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Advisor(s)
Abstract(s)
There has been an increasing degree of internationalization of several higher education institutions
mainly under the ERASMUS context. Those mobility programs bring important gains in terms of students’
competences to the Higher Education Institutions and to the employers, but there are also many constraints associated with the student’s mobility process. The Setubal Brand Management is a multicultural
pedagogical project that also promotes interpersonal skills and encourages a greater integration in the
region and with local students. It includes students with diverse educational and cultural backgrounds.
In this chapter, several specific pedagogical approaches were taken into account, such as: development
of specific contents; implementation of different team-building actions; the inclusion of facilitating
elements of communication; and the constitution of multicultural groups. A critical analysis of student
perceptions and the sharing of the project with colleagues and with the academic community allowed
implementation of several improvements.
Description
Keywords
Citation
Xara-Brasil, D., Carvalho, M. & Nunes, S. (2020). Learning Marketing in a Multicultural Context: A Pedagogical Case Study. In Learning Styles and Strategies for Management Students. pp. 131 – 156. IGI-Global, Pensilvânia, USA.