The purpose of the study was to examine the perceptions of business school students regarding international marketing courses and careers. A comparative study of Turkish and Northern European students' perceptions towards international marketing courses and international marketing careers was conducted. Results of the study indicated significant differences between Turkish and Northern European students regarding their perceptions of international marketing both in terms of course work and careers. Turkish students in this study perceived international courses as being exiting, trendy and providing opportunities leading to better job opportunities and better salaries. In contrast, the Northern European students perceived international marketing courses as a 'natural' requirement for marketing majors and not providing better job opportunities or salaries.
Academy of Marketing Studies Journal, 2010, Vol 14, Issue 1, p. 11-26