Topic outline

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    • Time: 32 hours
    • Free Certificate

    Smart global companies like Amazon, Toyota, and Nike have all made major missteps when entering foreign markets. This course explores these and other strategic international marketing errors and some of the models businesses use to think through, plan for, and avoid these problems. After you complete this course, you will be able to craft excellent international marketing strategies for sophisticated investors, company executives, and managers of international marketing operations.

    As nations once competed with one another, companies are now competing across the globe. Attracted by growing foreign economies and new sales opportunities, many companies have decided to provide products and services internationally in the business-to-consumer (B2C), consumer-to-consumer (C2C), business-to-business (B2B), and business-to-government (B2G) markets. Internet and digital marketing techniques are also evolving rapidly, and they have become critical strategic elements for every company's marketing department. While much is written about customer preferences in B2C and C2C markets, there is comparatively little information on the B2B and B2G markets, particularly since international buyers often have different attitudes and levels of receptivity toward products or services from foreign companies. Therefore, it is critically important to recognize and appreciate these differences and incorporate them into your marketing strategy – and then track your marketing efforts to ensure you enter the market successfully.