Live cases, where students work directly with an outside organization to solve real-world problems, can be an immersive learning experience for marketing students. Current scholarship on live case usage in marketing is limited to small samples from a handful of live case devotees. This article draws from a large, international sample of 169…

The analysis of American experience of higher education transnationalization, as well as influence of these processes on various spheres of social development has been done. The main factor is the desire to improve the quality of higher education national system, which leads to positive competition between local and foreign universities and serves…

The purpose of this qualitative, phenomenological study is to identify recruitment tools, which may effectively increase international student enrollment at a public, state-assisted university in Texas that does not actively recruit internationally through international travel or dedicated recruitment plans structured for international students.…

The purpose of this study is to evaluate the outcomes of an experiential learning technique coupled with social media in an international marketing course. It was conducted among 155 students placed in groups that were assigned to develop a YouTube video for use as a country branding marketing tool. Measured evaluations of the students'…

The author examines the use of the Web-based foreign advertisements for enhancing the international awareness of undergraduate marketing students. An analysis compares the adaptation of advertisements for identical products to the cultural perceptions and values of consumers in different countries. In a sample of 110 international marketing…

It looks like the fate of many small colleges is closure, "merger" (meaning effectively being swallowed up by a stronger institution) or even-subject to regulatory complexities-acquisition. That is not good news for the colleges, their staff, students, alumni, surrounding communities-nor for the higher education sector as a whole.…

This study applies the pre-purchase decision-making model for services to higher education context in order to understand international students' post-acquisition marketing engagement. The research categorizes three types of decision-making factors (i.e. internal, external, and risk) and two types of customer marketing engagement (CME) (i.e.…

Amidst public calls for greater internationalization, universities are marketing to international students. We explore how universities in regional hubs (Lee & Schoole, 2015) enact "dramaturgical performances" (Goffman, 1959), presenting images of themselves in geopolitical space. We find: (1) bifurcated marketing strategies to…

The purpose of this study was to fill the gaps in the literature in terms of understanding how marketing and international entrepreneurship educators have responded to the impact of the pandemic on experiential learning pedagogy in developing countries. To address these gaps in the literature, this article conceptualizes a Classroom-run Virtual…

The case study is a very popular pedagogical tool in management education, especially in international business, marketing and strategy courses. Substantial literature exists about the effectiveness of case studies, but there is a lack of studies on empirical evaluation of their effectiveness in the classroom and subsequent contribution to…

Teaching and learning international business requires a broad and integrated perspective. This manuscript discusses a pedagogical exercise students have undertaken that is both broad and integrated and as a result expands not only their global mindset but also a broader perspective about self, others, and the world they live in. The exercise in…

The Intercultural Product Pitch OIL (Online International Learning) Project set out to broaden the international experience for a small cohort of undergraduate students by enabling them to collaborate on a series of activities that would raise intercultural awareness and improve key communication skills. The project involved collaboration between…

International business necessitates that its international business educators prepare today's workforce with skills necessary to take on cross-cultural research tasks and challenges. Yet, global business finds these skills in short supply. Perhaps this is the case because empirical evidence shows U.S. academic coverage of cross-cultural research…

With rapidly increasing globalization, business students are required to understand complex global markets and adapt to the rapid changes in the global landscape. This paper discusses a project where students from International Marketing courses in Pakistan, the United States, and France used an interactive platform as a base to jointly explore…

Information technology (IT) innovations have and continue to have a significant impact on international marketing practice and customer interactions. With the marketing environment becoming increasingly dependent on technology, marketing teaching in higher education faces a challenging task of effectively leveraging technology in diverse learning…