Class Central is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

Coventry University

International Marketing: Challenges and Opportunities

Coventry University via FutureLearn

Overview

Prepare for a new career with $100 off Coursera Plus
Gear up for jobs in high-demand fields: data analytics, digital marketing, and more.

Learn how to respond to the challenges of international marketing

Debate the contemporary issues of international marketers to understand the complexities that organisations face in global marketing.

You’ll learn how to critically analyse these issues to help you better prepare for a response to any difficulties that may arise in your global marketing strategy.

You’ll also look at globalisation as a whole to determine whether this is still a relevant and beneficial narrative.

Understand fortune at the bottom of the pyramid

Investigate the concept of bottom of the pyramid (BOP) consumers and how organisations can use this market to their advantage.

Despite earning less than $2 a day, BOP consumers have a huge potential to purchase products and can be an untapped market for global marketers.

You’ll learn the value of BOP consumers and how you can include this market in your own strategies.

It’s important to look towards future trends in order to understand how it might shape your managerial practice. You’ll explore and identify trends such as artificial intelligence and globalisation, and the impacts they might have on practice in global marketing.

Reflect upon how you see future global marketing trends and how they might shape the market altogether, to help you prepare more effective strategies in your own practice.

This course is for anyone interested in global marketing and the challenges and opportunities. You may be interested in pursuing a career as a global marketer or already be in the role and looking to increase your knowledge.

If you want to develop your knowledge further, you may want to take these courses, from the same provider, that share the same overall learning outcomes:

  • International Marketing: Definition and Strategy
  • International Marketing: Cultural Factors
  • International Marketing: Selection and Market Entry Strategies
  • International Marketing: Product Adaptation vs Standardisation

Syllabus

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

Taught by

Chris Whitley

Reviews

5 rating at FutureLearn based on 1 rating

Start your review of International Marketing: Challenges and Opportunities

Never Stop Learning.

Get personalized course recommendations, track subjects and courses with reminders, and more.

Someone learning on their laptop while sitting on the floor.