International Marketing: Student Attitudes and Behavior

In response to the growing importance of international marketing, recent studies have examined the topic from the perspectives of both practitioners and academicians. This article explores how students feel about international marketing and their preparation for potential careers in this area. The majority of marketing students believe courses in international marketing, foreign culture, and foreign language should be required. They are at least minimally proficient in a foreign language and feel that international marketing will contillUe to grow in importance. They do not, however, believe they are being prepared adequately for careers in this area.