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Because of technological advances, increasing international trade, growing global income levels, and convergence of consumer tastes, companies worldwide must examine their business strategies and tactics from a global perspective. Powered by Harvard Business Education materials, this module introduces a broad range of fundamental concepts and strategies that will enable an understanding of these dynamic changes in the global marketing environment. A Supplemental Reading offers insight into global marketing in the service industry.

This module also contains two videos on global marketing topics: “Balancing Tensions between Local and Global Marketing Demands” and “Creating a Novel Product for a Specific Foreign Market.” 

Learning Objectives

By the end of this module, you can:

  1. Help students determine whether or not an organization is ready to “go global.”
  2. Explore the market assessment and development of an organization planning a global marking program.
  3. Understand the tasks involved in managing global marketing programs.
Delivery Methods



Certificate of Compeltion

Number of Credits



The module will be available for 120 days.