    Get an introduction to international marketing and understand the motivations and strategies for businesses to go global.

    1 peer-graded assignment

    2 weeks

    5 hours per week

    • Week 1

      What is Global Marketing?
      • Welcome to the course
      • Defining global marketing
      • Why do companies internationalise?
      • Summary of the week
    • Week 2

      The Evolution of Global Marketing
      • Welcome to the week
      • The EPRG model
      • Born globals
      • Summary of the week
  • Course 2

    Explore how culture impacts global marketing and develop your knowledge of culture to implement into your market entry strategy.

    2 weeks

    5 hours per week

    • Week 1

      Understanding Culture
      • Welcome to the course
      • Defining culture
      • Cultural dimensions
      • Summary of the week
    • Week 2

      The Role of Culture in Global Advertising
      • Welcome to the week
      • The limitations of Hofstede's cultural dimensions
      • Advertising in global marketing
      • Summary of the week
  • Course 3

    Investigate the various methods of market selection and entry strategies, and explore the issues around internationalisation.

    2 weeks

    5 hours per week

    • Week 1

      Selecting and Entering a New Market
      • Welcome to the course
      • Market selection
      • Market entry
      • Summary of the week
    • Week 2

      Entering New Markets
      • Welcome to the week
      • Good and bad practice in international market entry
      • The Global Business Development Cycle
      • Summary of the week
  • Course 4

    Investigate the strengths and weaknesses of standardisation vs adaptation as global marketing strategies.

    2 weeks

    5 hours per week

    • Week 1

      Product standardisation and adaptation
      • Welcome to the course
      • International marketing strategy
      • Marketing mix in product standardisation and adaptation
      • Summary of the week
    • Week 2

      Positioning in global marketing
      • Welcome to the week
      • Glocalisation
      • Universal Positioning Strategy (UPS)
      • Global consumption
      • Course work
      • Summary of the week
  • Course 5

    Explore the trends and issues that shape global marketing and how to overcome problems faced in international marketing.

    2 weeks

    5 hours per week

    • Week 1

      Emerging markets
      • Welcome to the course
      • Emerging markets
      • Bottom of the Pyramid
      • Summary of the week
    • Week 2

      The future of global marketing
      • Welcome to the week
      • The myth of globalisation
      • Contemporary issues in globalisation
      • The future of global marketing
      • Summary of the week

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

Download a PDF

How ExpertTracks work

Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.

Join a free 7-day trial

Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.

Keep learning for $39/month

Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.

Earn digital certificates

Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.

Become an expert

Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.

World-class learning with Coventry University

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.

  • Established

    1992
  • Location

    Coventry

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn

What are our learners saying?

Add a new skill or forge a new path

"I recommend Futurelearn to anyone looking to learn and upskill...If you are in the job market, you might want to add a new skill or forge a new path."

They bring the classroom right to you

"FutureLearn courses are always interesting and informative. They bring the classroom right to you and send you on a journey to explore new ideas and offer interesting topics."

Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

FAQ

ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.

Each ExpertTrack comes with a 7-day free trial period. You may cancel your subscription at any time and your subscription will automatically cancel when you finish the courses and assessments in your chosen ExpertTrack.

Yes. All of our ExpertTracks come with a 7-day free trial. You may claim one free trial period per ExpertTrack.

You have seven days before you will be charged your first monthly subscription fee. When you join an ExpertTrack you automatically receive a 7-day free trial period. You can cancel at any time during the trial period and no payment will be taken from your account.

Please see our full refund policy here.

No, all of our ExpertTracks consist of fully online courses. This means you can take an ExpertTrack from anywhere in the world.

No. ExpertTracks are designed for you to master new skills in a specialist area. You will earn a digital certificate that proves your learning, but it does not carry accreditation.

If you’re looking for certified or accredited courses, many of our microcredentials offer university credit or professional certification.

Have more questions about ExpertTracks? Read the ExpertTracks FAQs, or contact us.