International Marketing: Product Adaptation vs Standardisation

When entering the global market, a common problem is deciding between standardization and adapting products for a new market. This two-week course will help you understand the strengths and limitations of each to decide the best strategy for your business.

Coventry University designed this course. It is part of the International Marketing ExpertTrack. This track provides an in-depth overview of marketing strategy and all the considerations that businesses must address before they enter international markets.

If an organisation wants to be a part of the global market, it must decide whether they want to standardize their product or adapt to each market in order to satisfy local needs.

This course will help you understand both concepts and show you how they work through real-world examples. These concepts will be explained and analyzed to determine their effect on the marketing function.

Learn how companies can reach global audiences by positioning their products with a universal message, which transcends geographic boundaries.

This course will introduce you to the concept and implications of global consumers.

This consumer can be used to help you target your global marketing strategy.

You will be able identify the different factors that affect the global market by the end of this course.

You'll learn everything you need to know about global consumers and the effects of standardization and adaptation. This will help you make informed decisions as you go into international markets.