Best Free Business MOOCs In June

Global Marketing Strategy

School: Arizona State University (Thunderbird)

Platform: Coursera

Registration Link:  REGISTER HERE

Start Date: June 26, 2017 (6 Weeks Long)

Workload: 10 Hours Per Week

Instructor: Seigyoung Auh  

Credentials:  Boasting an MBA and Ph.D. from the University of Michigan’s Ross School, As a teacher, Auh focuses on global marketing strategy and management. In research, he tackles the link between employee engagement and customer relationships. His research has also been publishing by the Journal of Marketing, Journal of Consumer Psychology, and the Sloan Management  Review. He currently serves as the editor of the Journal of International Marketing.

Graded: After completing all course requirements, students can purchase a Verified Certificate.

Description: 50 years ago, marketing was mostly a national (if not local) effort. Back then, the global market was the purview of the big brands that boasted the technical expertise and resources to break out of their geographic boundaries. Fast forward to now: anyone anywhere can be a competitor. By the same token, the internet, coupled with expanded distribution channels, has created a marketplace where small players can enter any marketplace they desire. That creates some questions. With a global reach, how do you cultivate an inclusive brand identity with worldwide appeal? How do you forge uniform practices when you scale outside your home countries? What cultural, legal, and operational challenges await those who decid to market overseas?

In this course, students will look at how to apply marketing fundamentals to a global context. Along with conducting consumer analysis that identifies motivations, needs, and expectations, students will learn how to better position their solutions to better reach a global audience. In addition, the course will look at alternative market entry strategies such as partnerships.

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