Challenges and Solutions for Marketing Educators Teaching in Newly Emerging Markets

Abstract

Globalization and changes in business education have created more opportunities for marketing educators to teach in newly emerging markets (NEMs). However, differences in the backgrounds and cultures of students in these countries create new challenges for the marketing educator. Yet the extant literature reveals little guidance for the instruction of basic marketing concepts within emerging economies. In this article, the authors report on the challenges faced by marketing instructors who have experienced teaching in NEMs. Detailed feedback, gained through a focus group interview, on international experiences from a faculty is examined. General advice is offered for marketers interesting in teaching in NEMs.