International Marketing and Management

University of Colorado Boulder via Coursera

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Details

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Paid Certificate Available
Duration & workload

9 hours 27 minutes
Sessions

On-Demand
Subtitles

English, Kazakh, German, Hindi, Russian, Swedish, Korean, Portuguese, Greek, Italian, French, Chinese, Spanish, Arabic, Thai, Ukrainian, Japanese, Indonesian, Polish, Dutch, Turkish

Found in

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Overview

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In this course, learners develop a solid understanding of how national cultures shape international human resource management, international marketing, and international business generally. The course provides an overview of international culture, human resource management (HRM), and marketing. This may seem like a peculiar grouping of topics, but successful international HR management and marketing are highly dependent on national culture. Without understanding a people’s culture, managing and selling to those people is fraught. In the first module, the many determinants of national culture are explored as well as the dimensions or characteristics of a nation’s culture. In the next module, we review the various organizational structures appropriate for international business before turning to the HR challenges of managing a diverse population of international employees. In the final two modules, we explore the many challenges of international marketing across nations and across cultures.

Syllabus

Introduction - International Marketing and Management

In this course, International Marketing and Management, you’ll build a robust foundation in international marketing, management, and global business. To truly excel, understanding the culture of the people you work with is essential—without this knowledge, effective management and marketing are difficult to achieve. That’s why, in the first module, we dive into the key determinants and dimensions of national culture. The next two modules empower you to recognize and seize the unique opportunities—and tackle the challenges—of marketing across nations and cultures. In the final module, you’ll explore dynamic organizational structures for international business and sharpen your skills in leading diverse, multicultural teams. By the end, you’ll be ready to approach the global marketplace with cultural insight, strategic vision, and confidence to succeed. The course is designed for individuals interested in or engaged with international business. It is especially relevant for those who need to compare and contrast national cultures, manage a diverse global workforce, or participate in cross-border marketing. Additionally, the course will benefit anyone considering employment abroad by providing a comprehensive understanding of the factors that influence and shape international business today.

Culture and International Business

National cultures significantly shape the way international business is conducted. In this introductory module, we clarify the concept of “culture” and examine several key factors that define a nation’s culture, including language, communication styles, religion, and social stratification. Additionally, the second lesson explores six widely recognized cultural dimensions—power distance, individualism, competitiveness, uncertainty avoidance, time orientation, and indulgence. Gaining an understanding of these dimensions equips international managers with valuable insights for navigating diverse cultural environments.

International Marketing

This module explores the vital field of international marketing. You will learn how foundational marketing frameworks—such as the 3Cs, 4Ps, and market segmentation—are adapted for global environments. We’ll examine how these models shape the identification of target markets, the development of country-specific marketing mixes, and the creation of effective promotion, branding, and overall international marketing strategies. Since businesses depend on their customers, it is crucial to understand the unique challenges and opportunities that distinguish international marketing from its domestic counterpart. Mastering these differences is essential for achieving global success!

International B2B Marketing

In this module, we address the crucial topic of international business-to-business (B2B) marketing. Unlike business-to-consumer (B2C) marketing, B2B marketing focuses on transactions between businesses rather than sales directly to end consumers. Because the majority of cross-border trade occurs between businesses rather than directly with consumers, understanding B2B marketing is essential for most companies engaged in international markets. We begin by defining B2B commerce and exploring its unique complexities. Then, we introduce the SAVE model—a framework specifically designed for B2B marketing that serves as an alternative to traditional B2C approaches. Finally, we will examine the key factors that contribute to successful international B2B marketing initiatives.

International Organizational Management

In this module, we explore the crucial topics of international organizational strategy and international human resource management (IHRM). Organizations consist of people collaborating—whether individually, in teams, or in larger groups—to achieve shared goals and objectives. While coordinating these efforts within a single country presents challenges, managing them across borders introduces additional layers of complexity involving diverse cultures, economic environments, and legal systems. This module will guide you through effective approaches for navigating and managing the human dynamics inherent in international business contexts.