Teaching International Business via Social Media Projects

Ilan Alon, Ruwanthi Kumari Herath

Research output: Contribution to journalArticlepeer-review

43 Scopus citations


The purpose of this study is to evaluate the outcomes of an experiential learning technique coupled with social media in an international marketing course. It was conducted among 155 students placed in groups that were assigned to develop a YouTube video for use as a country branding marketing tool. Measured evaluations of the students' perceptions of the experience reveal that it was both beneficial and positive, and it helped to promote an understanding of the importance of teamwork and the uses of technology. Factor analysis grouped the perceptions and attitudes regarding the exercise into four categories.The differences in perception are evaluated based on gender, country of study, and level of education. The study highlights the importance of incorporating experiential learning pedagogies with social media to teach country branding.

Original languageEnglish
Pages (from-to)44-59
Number of pages16
JournalJournal of Teaching in International Business
Issue number1
StatePublished - Jan 2014
Externally publishedYes


  • Country branding
  • Experiential learning
  • Pedagogy
  • Social media
  • YouTube


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