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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

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


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This Article Abstract Free Full Text (Free PDF) Free Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Kelley, C. A. Search for Related Content Social Bookmarking                         What's this?