• Length:
    6 Weeks
  • Effort:
    10–12 hours per week
  • Price:

    FREE
    Add a Verified Certificate for $249 USD

  • Institution
  • Subject:
  • Level:
    Advanced
  • Language:
    English
  • Video Transcript:
    English

Prerequisites

None

About this course

In this marketing course, you will gain an understanding of the foundations, scope, and challenges of global marketing, as well as the cultural environments of global markets.

Organizations and businesses are always facing new challenges including slow domestic market growth, international competition, deregulation of formerly protected industries, short product life cycles, and emergence of global brands. This course will equip you with skills to understand and handle current and developing challenges in global marketing and how to create and implement successful strategies.

This course will help you understand the strategic implications of segmentation, targeting, and positioning and how they are developed within the context of customer, competitor, and context analysis. Particular emphasis will be placed on the role of disruptive positioning strategies and how firms can utilize such strategies to their advantage.

You will develop integrated marketing strategies taking into consideration the problems and perspectives of marketing across national boundaries and within foreign countries. You’ll learn to evaluate and prioritize information that influences marketing decisions and deal with ambiguous information when engaged in business globally. You will also gain understanding of the strategic implications of the Country of Origin Effect and how this influences customer’s information processing of firms and brands.

What you'll learn

  • To evaluate and build economic, functional, experiential, and social value or a combination thereof within the complex and dynamic political/legal, economic, competitive, technological, cultural, and other environmental forces that managers face in the global arena
  • To clarify the scope and challenges of global marketing
  • To assess the impact of external forces on global marketing decisions
  • To develop a disruptive positioning strategy for a firm that is struggling to differentiate itself from competition
  • Awareness of alternative market-entry strategies.

Meet your instructors

Seigyoung Auh
Associate Professor of Marketing
Thunderbird School of Global Management

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Who can take this course?

Unfortunately, learners from one or more of the following countries or regions will not be able to register for this course: Iran, Cuba and the Crimea region of Ukraine. While edX has sought licenses from the U.S. Office of Foreign Assets Control (OFAC) to offer our courses to learners in these countries and regions, the licenses we have received are not broad enough to allow us to offer this course in all locations. EdX truly regrets that U.S. sanctions prevent us from offering all of our courses to everyone, no matter where they live.