ABSTRACT
An experiment was conducted with 35 students in the post-graduate class of Institute of Management Technology, Ghaziabad, a leading AACSB-accredited business school in India. The students had selected International Marketing as their area of specialization and wanted to work on a live project to experience the ground realities of conducting international business. Several companies visited Indian business school campuses for crowdsourcing, and it was observed that student engagement was high in these corporate-sponsored events and business plan competitions. This form of experiential learning has been welcomed by Indian students to the extent that they prioritized their lectures or submissions around these activities. This motivated the author to blend the teaching curriculum in international marketing with a live business challenge from a corporate partner to maximize student engagement and increase learning outcome. Therefore, I invited the corporate partner to the classroom and converted 50% of my lectures into the workshop mode, with three participants: the company, faculty, and students. Based on the study findings, the suggested teaching method may be implanted at other business school campuses in India. Subsequently, the workshop mode may be recommended for teaching international marketing to post-graduate students in emerging markets like India.
