A Tri-Country Marketing Project – Preparing Students for the Realities of a Global Marketplace

Abstract

With rapidly increasing globalization, business students are required to understand complex global markets and adapt to the rapid changes in the global landscape. This paper discusses a project where students from International Marketing courses in Pakistan, the United States, and France used an interactive platform as a base to jointly explore the marketing of brand-name products across the three countries to better understand the realities of global marketing strategies. The results are discussed as are the difficulties and the recommendations for future projects.

Keywords:

• Virtual teams
• Cross-cultural collaboration
• AACSB
• Double-loop learning

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Erratum