ERIC Number: ED368013
Record Type: RIE
Publication Date: 1993-Apr
Reference Count: N/A
Internationalizing the Business School: Constructing Partnership between the Humanities and the Professions during an NEH Grant Project. Marketing Component.
The addition of international concepts in the business school curriculum has been a major thrust of accrediting agencies and the profession at large. While marketers working within the United States have a vast amount of knowledge of their customers, many marketers are "fooled" by the notion that consumers in other countries are the same type of consumers as the marketers since they share certain similarities (clothing, food, music). Many business people lack the knowledge of how to apply cultural concepts because of a lack of exposure to other cultures or the "blinder effect" that "everyone in the world wants to be an American." The practical application and/or the use of cultural aspects is a main emphasis of the International Markets course at Robert Morris College (even in low-level marketing courses the international focus is being implemented). The application of cultural aspects are achieved by the use of cultural games/simulations and cultural research with the implication of the culture as it relates to the marketing mix. However, the "cultural universe" at Robert Morris College between the marketing discipline and the Humanities discipline has not been clearly defined to date. (A list of international cultural mistakes, and a description of the amount of cultural borrowing that makes up American culture are included.) (RS)
Publication Type: Speeches/Meeting Papers; Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Cultural Sensitivity; Robert Morris College PA
Note: Paper presented at the Annual Conference on Language and Communication for World Business and the Professions (Ypsilanti, MI, April 1-3, 1993). For related papers, see ED 357 397 and ED 357 401.