Programme And Module Handbook
Course Details in 2022/23 Session

If you find any data displayed on this website that should be amended, please contact the Curriculum Management Team.

Module Title LM International Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37294
Module Lead Raphael Akamavi
Level Masters Level
Credits 20
Semester Semester 2
Co-requisites LM Implementing International Marketing - (07 37292)
Restrictions None
Contact Hours Lecture-20 hours
Seminar-11 hours
Practical Classes and workshops-9 hours
Guided independent study-160 hours
Total: 200 hours
Description This module introduces reflection and debate about contemporary challenges to international marketers by bringing together culturally diverse and interdisciplinary perspectives on international marketing. Topics associated with the latest publications in the subject area and the evolving nature of international marketing frameworks and concepts.

The content of the module will explore the recent developments in international marketing literature, the notion of ethnocentrism; the changing relationship between country-of-origin effects, brand origin and brand names; the impact of psychic distance on international marketing decisions, the evolution of the cultural perceptions in international marketing, etc. This also aims to assist students in their quest for dissertation topics by questioning entrenched concepts and approaches. It will create an environment for further development of skills in critical thinking, analysis and scientific reasoning.
Learning Outcomes By the end of the module students should be able to:
  • Critically discuss the scope and development of contemporary theory and practice; the complexity of international marketing and the challenges facing international marketing organisations;
  • Explain factors of the international marketing environment with an ability to see how their interactions influence organisations.
  • Apply audit tools to evaluate an organisation’s readiness for its internationalisation decisions
  • Critically assess international business risks and relevant options to select viable markets to enter.
  • Appraise the ethical and societal impacts of international marketing practices and the roles and responsibilities of both consumers and firms.
Assessment Methods & Exceptions Assessment:

Group assignment (30%): 4000 words or numerical equivalent.

Individual assignment (70%) (3000 words).


Reassessment of failed component.

Component A: Individual Reflection (1.000 words)

Component B: Individual assignment (70%) (3000 words).
Reading List