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Assessing the Trends and Challenges of Teaching Marketing Abroad: A Delphi Approach

California State University, Sacramento

The past 20 years have seen a growth in the teaching of marketing in business schools around the world. This article reports the trends and challenges that will face U.S. marketing educators teaching abroad over the next 10 years. Predictions are from a Delphi panel of U.S. marketing educators experienced in teaching marketing abroad to non-U.S. students who are predominately natives of the host country. The Delphi panelists predict that growing global expansion of non-U.S. business schools will limit the opportunities for U.S. marketing educators to teach abroad, as educators at the host schools will teach more of their own native students. In addition, increasingly demanding students who enroll in marketing programs around the world will require U.S. marketing educators to tailor course content to include local marketing practices, accommodate different learning styles, and use teaching methods preferred by native students in delivering their courses.

Key Words: teaching • international marketing • student learning • Delphi method • best teaching practices

Journal of Marketing Education, Vol. 29, No. 3, 201-209 (2007)
DOI: 10.1177/0273475307306885


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