International marketing and experiential learning: A good fit for business education?

International marketing is an important topic in business education. However, the traditional lecture class is viewed as inadequate in delivering the topic because of its passive learning style and lack of realism. In this research we examine the effectiveness of an alternative approach to teaching international marketing that emphasizes experiential learning. The results of an empirical investigation show that experiential learning provides the students with better benefits on acquiring various skills and competences in international marketing. The findings shed light on how to invigorate business education with innovative alternatives.