Course overview
Driving business growth in international markets
The international business environment is increasingly complex, and businesses must be able to navigate its challenges to remain competitive and achieve their goals. This course is designed to equip you with the knowledge and expertise needed to develop and implement effective global business strategies, leveraging cultural understanding and competitive advantage to succeed in international markets.
Through a combination of theoretical foundations and practical applications, you'll explore the key aspects of international business, including international market selection, commercialisation, and foreign direct investment. You'll gain a comprehensive understanding of the complexities of global business and develop the skills to analyse strategic challenges, craft business strategies, and drive growth in international markets. By the end of the course, you'll be well-equipped to take your business to the next level and succeed in an increasingly globalised economy.
What you’ll learn
You'll learn how to develop a strategic approach to international business, exploring the foundations of international business strategy and the importance of culture in the global marketplace. You'll discover how to analyse international markets, select the most promising markets for your business, and develop effective market entry strategies. You'll also learn about international product and pricing strategies, including standardisation, adaptation, and innovation, and how to commercialise your offerings in global markets.
You'll gain a deeper understanding of foreign direct investment, including factory location and international human resource management, and learn how to navigate the complexities of global trade, tariffs, and exchange rates. Through a combination of theoretical frameworks and real-world case studies, you'll develop the skills to think strategically about your business, its resources, and its competitive capabilities, and learn how to craft a sound commercial international operation that drives growth and profitability in global markets.
Why international business strategy matters now
In today's increasingly globalised economy, having a well-developed international business strategy is crucial for companies to remain competitive and achieve long-term success. With advancements in technology and the rise of emerging markets, businesses can no longer rely solely on domestic markets for growth. International business strategy matters now more than ever, as it enables companies to tap into new markets, diversify their revenue streams, and mitigate risks associated with dependence on a single market. By understanding the complexities of international business and developing an effective strategy, companies can gain a competitive edge, drive innovation, and achieve sustainable growth in an ever-changing global landscape.
Who should attend
This course is designed for professionals and managers who want to develop a deeper understanding of international business strategy and its application in a global context. It is particularly suited for business leaders and managers with international responsibilities, entrepreneurs and founders of businesses with global ambitions, marketing and sales professionals looking to expand their reach, and strategy and operations managers seeking to optimise global supply chains. Anyone looking to develop a career in international business or management consulting will also benefit from this course, which provides a comprehensive understanding of the complexities of international business and the skills to navigate them effectively.
How you’ll learn
This is an MBA online course delivered over 12 weeks, with approximately 100 hours of study.
You'll learn through a mixture of pre-recorded lectures, case studies, and online tutorials. The online tutorials are live interactive sessions where you will review the topics covered in lectures using case studies or other materials to help embed and deepen your understanding. These are a great opportunity to share experiences and learn from the other participants. Online tutorials are typically scheduled every 2 weeks on weekdays from 12–2pm, most often on Tuesdays or Wednesdays, with final scheduling confirmed within eight weeks of the course start date.
Participants will be joining the existing Online MBA cohort, which provides an excellent opportunity for networking and idea exchange. The pace is designed to work alongside a full-time role but assumes steady weekly engagement.
Assessment and certification
At the end of the course, you will complete an individual assessment. This focuses on the areas of international market attractiveness, the competitive landscape and assessment of international success. This is designed to embed your learning and help you practically apply your newly acquired skills and strategies in your workplace.
On successful completion, you will receive a University of Edinburgh Business School certificate, plus 10 Scottish Credit and Qualifications Framework (SCQF) credits, equivalent to 5 European Credit Transfer and Accumulation System (ECTS) credits. These credits can be put towards the University of Edinburgh MBA or Online MBA.
Course impact
Upon completion of this course, you will be equipped with the knowledge, skills, and expertise to drive business growth and competitiveness in international markets. You will have developed a strategic mindset and the ability to analyse complex global business environments, making informed decisions that propel your organisation forward. The course's impact will be seen in your enhanced ability to think critically and strategically, leading to improved job performance, career advancement opportunities, and a stronger professional network. The skills and knowledge gained will enable you to make a lasting impact on your organisation's global success and contribute to its long-term sustainability.
Course lead – Julian Rawel
Julian is a seasoned entrepreneur, educator, and board member with extensive experience in marketing and strategy. He has taught at various UK and international business schools, including the University of Edinburgh, and has held senior roles in companies such as Eurocamp, where he was Group Sales and Marketing Director, and the Royal Armouries Museum, where he set up the marketing function.
With a strong background in tourism management and a research focus on the impact of the 2008 financial crisis on corporate reputation, Julian brings a unique blend of academic and industry expertise to his work. He has held numerous board and committee positions in prominent industry associations, including the Chartered Institute of Marketing, ABTA (Association of British Travel Agents) and AITO (Association of Independent Tour Operators). Julian's experience and qualifications, which include an MSc in Tourism Management and a Fellowship of the Chartered Institute of Marketing, make him a respected figure in the fields of marketing, strategy, and executive education.
Course dates
2 December 2026 – 3 March 2027
Course fees
£2000
Application terms
Applications are accepted until 5pm UK time on Tuesday 17 November 2026.
Our participants typically hold a 2:1 honours degree or higher. We do, however, take a holistic view of every application. If your academic background does not meet these specific criteria, your application may still be considered if supported by a good professional track record.
Successful applicants must also evidence a minimum of three years’ management experience.
Before applying, please ensure you have gathered all the required supporting documents, including a CV and your sponsor letter (if applicable). For further details, please see the application form.
Cancellation requests must be received by 5pm UK time Wednesday 9 December 2026 to qualify for a full refund. After this date, a refund will no longer be possible.
For more information about this course, please email us: executive@business-school.ed.ac.uk