Teaching of the International Component in the Introductory Marketing Course

Abstract

For almost three decades, the AACSB and business leaders have sought increased emphasis on internationalizing students' perspectives. Recent studies demonstrate mixed results in the extent to which business schools have globalized their curricula. With decreasing student interest in the marketing major, Introductory Marketing emerges as a critical course for instilling an international marketing perspective, since it is typically required of all business majors. This study investigates the extent of change compared to a decade ago of how international marketing is taught in the introductory course. Also, it proffers pedagogic recommendations that marketing faculty can use to improve student learning in this area.

Key Words:

• International topics
• principles of marketing
• teaching pedagogy
• technology