24517 Contemporary International Marketing Issues

Subject level: Undergraduate

Handbook description

This subject builds on and applies knowledge gained in the prerequisite subject to specific conceptual and empirical issues in international marketing. It increases awareness and understanding of issues beyond the scope of topics covered in traditional international marketing subjects.

Topics covered include: overseas market selection; internationalisation; globalisation; networks and international marketing; international strategic alliances; international competition theory; setting international prices; and international negotiation from a cultural perspective.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Demonstrate a thorough understanding of specific critical empirical international marketing issues beyond the scope of topics covered in traditional international marketing courses;
2. Understand the concepts/theories underlying the contemporary empirical issues;
3. Demonstrate an ability to write a well-reasoned and substantive academic paper supporting a position in relation to the critical empirical issues;
4. Demonstrate an ability to verbally defend the position taken; and
5. Combine this understanding of critical empirical international marketing issues with international marketing concepts/theories to develop effective international marketing strategy.

Contribution to graduate profile

This subject builds upon the basic international marketing knowledge acquired in 24220 International Marketing. It enables students to broaden their understanding of international marketing by focusing on critical conceptual and empirical issues. It complements the other subjects in the degree in that it is less managerially oriented. It also helps develop a sound knowledge base for subsequent core subjects of 24607 International Marketing Management Project and 24765/24766 International Marketing Country Study.

Teaching and learning strategies

The teaching method for this subject is based on seminars and lectures and a project in the form of a take home exam. Students on an individual basis will prepare papers on relevant international marketing issues of the day.

All students are required to have read the article or articles in the readings on the topic to be discussed prior to coming to class. They must be prepared to contribute to the discussion of it. Those assigned to prepare a paper and make a presentation on the topic are expected to have read widely in the area and be in a position to offer well-reasoned and substantive argument in support of or in disagreement with the position put forward in the article on the topic included with the readings.

Content

The contemporary issues explored in this subject will vary with subtle changes to the international marketing environment, but an indication of the conceptual and empirical issues covered in this subject is listed below:

• The Importance of Alliances and Networks in International Marketing
• Globalisation – Micro and Macro Elements
• Cultural Diversity
• The Impact of War, Terrorism and Disease on International Marketing
• Ethics and Intellectual Property
• The Impact of International Trade Agreements on International Marketing.

Assessment

Assessment item 1: Seminar Paper A (Individual)

Assessment item 2: Seminar Paper B (Individual)

Assessment item 3: Examination (Individual)