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this paper presents a report of a cross cultural student team project that was conceived and executed in response to the calls for developing comprehensive, realistic, and relevant teaching tools in marketing classrooms. this project's objectives were to promote cross - cultural understanding of ecological sustainability, facilitate technology - mediated collaboration among international student teams, introduce students to qualitative research, and motivate them to apply theoretical knowledge to creating marketing communications campaigns. this paper may help marketing educators to incorporate complex and creative assignments into the marketing curriculum and to prepare more aware and marketing specialists.
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