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.