Pragmatic Perspectives in International Marketing Education

Recent reports on the state of management education are, typically, critical of the relevance of business school offerings to “real world” situations. Furthermore, they stress the need to internationalise the curriculum and develop personal and interpersonal skills through programmes which are more integrated and participative in design. This article discusses the pragmatic approach to international marketing education, which in seeking to address these issues, also recognises the broader role of universities in contributing to economic development.