Understand the benefits and challenges of international marketing

With rapid globalisation and the advance of technology, the global market is now a possibility for almost any business. However, organisations must have a considered strategy and understanding of international markets to succeed.

On this two-week course, you’ll understand the definition of global marketing, the opportunities it presents for companies as well as the challenges organisations face when entering new markets.

Discover why businesses need a global marketing strategy

Examine the need and motivations for businesses to go global, as well as the importance of identifying a global marketing strategy to successfully enter these new markets.

You’ll discover the ways digital marketing technologies can help with entry into global markets and how you can apply this to your own strategies.

Learn how to use an EPRG framework in international marketing

EPRG (Ethnocentric, polycentric, regiocentric and geocentric) is a framework designed to be used in the internationalisation process. On this course, you’ll understand the most effective ways to use EPRG to help businesses enter the global market.

Looking at examples, you’ll discover how organisations apply each element of EPRG to understand what it takes to be successful in the global market.

Understand the born global phenomenon

Delve into ‘born global’ organisations - the businesses that realise the importance of global marketing from the moment they are established, and use their time and resources to expand internationally.

Using your foundational knowledge of EPRG, you’ll evaluate its relevance in light of the born global phenomena to understand current trends.

By the end of this course, you’ll have a deeper understanding of global marketing and recognise the importance of a marketing strategy.

Syllabus

Week 1
What is Global Marketing?
- Welcome to the course
  See what studying with Coventry University looks like and explore what role marketing plays in the internationalisation of businesses.
- Defining global marketing
  What does global marketing mean to you?
- Why do companies internationalise?
  What motivates organisations to expand beyond their home market? What models might they use to analyse the drivers of and impediments to this expansion?
- Summary of the week
  Reflect on what you have learned this week and look at what's next.
Week 2
The Evolution of Global Marketing
- Welcome to the week
  This week you are going to study the evolution of global marketing and the emergence of ‘born global’ firms.
- The EPRG model
  You will investigate the EPRG framework, research examples of this framework in practice and critically reflect on the value of this framework.
- Born globals
  Introduction to the concept of born globals: businesses that have the capability to compete internationally and work with resources from around the world from day one.
- Summary of the week
  Review what you have learned in this week and in the short course and look at what's next.

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

Explain the concept of global marketing including the EPRG framework
Identify examples of organisations to apply to each element of the EPRG framework
Reflect upon your own experiences of global marketing
Evaluate the relevance of EPRG in light of the born global phenomena

Who is the course for?

This course is for anyone looking to increase their knowledge on global marketing and explore some of the ways businesses succeed when entering new markets.

You might work in a global marketer role or looking for an introduction into international marketing.

Who developed the course?

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

About this ExpertTrack

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

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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

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