Stranger in a Strange Land: Using International Student Experiences to Teach Adaptation in Global Marketing

Abstract

This teaching innovation focuses on developing students’ understanding of the need for adaptation in global markets. For global marketing instructors, developing this understanding is difficult since many US students do not have extensive experience interacting with other cultures. This teaching innovation is designed to sensitize students to the visible and invisible elements of culture and how they drive the need to adapt products and services for the global marketplace. The innovation relies on a mix of traditional lecture and class based exercises to develop this understanding. Included are guidelines for delivering this innovation as well as assessment suggestions.