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Coventry University

International Marketing: Selection and Market Entry Strategies

Coventry University via FutureLearn

Overview

Understand the importance of international market entry strategies

In global marketing, an effective entry strategy can be the difference between success and failure for a business.

On this two-week course with Coventry University, you’ll analyse the strategic challenges a company faces when entering an international market and how best to overcome them.

Explore the ways organisations select the right market to enter, examine examples of good and bad practice, and the levels of risk associated with the process to help you determine what makes an effective market entry strategy.

Learn the process of market selection

Understand the market selection process from start to finish to identify the different obstacles businesses must overcome.

Using relevant examples, you’ll learn to look out for the many considerations that influence market selection and how these might apply to you.

Delve into market entry strategies

Learn how to analyse the different market entry methods available to organisations and gain knowledge on the internal and external factors that influence decisions.

You’ll understand how to apply these methods to form a considered market entry strategy.

Learn how to apply the Go Global business cycle

Learn theoretical concepts surrounding the Global Business Development Cycle, the periods of growth and recession that happen in every economy and affect businesses across the world.

You’ll use this in a group assessment to build your understanding and learn how to apply it to a context of your choice.

By the end of this course, you’ll understand the challenges and opportunities businesses face in international market entry selection and the tools you can use in your own strategies.

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

Taught by

Chris Whitley

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