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Module Title LM Contemporary Issues in International Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 21968
Module Lead Dr Sheena Leek
Level Masters Level
Credits 10
Semester Semester 2
Restrictions MSc International Marketing (7109)

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. Thus students will have to do extensive independent reading and discuss their own interpretation of the assigned reading materials.

The content of the module will explore the recent developments in export performance measurement and assessment; the notion of ethnocentrism and cosmopolitanism; 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 module will be designed so as 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

Learning Outcomes

On completion of this module students should be able to :

  • demonstrate a critical awareness of the scope and development of contemporary theory and practice; the complexity of international marketing and the challenges facing international marketing organisations;
  • critique contemporary international marketing literature;
  • appraise and synthesise knowledge and information from a variety of relevant academic and industry sources and propose strategies and responses to solve practical international marketing issues;
  • identify and critically analyse current perspectives and debates in international marketing to make reasoned judgements to develop a coherent understanding of contemporary theory and practice;
  • appraise the ethical and societal impacts of international marketing practices and the roles and responsibilities of both consumers and firms.
Assessment 21968-01 : Individual assignment : Coursework (70%)
21968-03 : Presentation : Presentation (30%)
Assessment Methods & Exceptions Individual assignment, 3000 words (70%); Group presentation (30%). Reassessment: 3000 word assignment (100%)
Reading List