International Marketing: Definition and Strategy

Understand the benefits and challenges of international marketing

With rapid globalisation and the advance of technology, the global market is now a possibility for almost any business. However, organisations must have a considered strategy and understanding of international markets to succeed.

On this two-week course, you’ll understand the definition of global marketing, the opportunities it presents for companies as well as the challenges organisations face when entering new markets.

Discover why businesses need a global marketing strategy

Examine the need and motivations for businesses to go global, as well as the importance of identifying a global marketing strategy to successfully enter these new markets.

You’ll discover the ways digital marketing technologies can help with entry into global markets and how you can apply this to your own strategies.

Learn how to use an EPRG framework in international marketing

EPRG (Ethnocentric, polycentric, regiocentric and geocentric) is a framework designed to be used in the internationalisation process. On this course, you’ll understand the most effective ways to use EPRG to help businesses enter the global market.

Looking at examples, you’ll discover how organisations apply each element of EPRG to understand what it takes to be successful in the global market.

Understand the born global phenomenon

Delve into ‘born global’ organisations - the businesses that realise the importance of global marketing from the moment they are established, and use their time and resources to expand internationally.

Using your foundational knowledge of EPRG, you’ll evaluate its relevance in light of the born global phenomena to understand current trends.

By the end of this course, you’ll have a deeper understanding of global marketing and recognise the importance of a marketing strategy.