Strengthening the Impact and Value of International Marketing Curriculum outcomes: A Comparative Study of Turkish and European Business Students Perception of coursework and careers

Svend Hollensen, Ercan Gegez, Beverly Venable

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

The purpose of the study was to examine the perceptions of business school students regarding international marketing courses and careers. A comparative study of Turkish and Northern European students' perceptions towards international marketing courses and international marketing careers was conducted. Results of the study indicated significant differences between Turkish and Northern European students regarding their perceptions of international marketing both in terms of course work and careers. Turkish students in this study perceived international courses as being exiting, trendy and providing opportunities leading to better job opportunities and better salaries. In contrast, the Northern European students perceived international marketing courses as a 'natural' requirement for marketing majors and not providing better job opportunities or salaries.
Original languageEnglish
JournalAcademy of Marketing Studies Journal
Volume14
Issue number1
Pages (from-to)11-26
Number of pages16
ISSN1095-6298
Publication statusPublished - 2010

Keywords

  • curriculum
  • perception
  • International Marketing

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