ERIC Number: ED271975
Record Type: RIE
Publication Date: 1985
Reference Count: 0
Teaching Marketing in Today's World.
Pozo, Ivania del; Antal, Leonard
Techniques for teaching marketing to students of business Spanish are discussed, including an examination and classification of marketing concepts, analysis of the significant and growing United States Hispanic market, and English- and Spanish-language samples of computer-assisted instructional (CAI) materials used in two colleges (Youngstown State University in Ohio and Geneva College in Pennsylvania). The CAI materials include a presentation of marketing terms and case histories with drill and practice. The curriculum treats the foreign language student as a potential businessperson in the international and domestic Hispanic markets and emphasizes the design of marketing programs. Important elements in the progam are an awareness of cultural values and attitudes, and the principle that the desires, needs, and reasonable beliefs of the marketing audience should determine what is offered rather than the reverse. (MSE)
Descriptors: Business Administration Education, Classroom Techniques, College Second Language Programs, Computer Assisted Instruction, Cultural Context, Higher Education, Hispanic Americans, Languages for Special Purposes, Marketing, Program Descriptions, Second Language Instruction, Spanish, Spanish Speaking
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Note: In: Proceedings of the Eastern Michigan University Conference on Languages for Business and the Professions (4th, Dearborn, MI, May 2-4, 1985); see FL 015 835.