Globalisation has created new opportunities for businesses. Entering the global market is now more accessible than ever, but this also presents challenges. Without an understanding of international markets and a considered entry strategy, businesses could stand to lose money and even damage their reputation.

During this ExpertTrack, you’ll develop a contemporary perspective of the global marketplace and evaluate the most effective brand, communication and market entry strategies.

Explore the challenges faced by global marketers to gain a better understanding of international markets and how you can apply what you have learned to your own strategies.

Identify the importance of culture in international marketing

Gain an understanding of the crucial role culture plays in global markets and how this is linked to failure and success with organisations entering international markets.

Explore Hofstede cultural dimension theory to understand cultural differences and be able to reflect upon your own practice and behaviour in this area.

Analyse market entry strategies

Understand the strategic options a company must consider before entering a market and the challenges organisations face with global marketing.

You’ll explore various market entry methods and understand how businesses select the right market to enter, and what levels of risk are associated with this process.

Investigate product adaptation vs standardisation

Explore the advantages and disadvantages of adaptation and standardisation in a global marketing strategy.

Understand why some businesses choose to gain global appeal by standardising their product and why others choose to adapt their product to each new market to meet local requirements. You’ll look at the impact of both approaches and which is the best for your strategy.

Understand the fortune at the bottom of the pyramid and other emerging markets

Critically analyse the issues that shape global marketing and understand future trends so that you can adapt your managerial practice.

Explore the fortune at the bottom of the pyramid consumers who, despite earning less than $2 a day have huge potential to become consumers of products. You’ll learn about this untapped source of value, and how you can implement them into your strategy.

Learn what makes an effective global marketing strategy

By the end of this ExpertTrack, you’ll have a comprehensive understanding of global marketing and the many factors you must consider in your global marketing strategy.