An Applied Approach to Teaching International Marketing

This article describes an approach to teaching international marketing which won an award for innovation under the Council for Industry and Higher Education Partnership Awards scheme. The approach uses a combination of case study analysis, student presentations (based on their work in other areas of the degree programme),and the dissemination of examples of international marketing practice drawn from the experience of the students whilst on work placement abroad. It concludes with some comments on the benefits such an applied approach to study of this subject can bring.