Teaching Pedagogical Innovation for International Marketing in India
Institute of Management Technology, Ghaziabad, India
Volume 12 Special Issue: 2017, pp. 000-000; ABSTRACT
The paper aims to document the successful application of the X-culture project as a teaching pedagogy for International Marketing in the Indian context. Multisource longitudinal data were collected from 150 Indian students, who opted for this elective course in a leading Business School in India. Data included: instructors feedback, course evaluations, assessment of changes in knowledge, attitudes, and behaviors following the experiential project, and various indicators of individual and team performance. The study drew on experiential learning, and intergroup cross cultural theories for evaluating the effectiveness of the experiential global virtual team-based approach in International Marketing education. The findings showed positive outcomes at each level, but also revealed challenges and limitations of using global virtual team projects for learning and education. Implications for International Marketing education and suggestions for future research are immense because it can vastly improve the scope for teaching such subjects in emerging economy countries like India, thereby improving their chances of global integration.
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