Internationalizing the Marketing Curriculum: A Profile of the International Marketing Course

Abstract

Marketing education at universities needs to reflect the changing global business environment to prepare students to be effective in overseas operations and meet the growing demand for those who can function in a globally competitive environment. Little is known about the international marketing course even though this is a major channel for providing international information to marketing students. This study examines the subject content, teaching methods, and administration of the international marketing course. A survey of 144 academicians who teach international marketing identified frequently used teaching methods, sources of information for lectures, importance ratings for course topics, and the level of support given to the faculty members who wish to strengthen their teaching and research efforts in international marketing.