Internationalization of Digital Businesses

This course introduces a variety of topics related to digital goods (also known as “DG”), their characteristics and their implications for a company’s marketing strategy. It begins with an introduction of digital goods, with a focus on the context in which they operate and their practical consequences for exporting companies. It then moves on to a narrower discussion of the opportunities afforded by the Internet for internationalization, before concluding with a series of short videos elaborating on practical tools and techniques to support digital internationalization.

After completing this course, participants will be able to:

• Evaluate the fundamentals of marketing digital goods
• Assess some techniques to internationalize an internet-enabled company
• Use a variety of tools to market your company and products online