International Marketing: Career Guide (2024)

International marketing involves promoting products or services in new and emerging global markets. This dynamic and growing field offers various job opportunities in different countries, including the United Kingdom. Market research analysts,  brand managers, marketing directors, and others fall under the international marketing umbrella. 

Read on to explore how international and domestic marketing differ and the benefits of expanding to global markets. Also, discover several vital principles of international marketing, learn what international marketers do, and find out how to pursue this exciting career. 

What is international marketing?

Marketing involves activities that entice people, groups, or organisations to buy a product or service. International marketing applies those activities to global markets. 

Domestic marketing vs. international marketing

When a company engages in domestic marketing, all of its marketing activities fall within the borders of one country. Employees working for the company all follow the same marketing policies and procedures. They also use the same currency and usually speak the same language when conducting business. 

When a company engages in international marketing, its marketing activities expand from its home country to another country or multiple countries. International marketing also involves different languages, currencies, and cultures, so each country's marketing policies and procedures will likely differ.

Before expanding to global markets, companies must be prepared to invest more time and money than they would if expanding in their home country. Companies also need to consider:

• Access to technology

• Buying habits of people in the community

• Costs associated with expansion

• Market trends

• Foreign markets

• International trade

• Cultural differences

• Consumer behaviour

• The level of influence governments have over businesses

What are the benefits of international marketing?

Advancements in producing and delivering products and services have made global expansion possible for more businesses. International marketing benefits companies by allowing them to expand their customer base, which may increase profit margins. Expanding to other countries also helps companies stay solvent if the economy in one country falters. More benefits of international marketing can include:

• A chance to sell products or services no longer selling in a company's home market

• An opportunity to boost the company brand or reinvent it

• Less competition for a product or service

• New sources of financing

In addition to helping companies, international marketing can also benefit new communities. Examples of community benefits may include:

• Better cultural and social relationships between countries

• Improved living standards for members of the community

• Increased economic growth and tax revenue

• More jobs available 

Principles of international marketing

Companies that succeed globally often follow several basic guidelines, regardless of location. The following are some of the primary principles of international marketing. 

• Know your customer.

• Be ready to alter your product or service to fit the customer's needs.

• Be willing to change how you package a product to suit the market better.

• Adapt your message if needed.

• Make use of local resources, especially people.

• Be consistent with pricing across global markets.

• Make sure the impact of international marketing on the community is constructive.

• Give back to new communities through charity or volunteering.

What does an international marketer do?

You promote and sell a company's products or services as an international marketer. Before global expansion, you'd need to learn as much as possible about a new community, its citizens, its government, and how it conducts business. 

Typical working environment

You can work as an international marketer in various industries, including retail, energy, pharmaceuticals, or technology. No matter your position, you'll likely work from an office. However, you may work from more than one since travel is often required. You may also need to explore new communities and interact with locals as part of your research. 

Required skills 

As an international marketing professional, you must be able to analyse marketing data, apply theory to real-world scenarios, and drive critical marketing decisions. You'll need specific workplace and technical skills to succeed in international marketing. 

Workplace skills that can benefit you as an international marketer include:

• Analytical thinking

• Attention to detail

• Creativity

• Curiosity

• Empathy for others

• Good verbal and written communication

• Leadership

• Organisational skills

• Problem-solving abilities

Good technical skills to have as an international marketer include:

• Copywriting and editing skills

• Experience in web design

• Experience with project management software

• Digital marketing abilities

• Experience in social media marketing

• Knowledge of data analytics

• Knowledge of HTML 

• SEO/SEM skills

Common tasks

Specific work tasks in international marketing are typical across many different positions. Some of the duties you might have include: 

• Conducting thorough research involving foreign markets and cultures

• Designing brochures or catalogues to market products or services

• Creating and following marketing budgets

• Advising on the development of products or services

• Regular consultation with sales managers

• Analysing consumer trends and making sales forecasts

• Creating marketing campaigns

• Handling contracts and other essential documents

How to get into international marketing 

If you decide to pursue international marketing, several steps can make the process easier. You can earn a degree, gain marketing experience, build your network, and consider professional certification.

Earn a degree. 

Getting a degree is the best way to prepare for a career in international marketing. Typical areas of study include:

• Advertising

• Business

• Business administration

• Business management

• Digital marketing

• Marketing

• Market research

• Public relations

• Sales management

You typically need a higher national diploma or a degree to enter the marketing field. Depending on your desired career position, you can pursue a master's degree or a PhD. These degrees allow you to specialise in a particular area of international marketing, like brand management or marketing strategy. You may also want to pick a degree accredited by CIM.

Additional educational avenues for an international marketing career include enrolling in a study-abroad program or applying for an international marketing internship. 

Gain marketing experience. 

To gain experience for a career in international marketing, it's a good idea to start with an entry-level position in a local marketing firm or department. Jobs such as marketing assistant or marketing coordinator can help you build your skills to attain your career goals.  

Build your network.

Whether going to university or working, use every opportunity to build a professional network. New connections may help you advance your career in the future. To grow your professional network, try these strategies:

• Form good relationships with university professors, advisors, and coworkers.

• Do your best to impress employers while working.

• Create profiles on professional social media websites.

• Join professional organisations and societies.

• Attend job fairs and other career-related events.

Consider professional credentials

Adding qualifications to your CV can be beneficial and show employers you're willing to go the extra mile to land a position. For example, you might earn a certificate, diploma, or postgraduate degree in professional marketing from the Chartered Institute of Marketing to work up to becoming a Chartered Marketer. You can also pursue training options through the Institute of Data and Marketing or get certified by a global institution like the Digital Marketing Institute.  

A certificate programme can help you develop or strengthen career skills faster than a degree programme. Certificates can have various completion times, from weeks to months. Gaining a relevant certificate may improve your job prospects if you're considering a career in international marketing. You can also find numerous Professional Certificates on Coursera to enhance your CV.

International marketing salaries

Knowing the salaries of different roles can help you decide whether to pursue a career in international marketing. The following list offers a few examples of international marketing positions and their average annual wages in the UK. These figures represent base pay before any bonuses or profit-sharing.

• International marketing coordinator: £32,861 [1]

• International marketing analyst: £37,253 [2]

• International marketing consultant: £45,382 [3]

• International marketing director: £79,908 [4]

• Global brand manager: £56,853 [5]

Next steps 

International marketing is a global field that places professionals at the forefront of marketing products to audiences in different countries. To learn more about this exciting career, consider taking an international marketing course or a group of courses on Coursera. For example, the beginner-friendly Global Marketing: Building Iconic Brands from the University of Illinois at Urbana-Champaign can help provide an excellent introduction to the concepts you’ll need to master. 

To learn more, consider the International Marketing & Cross Industry Growth Specialisation on Coursera, which involves five classes taught by professors at Yonsei University in Korea. With this Specialisation, you’ll learn core global marketing concepts. You’ll also explore various market sectors, from health care and hospitality to sports and entertainment.