ERIC Number: ED334854
Record Type: RIE
Publication Date: 1990-Apr
Academic Preparation for International Pre-MBA's in Marketing.
Adjustments to the case study approach are recommended to address three major areas of difficulty for foreign students in master's-level marketing education programs: (1) language-related problems; (2) unfamiliar class format and methodology; and (3) lack of cultural background knowledge. For language-related problems, case studies are a good basis for adding topical supplemental readings from textbooks and business journals. However, teachers need to be aware that use of metaphors in marketing is a particularly difficult area for non-native speakers, and the conventions governing student-teacher classroom interaction may be unknown to the student, inhibiting participation. A possible sequence of case study topics includes consumer behavior, market research and segmentation, and marketing mix. (Two videotapes are recommended.) Foreign students may not understand the concept of case studies, that there is no right or wrong answer to a problem, but that the case can be used to discuss effective and ineffective handling of a situation. Participation and grading expectations should also be openly explained. Foreign students' familiarity with well-known U.S. companies can be increased through supplementary texts and an author-produced listing of firms, with notes on their corporate images. (MSE)
Descriptors: Business Administration Education, Business Communication, Case Studies, Classroom Techniques, Course Organization, Cultural Awareness, English for Special Purposes, English (Second Language), Foreign Students, Graduate Study, Higher Education, Language Skills, Marketing, Masters Programs, Metaphors, Second Language Instruction, Skill Development, Videotape Recordings
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Eastern Michigan University Conference on Languages and Communications for World Business and the Professions (9th, Ypsilanti, MI, April 5-7, 1990). The handout referenced to on page 2 is not included with this document.