Culture in Global Marketing


Explore how culture impacts on global marketing and how knowledge of culture underpins successful entry into new markets.

Duration : 2 weeks

Weekly study : 10 hours

Explore the importance of understanding culture in a global marketing context

In this short course you will learn about the role culture plays in global marketing. There are numerous examples of organisations that have not been successful in marketing their brand globally because they have failed to consider the critical importance of understanding culture. You will explore Hofstede’s model of cultural dimensions as way to understand cultural differences.

What topics will you cover?

  • The role of culture in global marketing

  • Hofstede’s Dimensions of National Culture

  • Critiquing Hofstede’s model of cultural dimensions

  • Understanding markets and buyers, customer service and relationship management across cultures

What will you achieve?

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

  • Explain Hofstede’s cultural dimensions
  • Describe the relevance of Hofstede’s cultural dimensions
  • Explore and apply real life examples of good and bad practice using culture in global marketing
  • Explore and reflect upon the role culture plays in your own practice

Who is the course for?

This course is designed for Coventry University MBA students.

Please note that the individuals detailed in the ‘Who will you learn with?’ section below, are current staff members and may be subject to change.

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.


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