Teaching marketing to a group of international students: a case study

Xara-Brasil, Duarte; Carvalho, Manuela; Nunes, Sandra Cristina Dias

http://hdl.handle.net/10400.26/30643

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Authors

Xara-Brasil, Duarte

Carvalho, Manuela

Nunes, Sandra Cristina Dias

Abstract(s)

This document describes a Marketing pedagogical project, developed in Portugal and relates with the specifications of the field of Teaching Marketing to an international group of around 50 students from 10 countries, including local students; two teachers two educational institutions and a deep collaboration with the local government (municipality), This Marketing project output is related with place branding and has already concluded two editions. This aim of this document is to analyze and debate the pedagogical options included in this learning experience and the possibilities of improvements in further editions. In this era of growing importance of the internationalization of research and education, this topic is covered by an important centrality for researchers, institutions and professors In a first stage we share a theoretical framework focused in the process of the internationalization of higher education institutions particularly dealing with international students. The results that this project achieved are aligned with the literature highlighting the importance of a specific and sophisticated approach to their mobility programs and the integration of the mobility students. There’s a need for a deeper and systematic research focused on the local integration and the development of multicultural competences in this group of students.