Global Marketing: A Definition

Description

Get an introduction to global marketing and explore how globalisation has caused organisations to change their marketing focus.

Duration : 2 weeks

Weekly study : 3 hours

Understand the benefits of global marketing to businesses

Rapid globalisation and the advance of technology has created ‘born global’ organisations. From the moment businesses are established, they realise the importance of adopting a global focus and dedicate time and resources to expanding internationally.

On this course, you will gain a clearer understanding of global marketing as well as the challenges and benefits for firms entering new markets. You will examine the need for organisations to go global and how digital marketing technologies have accelerated this process. You will also reflect on your own experiences of global marketing.

What topics will you cover?

  • The importance of global marketing
  • Motivations to go global
  • The EPRG framework
  • The born global concept

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 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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