TEACHING INTERNATIONAL MARKETING IN AN EXPERIENTIAL LEARNING COURSE: PRACTICE AND IMPACTS

Tiger Li
Florida International University
Chiang-nan Chao
St. John’s University
Fuan Li
William Paterson University
ABSTRACT
International market entry is an important subject in marketing and business education.
However, the current status of teaching international market entry is unsatisfactory. This research
introduces the adoption of an experiential learning course and examines its effectiveness in
teaching the subject. Experiential learning is the process whereby knowledge is created through
the transformation of experience. The findings of an empirical study demonstrate that students
perceive the experiential learning course as more effective in teaching market entry strategies.