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Coventry University

International Marketing: Cultural Factors

Coventry University via FutureLearn


Discover the importance of culture in international marketing

In a global business environment, incorrect cultural assumptions can have significant consequences for businesses. Understand the crucial role culture plays in global marketing and how it is linked to the success and failure of organisations trying to expand internationally.

On this two-week course, you’ll gain knowledge of the importance of culture in your global marketing strategies and the ways you can better understand cultural differences in order to succeed in international markets.

Understand how to implement an effective strategy for international marketing

Having an effective strategy can be the difference between success and failure in global marketing. You’ll explore and apply real-life examples of good and bad practices using culture in global marketing, helping you reflect on how culture impacts your own marketing strategies.

By the end of the course, you’ll have a better understanding of markets and buyers as well as customer service and relationship management across cultures.

This course is for anyone interested in global marketing and the factors you must consider in your marketing strategy.

You may be a global marketer looking to improve your existing knowledge or you want to be introduced to international marketing.

Taught by

Chris Whitley

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