Internationalizing the Marketing Curriculum: The Professional Marketer's Perspective

The authors surveyed professional members of a national marketing association who had designated international marketing as a field of interest. Respondents rated the skills and knowledge areas that a student should possess to be successful as an international marketing executive. In addition, the respondents also indicated those regions of the world, cultural differences, and languages that a student should study in order to function effectively as an international marketing manager. A case is made for using the impact approach for international curriculum development, and an illustration is given of its use in designing a major international business program.