Explore how culture impacts global marketing and develop your knowledge of culture to implement into your market entry strategy.
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期间
2周 -
每周学习
5 hours -
100％在线
How it works -
包括专家
Course 2 of 5
International Marketing: Cultural Factors
发现文化在国际营销中的重要性
在全球商业环境中，错误的文化假设可能会对企业产生重大影响。了解文化在全球营销中的关键作用及其如何与试图扩大国际扩张的组织的成功和失败联系在一起。
On this two-week course, you’ll gain knowledge of the importance of culture in your global marketing strategies and the ways you can better understand cultural differences in order to succeed in international markets.
了解如何实施国际营销的有效策略
Having an effective strategy can be the difference between success and failure in global marketing. You’ll explore and apply real-life examples of good and bad practices using culture in global marketing, helping you reflect on how culture impacts your own marketing strategies.
在课程结束时，您将对市场和买家以及跨文化的客户服务和关系管理有更好的了解。
Syllabus
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Week 1
了解文化
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Welcome to the course
在本课程的第一周，您将反思文化的概念及其影响全球营销的方式。
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定义文化
检查文化的不同观点。
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Cultural dimensions
Explore Hofstede’s Dimensions of National Culture and analyse the cultural dimensions of your own country.
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本周摘要
反思您本周学到的知识，看看下一步。
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Week 2
文化在全球广告中的作用
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欢迎来到一周
在本周，您将研究文化在全球广告中的作用。
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The limitations of Hofstede's cultural dimensions
A critique of Hofstede's framework of cultural dimensions.
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Advertising in global marketing
探索营销交流过程，并研究幽默和文化价值观对沟通有效性的影响。
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本周摘要
反思您本周学到的知识，并回顾本简短课程中涵盖的主题的摘要。
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证明你的工作已经准备好
突出显示您获得的新的，与工作相关的技能，并通过熟练的，特定于行业的数字证书来补充现有资格 - 以及专家轨道中的每门课程。
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学习您选择的行业或主题中的最新信息。
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Complete each course and pass assessments.
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Receive certificates validated by the educating organisation.
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通过学习成果给雇主留下深刻的印象，您可以添加到简历中。
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Make your career dreams a reality.
Download a PDF
在本课程中学习
On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.
What will you achieve?
在课程结束时，您将能够...
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解释霍夫斯泰德的文化维度
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Describe the relevance of Hofstede's cultural dimensions
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Explore and apply real life examples of good and bad practice using culture in global marketing
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探索和反思文化在您自己的实践中所扮演的角色
谁是课程？
本课程适用于对全球营销感兴趣的任何人以及您在营销策略中必须考虑的因素。
您可能是希望改善现有知识或希望被介绍给国际营销的全球营销商。
谁开发了课程？
Coventry University
Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.
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Established
1992 -
Location
Coventry
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Complete online assessments to test your knowledge and prove your skills
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Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
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Keep access to the content of courses you complete even after your subscription ends
在FutureLearn上学习
您的学习，规则
- 课程分为几周，活动和步骤，以帮助您跟踪学习
- Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
- Stay motivated by using the Progress page to keep track of your step completion and assessment scores
加入全球教室
- Experience the power of social learning, and get inspired by an international network of learners
- 在课程的每一步中，与同龄人和课程教育者分享想法
- 通过阅读，@ing，喜欢，书签和回复他人的评论来加入对话
绘制您的进度
- 当您完成课程时，请使用通知和进度页面来指导您的学习
- Whenever you’re ready, mark each step as complete, you’re in control
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