Program and curriculum development in international marketing in an emerging economy: Issues and strategies

In response to the changes taking place in the international business arena, companies, governments, and educational institutions are also taking the necessary steps in internationalizing their offerings. This is most important in a developing country environment where there are concerted efforts to improve the performance of companies domestically as well as internationally. The purpose of this paper is to explain how business schools in a developing country environment can develop need oriented business programs and how a functional area course-international marketing-can be internationalized in terms of content and structure.