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| Author: | Abboushi, S. Lackman, C. Peace, A.G. |
| Title: | An international marketing curriculum - development and analysis |
| Journal: | Journal of Teaching in International Business
1999 : VOL. 11:2, p. 1-19 |
| Index terms: | Education Globalization International marketing |
| Language: | eng |
| Abstract: | This paper shows the process of market-driven curriculum design, using a case study of the development of an International Marketing (IM) major at the undergraduate level. The need for an IM curriculum to serve the globalization of business is established. A market-based curriculum development plan is then outlined. The curriculum development, analysis of moderators, and marketing strategy for the major are discussed. |
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