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Journal of Marketing Education
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The International Marketing Curriculum: Views from Students

L. W. Turley

J. Richard Shannon

Department of Economics and Marketing, Gordon Ford College of Business, Western Kentucky University

The purpose of this study is to analyze undergraduate marketing studentsTM attitudes toward international marketing as a career and their perceptions about how well prepared they are to enter this arena. A national sample of students indicates that marketing majors are convinced that international marketing will increase in importance in the future, but they also believe that they are not particularly well prepared to choose this as a career. The data also indicate that marketing majors do not speak foreign languages in greater proportion than nonmarketing majors do and may not be learning the languages that businesses would prefer them to know. Implications for universities and the business community are discussed.

Journal of Marketing Education, Vol. 21, No. 3, 175-180 (1999)
DOI: 10.1177/0273475399213003
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