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.
