Developing a Grassroots Cross-Cultural Partnership to Enhance Student Experiences

Developing a Grassroots Cross-Cultural Partnership to Enhance Student Experiences

Iryna Pentina (University of Toledo, USA) and Veronique Guilloux (UPEC IRG, France)
DOI: 10.4018/978-1-60960-599-5.ch011
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Abstract

Increased globalization of the world economy makes international aspects of marketing an important priority. A growing number of business colleges provide cross-cultural experiences in marketing disciplines that help students better understand other cultures while applying their academic preparation to real-life settings. Today’s students represent the first generation that has been born into the digital age, and freely use multiple technologies in preparing for classes, sharing notes, shopping, rating professors, and accomplishing multiple everyday tasks. This case discusses a class project on developing integrated marketing communications conducted by American and French cross-cultural student groups to promote environmentally-sustainable products in international markets. Modern social networking technologies were widely used both as tools for accomplishing the project, as means for presenting and displaying the results and as a medium for international marketing communications.

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